Actor Byeon Wooseok has been selected as the most prominent advertising model for the first half of 2026.

The Asia Brand Institute, a big data evaluation agency, announced on the 25th that Byeon Wooseok ranked first in the advertising model category of the 'K-Brand Index' for the first half of 2026.

The K-Brand Index is a big data system developed by the Asia Brand Institute in collaboration with domestic and international researchers. Unlike traditional big data analysis systems, it proceeds based on verification by an advisory committee for each field, from candidate sampling to index selection.

For the K-Brand Index advertising model category in the first half of 2026, the institute analyzed 3.66 billion online big data entries from January 1 to May 31, 2026, targeting the top 30 individuals based on portal site search volume.

Byeon Wooseok took the honor of first place in the K-Brand Index for the first half of 2026. The top 10 list also included LIM YOUNGWOONG (2nd), Son Heung-min (3rd), Yu Jae-seok (4th), IU (5th), JENNIE (6th), Park Bo Gum (7th), JANGWONYOUNG (8th), Go Youn-jung (9th), and JUNGKOOK (10th).

Ryu Won-sun, head of the Research Center at the Asia Brand Institute, explained, "The advertising model market has entered an era where it is crucial to go beyond simple awareness and effectively convey a brand's philosophy and identity. Especially with the establishment of a multi-platform environment encompassing broadcasting, OTT, sports, music, and social media, advertisers are increasingly preferring figures who possess a blend of familiarity, buzz, and global influence. This first-half ranking confirms that the criteria for corporate model selection have become more diversified, with actors, singers, broadcasters, and sports stars all well-represented."

Byeon Wooseok has reaffirmed his popularity and love from the public this year through his appearances in the MBC drama 'Perfect Crown' and the Netflix variety show 'Jae-seok's B&B Rules!'.

(SBS Entertainment News | Kim Ji-hye)