Actor Byeon Woo-seok, who is active in Perfect Crown, topped this month's advertising model brand reputation, beating singer Lim Young-woong and soccer player Son Heung-min.
On the 7th, the Korea Corporate Reputation Research Institute said that an analysis of advertising model brand reputation big data for May 2026 showed Byeon Woo-seok in first place, Lim Young-woong in second and Son Heung-min in third.
The top 30 in this ranking were Byeon Woo-seok, Lim Young-woong, Son Heung-min, Park Jihoon, BTS, IVE, Blackpink, Yu Jae-seok, Kim Yuna, Lee Jung-hoo, Go Youn-jung, Kim Hyeyoon, Lee Jung-jae, Don Lee, Gong Yoo, Lee Jun-ho, Le Chanwon, Kim Doyoung, KiiiKiii, Park Bo Gum, Um Tae-goo, Koo Kyo-hwan, Ji Ye-eun, Hearts2Hearts, Jun Ji-hyun, Kim Go-eun, Jun Hyun-moo, Ryu Hyun-jin, Park Boyoung, Park Jeongmin.
In particular, Byeon Woo-seok, who ranked first, had a participation index of 479,722, a media index of 534,241, a communication index of 1,386,782 and a community index of 1,361,396, resulting in a brand reputation index of 3,762,141. Compared with the brand reputation index of 824,311 in April, this is a 356.40% increase.
Regarding this, Ku Chang-hwan, director of the Korea Corporate Reputation Research Institute, said the analysis of advertising model brand reputation big data for May 2026 showed the Byeon Woo-seok brand ranked first. He said that analyzing the advertising model brand category showed a 3.71% increase compared with 46,480,909 advertising model brand big data items in April. In detailed analysis, brand consumption fell 4.15%, brand issues fell 9.88%, brand communication rose 7.30% and brand diffusion rose 9.86%.
He added that words highly associated with Byeon Woo-seok included "heartthrob," "confess" and "model," and that keyword analysis showed "IAAN dae-gun, Perfect Crown, Yu Jae-seok camp" ranked highly. He explained that the positive-to-negative ratio for Byeon Woo-seok's advertising brand was analyzed at a positive rate of 93.51%.
Meanwhile, Lim Young-woong, who ranked second, had a participation index of 159,390, a media index of 265,536, a communication index of 1,368,894 and a community index of 1,555,489, resulting in a brand reputation index of 3,349,309. Compared with the brand reputation index of 2,896,428 in April, this is a 15.64% increase.
Third-ranked Son Heung-min's brand had a participation index of 174,082, a media index of 209,847, a communication index of 1,135,584 and a community index of 1,547,999, resulting in a brand reputation index of 3,067,512. Compared with the brand reputation index of 1,079,167 in April, this is a 184.25% increase.
Fourth-ranked Park Jihoon's brand had a participation index of 231,458, a media index of 233,370, a communication index of 1,169,755 and a community index of 1,196,620, resulting in a brand reputation index of 2,831,202. Compared with the brand reputation index of 1,896,965 in April, this is a 49.25% increase.
Fifth-ranked BTS (RM, Jin, Suga, J-Hope, Jimin, V, Jungkook) had a participation index of 87,075, a media index of 212,322, a communication index of 1,115,334 and a community index of 1,277,137, resulting in a brand reputation index of 2,691,868. Compared with the brand reputation index of 7,462,249 in April, this is a 63.93% decrease.
The May 2026 advertising model brand reputation survey was based on brand big data analysis for Byeon Woo-seok, Lim Young-woong, Son Heung-min, Park Jihoon, BTS, IVE, Blackpink, Yu Jae-seok, Kim Yuna, Lee Jung-hoo, Go Youn-jung, Kim Hyeyoon, Lee Jung-jae, Don Lee, Gong Yoo, Lee Jun-ho, Le Chanwon, Kim Doyoung, KiiiKiii, Park Bo Gum, Um Tae-goo, Koo Kyo-hwan, Ji Ye-eun, Hearts2Hearts, Jun Ji-hyun, Kim Go-eun, Jun Hyun-moo, Ryu Hyun-jin, Park Boyoung, Park Jeongmin, TWICE, Cho Jungseok, Sung Si Kyung, Moon Chae-won, Faker, Cha Seung-won, Psy, Kim Woo-jin, Lee Sang-min, Lee Hyori, Youngtak, Park Jin-Young, aespa, Park Gun, Lee Byung-hun, Shin Dong-yeob, Kim Jong Kook, Kim Dong-hyun, SEVENTEEN, RIIZE, Hwasa, Hyunbin, Jang Yoon Jeong, VV, Han Ji-min, Ahn Jung-hwan, Lee Jun-hyuk, Yoo Hai Jin, NCT, TWS, Park Shin-hye, Yoo Ji-tae, Lee Seo-jin, Lee Seung Gi, Cha Joo-young, Zo In-sung, Kang Ho-dong, Kim You Jung, Seo Jang-hoon, Kim Hye-soo, Choo Sung Hoon, Lee Jung Hyun, LE SSERAFIM, Shin Mina, Lee Suji, Gang Dong-won, Red Velvet, Lee Young-ae, Son Ye-jin, Kim Taeri, Yoona, Park Seo Jun, Won Bin, Song Gain, ILLIT, Son Suk-ku, BABYMONSTER, Kim Won-hoon, Kim Woo-bin, Tang Wei, Kim Jongmin, Tak Jae-Hoon, Park Eunbin, Apink, Jung Haein, Kim Yeon-koung, Lee Dong-wook, Oh My Girl, Seo Kang-jun and Hwang Jung-min.
The survey measured 48,203,029 advertising model brand big data items collected from the 7th of last month through today (the 7th) and calculated the brand reputation index through consumer behavior analysis by measuring participation index, media index, communication index and community index for advertising model brands. This is a 3.71% increase compared with 46,480,909 advertising model brand big data items in April.
The brand reputation index is an indicator created through brand big data analysis that finds how consumers' online habits greatly influence brand consumption. Advertising model brand reputation analysis measures consumer relationships with advertising model brands, positive and negative evaluations, media interest, and consumers' interest and communication volume. Advertising model brand reputation analysis examines the relationship between advertising model brands and consumers using a big data reputation algorithm for brands ranked at the top of brand reputation; the detailed indicators of the advertising model brand reputation index include weights for advertising channels.<
[Photo] OSEN DB, MBC and the Korea Corporate Reputation Research Institute provided.
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