Recently, Korea Broadcasting Corporation (KOBACO) announced the results of the "Korea Trends Survey" conducted with 3,019 adults across the country.
Accordingly, singer and actress IU topped the list with 9.1% of the votes, becoming the most popular advertising model for consumers.
This is not a temporary achievement: previously, IU held the No. 1 position for 3 consecutive years from 2021 to 2023 in the same category, thereby affirming its position as a true advertising icon.
Ranked after IU, "figure skating queen" Kim Yuna ranked second with 8.5%, while "national MC" Yoo Jae Suk ranked third with 5.5%.
Actor Park Bo Gum ranked fourth with 4.5%, while football star Son Heung Min followed with 2.7%, although both often appear in major advertising campaigns.
The survey also shows the factor that consumers value most when choosing advertising models. 55.0% of respondents believe that "the harmony between the model and the brand or product" is the most important, far exceeding the element of popularity or reputation, which only accounts for 28.6%.
This explains why IU - who possesses a flexible image and strong brand engagement in many fields - still dominates the advertising market.
The media commented that IU's persistent success as the most trusted and loved advertising model in the country comes not only from the star attraction, but also from the rare ability to create genuine empathy with consumers - an advantage that even top Korean stars can hardly match.
Regarding general consumption trends, survey participants showed the highest level of interest in health and fitness (56.4%), followed by financial management and investment (52.0%), tourism and personal preferences (52.0%), and culinary culture and cuisine (48.2%).
This result shows that Korean consumers are increasingly focusing on self-care and quality of life. Looking towards the future, 58.8% predict that their spending levels will remain similar to the present, reflecting actual consumption trends, emphasizing values, prioritizing health and financial stability over unnecessary expenditures.
The survey also mentioned public awareness of leading Korean corporations.
Samsung dominates in the No. 1 position with 74.1% of votes choosing it as the most typical enterprise for Korea. Followed by LG (31.1%), Hyundai (24.4%), Samsung Electronics (19.0%), Hyundai Motors (11.2%), SK (7.4%) and SK Hynix (5.7%).
When considered by group, Samsung Group has a superior advantage with an identification rate of up to 93.1%.
