IU and Park Bo Gum Named South Korea's Representative Advertising Models of 2026

IU and Park Bo Gum have been selected as South Korea's Representative Advertising Models of 2026, according to a survey conducted by the Busan International Marketing & Advertising Festival (MAD STARS) among professionals in the advertising and marketing industry.

The annual survey evaluated celebrities based on their brand influence, commercial appeal, and potential effectiveness in advertising campaigns.

IU claimed the No. 1 female advertising model title for the third consecutive year, reaffirming her unmatched influence across both the entertainment and advertising industries. Meanwhile, Park Bo Gum topped the male category for the first time, reflecting his growing impact following a successful year of acting projects and brand partnerships.

The survey also recognized Go Yoon Jung and Park Ji Hoon as the Top Rookie Advertising Models of 2026, highlighting their rapidly rising popularity among advertisers.

The results will be celebrated ahead of MAD STARS 2026, which will take place in Busan from August 26 to 28.