According to the big data analysis results for entertainment personalities' brand reputation in July 2025, Yoo Jae-suk ranked first, followed by Kim Jong-kook in second and Shin Dong-yup in third.
The Korea Corporate Reputation Research Institute analyzed 66,418,810 pieces of brand big data from 50 entertainment personalities from June 5, 2025, to July 5, 2025, measuring consumer participation, media volume, consumer engagement and communication, and social conversation volume. Compared to the 72,130,809 pieces of entertainment personality brand big data from June, this represents a decrease of 7.92%.
The brand reputation index is derived from extracting brand big data and analyzing consumer behavior, classifying it into participation value, communication value, media value, and social value, and applying weights to produce the index. The entertainment personality brand reputation index was analyzed based on participation index, media index, communication index, and community index. It also included brand monitor analysis, which analyzes consumer positive and negative responses, and brand value assessment, which analyzes the relationship with consumers.
The ranking of the top 30 entertainment personalities' brand reputation in July 2025 is as follows: Yoo Jae-suk, Kim Jong-kook, Shin Dong-yup, Lee Soo-ji, Kim Sook, Kim Jong-min, Kang Ho-dong, Lee Sang-min, Jo Se-ho, Defconn, Eun Ji-won, Noh Hong-chul, Jeon Hyun-moo, Kim Jun-ho, Seo Jang-hoon, Lee Young-ja, Kim Young-chul, Ahn Jung-hwan, Kim Hee-chul, Kim Dong-hyun, Jang Do-yeon, Hong Hyun-hee, Song Ji-hyo, Hong Jin-kyung, Park Mi-sun, Tak Jae-hoon, Lee Ji-hye, Kim Gura, Lee Soo-geun, Jeong Hyeong-don.
Yoo Jae-suk, who ranked first in brand reputation among entertainment personalities, had a participation index of 271,302, media index of 485,477, communication index of 1,782,148, and community index of 1,840,334, resulting in a brand reputation index of 4,379,262. This is a decrease of 24.25% compared to the brand reputation index of 5,780,895 in June.
In second place, Kim Jong-kook's brand had a participation index of 106,790, media index of 277,846, communication index of 687,616, and community index of 1,290,292, resulting in a brand reputation index of 2,362,545. This is a decrease of 23.86% compared to the brand reputation index of 3,103,078 in June.
In third place, Shin Dong-yup's brand had a participation index of 106,518, media index of 237,151, communication index of 964,393, and community index of 974,113, resulting in a brand reputation index of 2,282,176. This is a decrease of 34.42% compared to the brand reputation index of 3,479,974 in June.
In fourth place, Lee Soo-ji's brand had a participation index of 105,925, media index of 343,848, communication index of 800,854, and community index of 995,272, resulting in a brand reputation index of 2,245,900. This is an increase of 36.62% compared to the brand reputation index of 1,643,942 in June.
In fifth place, Kim Sook's brand had a participation index of 154,006, media index of 217,874, communication index of 859,024, and community index of 971,887, resulting in a brand reputation index of 2,202,790. This is an increase of 74.52% compared to the brand reputation index of 1,262,206 in June.
Koo Chang-hwan, director of the Korea Corporate Reputation Research Institute, stated, “According to the big data analysis results for entertainment personalities' brand reputation in July 2025, Yoo Jae-suk's brand ranked first. Analyzing the entertainment personality brand category, it shows a decrease of 7.92% compared to the 72,130,809 pieces of entertainment personality brand big data from June. A detailed analysis shows that brand consumption increased by 7.82%, brand issues decreased by 11.35%, brand communication decreased by 9.39%, and brand spread decreased by 7.88%.”
He continued, “In the link analysis of Yoo Jae-suk's brand, which ranked first in entertainment personality brand reputation in July 2025, the terms ‘loved, recommended, talked’ were highly rated, and the keyword analysis showed that ‘What Do You Do When You Play?, Infinite Challenge, Running Man’ were highly analyzed. The positive-negative ratio analysis for Yoo Jae-suk's brand showed a positive ratio of 91.80%.”
This brand reputation survey was conducted through the analysis of brand big data for 50 entertainment personalities, including Yoo Jae-suk, Kim Jong-kook, Shin Dong-yup, Lee Soo-ji, Kim Sook, Kim Jong-min, Kang Ho-dong, Lee Sang-min, Jo Se-ho, Defconn, Eun Ji-won, Noh Hong-chul, Jeon Hyun-moo, Kim Jun-ho, Seo Jang-hoon, Lee Young-ja, Kim Young-chul, Ahn Jung-hwan, Kim Hee-chul, Kim Dong-hyun, Jang Do-yeon, Hong Hyun-hee, Song Ji-hyo, Hong Jin-kyung, Park Mi-sun, Tak Jae-hoon, Lee Ji-hye, Kim Gura, Lee Soo-geun, Jeong Hyeong-don, Yang Se-chan, Lee Guk-joo, Yang Se-hyung, Haha, Ji Suk-jin, Kim Byung-man, Kim Sung-joo, Park Na-rae, Kim Min-kyung, Song Eun-yi, Yoo Byung-jae, Moon Se-yoon, Lee Hyori, Lim Won-hee, Shin Bong-sun, Kim Jun-hyun, Yoo Se-yoon, Kim Yong-man, Choi Yang-rak, Kim Guk-jin.
[Kim Mi-ji, Star Today Reporter]
