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 results, IU secured first place with 9.1% of the votes and is therefore the advertising model most popular with consumers. This is not a one-off achievement; IU previously ranked first for three consecutive years from 2021 to 2023 in the same category, solidifying its status as a true advertising icon.
After IU, former figure skating champion Kim Yuna ranked second with 8.5%, while national MC Yoo Jae-suk came third with 5.5%. Actor Park Bo-gum ranked fourth with 4.5 percent, followed by soccer star Son Heung-min with 2.7 percent. despite their frequent appearances in major commercial campaigns.
The survey also revealed what consumers value most when choosing an advertising model. The majority of interviewees (55.0%) cited “the harmony between the model and the brand or product” as the most important factor far exceeding simple name recognition or fame, which accounted for only 28.6%. This highlights why IU, known for its versatile image and strong brand alignment across all industries, continues to dominate sponsorships.
In terms of broader consumer trends, respondents showed the greatest interest in health and fitness (56.4%), followed by financial management and investing (52.0%), travel and hobbies (52.0%), and gourmet food and culture (48.2%). These findings highlight a growing emphasis on self-care and quality of life. Looking ahead, 58.8% of participants expect their spending levels to remain similar to today, suggesting an increase in practical, value-oriented consumption that prioritizes health and financial stability over wasteful spending.
The survey also touched on the perception of major Korean companies. SAMSUNG overwhelmingly ranked first as the most representative company in South Korea, with 74.1% of responses. This is followed by LG 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%. 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 authentically resonate with consumers, an edge that even Korea’s biggest celebrities find difficult to surpass.
Sources: Wikitree
