According to big data analysis results for movie actor brand reputation in May 2025, the rankings were 1st Dong-seok Ma, 2nd Son Suk-ku, and 3rd Lee Byung-hun.
The Korea Corporate Reputation Research Institute analyzed the big data of 151,089,451 instances from April 13 to May 13, 2025, categorizing consumer-brand relationships for 100 beloved movie actors among South Korean consumers. Compared to 142,398,640 instances of movie actor brand big data from last April, this represents an increase of 6.10%.
The brand reputation index is a measure derived from extracting brand big data and analyzing consumer behavior, categorizing it into participation value, communication value, media value, community value, and social value while applying significant weight to the positive-negative ratio. In the movie actor brand reputation index, participation index, media index, communication index, and community index were used to analyze consumer brand consumption patterns.
The rankings for the top 30 movie actor brand reputations in May 2025 were Dong-seok Ma, Son Suk-ku, Lee Byung-hun, Kim Tae-ri, Kang Ha-neul, Ha Jung-woo, Go Youn-jung, Yoo Hae-jin, Lee Jung-jae, Jung Hae-in, Park Hae-joon, Lee Soo-kyung, Han Ji-min, Kim Hye-soo, Park Hae-soo, Gong Yoo, Lee Jun-hyuk, Moon So-ri, Park Bo-young, Yim Siwan, Lee Dong-wook, Go Soo, Go Min-si, Lee Jay-hoon, Lee Hee-joon, Lee Kwang-soo, Kang Dong-won, Lee Jong-suk, Song Joong-ki, and Lee Young-ae.
The brand reputation index for brand ranked 1st, Dong-seok Ma, was analyzed with a participation index of 500,551, a media index of 951,088, a communication index of 1,478,100, and a community index of 1,856,081, resulting in a brand reputation index of 4,785,820.
The brand ranked 2nd, Son Suk-ku, had a participation index of 657,706, a media index of 856,893, a communication index of 1,225,933, and a community index of 1,934,664, resulting in a brand reputation index of 4,675,196.
The brand ranked 3rd, Lee Byung-hun, had a participation index of 658,410, a media index of 931,671, a communication index of 1,268,430, and a community index of 1,567,695, resulting in a brand reputation index of 4,426,206.
The brand ranked 4th, Kim Tae-ri, had a participation index of 507,820, a media index of 1,083,957, a communication index of 1,218,750, and a community index of 1,543,308, resulting in a brand reputation index of 4,353,835.
The brand ranked 5th, Kang Ha-neul, had a participation index of 571,623, a media index of 759,682, a communication index of 1,234,723, and a community index of 1,360,189, resulting in a brand reputation index of 3,926,215.
According to Gu Chang-hwan, director of the Korea Corporate Reputation Research Institute, "The big data analysis results for movie actor brand reputation in May 2025 show that Dong-seok Ma's brand ranked 1st. Analyzing the movie actor brand category, compared to last April's movie actor brand big data of 142,398,640 instances, there was an increase of 6.10%. Detailed analysis shows a 2.38% decrease in brand consumption, a 4.99% increase in brand issues, a 13.07% increase in brand communication, and a 6.56% increase in brand spread."
He also noted, "The Dong-seok Ma brand, ranked 1st in the movie actor brand reputation for May 2025, showed high analysis results in link analysis for 'premiere, produce, challenge', and in keyword analysis for 'Holy Night, I Am Boxer, occult action'. In the positive-negative ratio analysis, a positive ratio of 84.28% was recorded."
Recently meeting audiences through the movie 'Holy Night: Demon Hunters', Dong-seok Ma is collaborating with tvN to produce a large-scale global survival show 'I Am Boxer'. It is set to air on tvN at the end of this year and will be streamed on global OTT platforms. Dong-seok Ma's first-ever leading entertainment project, the tvN 'I Am Boxer' (directed by Lee Won-woong, written by Kang Sook-kyung), is an overwhelming large-scale boxing survival show featuring locations that cross domestic and global boundaries and mission scales that transcend imagination, akin to Hollywood movies.
Meanwhile, this movie actor brand reputation survey was conducted from April 13 to May 13, 2025, analyzing the brand big data of Dong-seok Ma, Son Suk-ku, Lee Byung-hun, Kim Tae-ri, Kang Ha-neul, Ha Jung-woo, Go Youn-jung, Yoo Hae-jin, Lee Jung-jae, Jung Hae-in, Park Hae-joon, Lee Soo-kyung, Han Ji-min, Kim Hye-soo, Park Hae-soo, Gong Yoo, Lee Jun-hyuk, Moon So-ri, Park Bo-young, Yim Siwan, Lee Dong-wook, Go Soo, Go Min-si, Lee Jay-hoon, Lee Hee-joon, Lee Kwang-soo, Kang Dong-won, Lee Jong-suk, Song Joong-ki, Lee Young-ae, Hyun Bin, Kim Sung-ryung, Son Ye-jin, Kim Dong-wook, Hwang Jung-min, Kim Nam-gil, Yum Jung-ah, Gong Myoung, Choi Soo-bin, Kim Min-ho, Jo Jung-suk, Yoon Yeo-jung, Song Seung-heon, Park Seo Jun, Heo Joon-ho, Ryu Jun-yeol, Song Ji-hyo, Jung Woo, Lee Jung-eun, Kim Ok-bin, Park Ha-sun, Seo In-guk, Choi Woo-shik, Jang Dong-gun, Cha Tae-hyun, Jung Jun-ho, Kim Hee-ae, Jo In-sung, Kim Woo-bin, Kim Da-mi, Cha Seung-won, Lee Jin-wook, Jung So-min, Yoo In-young, Lee Yi-kyung, Oh Na-ra, Gong Hyo-jin, Jo Seung-woo, Kim Ji-young, Jin Ki-joo, Uhm Jung-hwa, Kim Sung-kyun, Bae Doo-na, Kim Moo-yeol, Uhm Tae-goo, Hyun Bong-sik, Choi Min-sik, Ko Kyung-pyo, Kim Dae-myung, Sung Dong-il, Yeon Woo-jin, Lee Seo-jin, Jeon Do-yeon, Nam Joo-hyuk, Chun Woo-hee, Lee Joo-young, Ra Mi-ran, Lee Sun-bin, Park Ji-hwan, Kim Kang-woo, Han Seok-kyu, Lee Yoo-mi, Jo Yi-hyun, Oh Jung-se, Han Hyo-joo, So Ji-sub, Jo Woo-jin, Park Sung-woong, Lee Hak-joo, Jeon Yeo-bin.
[Photo] Dong-seok Ma
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