Consumers’ Top 5 Celebrity Endorsers Include IU, Gong Yoo and More

Credit: EDAM

IU has been named as the most preferred brand endorsement model by consumers for two years in a row.

The Korea Broadcasting and Advertising Corporation (KOBACO) reported on December 8th that 8.1% of the 2,000 respondents chose IU as their favorite brand endorsement model.

The top five favored endorsement models also included Yuna Kim at 6.9%, Gong Yoo at 6.1%, Son Heung Min at 3.7%, and Yoo Jae Suk at 3.3%.

In terms of New Year’s plans, a significant majority of respondents (67.3%) said they will be focusing on ‘exercise, diet, and health care,’ while 58.2% indicated plans for ‘investment in real estate and savings.’

Looking ahead to the coming year, respondents expected to allocate more spending to travel (40.7%), pharmaceuticals and supplements (33.5%), and finance (29.6%). Notably, ‘health and exercise services’ made up 25.6%, showcasing a heightened interest in health within the general consumer base.

This survey was conducted online among 2,000 men and women aged 20-59 nationwide between November 27th and the 30th. The margin of sampling error is ±2.2 percentage points at the 95 percent significance level.

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