In South Korea’s massive advertising industry, a few key stars dominate everything. Right now, four celebrities are at the top of every brand’s wish list, getting flooded with offers for everything from skincare and snacks to banking and big tech. These are the A-list stars that everyone is talking about. (Note: Some brands listed may no longer be part of active campaigns.)
Jang Wonyoung
Campaigns: 21
Leading the charge is Jang Wonyoung, a member of the massively popular K-pop girl group IVE. Known as Korea’s current “It Girl,” her influence is so powerful that products she promotes often sell out instantly.
Her extensive portfolio of endorsements includes Papa John’s, Kérastase, Tommy Hilfiger, Dyson, Pepsi, Deep&Low, Rolla Rolla, Innisfree, MIU MIU, Downy, Dongwha Pharm, Amuse, Woori Investment & Securities, Woori Bank, Hapa Kristin, Dashing Diva, Eider, Jim Beam, New Balance, Woori WON Mobile and LOF MALTO.
Byeon Woo Seok
Campaigns: 18
Byeon Woo Seok skyrocketed to fame after starring in Lovely Runner, and the advertising world immediately took notice.
He is currently the face of brands such as Cartier, Discovery, Physiogel, O-Lens, Dashu, JobKorea, Tamburins, NH Nonghyup Bank, Prada, Giordano, iloom, Kyochon Chicken, Paldo, Euthymol, 8515 Incremix, Dunkin’ Donuts, Kleanit, and EDIYA Coffee. He is especially praised for his rare ability to resonate with both luxury consumers and the general public, representing everything from high-end brands like Cartier and Prada to popular F&B names like Paldo and Kyochon Chicken.
Karina
Campaigns: 15
Karina of aespa is known for her sharp, almost computer-generated visuals and edgy style. This has made her a top pick for brands looking to promote a modern and trendy image.
She is currently the face of 15 different companies, showcasing her versatility across diverse sectors like high fashion, beauty, video games, and finance. Her impressive list of endorsements includes Prada, Sprite, Nordisk, Lfrea, Krush, an aespa X Teenieping collaboration, Caffe Pascucci, KB Kookmin Bank, Mise-en-scène, Battlegrounds (PUBG), MLB, No More Pizza, Gentle Monster, Musinsa Beauty and Apple.
Cha Eun Woo
Campaigns: 14
Known widely in Korea by the nickname “Face Genius” for his classic, handsome looks, actor and K-pop idol Cha Eun Woo has become one of the most trusted faces in advertising. His clean-cut image makes him a reliable choice for big-ticket items and corporate campaigns.
He currently represents 14 major brands, including American staples like Calvin Klein, Saint Laurent, The North Face, Liberclassy, Bodyfriend, Skechers, Marithé François Girbaud, Nescafé, Daesung MyMac, Ricola, Shinhan Bank, LG U+, SSG.COM, and Norang Tongdak. With an image that spans various generations, he increases brand reliability and earns strong favor not only from his fandom but also from general consumers.
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