IU Tops List of Korea’s Most Preferred Advertising Models, Survey Finds

Singer and actress IU has been named the most preferred advertising model among Korean consumers, surpassing figures such as Kim Yuna and Yoo Jae-suk in a nationwide survey.

Why Consumers Choose Their Favorite Ad Models

According to the Republic of Korea Trend Survey conducted by the Korea Broadcast Advertising Corporation (KOBACO), IU ranked first with a preference score of 9.1 percent. The survey was carried out among 3,019 adults across the country. Kim Yuna followed closely in second place with 8.5 percent, while Yoo Jae-suk ranked third at 5.5 percent. Actor Park Bo-gum (4.5 percent) and football star Son Heung-min (2.7 percent) rounded out the top five.

KOBACO explained that the survey was designed to better understand how consumers perceive corporate images and advertising models amid a rapidly changing advertising and marketing environment. The study also examined broader lifestyle trends and consumer behavior.

One of the most notable findings was what respondents value most when evaluating advertising models. A majority 55.0 percent said that the harmony between the model and the brand or product was the most important factor. In contrast, only 28.6 percent cited the model’s overall fame or public recognition as the key consideration.

IU’s Consistent Appeal Across Industries

IU’s top ranking reflects her long standing reputation as a versatile and trustworthy public figure. With a career spanning music, television, film, and endorsements, she has built an image that balances relatability with professionalism qualities that continue to resonate strongly with advertisers and consumers alike.

Her ability to align naturally with a wide range of products and brands appears to have played a decisive role in her leading position, especially in a market where authenticity and brand fit are increasingly valued.

A Shift Toward Message Driven Advertising

The survey results highlight a broader shift in advertising preferences, pointing to a growing demand for models who can embody a brand’s identity rather than merely attract attention. As competition in the advertising market intensifies, this emphasis on message delivery and brand harmony is expected to shape future endorsement strategies.