By Lina Irawan 
The Korean Business Research Institute has officially released its highly anticipated brand reputation rankings for variety stars for the month of July. This monthly index serves as a critical barometer within the South Korean entertainment industry, measuring the consumer market share, media presence, and public sentiment of the nation’s top entertainers.
In this month’s iteration, veteran broadcaster Yu Jae Seok secured his position at the pinnacle of the rankings, continuing his multi-decade reign as South Korea’s "Nation’s MC." Meanwhile, the rankings saw dynamic shifts further down the ladder, with comedienne Lee Soo Ji clinching the second spot, and veteran entertainer Tak Jae Hoon and rising star Kim Won Hun registering substantial double-digit growth in their brand index scores.
1. Main Facts: The July Brand Reputation Overview
The July brand reputation rankings highlight the enduring influence of established variety icons alongside the rapid ascent of versatile, cross-platform entertainers. The Korean Business Research Institute analyzed massive volumes of consumer big data to evaluate fifty of South Korea’s most prominent variety stars.
The top five rankings for July are as follows:
- Yu Jae Seok – Brand Reputation Index: 5,200,431
- Lee Soo Ji – Brand Reputation Index: 2,212,818
- Kim Jong Kook – Brand Reputation Index: 1,944,472
- Tak Jae Hoon – Brand Reputation Index: 1,755,775 (a 39.69% increase since last month)
- Kim Won Hun – Brand Reputation Index: 1,682,905 (a 17.20% increase since last month)
Yu Jae Seok’s top placement is backed by a commanding brand reputation index of over 5.2 million, more than double that of his closest competitor. His dominance is underscored by an exceptionally high positivity rating of 93.85 percent, proving that his public image remains pristine and highly favorable.
At the same time, the rapid rise of Tak Jae Hoon (up nearly 40 percent) and Kim Won Hun (up over 17 percent) reflects a shifting consumer appetite toward raw, unfiltered humor and digital-to-analog crossover talent.
2. Chronology of Data Collection and Methodology
To understand the validity and weight of these rankings, it is essential to examine the rigorous chronology and methodology employed by the Korean Business Research Institute.
The Data Collection Window
The big data utilized for the July rankings was systematically gathered over a one-month period, starting from June 4 and concluding on July 4. During this timeframe, the institute monitored the digital footprints of fifty popular variety entertainers. This specific window captures the transition into the highly competitive summer broadcasting season, a period when networks launch new programs, pilot shows, and major seasonal specials.
The Four-Tiered Evaluation Index
The brand reputation index is not a simple popularity poll; it is a complex, multi-dimensional metric calculated by converting consumer behaviors into quantitative data. The institute utilizes four primary indices:
[Consumer Big Data (June 4 – July 4)]
│
├─► 1. Consumer Participation Index (Search volume, direct engagement)
├─► 2. Media Coverage Index (Press releases, editorial attention, broadcast frequency)
├─► 3. Interaction Index (Social media buzz, blog posts, community shares)
└─► 4. Community Awareness Index (General public perception, forum discussions)- Consumer Participation Index: Measures how actively consumers search for, click on, and directly engage with content related to the entertainer.
- Media Coverage Index: Analyzes the volume of press releases, news articles, and editorial attention an entertainer receives, as well as their frequency of appearance on major broadcast networks.
- Interaction Index: Tracks social media buzz, blog mentions, and online shares, indicating how much consumers are talking about and with the celebrity’s brand.
- Community Awareness Index: Assesses the broader public perception and discussions surrounding the entertainer across online forums, community boards, and open digital spaces.
By synthesizing these four pillars, the institute produces a comprehensive numerical score that reflects the true market value of an entertainer’s personal brand at any given moment.
3. Supporting Data: A Deep Dive into the Top Performers
The data gathered during the June-to-July tracking period reveals distinct patterns of consumer behavior and media consumption for each of the top five variety stars.
July Brand Reputation Index Comparison:
┌────────────────────────────────────────────────────────┐
│ Yu Jae Seok ████████████████████████████ 5,200,431 │
│ Lee Soo Ji ██─────────── 2,212,818 │
│ Kim Jong Kook ██────────── 1,944,472 │
│ Tak Jae Hoon █─────────── 1,755,775 │
│ Kim Won Hun █─────────── 1,682,905 │
└────────────────────────────────────────────────────────┘Yu Jae Seok: The Gold Standard of Korean Variety
Yu Jae Seok’s brand index of 5,200,431 highlights his unmatched stability in the industry. The qualitative analysis of his brand reveals the core drivers behind his high score:
- Keyword Analysis: The highest-ranking keywords associated with Yu Jae Seok this month were "You Quiz on the Block," "How Do You Play?," and "Happy Together." These programs represent both his current prime-time strongholds and his legendary legacy projects, showing that his past achievements continue to fuel his present brand value.
- Related Terms: The terms most frequently linked to him in search queries and articles were "together," "talk," and "good chemistry." This points directly to his reputation as an empathetic, collaborative host who elevates his guests rather than centering the spotlight on himself.
- Sentiment Analysis: Perhaps the most striking piece of data is his positivity-negativity analysis, which registered a staggering 93.85 percent positive reactions. In an era of highly polarized public opinion, maintaining a near-94 percent positive sentiment is a rare feat for any public figure.
Lee Soo Ji: The Queen of Character Comedy
Securing the second spot with an index of 2,212,818, Lee Soo Ji has cemented her status as one of the most sought-after comediennes in South Korea. Known for her uncanny impressions, physical comedy, and versatile acting chops (as seen in her television roles, including the drama "Touch"), Lee has successfully bridged the gap between traditional comedy stages, terrestrial variety programs, and viral web content. Her high interaction and community awareness scores reflect her strong appeal to Gen Z and Millennial demographics online.
