'Squid Game' continues to create a global syndrome in season 3, and Lee Jung-jae, who played the main character, topped the actor brand reputation ranking.
On the 10th, the Korea Corporate Reputation Research Institute announced the results of the big data analysis of drama actor brand reputation for July 2025, revealing that Lee Jung-jae ranked first, Choo Young-Woo second, and Lee Byung-Hun third. This ranking was based on the analysis of 50 actors appearing in dramas aired from the 10th of last month to today, measuring a total of 80,716,732 brand big data in terms of brand participation, media, communication, and community, which was then indexed by the brand reputation algorithm. Compared to the big data of 77,349,810 from last June, this represents a 4.35% increase.
The analysis of drama actor brand reputation was conducted through participation index, media index, communication index, and community index. The brand reputation index is derived from extracting brand big data and analyzing consumer behavior through a reputation analysis algorithm, categorized into participation value, communication value, media value, community value, and social value with weighted scoring.
The brand reputation big data analysis can measure positive and negative evaluations of brands, the source and interest of media, consumer interest and communication levels, community spread regarding issues, and responses and popularity of content.
The July 2025 drama actor brand reputation ranking showed Lee Jung-jae, Choo Young-Woo, Lee Byung-Hun, Park Bo-gum, Park Bo-young, So Ji-seob, Gong Myoung, Namgoong Min, Park Gyu-young, Seo Hyun, Jeon Yeo-bin, Yook Sung-jae, Lee Sang-yi, Jo Yi-hyun, Lee Seol, Yim Siwan, Jo Yuri, Kim So-hyun, Ahn Jae-wook, Kim Ji-yeon, Park Sung-hoon, Lee Jun-hyuk, Um Ji-won, Ok Taecyeon, Kang Ha-neul, Jung Kyung-ho, Seol In-ah, Kim Ji-hoon, Heo Sung-tae, and Ryu Kyung-soo ranked accordingly.
Lee Jung-jae, who recorded the top brand reputation among drama actors, had a participation index of 257,915, media index of 318,563, communication index of 1,788,986, and community index of 2,205,157, resulting in a brand reputation index of 4,570,622.
In second place, Choo Young-Woo had a participation index of 1,152,766, media index of 1,097,817, communication index of 690,435, and community index of 623,365, resulting in a brand reputation index of 3,564,383.
In third place, Lee Byung-Hun had a participation index of 251,480, media index of 377,487, communication index of 1,687,486, and community index of 1,247,822, resulting in a brand reputation index of 3,564,274.
In fourth place, Park Bo-gum had a participation index of 700,128, media index of 773,952, communication index of 929,907, and community index of 998,635, resulting in a brand reputation index of 3,402,622.
In fifth place, Park Bo-young had a participation index of 790,862, media index of 841,676, communication index of 980,003, and community index of 683,438, resulting in a brand reputation index of 3,295,979.
Koo Chang-hwan, head of the Korea Corporate Reputation Research Institute, noted, "According to the brand reputation analysis results for drama actors in July 2025, the Lee Jung-jae brand ranked first. The Lee Jung-jae brand received high scores in the big data link analysis for 'great, reduce, do your best,' and the keyword analysis showed high results for 'Squid Game, Seong Gi-hun, Netflix.' The positive ratio was analyzed to be 93.05% in the positive-negative ratio analysis."
He also explained, "Analyzing the brand big data for the drama actor category in July 2025, there was a 4.35% increase compared to the brand big data of 77,349,810 from last June. In the detailed analysis, brand consumption decreased by 28.05%, brand issues decreased by 16.48%, brand communication increased by 21.60%, and brand spread increased by 28.97%."
The Korea Corporate Reputation Research Institute (director Koo Chang-hwan) analyzes brand big data to understand changes in brand reputation. This drama actor brand reputation survey was conducted from June 10, 2025, to July 10, 2025, based on brand big data analysis of Lee Jung-jae, Choo Young-Woo, Lee Byung-Hun, Park Bo-gum, Park Bo-young, So Ji-seob, Gong Myoung, Namgoong Min, Park Gyu-young, Seo Hyun, Jeon Yeo-bin, Yook Sung-jae, Lee Sang-yi, Jo Yi-hyun, Lee Seol, Yim Siwan, Jo Yuri, Kim So-hyun, Ahn Jae-wook, Kim Ji-yeon, Park Sung-hoon, Lee Jun-hyuk, Um Ji-won, Ok Taecyeon, Kang Ha-neul, Jung Kyung-ho, Seol In-ah, Kim Ji-hoon, Heo Sung-tae, Ryu Kyung-soo, Cha Seung-won, Kim Dong-wan, Wi Ha-jun, Cha Hak-yeon, Yang Dong-geun, Cha Gang-yoon, Oh Chang-seok, Park Joo-hyun, Heo Jun-ho, Lee Beom-soo, Kang Hoon, Won Mi-kyung, Seo Hyun-woo, Ham Eun-jung, Jang Sin-young, Noh Jae-won, Jo Yoon-hee, Park Yong-woo, and Park Ji-hoo.
[Photo] OSEN DB, Korea Corporate Reputation Research Institute, Netflix.
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