IU and Park Bo-Gum Crowned Top Advertising Models in South Korea for 2026

Leading Advertising Figures in South Korea

In a recent nationwide survey conducted among advertising and marketing professionals, singer and actress IU, alongside actor Park Bo-Gum, has been recognized as the leading advertising models in South Korea for the year 2026. The duo, who previously starred together in the 2025 series When Life Gives You Tangerines, continues to enjoy significant success in their respective careers. Following the success of the Netflix series, Park Bo-Gum achieved further acclaim with his project Good Boy, while IU's performance in Perfect Crown has made it one of the standout hits of 2026. Their collaboration marks another achievement in their illustrious careers.

On July 7, a report by Allkpop revealed the findings from the Busan International Marketing Advertising Festival (MAD STARS), which involved a two-month survey of industry experts conducted from March. Participants evaluated celebrities based on various criteria, including their suitability for advertising campaigns, brand value, public influence, and overall marketing appeal.

IU's Continued Dominance

IU's Winning Streak

IU has once again secured the top position in the female category, marking her third consecutive year as South Korea's most favored advertising model, having previously topped the rankings in 2024 and 2025. Her ongoing success highlights her status as one of the most trusted and influential figures in the country, with a flourishing career spanning music, television, film, and commercial endorsements.

Park Bo-Gum's First Win

Park Bo-Gum Wins Male Category

This year, Park Bo-Gum has achieved the number one spot among male advertising models for the first time. His recent collaboration with IU has revitalized his popularity, enhancing the commercial appeal of both stars. His rising influence among audiences and advertisers has played a crucial role in his success in this year's survey.

Emerging Talents Recognized

Rising Stars Acknowledged

The annual survey also highlighted emerging talents poised to make significant contributions to the advertising sector. Go Youn-Jung, known for her role in Can This Love Be Translated?, was awarded the title of Best Female Rookie advertising model, while Park Ji-Hoon, recognized for his work in Weak Hero, received the Best Male Rookie honor. Additionally, comedian Lee Su-Ji and public figure Kim Sun-Tae, also referred to as "Chungju Man," were recognized for their growing influence on digital platforms.

Industry Insights

Industry Acknowledgement

Park Tae-Yeol, the executive chairman of MAD STARS, commented on the significance of these results, emphasizing that they were determined by advertising and marketing experts based on actual campaign usability and brand influence. The rankings reflect not only celebrity popularity but also practical campaign value, brand compatibility, and long-term commercial potential, according to the organizers.