Actor Byun Woo-seok has secured the top spot in advertising model brand reputation.
According to the Korea Corporate Reputation Research Institute, the big data analysis results for advertising model brand reputation in May 2025 showed that Byun Woo-seok ranked first, followed by Lee Jung-hoo in second and Im Young-woong in third.
The Korea Corporate Reputation Research Institute measured 27,165,322 pieces of big data on advertising model brands from April 2, 2025, to May 2, 2025, analyzing consumer behavior to assess participation index, media index, communication index, and community index to calculate the brand reputation index. This is an 8.77% decrease compared to the 29,777,146 pieces of big data from last April.
The brand reputation index is a metric created through brand big data analysis, revealing that consumers' online habits significantly influence brand consumption. The analysis of advertising model brand reputation can measure consumer relationships with the brand, positive and negative evaluations, media interest, and the level of consumer engagement and communication.
Byun Woo-seok's brand, which ranked first in advertising model brand reputation, had a participation index of 139,230, media index of 245,282, communication index of 599,081, and community index of 606,271, resulting in a brand reputation index of 1,589,864. This is a 22.11% decrease compared to the brand reputation index of 2,041,239 from last April.
In second place, Lee Jung-hoo's brand had a participation index of 398,052, media index of 116,669, communication index of 436,114, and community index of 452,621, resulting in a brand reputation index of 1,403,456.
In third place, Im Young-woong's brand had a participation index of 409,118, media index of 268,821, communication index of 400,168, and community index of 302,774, resulting in a brand reputation index of 1,380,881. This is a 15.88% decrease compared to the brand reputation index of 1,641,569 from last April.
In fourth place, Son Heung-min's brand had a participation index of 285,795, media index of 291,452, communication index of 201,352, and community index of 501,454, resulting in a brand reputation index of 1,280,053. This is a 29.91% decrease compared to the brand reputation index of 1,826,199 from last April.
In fifth place, Cha Eun-woo's brand had a participation index of 126,608, media index of 144,896, communication index of 396,145, and community index of 370,463, resulting in a brand reputation index of 1,038,112. This is a 0.94% decrease compared to the brand reputation index of 1,047,978 from last April.
Director Koo Chang-hwan stated, “According to the big data analysis results for advertising model brand reputation in May 2025, Byun Woo-seok's brand ranked first. Analyzing the advertising model brand category, it shows an 8.77% decrease compared to the 29,777,146 pieces of big data from last April. A detailed analysis reveals a 26.02% increase in brand consumption, a 10.11% increase in brand issues, a 21.07% decrease in brand communication, and a 17.99% decrease in brand diffusion.”
He continued, “In the link analysis of the advertising brand of Byun Woo-seok, who ranked first in advertising model brand reputation in May 2025, the terms ‘reveal, words become reality, break through’ were highly noted, and in the keyword analysis, ‘Nonghyup Bank model, Paldo Bibimmyeon, Job Korea adult’ were prominent. The positive-negative ratio analysis of Byun Woo-seok's advertising brand showed a positive ratio of 91.42%.”
The top 30 rankings for advertising model brand reputation in May 2025 are as follows: Byun Woo-seok, Lee Jung-hoo, Im Young-woong, Son Heung-min, Cha Eun-woo, BLACKPINK, Kim Do-young, BTS, Psy, Park Bo-gum, Park Eun-bin, Lee Byung-hun, IVE, Jeon 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 Yae-eun, Son Seok-koo, aespa, Ryu Hyun-jin, Shin Yu-bin, Shin Min-a.
