"Bon Appetit, Your Majesty," which has drawn attention, helped actor Lee Chae-min reach first place in drama actor brand reputation.
On Sept. 11, the Korea Corporate Reputation Research Institute said its big-data analysis of drama actor brand reputation for Sept. 2025 found Lee Chae-min in first place, Ma Dong-seok in second and Kang Han-na in third.
This ranking indexed 81,744,771 pieces of brand big data from 100 actors appearing in dramas aired from Aug. 11 through Sept. 11 by measuring consumer brand engagement, media volume, communication volume and community volume and applying a brand reputation algorithm. Compared with 59,998,725 pieces of drama actor brand big data in Aug., it increased 36.24%.
The analysis of drama actor brand reputation used brand big-data analysis of engagement index, media index, communication index and community index. The brand reputation index extracts brand big data and analyzes consumer behavior with a reputation analysis algorithm, classifying values into participation value, communication value, media value, community value and social value, and applying weights to produce the indicator.
Brand reputation big-data analysis can measure positive and negative evaluations of a brand, the source and level of media interest, consumers' interest and communication volume, community spread of issues, and responses to and popularity of content.
The Sept. 2025 top 30 drama actor brand reputation rankings were Lee Chae-min, Ma Dong-seok, Kang Han-na, Choi Yoon-ji, Yang Se-jong, Yoon Hyun-min, Kim Nam-gil, Moon Ga-young, Im Yoon-ah, Kim Tae-hee, Kim Young-kwang, Jung In-sun, Bang Hyo-rin, Seo In-guk, Lee Jin-wook, Yoon Seo-a, Park Hyung-sik, Jung Chae-yeon, Ryu Hye-young, Kim Kwang-kyu, Jang Shin-young, Kang Yoo-seok, Song Seung-heon, Lim Seong-jae, Choi Gwi-hwa, Uhm Jung-hwa, Lee Joo-bin, Lim Soo-jung, Lee Sung-kyung and Park Hae-joon.
Lee Chae-min, who ranked first in drama actor brand reputation, had a participation index of 910,038, a media index of 895,764, a communication index of 903,316 and a community index of 773,196, resulting in a brand reputation index of 3,482,313.
In second place, Ma Dong-seok had a participation index of 476,061, a media index of 469,687, a communication index of 1,371,428 and a community index of 852,888, resulting in a brand reputation index of 3,170,065.
In third place, Kang Han-na had a participation index of 606,692, a media index of 336,126, a communication index of 925,712 and a community index of 462,447, resulting in a brand reputation index of 2,330,978.
In fourth place, Choi Yoon-ji had a participation index of 529,987, a media index of 491,850, a communication index of 260,089 and a community index of 660,050, resulting in a brand reputation index of 1,941,975.
In fifth place, Yang Se-jong had a participation index of 263,964, a media index of 273,957, a communication index of 458,211 and a community index of 844,909, resulting in a brand reputation index of 1,841,040.
Koo Chang-hwan, director of the Korea Corporate Reputation Research Institute, said, "The Sept. 2025 analysis of drama actor brand reputation found Lee Chae-min's brand in first place. In big-data link analysis of Lee Chae-min's brand, 'intense, immersive, sweet' scored highly, and in keyword analysis 'Bon Appetit, Your Majesty, Lee Heon, fantasy rom-com' scored highly. Positive-negative ratio analysis showed a positive ratio of 91.34%."
He also said, "When analyzing the drama actor brand category big data for Sept. 2025, compared with 59,998,725 pieces of drama actor brand big data in Aug., it increased 36.24%. In detailed analysis, brand consumption rose 38.62%, brand issue rose 35.52%, brand communication rose 44.70% and brand diffusion rose 29.39%."
The Korea Corporate Reputation Research Institute (director Koo Chang-hwan) analyzes brand big data to identify changes in brand reputation. This drama actor brand reputation survey analyzed brand big data from Aug. 11, 2025 to Sept. 11, 2025 for Lee Chae-min, Ma Dong-seok, Kang Han-na, Choi Yoon-ji, Yang Se-jong, Yoon Hyun-min, Kim Nam-gil, Moon Ga-young, Im Yoon-ah, Kim Tae-hee, Kim Young-kwang, Jung In-sun, Bang Hyo-rin, Seo In-guk, Lee Jin-wook, Yoon Seo-a, Park Hyung-sik, Jung Chae-yeon, Ryu Hye-young, Kim Kwang-kyu, Jang Shin-young, Kang Yoo-seok, Song Seung-heon, Lim Seong-jae, Choi Gwi-hwa, Uhm Jung-hwa, Lee Joo-bin, Lim Soo-jung, Lee Sung-kyung, Park Hae-joon, Kim Min-kyu, Lee Tae-ran, Jung Il-woo, Park Hae-soo, Jo Hyun-chul, Lee Dong-wook, Ahn Ji-hye, Yum Jung-ah, Seong Dong-il, Ryu Seung-ryong, Yoon Kye-sang, Lee Ha-nui, Baek Hyun-jin, Lee Jong-suk, Park Yoon-jae, Kang Mi-na, Oh Eui-sik, Kim Sung-oh, Chun Ho-jin, Son Chang-min, Lee El, Kim Ji-hoon, Park Hoon, Lee Sun-bin, Kim Kang-min, Jeon Hye-bin, Lee Bo-young, Seo Joon-young, Ko Kyu-pil, Kim Eui-sung, Lim Se-mi, Ham Eun-jung, Gil Hae-yeon, Kim Yo-han, Oh Na-ra, Kim Sun-young, Gong Seung-yeon, Arin, Won Jina, Park Sang-myeon, Seong Yu-bin, Jin Sun-gyu, Kim Jae-young, Lee Hak-joo, Hong Jin-ki, Ra Mi-ran, Lee Bo-hee, Lee Min-ki, Lee Ga-ryeong, Kim Young-dae, Jo A-ram, Hong Soo-hyun, Chu, Sunwoo Jae-deok, Oh Young-sil, Ahn Ji-ho, Yoon San-ha, Eum Moon-seok, Lee Ah-hyun, Kim Won-hae, Yoo Joon-sang, Yoo Jung-hoo, Oh Dae-hwan, Choi Young-joon, Kang Ki-young, Cha Chung-hwa, Oh Chang-seok, Jeon No-min, Yoon A-jung and Seo Ha-joon.
[Photo] OSEN DB, provided by the Korea Corporate Reputation Research Institute, provided by tvN.
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