On February 3, the Korea Broadcast Advertising Corporation (KOBACO) released the results of its nationwide “Korea Trend Survey,” conducted among 3,019 adults across the country. According to the findings, IU secured the top spot with 9.1% of the votes, making her the most favored advertising model among consumers. This is not a one-time achievement; IU previously ranked No.1 for three consecutive years from 2021 to 2023 in the same category, cementing her status as a true advertising icon.
Following IU, former figure skating champion Kim Yuna placed second with 8.5%, while national MC Yoo Jae-suk came in third at 5.5%. Actor Park Bo-gum ranked fourth with 4.5%, and football star Son Heung-min followed at 2.7%, despite their frequent appearances in major commercial campaigns.
The survey also revealed what consumers value most when choosing an advertising model. A majority of respondents (55.0%) cited “the harmony between the model and the brand or product” as the most important factor far outweighing simple name recognition or fame, which accounted for just 28.6%. This highlights why IU, known for her versatile image and strong brand alignment across industries, continues to dominate endorsements.
In terms of broader consumer trends, respondents showed the greatest interest in health and fitness (56.4%), followed by financial management and investment (52.0%), travel and hobbies (52.0%), and food and gourmet culture (48.2%). These results point to a growing emphasis on self-care and quality of life. Looking ahead, 58.8% of participants predicted that their spending levels would remain similar to the present, suggesting a rise in practical, value-driven consumption that prioritizes health and financial stability over unnecessary expenses.
The survey also touched on perceptions of Korea’s leading corporations. Samsung overwhelmingly ranked first as the company most representative of South Korea, with 74.1% of responses. LG followed at 31.1%, Hyundai at 24.4%, Samsung Electronics at 19.0%, Hyundai Motors at 11.2%, SK at 7.4%, and SK Hynix at 5.7%. When grouped by conglomerate, Samsung Group dominated with a staggering 93.1% recognition rate.
IU’s continued success as the nation’s most trusted and beloved advertising model reflects not only her star power but also her rare ability to resonate authentically with consumers an edge that even Korea’s biggest celebrities find hard to surpass.
Sources: Wikitree