Singer and actress IU and actor Park Bo-gum have been selected as 대한민국's top 광고모델 for 2026 by 현직 professionals in the advertising and marketing 업계. The 설문조사, hosted by MAD STARS (Busan International Marketing and Ad Festival) — Korea's only international event for marketing, advertising, and digital content — lends significant 신뢰도 to the results.
IU and Park Bo-gum Solidify Positions as Korea's Top Ad Models
In a 설문조사 conducted by MAD STARS from March over two months, targeting South Korean advertising and marketing professionals, IU and Park Bo-gum were chosen as the top 여성 and 남성 광고모델 for 2026. The survey's methodology, involving direct recommendations from 업계 experts based on factors like casting 가능성 in real campaigns, brand 영향력, and public 파급력, enhances the 신뢰도 of its results.
IU, recognized as the top 여성 광고모델, has held this position for three 연속 years since 2024, attesting to her enduring appeal within the 광고 업계. She has 확고히 established her 연기 활동, most notably by winning 여우주연상 at the 4th 백상예술대상 for the Netflix series 'When Life Gives You Tangerines'폭싹 속았수다. Furthermore, her 최근 role in the MBC drama '21st Century Grand Princess' (21세기 대군부인), along with 수많은 hit songs and active 공연 활동, has garnered extensive 대중적 지지 from fans both in 국내 and globally.
Park Bo-gum, earning the title of top 남성 광고모델 for the first time, displayed impressive 연기력 in 'When Life Gives You Tangerines,' where he co-starred with IU. He further expanded his 연기 spectrum with powerful action sequences in 'Good Boy.' His engaging and warm 개인 personality has fostered a positive 대중적 image through various 출연, including hosting the KBS music talk show 'The Seasons – Park Bo-gum's Cantabile' and featuring in the tvN variety show 'Bogum Magical.' With confirmed upcoming 영화 'Mongyudowondo'몽유도원도 and 'Sword: Godoomakhan's Blade' 칼: 고두막한의 검, his continuous 활동 reinforces his image as a 신뢰도 and 안정감 brand model. Notably, both IU and Park Bo-gum were also recognized as the top 대한민국 대표 광고모델 in a 설문조사 by the 중국 state-run advertising professional media 'China Advertising' (中國廣告), underscoring their 국제 appeal.
Next-Generation Rookie Models Leading the Advertising Industry
Go Youn-jung and Park Ji-hoon have been recognized as 차세대 stars in 광고, poised to inject new 활력 into the 국내 업계. Go Youn-jung demonstrated a refined image and stable screen 존재감 as global superstar Cha Mu-hee in the Netflix series 'Is It Love at First Sight?' 이 사랑 통역 되나요? and sustained 대중적 관심 with her role in the JTBC drama 'Everyone is Fighting Their Own Worthlessness'모두가 자신의 무가치함과 싸우고 있다. Her versatile 연기 across diverse genres and her clear, sophisticated image make her a highly sought-after talent for 수많은 brand campaigns in fashion, beauty, and other 분야.
Park Ji-hoon, selected as a top 남성 신인 광고모델, significantly increased his 인지도 by portraying King Danjong in the 영화 'The Man Who Lived with a King'왕과 사는 남자, which attracted 16.9 million 관객. He earned recognition for his 연기 가능성 by winning 신인 연기상 in the 영화 부문 at the 62nd 백상예술대상. He also 성공적 completed an Asian fan-con tour spanning 11 cities, including Japan, Malaysia, and Vietnam. Park Ji-hoon showcases his versatile talents by broadening his 활동, including comedic 연기 in the TVING original drama 'Legendary Cook'취사병 전설이 되다.
Emergence of Creator Models Driving New Trends
In the creator 부문, which is bringing a fresh perspective to the traditionally 연예인-dominated 광고모델 시장, 방송인 Lee Su-ji and creator Kim Seon-tae (Chungju Man) secured the top spots for 여성 and 남성, respectively. Lee Su-ji has generated significant 화제성 and 사회적 파급력 through diverse sub-character content on 'SNL Korea' and her YouTube channel 'Hot Issue-ji.' Leveraging her 강점 in expanding various characters into content, she is broadening her 존재감 not only in 방송 and digital content but also in 광고 campaigns.
Kim Seon-tae, widely known as 'Chungju Man,' has garnered immense 대중적 호응 by departing from conventional, rigid 홍보 방식 and adopting a friendly and experimental 소통 방식. After retiring from 공직, he launched his 개인 YouTube channel under the slogan 'Promoting Everything in the World,' 성공적 establishing himself as a 홍보 creator highly sought after by 수많은 brands. This trend illustrates the 광고 업계's growing 관심 in 영향력 있는 figures from various fields, moving beyond 기존 stars.
