Actor Son Seok-koo has claimed the top spot in brand reputation, surpassing Go Yoon-jung.
According to the Korea Corporate Reputation Research Institute on the 20th, the analysis of big data for actor brand reputation from April 20, 2025, to May 20, 2025, showed Son Seok-koo in first place, Go Yoon-jung in second, and Kim Hye-ja in third.
The Korea Corporate Reputation Research Institute measured the brand big data of 100 actors appearing in dramas, movies, and OTT platforms during this period, totaling 175,223,431 data points, based on consumer brand participation, media volume, communication volume, and community volume, and quantified it using a brand reputation algorithm. This represents a 9.01% increase compared to the 160,743,575 data points from April.
As the OTT market size expands, the analysis of actors has broadened, integrating big data from movie and drama actors active in web media as well.
Son Seok-koo, who ranked first in actor brand reputation, had a participation index of 1,051,061, media index of 1,554,195, communication index of 1,511,742, and community index of 1,353,224, resulting in a brand reputation index of 5,470,221.
Go Yoon-jung, in second place, had a participation index of 1,454,998, media index of 1,384,881, communication index of 1,046,539, and community index of 1,436,404, leading to a brand reputation index of 5,322,822.
Kim Hye-ja, in third place, had a participation index of 1,220,181, media index of 1,326,715, communication index of 1,429,974, and community index of 1,207,646, resulting in a brand reputation index of 5,184,517.
The brand of Ma Dong-seok, in fourth place, had a participation index of 968,104, media index of 91,406, communication index of 1,529,077, and community index of 1,678,663, leading to a brand reputation index of 4,267,251.
The brand of Lee Joon-young, in fifth place, had a participation index of 1,230,401, media index of 1,381,689, communication index of 792,346, and community index of 854,272, resulting in a brand reputation index of 4,258,709.
Director Koo Chang-hwan stated, “In the analysis of actor brand reputation for May 2025, Son Seok-koo's brand ranked first. Comparing the actor brand big data of 160,743,575 from April, there was a 9.01% increase. A detailed analysis shows a 16.61% increase in brand consumption, a 9.97% increase in brand issues, a 3.77% increase in brand communication, and a 6.68% increase in brand spread.”
He continued, “The Son Seok-koo brand, which attracted consumer interest through dramas and movies, was analyzed as number one. The Go Yoon-jung brand, which showcased a diverse acting spectrum, ranked second, while the Kim Hye-ja brand, which garnered fan support through her passionate performances in dramas, ranked third.”
The top 30 actor brand reputation rankings for May 2025 are as follows: Son Seok-koo, Go Yoon-jung, Kim Hye-ja, Ma Dong-seok, Lee Joon-young, Kim Ji-yeon, Lee Byung-hun, Han Ye-ji, Park Hae-joon, Kang Yoo-seok, Shin Sia, Park Ji-hoon, Jung Joon-won, Noh Jeong-ui, Choi Hyun-wook, Chae Won-bin, Ryu Un, Bae Na-ra, Han Ji-min, Kang Ha-neul, Lee Hye-young, Yoo Ah-in, Uhm Ji-won, Lee Jung-jae, Jung Hae-in, Choi Min-young, Hyun Bong-sik, Park Eun-bin, Gong Seung-yeon, and Kim Tae-ri.
