Actor Jo Jung-suk, who achieved the year's first 5 million viewers with the film "My Daughter is a Zombie," topped the actor brand reputation rankings.
On the 26th, the Korean Corporate Reputation Research Institute announced that the August 2025 actor brand reputation big data analysis revealed Jo Jung-suk in 1st place, Kim Nam-gil in 2nd, and Choo Young-Woo in 3rd.
The Korean Corporate Reputation Research Institute analyzed 155,346,680 pieces of brand big data from 100 actors who appeared in dramas, films, and OTTs aired from July 26, 2025, to August 26, 2025, measuring consumer brand participation, media volume, communication volume, and community volume, and quantified them using a brand reputation algorithm. Compared to the 145,034,155 pieces of big data from last July, this marked a 7.11% increase.
The actor brand reputation analysis has broadened its big data analysis scope as the OTT market size grows and the activities of actors expand. This is a big data analysis that integrates film and television media actors as well as web media actors.
The actor brand reputation analysis assessed participation index, media index, communication index, and community index for brand big data analysis. The brand reputation index was derived by 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, and assigning weights to produce indicators.
Brand big data analysis can measure positive and negative evaluations of brands, the sources and levels of interest from media, the level of consumer interest and communication volume, the spread of community issues, and the responsiveness and popularity of content.
In August 2025, the actor brand reputation ranking placed Jo Jung-suk, Kim Nam-gil, Choo Young-Woo, Park Bo-gum, Lee Jong-suk, Kim Young-kwang, Lee Byung-hun, Choi Yoon-ji, Jung Chae-yeon, Lee Jin-wook, Ma Dong-seok, Ahn Hyo-seob, Yang Se-jong, Moon Ga-young, Cho Yi-hyun, Lim Soo-jung, Yoon Kyun-ho, Lee Min-ho, Kim Hye-soo, Go Youn-jung, Park Bo-young, Lee Jung-eun, Arin, Lee Jung-jae, Yoon Kye-sang, Jo Yeo-jeong, Won Jina, Yum Jung-ah, Park Hoon, and Kim Min-kyu.
The brand reputation index for Jo Jung-suk, who ranked 1st in actor brand reputation, was analyzed to be 5,133,954, with a participation index of 888,825, media index of 1,231,623, communication index of 1,758,082, and community index of 1,255,425.
In 2nd place, the brand of Kim Nam-gil was analyzed to have a brand reputation index of 4,292,397, with a participation index of 1,039,570, media index of 1,075,826, communication index of 1,085,615, and community index of 1,091,385.
In 3rd place, the brand of Choo Young-Woo was analyzed to have a brand reputation index of 3,896,409, with a participation index of 1,055,522, media index of 1,061,562, communication index of 855,907, and community index of 923,418.
In 4th place, the brand of Park Bo-gum was analyzed to have a brand reputation index of 3,552,480, with a participation index of 930,030, media index of 982,298, communication index of 895,808, and community index of 744,343.
In 5th place, the brand of Lee Jong-suk was analyzed to have a brand reputation index of 3,320,567, with a participation index of 705,322, media index of 750,879, communication index of 981,020, and community index of 883,346.
Korea Corporate Reputation Research Institute Director Gu Chang-hwan noted, "In the August 2025 actor brand reputation analysis results, the Jo Jung-suk brand ranked 1st. Analyzing the actor brand category revealed a 7.11% increase compared to last July's actor brand big data of 145,034,155. A detailed analysis shows brand consumption increased by 14.46%, brand issues rose by 13.24%, brand communication grew by 11.98%, while brand diffusion fell by 5.61%."
He continued, "The brand of Jo Jung-suk, who surpassed 5 million viewers with the movie 'My Daughter is a Zombie,' was analyzed as the 1st. The brand of Kim Nam-gil, who showcased various actions in Netflix's Trigger and gained global popularity, ranked 2nd, while the brand of Choo Young-Woo, who garnered fan affection with consecutive hits in dramas, took 3rd place."
The actor brand reputation survey was conducted based on brand big data analysis of Jo Jung-suk, Kim Nam-gil, Choo Young-Woo, Park Bo-gum, Lee Jong-suk, Kim Young-kwang, Lee Byung-hun, Choi Yoon-ji, Jung Chae-yeon, Lee Jin-wook, Ma Dong-seok, Ahn Hyo-seob, Yang Se-jong, Moon Ga-young, Cho Yi-hyun, Lim Soo-jung, Yoon Kyun-ho, Lee Min-ho, Kim Hye-soo, Go Youn-jung, Park Bo-young, Lee Jung-eun, Arin, Lee Jung-jae, Yoon Kye-sang, Jo Yeo-jeong, Won Jina, Yum Jung-ah, Park Hoon, Kim Min-kyu, Ha Jung-woo, Lee Jun-hyuk, Son Suk-ku, Song Joong-ki, Lee Dong-wook, Kim So-hyun, Ryu Hye-young, Lee Bo-young, Kang Ha-neul, Gong Yoo, Han Ji-min, Shin Seung-ho, Kang Yu-seok, Chae Soo-bin, Uhm Jung-hwa, Song Seung-heon, Kim Yohan, Seo In-guk, Jung Hae-in, Song Ji-hyo, Uhm Ji-won, Ahn Jae-wook, Lee Yi-kyung, Son Ye-jin, Lim Se-mi, Lee Kwang-soo, Gong Myoung, Park Seo Jun, Go Minsi, Yim Siwan, Kang Dong-won, Lee Je-hoon, Yeon Jin-goo, Lee Soo-hyuk, Lee Sung-kyung, Kim Woo-bin, Jang Shin-young, Hyun Bin, Ham Eun-jung, Cheon Woo-hee, Ryu Seung-ryong, Kim Tae-ri, Choi Min-sik, Gong Seung-yeon, Gil Hae-yeon, Lee Jong-hyuk, Park Hae-joon, Cha Gang-yun, Choi Woo-shik, Cheon Ho-jin, Yoo Hae-jin, Kim Ye-rim, Namkoong Min, Wi Ha-jun, Cha Seung-won, Kim Dong-wook, Lee Sun-bin, Lee Eun-saem, Oh Na-ra, Choo Ja-hyun, Lee Min-ki, Lee Da-hee, Jung Woo, Yoo Jung-hoo, Lim Seong-jae, Lee Sang-yi, Kim Eui-sung, Jeon Yeo-bin, Seo Hyun-woo, and Kim Sung-oh.
[Photo] OSEN DB, Korean Corporate Reputation Research Institute, provided by NEW.
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