Trash-talking wrestler Kevin Lee fell short in his bid for UFC gold when he got totally handled by Tony Ferguson. Which is fine. He took a swim in the deep end of the pool, and clearly wasn’t ready for talent swimming there.

Since then, he was tasked with headlining a Fight Night event opposite Edson Barboza, and though he flubbed the weight cut, he earned a win. Hooray. He gets to keep his job.

But the UFC released some content today to build up some hype for this weekend’s UFC Fight Night 132 card in Singapore, and while Lee isn’t on the card, the videos are all about his adventures in this particular foreign market.

Which makes me wonder… what do they have planned for him?

Obviously, much of Lee’s success comes from his ability and the results he’s put forth in the Octagon, but methinks someone somewhere liked Lee’s ability to use his mouth to drum up interest. Sure, Lee’s still got some mileage left on his engine, and plenty of time to improve and climb back up the mountain. But in this day and age, a fighter’s knack for talking smack might be what separates the scrubs from those who get the spotlight shown on them.

You go, Kevin Lee. Earn that cheddar.