The results of the brand reputation analysis for actors in February 2025 show that Cho You-woong ranked first, Lee Joon-hyuk second, and Kwon Sang-woo third.

The Korea Corporate Reputation Research Institute quantified the brand reputation index using the brand big data of 100 actors appearing in dramas, movies, and OTT programs aired from January 25, 2025, to February 25, 2025. This brand big data consisted of 214,013,314 data points measured based on consumer brand participation, media quantity, communication quantity, and community quantity. Compared to last January's brand big data of 240,047,674, it decreased by 10.85%.

The brand reputation analysis for actors expanded its big data analysis as the OTT market size grew, broadening the activities of actors. This analysis integrates film actors and drama actors active not only in film and broadcast media but also in web media.

The brand reputation analysis for actors was conducted through participation index, media index, communication index, and community index. The brand reputation index is a metric derived by extracting brand big data and analyzing consumer behavior using a reputation analysis algorithm to classify it into participation value, communication value, media value, community value, and social value, with weighted importance.

Brand big data analysis can measure positive and negative evaluations of brands, sources and interest of media, consumers' interest and communication quantity, community spread regarding issues, and reactions and popularity concerning content.

In February 2025, the ranks of the top 30 actors by brand reputation were as follows: Cho You-woong, Lee Joon-hyuk, Kwon Sang-woo, Ju Ji-hoon, Han Ji-min, Cha Joo-young, Lee Jung-jae, Jung Hae-in, Lee Byung-hun, Lim Ji-yeon, Gong Yoo, Jung Jae-gwang, Hwang Min-hyun, Song Hye-kyo, Han Ji-eun, Lee Yi-kyung, Song Joong-ki, Lee Hyun-wook, Ha Young, Kim Hye-soo, Lee Yi-dam, Kim Do-hoon, Son Seok-koo, Jung Joon-ho, Park Bo-young, Yeo Woon, Choi Woo-shik, Hwang Woo-seul-hye, Lee Se-young, Park Jeong-min.

The brand reputation index of Cho You-woong, who ranked first, was analyzed as follows: participation index 3,684,491, media index 3,747,522, communication index 3,223,273, community index 3,199,719, totaling a brand reputation index of 13,855,005.

The brand reputation index of Lee Joon-hyuk, who ranked second, was analyzed as follows: participation index 2,744,587, media index 2,801,092, communication index 3,579,362, community index 3,737,896, totaling a brand reputation index of 12,862,937.

The brand reputation index of Kwon Sang-woo, who ranked third, was analyzed as follows: participation index 1,591,091, media index 1,919,010, communication index 1,763,728, community index 1,684,716, totaling a brand reputation index of 6,958,545.

The brand reputation index of Ju Ji-hoon, who ranked fourth, was analyzed as follows: participation index 2,332,394, media index 1,388,568, communication index 1,519,366, community index 1,475,263, totaling a brand reputation index of 6,715,591.

The brand reputation index of Han Ji-min, who ranked fifth, was analyzed as follows: participation index 1,590,786, media index 1,351,618, communication index 1,514,223, community index 1,868,830, totaling a brand reputation index of 6,325,458.

Koo Chang-hwan, head of the Korea Corporate Reputation Research Institute, noted, 'According to the brand reputation analysis for actors in February 2025, Cho You-woong's brand ranked first. Analyzing the actor brand category shows a 10.85% decrease compared to last January’s brand big data of 240,047,674. In detail, brand consumption fell by 12.78%, brand issues fell by 13.05%, brand communication fell by 13.10%, and brand spread fell by 5.16%.'

He continued, 'The Cho You-woong brand, which swept popularity in public and OTT dramas, was analyzed as number one. The Lee Joon-hyuk brand, which captured hearts with a romance drama, ranked second, while the Kwon Sang-woo brand, which created a comic action hit series, placed third.'

This actor brand reputation survey was based on brand big data analysis of Cho You-woong, Lee Joon-hyuk, Kwon Sang-woo, Ju Ji-hoon, Han Ji-min, Cha Joo-young, Lee Jung-jae, Jung Hae-in, Lee Byung-hun, Lim Ji-yeon, Gong Yoo, Jung Jae-gwang, Hwang Min-hyun, Song Hye-kyo, Han Ji-eun, Lee Yi-kyung, Song Joong-ki, Lee Hyun-wook, Ha Young, Kim Hye-soo, Lee Yi-dam, Kim Do-hoon, Son Seok-koo, Jung Joon-ho, Park Bo-young, Yeo Woon, Choi Woo-shik, Hwang Woo-seul-hye, Lee Se-young, Park Jeong-min, Kim Jae-won, Ko Hyun-jung, Ha Jung-woo, Lee Min-ho, Nain-woo, Yoon Kyung-ho, Song Ji-hyo, Kim Tae-hyung, Lee Si-ah, Jeon Yeo-bin, Park Sung-hoon, Im Si-wan, Jung Ji-so, Lee Jay-hoon, Hwang Jung-min, Ma Dong-seok, Kim Tae-ri, Kang Dong-won, Jung Sung-il, Hyun Bin, Lee Jin-wook, Park Ha-sun, Lee Dong-wook, Gong Hyo-jin, Geum Sae-rok, Kim Nam-gil, Son Ye-jin, Kim Woo-bin, Lee Kwang-soo, Kim Ji-eun, Jin Young, Kim Jung-hyun, Yoon Sang-hyun, Kim Yoon-hye, Lee Joon-young, Kim Moo-yeol, Song Seung-heon, Jung So-min, Go Min-si, Park Seo-joon, Yoo Hae-jin, Go Kyung-pyo, Cha Seung-won, Park Hyung-sik, Han Hyo-joo, Wi Ha-joon, Choi Min-soo, Kim Ji-young, Bae In-hyuk, Jung Soo-bin, Lee Young-ae, Jung Woo, Lee Sang-hee, and Park Gyu-young, conducted from January 25, 2025, to February 25, 2025.

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