The latest advertising model brand reputation rankings are out, and Son Heung Min has taken the crown for September 2025.
According to the Korea Corporate Reputation Research Institute, the analysis was based on over 39.5 million pieces of big data collected from August 3 to September 3.
The study measured participation, media coverage, communication, and community indexes. Compared to August, overall data increased by more than 64%, showing just how strong consumer engagement has been.
In the rankings, Son Heung Min ranked 1st, recording a brand reputation index of 4,824,138, which is a massive 306.54% increase from last month. Keywords linked to him included “debut,” “support,” and “watch live,” while related terms such as “Sonny fever” and “Son Heung Min effect” reflected his impact. His positive response ratio was also very high at 93.08%.
Lim Young Woong came in 2nd with a brand reputation index of 3,349,472, showing an increase of over 110% from August. Meanwhile, actor Byeon Woo Seok ranked 3rd with 3,236,257, marking an 81.84% jump.
Other stars in the Top 5 included BTS in 4th with 2,980,960 and BLACKPINK in 5th with 2,702,114 — both showing huge increases in brand reputation compared to last month.
The institute’s head, Koo Chang Hwan, explained, “In September 2025, Son Heung Min ranked No. 1 in advertising model brand reputation. Compared to August, the overall data increased significantly, especially in communication, which rose by nearly 95%.”
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