A post on popular online community Nate Pann is gaining attention after listing what netizens believe are the Top 3 CF (commercial film) Queens of each generation, based on the total number of brand endorsements and commercials filmed over the years.
1. 2000s
For the 2000s, netizens unanimously pointed to actresses who defined “CF power” at the height of Korean pop culture’s domestic boom, Jun Ji Hyun. She reportedly signed contracts with 35 brands, and when renewals are included, filmed a staggering 77 CFs, cementing her status as an irreplaceable advertising icon.
In second place is Lee Hyori, who worked with 38 brands and appeared in 64 CFs, dominating fashion, beauty, and lifestyle ads.
Last but not least, Kim Tae Hee. The goddess partnered with 35 brands and filmed 60 CFs, becoming synonymous with elegance and trust.
2. 2010s:
Proving her unmatched staying power, Jun Ji Hyun topped the list again with 55 brands and an astonishing 126 CFs in total.
Second in 2010s is Suzy. Rising from idol to “Nation’s First Love,” Suzy worked with 44 brands, filming 100 CFs, and became a go-to face for everything from cosmetics to finance.
Then we have IU in third. With her clean, trustworthy image, IU partnered with 48 brands and filmed 85 CFs, quietly building one of the strongest endorsement portfolios in the industry.
3. 2020s
Ranking #1, IU has worked with 30 brands this decade alone, continuing her reign as Korea’s most dependable endorsement star.
A breakout star of the 2020s, Go Youn Jung took second place having already secured 30 brand deals, reflecting her rapid rise and strong visual-brand synergy.
Last but not least, Jang Wonyoung partnered with 28 brands, dominating beauty, fashion, and luxury endorsements at a remarkably young age.
Many commenters praised Jun Ji-hyun’s unmatched longevity, while others noted how IU’s consistency across two decades is nearly unprecedented. Meanwhile, younger fans expressed awe at Jang Wonyoung’s speed, predicting she could eventually surpass previous generations’ numbers if her trajectory continues.
