Iu And Park Bo-gum Named Korea’s Representative Advertising Models For 2026

IU and Park Bo-gum have been selected as Korea’s representative advertising models for 2026, according to a survey of professionals working in the advertising and marketing industry.

MAD STARS, also known as the Busan International Marketing Advertising Festival, announced the results of its 2026 Korea Representative Advertising Model survey on July 7.

The survey was conducted for two months from March among current advertising and marketing professionals. Respondents were asked to recommend models based on their potential for real campaign use, brand influence and public impact.

IU Tops Female Representative Advertising Model Ranking

IU ranked No. 1 in the female representative advertising model category.

This marks her third consecutive year at the top, showing her continued strength as one of Korea’s most trusted and influential celebrity models.

IU has built a rare image that connects music, acting and advertising. As both a singer and actress, she is widely seen as a figure with strong public recognition, emotional appeal and brand reliability.

Her recent acting activities have also helped maintain her presence across generations. After gaining praise through ‘When Life Gives You Tangerines,’ she continued expanding her acting career with new projects while remaining active as a musician.

For advertisers, IU’s biggest strength is her balance. She has the familiarity of a long-loved star, but still feels current and flexible enough to fit various brand images.

IU posing for cameras / News 1

Park Bo-gum Takes No. 1 Among Male Advertising Models

Park Bo-gum was selected as the No. 1 male representative advertising model for 2026.

It is the first time he has taken the top spot in the category.

Park has continued to expand his public image through acting, music-related projects and television appearances. His roles in ‘When Life Gives You Tangerines’ and ‘Good Boy’ helped show a wider acting range, while his work as host of ‘The Seasons — Park Bo-gum’s Cantabile’ strengthened his image as a warm and versatile entertainer.

His selection reflects the advertising industry’s view of him as a model with strong public favorability, clean brand image and broad appeal.

IU and Park Bo-gum were also reportedly selected as Korea’s leading female and male advertising models in a separate survey conducted among Chinese advertising professionals earlier this year, further showing their influence beyond the domestic market.

Park Bo-gum at the Baeksang Awards / News 1

Go Youn-jung and Park Ji-hoon Selected as Rising Advertising Models

In the rookie advertising model category, actress Go Youn-jung and actor Park Ji-hoon were selected as the top female and male names.

Go Youn-jung has been gaining strong attention through acting projects and brand campaigns. Her role as global top star Cha Mu-hee in ‘Can This Love Be Translated?’ helped further strengthen her image as a rising actress with both beauty and screen presence.

Park Ji-hoon also ranked first among male rookie advertising models. He has continued to raise his recognition through projects such as ‘The Man Who Lives With the King’ and ‘The Legendary Army Chef.’

Their selection suggests that advertisers are watching not only established celebrities, but also younger names who may lead future brand campaigns.

Go Youn-jung and Park Ji-hoon on the red carpet / News 1

Lee Su-ji and Chungju Man Lead Creator Category

In the creator category, comedian Lee Su-ji and public official creator Kim Sun-tae, widely known as Chungju Man, took the top spots.

Lee Su-ji has gained popularity through comedy, character-based content and strong viral appeal. Her ability to create recognizable characters makes her attractive to brands looking for humor and relatability.

Kim Sun-tae, known for his work as Chungju Man, has become one of Korea’s most recognizable public-sector creators. His content has drawn attention for making local government promotion feel more casual, witty and accessible.

Their wins show how the advertising industry is now looking beyond traditional celebrities. Creators with strong digital influence and clear personal branding are becoming increasingly important in marketing campaigns.

Survey Reflects Real Campaign Potential

MAD STARS emphasized that the ranking is meaningful because it was based on recommendations from people currently working in advertising and marketing.

Rather than focusing only on popularity, the survey considered whether the selected figures could realistically be used in campaigns, how much influence they have on brands and how strongly they connect with the public.

This makes the results different from a simple fan vote. The rankings reflect how industry professionals view celebrities and creators as actual advertising assets.

MAD STARS 2026 to Open in Busan This August

The results were announced ahead of MAD STARS 2026, which will be held from August 26 to 28 in Busan.

This year’s event will take place around Signiel Busan and the Haeundae area under the theme “AMPLIFY, Amplify Possibilities.”

MAD STARS is one of Asia’s major international marketing and advertising festivals. It brings together advertising experts, marketers, creators and industry professionals to discuss campaigns, creative trends and the future of brand communication.

With IU, Park Bo-gum, Go Youn-jung, Park Ji-hoon, Lee Su-ji and Chungju Man named as this year’s leading advertising figures, the 2026 rankings show how Korea’s advertising industry is placing value on trust, versatility, digital influence and broad public appeal.