Son Seok-koo and Kim Hye-ja from 'More Beautiful than Heaven' have both secured the 1st and 2nd positions in the drama actor brand reputation rankings.
According to the big data analysis results for drama actor brand reputation in May 2025, Son Seok-koo ranked 1st, Kim Hye-ja 2nd, and Go Yoon-jung 3rd.
The Korea Corporate Reputation Research Institute analyzed the brand big data of 50 actors appearing in dramas aired from April 6, 2025, to May 6, 2025, totaling 65,497,088 data points, measuring consumer brand participation, media volume, communication volume, and community volume, and quantified it using a brand reputation algorithm. This represents a 9.44% increase compared to the 59,850,135 data points from the previous month.
The analysis of drama actor brand reputation was conducted using participation index, media index, communication index, and community index for brand big data analysis. The brand reputation index is derived from extracting brand big data and analyzing consumer behavior through a reputation analysis algorithm, classifying it into participation value, communication value, media value, community value, and social value, and applying weights to produce the index.
Son Seok-koo, who recorded the 1st place in drama actor brand reputation, had a participation index of 620,206, media index of 538,224, communication index of 1,338,224, and community index of 1,281,558, resulting in a brand reputation index of 3,778,212.
In 2nd place, Kim Hye-ja's brand had a participation index of 700,128, media index of 1,003,327, communication index of 903,327, and community index of 1,164,465, resulting in a brand reputation index of 3,771,247.
In 3rd place, Go Yoon-jung's brand had a participation index of 986,704, media index of 906,197, communication index of 906,197, and community index of 813,725, resulting in a brand reputation index of 3,612,822.
In 4th place, Park Eun-bin's brand had a participation index of 358,944, media index of 387,217, communication index of 987,217, and community index of 1,394,872, resulting in a brand reputation index of 3,128,250.
In 5th place, Lee Joon-young's brand had a participation index of 819,304, media index of 775,462, communication index of 775,462, and community index of 403,367, resulting in a brand reputation index of 2,773,596.
Director Koo Chang-hwan stated, "The analysis results of drama actor brand reputation in May 2025 show that Son Seok-koo's brand ranked 1st. In the big data link analysis, 'reunion, choice, passionate performance' scored highly, and in keyword analysis, 'more beautiful than heaven, Kim Hye-ja, Han Ji-min' ranked high. The positive-negative ratio analysis showed a positive ratio of 90.84%."
He also mentioned, "Analyzing the brand big data of drama actors in May 2025, there was a 9.44% increase compared to the 59,850,135 data points from April. A detailed analysis shows a 32.21% increase in brand consumption, a 23.93% increase in brand issues, a 9.04% increase in brand communication, and a 9.22% decrease in brand diffusion."
The top 30 rankings for drama actor brand reputation in May 2025 are as follows: Son Seok-koo, Kim Hye-ja, Go Yoon-jung, Park Eun-bin, Lee Joon-young, Park Ji-hoon, Jung Joon-won, Cynthia, Noh Jung-ui, Kang Yoo-seok, Moon Ga-young, Lee Joo-bin, Kim Ji-yeon, Ryu Un, Han Ji-min, Choi Hyun-wook, Gong Seung-yeon, Lee Da-hee, Shin Min-a, Han Ye-ji, Uhm Ji-won, Jung Eun-ji, Park Young-kyu, Kim Yo-han, Lee Dong-wook, Park Hae-soo, Lee Je-hoon, Bae Na-ra, Kim Dong-jun, Lee Jung-eun.
