According to the May 2025 big data analysis results from the Star Brand Reputation, Son Heung-min ranked first, BTS ranked second, and Lim Young-woong ranked third.

The Korea Corporate Reputation Research Institute measured a total of 272,723,916 pieces of big data on star brands from April 29, 2025, to May 29, 2025, through consumer behavior analysis to evaluate the participation index, media index, communication index, and community index for star brands. Compared to 274,892,423 pieces of star brand big data last April, this represents a decrease of 0.79%.

The brand reputation index reveals that consumers' online habits significantly influence brand consumption, and it is an indicator created through brand big data analysis. The star brand reputation analysis can measure the relationship between consumers and star brands, positive and negative evaluations, media interest, and the volume of consumer engagement and communication.

The star brand reputation analysis targets brands that rank high in brand reputation, analyzing relationships with consumers through a big data reputation algorithm for entertainers, singers, trot singers, drama actors, movie actors, boy groups, girl groups, and athletes. The detailed indicators of the star brand reputation index included a recommendation index weighted accordingly.

The ranking of the top 30 star brands in May 2025 consists of Son Heung-min, BTS, Lim Young-woong, BLACKPINK, Yoo Jae-suk, IVE, Lee Jung-hoo, Son Suk-ku, Go Youn-jung, Lee Byung-hun, BIGBANG, Byeon Woo-seok, Ma Dong-seok, Kim Do-young, Cha Eun-woo, SEVENTEEN, Faker, Lee Jung-jae, PSY, aespa, Ryu Hyun-jin, Choo Sung Hoon, Kim Jong-kook, Red Velvet, Kiki, Jun Hyun-moo, TWICE, Bibi, and Kim Jong-min.

Son Heung-min, who recorded first place in the star brand reputation, has a participation index of 1,370,108, a media index of 1,375,291, a communication index of 4,925,857, and a community index of 5,797,468, resulting in a brand reputation index of 13,468,724. Compared to the brand reputation index of 5,200,655 last April, this represents an increase of 158.98%.

Second place, BTS (RM, Jin, Suga, J-Hope, Jimin, V, Jungkook) has a participation index of 286,800, a media index of 1,516,788, a communication index of 3,682,059, and a community index of 5,755,709, resulting in a brand reputation index of 11,241,355. Compared to the brand reputation index of 8,639,155 last April, this represents an increase of 30.12%.

In third place, Lim Young-woong has a participation index of 773,639, a media index of 1,596,383, a communication index of 2,916,197, and a community index of 2,721,068, resulting in a brand reputation index of 8,007,287. Compared to the brand reputation index of 7,846,690 last April, this represents an increase of 2.05%.

In fourth place, BLACKPINK (Jisoo, Jennie, Rosé, Lisa) has a participation index of 179,607, a media index of 1,147,513, a communication index of 1,692,639, and a community index of 2,567,113, resulting in a brand reputation index of 5,586,872. Compared to the brand reputation index of 6,184,452 last April, this represents a decrease of 9.66%.

In fifth place, Yoo Jae-suk has a participation index of 225,845, a media index of 1,498,758, a communication index of 1,733,579, and a community index of 2,008,398, resulting in a brand reputation index of 5,466,580. Compared to the brand reputation index of 4,700,935 last April, this represents an increase of 16.29%.

Koo Chang-hwan, head of the Korea Corporate Reputation Research Institute, noted, "According to the May 2025 big data analysis results of star brand reputation, the Son Heung-min brand ranked first. The Son Heung-min brand has achieved first place by creating an impressive history with the Europa League victory. The BTS brand maintained second place as consumer interest grew with the anticipation of the full group. The Lim Young-woong brand in third place is showing unrivaled fandom power in OTT, OST, and music. The BLACKPINK brand in fourth place is preparing for full group activities with a world tour. The Yoo Jae-suk brand in fifth place is maintaining its status as the top figure in Korean talk shows."

Meanwhile, Son Heung-min's side alleged that his ex-girlfriend Yang filed a claim last June, stating she was pregnant with his child and demanded hundreds of millions of won. It is also reported that a man in his 40s, suspected of colluding with Yang, attempted to obtain tens of millions of won.

The two approached Son Heung-min's side last March to extort money, threatening to spread false information on social media while trying to extract money. The police arrested the two and are investigating the specifics of the crime, and the court has issued detention warrants for them.

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