With several new endorsements in China or South Korea every week, or different versions of the same commercial coming out, it is not difficult to conclude that “Descendants of the Sun” actor Song Joong-ki is the hottest advertising model in the region.
The Korea Institute of Corporate Reputation just confirmed that he is indeed the number 1 among 23 top CF models studied. The institute reviewed 43.8 million pieces of data in April and concluded that the 30-year-old Hallyu star topped the list for the third straight month.
In second place is Lee Dae Ho and in third place is Kim Go Eun of “Cheese in the Trap,” reported AllKpop.
The institute explained, “When we looked at the May data for CF models, because of a lot of negative data, a lot of CF models’ value decreased. It’s true that they need to have a lot of exposure, but it’s important to have a positive image.”
In fourth to ninth places are Seolhyun of AOA, chef Baek Jong Won, “Descendants of the Sun” actress Song Hye Kyo, a Korean girl group, Ryu Jun Yeol and Park Bo Gum. Newseveryday pointed out that Song Hye Kyo tumbled down four places to fifth from second.
The institute based its results on the brand reputation index and consumer review which depends on participation value, communication value, media value and social value.
Just last week, Jeju Air released a video showing how five images of Song Joong-ki were placed on the sides of the budget carrier’s jets, while Cuchen came out with another print advertisement with just a pair of chopsticks to advertise its rice cooker, along with the handsome actor.
Here’s a 13-minute summary of Song Joong-ki’s commercials for 2016.