Actor Jung Joon-won has made a significant impact.
On the 24th, the Korea Enterprise Reputation Research Institute measured the brand big data of 100 actors appearing in dramas, films, and OTT from May 24, 2025, to June 24, 2025, totaling 162,092,347 data points, evaluating consumer brand participation, media volume, communication volume, and community volume, and quantified it with a brand reputation algorithm.
The actor brand reputation has expanded its big data analysis on actors as the OTT market size has grown and the activities of actors have diversified. This is a big data analysis that integrates movie actors and drama actors active not only in film and broadcast media but also in web media.
Actor brand reputation analysis has been conducted through participation index, media index, communication index, and community index based on 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, with weighted indicators.
Brand big data analysis can measure positive and negative evaluations of brands, the sources and interest of the media, consumer interest and communication volume, community spread regarding issues, and responses and popularity of content.
In June 2025, the top 30 actor brand reputations were Jung Joon-won, Son Suk-ku, So Ji-sub, Go Youn-jung, Gong Myoung, Choo Young-Woo, Lee Joon-young, Park Ji-hoon, Lee Jae-in, Kang Yoo-seok, Park Bo-gum, Shin Si A, Kim Da-mi, Park Bo-young, Kang Ha-neul, Lee Byung-hun, Yook Sung-jae, Lee Jae-wook, Lee Joon-hyuk, Kim So-hyun, Kim Ji-yeon, Han Ye-ji, Jo Bo-ah, Uhm Ji-won, Ahn Jae-wook, Han Ji-min, Kim Hye-ja, Hong Hwa-yeon, Jung Kyung-ho, and Jang Dong-yoon.
The brand ranked first in actor brand reputation, Jung Joon-won, had a participation index of 1,517,134, a media index of 1,449,141, a communication index of 1,335,096, and a community index of 1,446,978, leading to a brand reputation index of 5,748,349.
In second place, Son Suk-ku's brand had a participation index of 1,789,531, a media index of 1,078,463, a communication index of 1,010,798, and a community index of 1,571,812, resulting in a brand reputation index of 5,450,604.
In third place, So Ji-sub's brand had a participation index of 1,525,027, a media index of 1,024,684, a communication index of 1,536,423, and a community index of 956,020, leading to a brand reputation index of 5,042,154.
In fourth place, Go Youn-jung's brand had a participation index of 1,021,830, a media index of 1,038,524, a communication index of 882,959, and a community index of 1,150,924, resulting in a brand reputation index of 4,094,237.
In fifth place, Gong Myoung's brand had a participation index of 835,503, a media index of 858,171, a communication index of 991,224, and a community index of 1,103,034, resulting in a brand reputation index of 3,787,932.
Korea Enterprise Reputation Research Institute Director Koo Chang-hwan noted, "In the results of the June 2025 actor brand reputation analysis, the Jung Joon-won brand ranked first. Analyzing the actor brand category, compared to the 175,223,431 pieces of actor brand big data from last May, it decreased by 7.49%. A detailed analysis shows a 9.94% drop in brand consumption, a 5.25% drop in brand issues, a 5.17% drop in brand communication, and a 9.05% drop in brand diffusion."
He continued, "The Jung Joon-won brand, which has become a major actor due to the 'Gu Do-won Syndrome', was analyzed as number one. The Son Suk-ku brand, which is showing an impact in dramas and advertisements, ranked second, while the So Ji-sub brand, which has returned with intense action, ranked third."
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