Kim Jong Kook: The Global Powerhouse
In third place, Kim Jong Kook recorded a brand reputation index of 1,944,472. As a co-star alongside Yu Jae Seok on the globally beloved SBS variety show "Running Man," Kim Jong Kook benefits from an incredibly loyal domestic and international fanbase. His brand is unique in that it seamlessly blends fitness, music, and variety comedy. His personal YouTube channel, which boasts millions of subscribers, acts as a powerful multiplier for his interaction and participation indexes, allowing him to bypass traditional media channels to connect directly with consumers.
Tak Jae Hoon: The Resurgence of Devilish Wit
Tak Jae Hoon secured the fourth position with an index of 1,755,775. The most notable aspect of his data is his explosive 39.69 percent increase compared to his June score.
Tak Jae Hoon’s resurgence can be attributed to his sharp, unpredictable ad-libs on SBS’s "My Little Old Boy" and his highly successful web talk shows. His "devilish wit"—characterized by self-deprecating humor and playful banter—has resonated deeply with viewers who are increasingly fatigued by overly scripted television formats.
Kim Won Hun: The Digital Crossover Success
Rounding out the top five is Kim Won Hun, who posted a brand reputation index of 1,682,905, representing a strong 17.20 percent increase from the previous month. Kim Won Hun is a prime example of the modern variety star pipeline. Having gained massive popularity through the hyper-realistic sketch comedy YouTube channel "Shortbox," Kim has successfully transitioned into mainstream terrestrial and cable variety shows. His high ranking proves that digital-first creators are no longer secondary to traditional TV stars; they are actively competing for—and winning—the top spots in brand valuation.
4. Official Responses and Industry Context
While the Korean Business Research Institute does not publish individual statements from the entertainers, the release of these rankings invariably triggers strategic responses from talent agencies, broadcasting networks, and corporate advertisers.
The Talent Agencies’ Perspective
For agencies representing the top-tier stars—such as Antenna (representing Yu Jae Seok)—these monthly reports are vital validation tools. Agencies frequently leverage high brand reputation scores during contract renewals, syndication negotiations, and advertising pitches. A high ranking, particularly one accompanied by a positive sentiment analysis score like Yu Jae Seok’s 93.85 percent, allows agencies to command premium rates for commercial endorsements and broadcasting appearances.
The Broadcasting Networks’ Programming Strategies
For major networks like SBS, MBC, KBS, and tvN, the rise and fall of variety stars on the brand index directly influence casting decisions and programming developments.
For instance, the continued success of Yu Jae Seok and Kim Jong Kook on "Running Man" justifies the network’s continued investment in the long-running program, despite its decade-plus broadcast history. Similarly, Tak Jae Hoon’s 39.69 percent surge validates SBS’s decision to give him central roles in their Sunday evening lineup, while Kim Won Hun’s rising trajectory makes him a prime target for networks looking to develop new pilot programs aimed at younger, digitally-native audiences.
5. Implications for the Korean Entertainment Landscape
The July variety star brand reputation rankings offer profound insights into the structural evolution of the South Korean entertainment landscape.
Traditional Broadcasting vs. Digital Media Dynamics:
┌─────────────────────────────────────────────────────────────┐
│ TRADITIONAL BROADCASTING (SBS, MBC, KBS, tvN) │
│ - Anchor programs: "Running Man", "You Quiz on the Block" │
│ - High stability, massive older demographic reach │
│ ▲ │
│ │ (Crossover & Collaboration) │
│ ▼ │
│ DIGITAL & WEB MEDIA (YouTube, Web Variety, OTT) │
│ - Anchor platforms: "Shortbox", independent web talk shows │
│ - High growth rate, dominant youth engagement │
└─────────────────────────────────────────────────────────────┘The Unshakeable Power of the "Nation’s MC"
First and foremost, the data proves that while the media landscape is fragmenting, the central anchor of Korean variety remains unchanged. Yu Jae Seok’s ability to pull in a brand index of over 5.2 million in a highly competitive market shows that his personal brand transcends individual programs. He has successfully adapted to the changing times by diversifying his portfolio—balancing traditional terrestrial television (MBC’s "How Do You Play?"), cable talk shows (tvN’s "You Quiz on the Block"), and streaming platforms.
The Rise of Non-Traditional and Web-Based Talent
The inclusion and strong performance of stars like Lee Soo Ji and Kim Won Hun in the top five signal a permanent shift in how stardom is achieved in South Korea. Historically, variety stars had to undergo rigorous training and climb the hierarchical ladder of public broadcasting comedy recruitment exams.
Today, independent web platforms and YouTube channels act as direct-to-consumer launchpads. This democratization of content creation has forced traditional broadcasters to adapt, often recruiting web-native talent to inject fresh energy into legacy television formats.
What This Means for Advertisers
For corporate advertisers, the July rankings provide a clear roadmap for summer marketing campaigns. Entertainers with high brand reputation indexes and strong positive sentiment are viewed as low-risk, high-return brand ambassadors.
Yu Jae Seok remains the ultimate choice for family-friendly, high-trust corporate campaigns. On the other hand, the rapid rise of Tak Jae Hoon and Kim Won Hun presents unique opportunities for brands looking to execute edgy, viral, or humor-centric marketing campaigns targeting younger consumers who value authenticity and sharp wit over traditional formality.
As the summer season progresses, the battle for dominance in the South Korean variety landscape will undoubtedly intensify. With digital creators continuously pushing the boundaries of comedy and veteran entertainers reinventing themselves to keep pace, the monthly brand reputation rankings will remain a crucial compass for navigating this fast-paced, multi-billion-dollar industry.
Reynand Wu 
Lina Hope 
Siti Muinah 