Return of the Kings: BTS Reclaims Top Brand Influence After Military Service
The wait is over. Just a day after electrifying the global stage with news of their highly anticipated 2026 comeback and world tour, K-pop titans BTS have once again asserted their unparalleled dominance, rocketing to the very top of South Korea’s advertising model brand reputation rankings for a remarkable second consecutive month. This isn’t just a win; it’s a monumental statement.
A Staggering Surge in Brand Value
The collective power of RM, Jin, J-Hope, Suga, V (Taehyung), Jimin, and Jungkook has propelled their brand value to unprecedented heights. Their score soared by hundreds of thousands in mere weeks, a direct reflection of the fervor surrounding their return from mandatory military service and the exciting glimpse into their future plans. Their re-emergence has sent ripples across the entertainment and business sectors, affirming their status as global cultural arbiters.
The Competitive Landscape: Who Else Made Waves?
While BTS commanded the spotlight, the rankings, meticulously compiled by the Korea Corporate Reputation Research Institute, also highlighted other prominent figures. Korean trot sensation Lim Young Woong solidified his impressive ascent, securing the second spot. Hot on his heels was Byeon Woo Seok, the breakout star from the beloved K-drama Lovely Runner, who clinched third place, remarkably outperforming numerous established K-pop idols and groups.
Decoding the Dominance: The Metrics Behind the Magic
These authoritative rankings are derived from an exhaustive analysis of 34,285,246 pieces of advertising model brand big data, meticulously collected between June 3 and July 3, 2025. The evaluation process considers four crucial indices: participation, media coverage, communication, and community engagement. Despite a noted 15.86% dip in overall public engagement across the board compared to June, BTS’s performance remained unequivocally robust.
Their individual index scores painted a clear picture of their comprehensive influence: a participation index of 294,792, media at 213,142, communication at 1,125,780, and an astonishing community score of 1,738,155. This culminated in a colossal total brand reputation score of 3,371,870. This figure represents an astounding 89.35% leap from their June score of 1,780,753, a testament to the immense anticipation surrounding their return.
Shifts in the Celebrity Hierarchy
Elsewhere in the rankings, Lim Young Woong registered an overall score of 1,951,386, despite a slight 12% dip from the previous month. Byeon Woo Seok, too, saw a 25% decrease, settling at 1,854,290. Global sensation BLACKPINK showcased a strong resurgence, climbing to fourth place with 1,739,067, marking a respectable 13.09% increase. In contrast, IVE (comprising Yujin, Gaeul, Rei, Wonyoung, Liz, and Leeseo) experienced a significant drop of 32.64%, landing at 1,462,160.
The Institute explicitly attributed BTS’s meteoric rise to their explosive post-military service return. While some prominent names like SEVENTEEN, Cha Eun Woo, Park Bo Gum, Gong Yoo, Yoo Jae Suk, aespa, SHINee, and even gaming legend Faker saw their positions slide, BTS’s trajectory was undeniably upward, demonstrating the sheer gravitational pull of their collective comeback.
The Economic Ripple Effect: HYBE’s Soaring Stocks
The impact of BTS’s return extends far beyond mere reputation scores. Their agency, HYBE, witnessed a dramatic surge in its stock market performance. After languishing with low trading volumes for months during the members’ military hiatus, HYBE’s shares soared by nearly 10% on June 9, just as news of BTS’s imminent activity began to circulate. This financial rebound notably outpaced industry rivals like YG Entertainment and SM Entertainment, underscoring the direct correlation between BTS’s active presence and their agency’s market valuation.
Brand Magnetism: Luxury Houses Line Up
The reaffirmation of BTS’s unparalleled brand power is evident in the increasing queue of brands eager to collaborate. Already boasting an impressive portfolio of high-profile luxury partnerships with powerhouses like Louis Vuitton, Celine, Calvin Klein, Gucci, Bottega Veneta, the NBA, Valentino, and Cartier, the announcement of their 2026 comeback has only intensified interest. These rankings serve as undeniable proof that BTS is not just returning to the music scene, but is reclaiming their formidable grip on brand trust and influence across every facet of Korea’s vibrant media landscape and beyond.
Prominent Figures in the July Brand Reputation Rankings
The top 50 list paints a broad picture of influential figures spanning K-pop, acting, sports, and entertainment. Beyond the top five, notable individuals included Son Heung Min, Son Seok Gu, Lee Jung Jae, So Ji Sub, Psy, Cha Eun Woo, Park Bo Gum, Gong Yoo, Lee Joon Hyuk, Yoo Jae Seok, Lee Jung Hoo, Seventeen, Park Bo Young, Kim Do Young, Choo Sung Hoon, Kim Hye Soo, Kang Ho Dong, Park Eun Bin, aespa, Lee Chan Won, Lee Byung Hun, SHINee, Faker, Ryu Hyun Jin, Shin Dong Yup, Ma Dong Seok, Kim Yuna, Cha Seung Won, Kim Hye Yoon, Kim Jong Kook, Park Seo Joon, Kang Daniel, Moon Chae Won, Han Ji Min, Twice, Vivi, Ji Ye Eun, Kim Go Eun, Red Velvet, Oh My Girl, Le Sserafim, TWS, Jung Hae In, and Shin Min A. Each name on this comprehensive list contributes to the dynamic and ever-evolving landscape of South Korean celebrity influence.
