The Korean Business Research Institute has released the brand reputation rankings for advertisement models in May 2025. The list ranks celebrities based on their influence and popularity in advertising. The rankings were calculated using big data from April 2 to May 2. The analysis included consumer behavior, media coverage, and social media engagement.
Byeon Woo Seok maintained his position as the top advertisement model this month. His brand reputation index reached 1,589,864. The actor gained massive popularity from his recent drama Lovely Runner. His strong fanbase and media presence contributed to his high score.
Baseball star Lee Jung Hoo entered the rankings for the first time, securing second place. His brand reputation index was 1,403,456. His outstanding performance in sports and endorsements boosted his ranking. Many brands see him as a reliable and influential figure.
Lim Young Woong ranked third with a score of 1,380,881. The trot singer has consistently been a favorite for advertisements. His loyal fanbase and frequent TV appearances keep him in the spotlight. His ability to connect with older and younger audiences makes him a top choice for brands.
Football star Son Heung Min took fourth place with a score of 1,280,053. His global recognition and success in sports make him a valuable endorser. Many international and Korean brands prefer him for his positive public image. His influence extends beyond sports into fashion and lifestyle products.
ASTROโs Cha Eun Woo completed the top five with a brand reputation index of 1,038,112. The idol-actor remains a favorite for beauty and fashion brands. His recent variety show Rented in Finland increased his visibility. His charming personality and visuals make him a strong advertising model.
The rankings also included other popular celebrities. BLACKPINK ranked sixth, proving their global influence. BTS followed in eighth place despite their military enlistments. Park Bo Gum and Park Eun Bin stayed strong in the top 10. Veteran actors like Lee Byung Hun and Gong Yoo also made the list.
Sports personalities had a strong presence this month. Faker, the esports legend, ranked 21st. Ryu Hyun Jin, a famous baseball player, secured the 27th spot. Shin Yubin, a rising table tennis star, debuted at 29th. Their achievements in sports translated into high brand value.
Variety stars also featured prominently. Yoo Jae Suk ranked 20th, maintaining his status as Koreaโs favorite MC. Kim Jong Min came in 22nd due to his long-running variety show appearances. Their humor and relatability make them ideal for commercials.
K-pop groups continued to dominate the rankings. IVE ranked 13th, showing their growing influence. SEVENTEEN placed 16th, reflecting their strong fandom. aespa secured the 27th spot with their unique concept and global appeal. Their music and fashion endorsements keep them in demand.
Actors known for recent dramas also made the list. Son Suk Ku, who starred in hit series, ranked 26th. Shin Min Ah, a veteran actress, rounded out the top 30. Their strong performances keep them relevant in the advertising world.
The rankings highlight the changing trends in celebrity endorsements. Younger stars like Byeon Woo Seok and Cha Eun Woo are rising fast. Sports figures like Lee Jung Hoo and Son Heung Min remain highly influential. Veteran entertainers like Yoo Jae Suk and Lim Young Woong continue to hold their ground.
Brands use these rankings to select the best models for their campaigns. A high score means strong public trust and engagement. The Korean Business Research Institute updates the list monthly. This helps companies make informed decisions about celebrity partnerships.
The full top 30 list for May 2025 is as follows:
Byeon Woo Seok
Lee Jung Hoo
Lim Young Woong
Son Heung Min
ASTROโs Cha Eun Woo
BLACKPINK
Kim Do Yeong
BTS
PSY
Park Bo Gum
Park Eun Bin
Lee Byung Hun
IVE
Jun Hyun Moo
Gong Yoo
SEVENTEEN
Lee Chan Won
Lee Jung Jae
Young Tak
Yoo Jae Suk
Faker
Kim Jong Min
Choo Sung Hoon
Park Hyung Sik
Ji Ye Eun
Son Suk Ku
aespa
Ryu Hyun Jin
Shin Yubin
Shin Min Ah
Fans can watch Byeon Woo Seok in Lovely Runner on OTT. Cha Eun Wooโs variety show Rented in Finland is also available for streaming.
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