After wrapping up the 'Squid Game' series, Lee Jung-jae has climbed to the top spot in the July actor brand reputation rankings.
The Korea Corporate Reputation Research Institute analyzed 80,716,732 brand big data of 50 actors appearing in dramas from June 10, 2025, to July 10, 2025, measuring consumer brand engagement, media volume, communication volume, and community volume. This represents a 4.35% increase from the 77,349,810 pieces of drama actor brand big data analyzed in June.
The analysis of drama actor brand reputation was conducted using participation index, media index, communication index, and community index. The brand reputation index is a metric derived by extracting brand big data and analyzing consumer behavior through a reputation analysis algorithm, classifying it into participation value, communication value, media value, community value, and social value, and applying weights.
Brand reputation big data analysis can measure the positive and negative evaluation of a brand, the source and interest level of media, consumer interest and communication volume, community spread on issues, and the reaction and popularity of content.
The top 30 rankings for July 2025 drama actor brand reputation are Lee Jung-jae, Choo Young-woo, Lee Byung-hun, Park Bo-gum, Park Bo-young, So Ji-sub, Gong Myung, Namkoong Min, Park Gyu-young, Seohyun, Jeon Yeo-been, Yook Sung-jae, Lee Sang-yi, Jo Yi-hyun, Lee Sul, Yim Si-wan, Jo Yu-ri, Kim So-hyun, Ahn Jae-wook, Kim Ji-yeon, Park Sung-hoon, Lee Jun-hyuk, Uhm Ji-won, Ok Taec-yeon, Kang Ha-neul, Jung Kyung-ho, Seol In-ah, Kim Ji-hoon, Heo Sung-tae, Ryu Kyung-soo.
Lee Jung-jae's brand, which ranked first in drama actor brand reputation, was analyzed with a participation index of 257,915, a media index of 318,563, a communication index of 1,788,986, and a community index of 2,205,157, resulting in a brand reputation index of 4,570,622.
Second place, Choo Young-woo's brand, was analyzed with a participation index of 1,152,766, a media index of 1,097,817, a communication index of 690,435, and a community index of 623,365, resulting in a brand reputation index of 3,564,383.
Third place, Lee Byung-hun's brand, was analyzed with a participation index of 251,480, a media index of 377,487, a communication index of 1,687,486, and a community index of 1,247,822, resulting in a brand reputation index of 3,564,274.
Fourth place, Park Bo-gum's brand, was analyzed with a participation index of 700,128, a media index of 773,952, a communication index of 929,907, and a community index of 998,635, resulting in a brand reputation index of 3,402,622.
Fifth place, Park Bo-young's brand, was analyzed with a participation index of 790,862, a media index of 841,676, a communication index of 980,003, and a community index of 683,438, resulting in a brand reputation index of 3,295,979.
Director Koo Chang-hwan of the Korea Corporate Reputation Research Institute stated, "In the July 2025 drama actor brand reputation analysis, Lee Jung-jae's brand emerged as the top-ranked. In the big data link analysis, 'impressive, slim down, give it your all' scored highly, and in the keyword analysis, 'Squid Game, Seong Gi-hun, Netflix' were prominent. The positive to negative ratio analysis showed a positive ratio of 93.05%."
Additionally, "Comparing the July 2025 drama actor brand big data analysis to June's, there was a 4.35% increase. A detailed analysis showed a 28.05% decrease in brand consumption, a 16.48% decrease in brand issues, a 21.60% increase in brand communication, and a 28.97% increase in brand spread," he analyzed.
(SBS Entertainment News | Kim Ji-hye)