According to the big data analysis results for advertising model brand reputation in September 2025, Son Heung-min ranked first, Lim Young-woong second, and Byeon Wooseok third.
The Korea Corporate Reputation Research Institute measured a total of 39,586,878 big data points for advertising model brands from August 3, 2025, to September 3, 2025, through consumer behavior analysis. Compared to the 24,136,784 big data points for advertising model brands in August, this represents an increase of 64.01%.
The brand reputation index is a metric developed through brand big data analysis that reveals how consumers' online habits significantly influence brand consumption. The advertising model brand reputation analysis can measure consumer relationships with advertising model brands, positive and negative evaluations, media interest, and the volume of consumer interaction.
The advertising model brand reputation analysis targets brands ranked high in reputation, analyzing the relationship between advertising model brands and consumers through big data reputation algorithms. The detailed indicators of the advertising model brand reputation index include weights related to advertising channels.
In September 2025, the top 30 advertising model brand reputation rankings are as follows: Son Heung-min, Lim Young-woong, Byeon Wooseok, BTS, BLACKPINK, Kim Jong-kook, IVE, Lee Jung-hoo, Yoo Jae-suk, Lee Soo-ji, Gong Yoo, Lee Byung-hun, Ma Dong-seok, Jo Jung-suk, Kim Hye-soo, Cha Eun-woo, Faker, Choo Sung Hoon, Ryu Hyun-jin, Son Suk-ku, aespa, SEVENTEEN, Lee Chan-won, Kim Won-hoon, Choo Young-Woo, Kim Yuna, Park Bo-gum, SHINee, Kim Jong-min, Jun Hyun-moo.
The brand that achieved first place in brand reputation for advertising models, Son Heung-min's brand, had a participation index of 945,405, a media index of 919,843, a communication index of 1,671,582, and a community index of 1,287,308, resulting in a brand reputation index of 4,824,138. Compared to the brand reputation index of 1,186,630 in August, this represents an increase of 306.54%.
Second place, Lim Young-woong's brand, had a participation index of 310,500, a media index of 650,521, a communication index of 1,409,731, and a community index of 978,720, resulting in a brand reputation index of 3,349,472. Compared to the brand reputation index of 1,593,895 in August, this represents an increase of 110.14%.
Third place, Byeon Wooseok's brand, had a participation index of 194,928, a media index of 213,032, a communication index of 1,373,731, and a community index of 1,454,566, resulting in a brand reputation index of 3,236,257. Compared to the brand reputation index of 1,779,765 in August, this represents an increase of 81.84%.
Fourth place, BTS (RM, Jin, Suga, J-Hope, Jimin, V, Jung Kook) had a participation index of 165,295, a media index of 490,169, a communication index of 1,104,892, and a community index of 1,220,604, resulting in a brand reputation index of 2,980,960. This marks a 76.77% increase compared to the brand reputation index of 1,686,305 in August.
Fifth place, BLACKPINK (Jisoo, Jennie, Rosé, Lisa) had a participation index of 264,665, a media index of 119,307, a communication index of 1,277,188, and a community index of 1,040,954, resulting in a brand reputation index of 2,702,114. Compared to the brand reputation index of 975,184 in August, this represents an increase of 177.09%.
Korea Corporate Reputation Research Institute Director Koo Chang-hwan noted, "The analysis results of advertising model brand reputation in September 2025 show that Son Heung-min's brand ranked first. Analyzing the advertising model brand category indicates an increase of 64.01% compared to the 24,136,784 big data points in August. A detailed analysis reveals a 49.91% increase in brand consumption, a 46.35% increase in brand issues, a 94.90% increase in brand communication, and a 55.91% increase in brand diffusion."
He added, "The link analysis for the advertising brand of the first-ranked Son Heung-min in September 2025 showed that 'debut, support, direct viewing' ranked high, while keyword analysis indicated that 'Sonny craze, Son Heung-min effect, Los Angeles FC' were prominent. The analysis of positive and negative ratios for Son Heung-min's advertising brand showed a positive ratio of 93.08%."
The September 2025 advertising model brand reputation survey was conducted through a big data analysis of Son Heung-min, Lim Young-woong, Byeon Wooseok, BTS, BLACKPINK, Kim Jong-kook, IVE, Lee Jung-hoo, Yoo Jae-suk, Lee Soo-ji, Gong Yoo, Lee Byung-hun, Ma Dong-seok, Jo Jung-suk, Kim Hye-soo, Cha Eun-woo, Faker, Choo Sung Hoon, Ryu Hyun-jin, Son Suk-ku, aespa, SEVENTEEN, Lee Chan-won, Kim Won-hoon, Choo Young-Woo, Kim Yuna, Park Bo-gum, SHINee, Kim Jong-min, Jun Hyun-moo, Park Na-rae, TWICE, Kim Dong-hyun, Jun Ji-hyun, Young-tak, RIIZE, Lee Dong-wook, Seo Jang-hoon, Park Bo-young, Son Ye-jin, Han Ji-min, Lee Young-ae, Red Velvet, Kim Jun-ho, Lee Joon-hyuk, Kang Daniel, Park Hyung-sik, Shin Dong-yeop, Lee Jung-jae, Kim Yong-bin.
[Photo] OSEN DB
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