Coburn returned to television in 1978 to star in a three-part miniseries version of a Dashiell Hammett detective novel, The Dain Curse, tailoring his character to bear a physical resemblance to the author. During that same year as a spokesman for the Joseph Schlitz Brewing Company, he was paid $500,000 to promote its new product in television advertisements by saying only two words: "Schlitz. Light." In Japan, his masculine appearance was so appealing, he became an icon for its leading cigarette brand. He also supported himself in later years by exporting rare automobiles to Japan. He was deeply interested in Zen and Tibetan Buddhism, and collected sacred Buddhist artwork. He narrated a film about the 16th Karmapa called The Lion's Roar.
Coburn returned to television in 1978 to star in a three-part miniseries version of a Dashiell Hammett detective novel, The Dain Curse, tailoring his character to bear a physical resemblance to the author. During that same year as a spokesman for the Joseph Schlitz Brewing Company, he was paid $500,000 to promote its new product in television advertisements by saying only two words: "Schlitz. Light." In Japan, his masculine appearance was so appealing, he became an icon for its leading cigarette brand. He also supported himself in later years by exporting rare automobiles to Japan. He was deeply interested in Zen and Tibetan Buddhism, and collected sacred Buddhist artwork. He narrated a film about the 16th Karmapa called The Lion's Roar.