Byeon Woo Seok has been named the No. 1 advertising model in the K-Brand Index’s first-half 2026 rankings.
The Asia Brand Research Institute announced on June 25th that Byeon topped the advertising model category for the first half of the year. The ranking analyzed 3.66 billion pieces of online big data collected from Jan. 1st to May 31st, 2026, based on the top 30 figures by portal site search volume.
Byeon claimed the top spot, followed by Lim Young Woong at No. 2 and Son Heung Min at No. 3. Yoo Jae Suk ranked fourth, with IU, Jennie, Park Bo Gum, Jang Won Young, Go Youn Jung and Jungkook rounding out the top 10.
Ryu Won Sun, head of the Asia Brand Research Institute’s research center, said the ad model market is no longer just about name recognition, but about how well a star can deliver a brand’s identity and message.
Ryu said Byeon’s No. 1 ranking shows how “the popularity and likability he gained through his drama success have translated into commercial value.” He added that the strong showing by Lim Young Woong, Son Heung Min and Yoo Jae Suk proves that trust and broad public appeal remain major brand assets, while Jennie, Jang Won Young and Jungkook’s places in the top 10 reflect the growing power of global fandoms in marketing.
Byeon, signed with Varo Entertainment, is considered one of the next-generation Hallyu stars and won The Best Artist at the 2025 Asia Star Entertainer Awards.
The K-Brand Index rankings are based on online index figures and do not include offline data.
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