Singer and actress IU and actor Park Bo-gum have been selected as Korea's top advertising models for 2026 by current professionals in the advertising and marketing industry. The survey, hosted by MAD STARS (Busan International Marketing and Ad Festival) — Korea's only international event for marketing, advertising, and digital content — lends significant credibility to the results.
IU and Park Bo-gum Solidify Positions as Korea's Top Ad Models
In a survey 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 female and male advertising models for 2026. The survey's methodology, involving direct recommendations from industry experts based on factors like casting potential in real campaigns, brand influence, and public impact, enhances the credibility of its results.
IU, recognized as the top female advertising model, has held this position for three consecutive years since 2024, attesting to her enduring appeal within the advertising sector. She has firmly established her acting career, most notably by winning Best Actress at the 4th Blue Dragon Series Awards for the Netflix series 'When Life Gives You Tangerines' (폭싹 속았수다). Furthermore, her recent role in the MBC drama '21st Century Grand Princess' (21세기 대군부인), along with multiple hit songs and active concert performances, has garnered extensive support from fans both in Korea and globally.
Park Bo-gum, earning the title of top male advertising model for the first time, displayed impressive acting prowess in 'When Life Gives You Tangerines,' where he co-starred with IU. He further expanded his acting spectrum with powerful action sequences in 'Good Boy.' His engaging and warm personality has fostered a positive public image through various appearances, 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 films 'Mongyudowondo' (몽유도원도) and 'Sword: Godoomakhan's Blade' (칼: 고두막한의 검), his continuous work reinforces his image as a reliable and stable brand model. Notably, both IU and Park Bo-gum were also recognized as the top representative Korean advertising models in a survey by the Chinese state-run advertising professional media 'China Advertising' (中國廣告), underscoring their international appeal.
Next-Generation Rookie Models Leading the Advertising Industry
Go Youn-jung (female category) and Park Ji-hoon (male category) have been recognized as rising stars in advertising, poised to inject new energy into the South Korean industry. Go Youn-jung demonstrated a refined image and stable screen presence as global superstar Cha Mu-hee in the Netflix series 'Is It Love at First Sight?' (이 사랑 통역 되나요?) and sustained public attention with her role in the JTBC drama 'Everyone is Fighting Their Own Worthlessness' (모두가 자신의 무가치함과 싸우고 있다). Her versatile acting across diverse genres and her clear, sophisticated image make her a highly sought-after talent for numerous brand campaigns in fashion, beauty, and other sectors.
Park Ji-hoon, selected as a top male rookie model, significantly increased his public profile by portraying King Danjong in the film 'The Man Who Lived with a King' (왕과 사는 남자), which attracted 16.9 million viewers. He earned recognition for his acting potential by winning Best New Actor in the film category at the 62nd Baeksang Arts Awards. He also successfully completed an Asian fan-con tour spanning 11 cities, including Japan, Malaysia, and Vietnam. Park Ji-hoon showcases his versatile talents by broadening his activity, including comedic acting in the TVING original drama 'Legendary Cook' (취사병 전설이 되다).
Emergence of Creator Models Driving New Trends
In the creator category, which is bringing a fresh perspective to the traditionally celebrity-dominated advertising model market, broadcaster Lee Su-ji and creator Kim Seon-tae (Chungju Man) secured the top spots for female and male, respectively. Lee Su-ji has generated significant public buzz and social resonance through diverse sub-character content on 'SNL Korea' and her YouTube channel 'Hot Issue-ji.' Leveraging her strength in expanding various characters into content, she is broadening her presence not only in broadcasting and digital content but also in advertising campaigns.
Kim Seon-tae, widely known as 'Chungju Man,' has garnered immense public favor by departing from conventional, rigid public relations methods and adopting a friendly and experimental communication style. After retiring from public service, he launched his personal YouTube channel under the slogan 'Promoting Everything in the World,' successfully establishing himself as a promotional creator highly sought after by numerous brands. This trend illustrates the advertising industry's growing interest in influential figures from various fields, moving beyond traditional stars.
