Several female stars in the Korean entertainment industry have demonstrated their unrivaled earning power through advertising, building legendary careers as commercial supermodels for several decades.
The 2000s: the birth of advertising icons
In the early 2000s, actress Jeon Ji-hyun defined what it meant to be an advertising powerhouse. She has reportedly signed contracts with 35 brands and, including renewals, has appeared in a total of 77 commercials, cementing her status as an irreplaceable advertising icon.
It follows closely behind Lee Hyori, who has collaborated with 38 brands and appeared in 64 advertisements. Her influence dominated fashion, beauty and lifestyle commercials, making her one of the most recognizable faces of the era.
In third place, but leaving a strong impression, was Kim Tae-hee. Known for her elegant and reliable image, she has collaborated with 35 brands and filmed 60 commercials, becoming a symbol of sophistication in advertising.
The 2010s: sustained power and new faces
Demonstrating remarkable longevity, Jeon Ji-hyun once again topped the list in the 2010s, working with 55 brands and appearing in a total of 126 commercials, an almost unprecedented achievement in the industry.
In second place was Suzy, who transitioned from an idol singer to “Nation’s First Love.” She has collaborated with 44 brands and filmed 100 commercials, becoming one of the most sought-after models in the beauty, finance and lifestyle industries.
In third place was IU, whose pure and reliable image had a strong resonance among the public. She has partnered with 48 brands and appeared in 85 commercials, quietly building one of the strongest endorsement portfolios in the industry.
2020s: A new generation takes the stage
In the 2020s, IU rose to the top, partnering with 30 brands over the course of a decade alone. She continues to be considered one of the most trusted and consistent Korean advertising figures.
Right behind her is rising star Go Youn-jung, who secured 30 endorsement deals in the same period. Its rapid rise highlights both its growing popularity and strong brand-building momentum.
In third place is Jang Wonyoung, who has collaborated with 28 brands at a young age. She dominated beauty, fashion and luxury advertising, quickly establishing herself as a top-tier commercial star.
Based on these statistics, many viewers have noted that Jeon Ji-hyun’s peak of influence and IU’s sustained dominance for two decades are unparalleled in the industry. Meanwhile, younger fans have expressed admiration for Jang Wonyoung’s rapid rise, predicting that he could eventually surpass his older colleagues if his trajectory continues.
Sources: VnExpress, Pann
