As competition among South Korea’s major commercial banks intensifies, endorsement fees paid to top celebrities are rising to record levels.
According to a Financial News report published on May 26, the combined annual advertising expenditures of the country’s five largest commercial banks exceeded KRW 800 billion for the first time last year.
KB Financial Group continued cooperation with former figure skating queen Kim Yuna and actress Park Eun Bin. Industry experts estimate that Kim Yuna receives more than KRW 1 billion per advertising appearance, while Park Eun Bin reportedly earns at least KRW 700 million per year through her contract.
Rookie girl group Hearts2Hearts is also reportedly valued at over KRW 350 million per year in the advertising market.
Meanwhile, KB Kookmin Bank recently chose director Jang Hang Jun and writer Kim Eun Hee as its new advertising models.
At NH Nonghyup Bank, actor Byeon Woo Seok has reportedly seen his endorsement fee increase dramatically following the success of his recent projects, with estimates now exceeding KRW 1 billion annually.
Actor Park Ji Hoon also reportedly saw a sharp increase in publicity value following the success of the film The King’s Warden and the drama The Legend of Kitchen Soldier. Broadcaster Kian84 has also joined the bank as its new advertising face.
Among major banks, Hana Bank spent the most on advertising last year, investing approximately KRW 177.6 billion.
The bank currently boasts an impressive lineup of celebrity ambassadors including soccer star Son Heung-min, IVE’s An Yujin, trot singer Lim Young Woong, entertainer Kang Ho Dong and G-Dragon.
Industry experts reportedly estimate G-Dragon’s annual sponsorship fee alone to be around KRW 3 billion, making him one of the highest-paid advertising models in Korea. An Yujin is also said to receive around KRW 700 million per year for endorsement deals.
According to the report, Woori Bank invested approximately KRW 167.3 billion in advertising last year. Woori Financial Group currently works with singer IU, while Woori Bank separately uses IVE’s Jang Wonyoung as a model.
Meanwhile, Shinhan Bank reportedly spent around KRW 157.6 billion on advertising in 2025 and currently works with actor Park Bo Gum, whose endorsement fee is estimated to be around KRW 1.2 billion per year.
NH Nonghyup Bank’s advertising expenses last year were reportedly recorded at around KRW 145.8 billion.
Sources: Nate
