IU Ranked First in Advertising Model Preference for 2026, Surpassing Kim Yuna and Yoo Jae-suk

Singer and actress IU has ranked first in consumer advertising model preference in the ‘2026 Korea Trend Survey’ conducted by the Korea Broadcast Advertising Corporation (Kobaco). This survey was conducted with 3,019 adults nationwide, and IU topped the list, surpassing the eternal ‘Figure Queen’ Kim Yuna (8.5%) and ‘National MC’ Yoo Jae-suk (5.5%). Following them, actor Park Bo-gum (4.5%) and soccer player Son Heung-min (2.7%) also made it to the top ranks, forming a lineup of advertising models representing Korea.

An Icon of Versatility and Trust… A ‘Universal Model’ Preferred by All Age Groups

Kobaco cited IU's versatility and popular trust image as key factors that allowed her to maintain the top ranking for four consecutive years, following 2022 (9.4%) and 2023 (8.1%). The analysis suggests that her appeal across all age groups, not limited to a specific generation, is the biggest attraction for advertisers.

In fact, IU received acclaim once again as an actress through the Netflix original series 〈Busted〉 this year, and she continues to make remarkable strides in her music career by dominating the charts with her remake album ‘Flower Bookmark 3’. This activity not only enhances the credibility of brands she models for, such as Woori Financial Group and Chamisul, but also creates a ‘shortage phenomenon’ for every product she endorses, showcasing her powerful influence.

The Best Blue Chip According to Advertisers… “Sales Surge as Soon as Her Face Appears”

Among industry insiders, IU is known as a so-called ‘sales guarantee check’. Many advertisers evaluate her as an irreplaceable blue chip, stating, "Just having IU's face on the package causes sales to surge." Recently, IU also won the female advertising model category at the ‘2026 Korea First Brand Awards’, proving once again that she is the undisputed face of brands.

Regarding the news of her ranking first in preference, IU humbly expressed her gratitude, saying, "Everything is thanks to the fans who support me unchangingly." Based on the public's trust and love, the influence of the ‘IU brand’ is expected to exert strong power across the distribution and advertising markets in 2026.