Korea’s Advertising Model Power Ranking – Feb 2025
In South Korea, advertising models play a crucial role in shaping consumer perception and brand credibility. Unlike many Western markets where celebrity endorsements are just one of many marketing strategies, Korean consumers place significant trust in brands represented by well-known figures. The right model can elevate a brand’s image, boost sales, and create long-lasting consumer engagement.
But who are the most influential advertising models in Korea today? Which celebrities are driving consumer interest and brand loyalty? To answer these questions, we have compiled the Top 7 Advertising Models in Korea, based on brand reputation, consumer sentiment, and advertising impact.
This ranking is based on multiple factors, including social media engagement, media coverage, consumer surveys, and overall advertising effectiveness. If you’re a global business looking to enter the Korean market, understanding these trends will help you choose the right spokesperson and tailor your marketing strategy for maximum impact.
Let’s dive into the Top 7 most influential advertising models in Korea today.
The Rising Star in Advertising
Byeon Woo-seok has recently emerged as one of Korea’s most sought-after advertising models. Gaining massive popularity through his role in the hit K-drama Lovely Runner, he has captivated audiences with his charming visuals and charismatic presence. His growing fan base, particularly among young consumers, has made him a favorite for fashion, beauty, and lifestyle brands. Companies looking to target Millennials and Gen Z in Korea are increasingly turning to Byeon Woo-seok as a brand ambassador.
Notable Brand Endorsements:
- Luxury fashion and beauty brands
- Beverage and lifestyle products
Global Icons Driving Luxury & Tech Marketing
BLACKPINK is not just a K-pop group; they are global fashion and luxury powerhouses. Their influence extends beyond Korea, making them ideal brand ambassadors for companies targeting both domestic and international markets. Each member—Jisoo, Jennie, Rosé, and Lisa—has signed deals with high-end fashion brands like Chanel, Dior, YSL, and Celine, reinforcing their status as elite trendsetters.
Their endorsement deals span luxury fashion, cosmetics, technology, and even automotive brands, making them one of the most valuable marketing assets in Korea.
Notable Brand Endorsements:
- Luxury fashion: Chanel, Dior, Celine, YSL
- Tech & lifestyle: Samsung, Pepsi, Adidas
- Cosmetics: Hera, MAC, Sulwhasoo
The King of Consumer Trust
Lim Young-woong is Korea’s most trusted and beloved singer, particularly among middle-aged consumers. His strong fan loyalty has led to exceptional brand trust and engagement, making him the go-to model for industries like finance, telecommunications, and consumer goods. His influence extends beyond music, creating a high conversion rate for brands he endorses.
With a reputation for sincerity and reliability, Lim Young-woong’s endorsements often lead to increased brand credibility and consumer trust, particularly in health, insurance, and automotive sectors.
Notable Brand Endorsements:
- Automotive: Kia Motors
- Finance & insurance: KB Kookmin Bank, Samsung Life
- Consumer goods: Lotte Wellfood
Korea’s Most Powerful Sports Icon
Son Heung-min is not just Korea’s top football player; he is a global sports ambassador with immense influence. As the captain of the Korean national team and a Premier League star at Tottenham Hotspur, he is the ultimate symbol of dedication, excellence, and perseverance. His image aligns perfectly with sportswear, automobiles, and tech brands, making him one of Korea’s most valuable endorsers.
With a strong international presence, brands that want to expand beyond Korea often use Son Heung-min as their face for global campaigns. His influence spans not just sports fans but also mainstream consumers who admire his work ethic and humble personality.
Notable Brand Endorsements:
- Sports & apparel: Adidas
- Automotive: Hyundai
- Tech & electronics: Samsung
Korea’s Most Trusted TV Personality
Yoo Jae-suk is widely regarded as Korea’s most beloved and respected television host. With a career spanning over two decades, he has built an image of reliability, humor, and sincerity. His strong reputation has made him an ideal advertising model for brands that seek a positive and family-friendly image.
As the host of popular variety shows like Running Man and You Quiz on the Block, Yoo Jae-suk appeals to a wide demographic, from young audiences to older generations. His influence extends beyond entertainment, as brands see increased consumer trust and engagement when he is involved in advertising campaigns.
Notable Brand Endorsements:
- Finance and banking (KB Kookmin Bank)
- Health and wellness products
- Consumer goods and beverages (Sprite, Binggrae)
The Ultimate Global Marketing Powerhouse
BTS is not just a K-pop group; they are one of the most influential cultural forces in the world. Their ability to connect with global audiences has made them one of the most sought-after brand ambassadors for both Korean and international companies.
With a massive and highly engaged fanbase, known as ARMY, BTS’s endorsements guarantee strong consumer engagement and brand loyalty. Their influence spans multiple industries, from luxury fashion and technology to banking and F&B. Even during their military service, their brand power remains strong, with companies continuing to leverage their image for marketing.
Notable Brand Endorsements:
- Luxury fashion: Louis Vuitton
- Technology: Samsung, Hyundai, LG Electronics
- Finance: KB Kookmin Bank
- Food & Beverage: McDonald’s, Coca-Cola
BTS’s ability to drive global trends and attract international consumers makes them a top-tier choice for brands looking to expand beyond Korea. Their campaigns often generate viral marketing effects, reinforcing brand loyalty and awareness on a global scale.
The Timeless Hallyu Star
Kim Soo-hyun is one of Korea’s most successful actors, known for his roles in hit dramas like My Love from the Star and It’s Okay to Not Be Okay. His enduring popularity in Korea and across Asia has made him a preferred advertising model for brands targeting both local and international markets.
With a reputation for sophistication, reliability, and elegance, Kim Soo-hyun is often selected for premium brands, including luxury fashion, cosmetics, and high-end consumer goods. His influence is especially strong in China and Southeast Asia, where he continues to be a major Hallyu figure.
Notable Brand Endorsements:
- Luxury fashion & watches: Tommy Hilfiger, Mido
- Cosmetics & skincare: The Face Shop
- Automotive: Hyundai
These seven advertising models dominate Korea’s brand marketing landscape, each offering unique value based on their target audience and industry influence. From global icons like BTS and BLACKPINK to household names like Yoo Jae-suk and Lim Young-woong, their endorsements shape consumer behavior, brand credibility, and market trends.
For businesses looking to enter the Korean market, selecting the right brand ambassador is key to building trust, increasing engagement, and maximizing marketing impact.
