IU and Park Bo-Gum Named South Korea’s Top Advertising Models for 2026

South Korean entertainment powerhouses IU and Park Bo-Gum have added another major achievement to their already impressive careers after being named the country’s top advertising models for 2026.

The recognition comes from the Busan International Marketing Advertising Festival (MAD STARS), which conducted a nationwide survey among advertising and marketing professionals to identify the celebrities with the strongest commercial influence and brand value in South Korea.

The announcement further highlights the growing dominance of both stars, who have enjoyed a remarkable run of success on screen and in the advertising industry over the past year.

Industry Experts Select the Year’s Most Influential Faces

According to results released by MAD STARS on July 7, active advertising and marketing professionals participated in the survey over a two-month period beginning in March.

Participants evaluated celebrities based on several important criteria, including:

• Advertising suitability
• Brand value
• Public influence
• Marketing effectiveness
• Commercial appeal
• Long-term campaign potential

Unlike popularity polls driven primarily by fans, the survey focuses on practical business considerations and the ability of celebrities to deliver measurable value to brands and advertisers.

IU Extends Her Dominance

IU secured the No. 1 position in the female category for the third consecutive year, continuing a remarkable streak that began in 2024.

The singer, actress, and entrepreneur has maintained her position as one of South Korea’s most trusted and marketable public figures. Her ability to succeed across multiple industries—including music, television, film, and endorsements—has helped her remain a favorite among both consumers and advertisers.

Her 2026 success follows another strong year professionally. After receiving praise for her role in When Life Gives You Tangerines alongside Park Bo-Gum in 2025, IU continued her momentum with Perfect Crown, which became one of the year’s most talked-about Korean dramas.

Industry observers point to her consistent public image, broad demographic appeal, and strong engagement with audiences as key factors behind her continued success in advertising.

Park Bo-Gum Takes the Top Spot Among Men

While IU defended her crown, Park Bo-Gum achieved a milestone of his own by ranking first in the male category for the first time.

The actor has experienced a significant resurgence in popularity following several successful projects. His performance in When Life Gives You Tangerines received widespread acclaim, while his subsequent appearance in Good Boy further strengthened his reputation among viewers.

Advertisers have increasingly viewed Park as one of the industry’s most reliable and influential stars, helping him secure the top position in this year’s rankings.

His combination of strong public trust, broad audience appeal, and positive brand image has made him a sought-after choice for commercial campaigns across multiple sectors.

Rising Stars Earn Rookie Honors

The annual rankings also recognized emerging talents expected to play an important role in the future of South Korea’s advertising industry.

Actress Go Youn-Jung was named Best Female Rookie Advertising Model following her growing popularity and notable performances, including her role in Can This Love Be Translated?

Meanwhile, Park Ji-Hoon, widely recognized for his performance in Weak Hero, earned the title of Best Male Rookie Advertising Model.

Both stars have attracted increasing attention from advertisers looking to connect with younger audiences and capitalize on rapidly growing fan bases.

Digital Creators Gain Recognition

Beyond actors and musicians, the survey also highlighted influential digital personalities.

Comedian Lee Su-Ji and public official Kim Sun-Tae, popularly known as “Chungju Man,” were recognized in the creator category for their growing impact across online platforms and social media channels.

Their inclusion reflects the evolving advertising landscape, where digital creators and internet personalities are becoming increasingly important partners for brands seeking consumer engagement.

Why the Rankings Matter

MAD STARS Executive Chairman Park Tae-Yeol emphasized that the survey carries particular significance because the results are determined directly by professionals working in the advertising and marketing industries.

According to organizers, the rankings evaluate not only public popularity but also real-world campaign effectiveness, brand compatibility, and long-term commercial value.

As brands become increasingly selective about celebrity partnerships, these rankings provide insight into which public figures are viewed as the most valuable and trusted ambassadors in South Korea’s competitive advertising market.

A Strong Year for Korean Entertainment’s Biggest Names

The latest results underscore the continued influence of established stars while also highlighting the emergence of a new generation of advertising talent.

For IU, the achievement marks a third straight year at the top and further reinforces her status as one of South Korea’s most influential celebrities. For Park Bo-Gum, the No. 1 ranking represents another major milestone during a career resurgence fueled by successful projects and widespread public support.

With both stars continuing to dominate television, streaming platforms, endorsements, and public recognition, their leadership of the 2026 advertising rankings reflects not only their popularity but also their enduring value to brands and audiences alike.