The Korea Business Reputation Research Institute measured 141,335,073 pieces of brand big data related to 100 actors appearing in dramas, films, and OTT content aired from October 25 to November 25, 2025. They assessed consumer brand engagement, media coverage, communication, and community volume, converting these into indices using a brand reputation algorithm. Compared to 186,695,012 pieces last November, this is a decrease of 24.30%.
With the OTT market expanding actor activity areas, the actor brand reputation analysis has broadened. The big data analysis combines film and drama actors active not only in film and broadcast media but also in web media.
The actor brand reputation analysis was based on participation index, media index, communication index, and community index derived from brand big data. The brand reputation index is an indicator weighted from consumer behavior data extracted through a reputation analysis algorithm, classified into participation value, communication value, media value, community value, and social value.
Kang Ha Neul, ranked first, recorded a participation index of 402,036, media index of 721,368, communication index of 976,198, community index of 729,360, resulting in a brand reputation index of 2,828,961.
Ranked second, Lee Junho’s brand showed a participation index of 517,313, media index of 645,098, communication index of 917,541, community index of 746,502, with a brand reputation index of 2,826,454.
In third place, Choi Woo Sik’s brand recorded a participation index of 741,444, media index of 769,280, communication index of 513,884, community index of 759,354, leading to a brand reputation index of 2,783,962.
Koo Chang Hwan, director of the Korea Business Reputation Research Institute, commented, “Kang Ha Neul’s brand ranked first, showing diverse performances throughout 2025. Lee Junho’s brand, who delivered fresh excitement in Typhoon Family, ranked second, and Choi Woo Sik’s brand, continuing the popularity of romantic comedies, took third place.”
