From vitamin-pill to car ads, actor Son Suk-ku is everywhere in South Korea
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Son Suk-ku shot to fame in Netflix’s A Killer Paradox (2024) and the critically acclaimed My Liberation Notes (2022).
PHOTO: NETFLIX
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SEOUL – K-drama actor Son Suk-ku was the most visible star on South Korean TV screens in 2024. He generated nearly seven billion ad impressions across multiple industries, according to an annual report from a South Korean data analytics firm.
The 42-year-old star shot to fame in Netflix’s A Killer Paradox (2024)
He appeared in a wide range of commercials, fronting campaigns for beer brand Kelly Beer, instant noodles giant Nongshim and carmaker Hyundai Motor.
Rising star Go Yoon-jung, known for Moving (2023) and Alchemy Of Souls (2022 to 2023), claimed second place with 6.64 billion impressions. She was particularly visible in food and financial sector ads, having been selected as a model for fried chicken brand Puradak Chicken and Nonghyup Bank.
Hot Stove League (2019 to 2020) leading man Namgoong Min, meanwhile, secured third place with 6.49 billion impressions. His appearance in series such as One Dollar Lawyer (2022) translated into strong commercial appeal, particularly in financial services.
Action star Ma Dong-seok, also known as Don Lee, is famous for zombie flick Train To Busan (2016) and The Roundup (2017 to present) franchise. He made the top five.
Ma Dong-seok in The Roundup: Punishment.
PHOTO: GOLDEN VILLAGE
Boy band Astro member and actor Cha Eun-woo is consistently ranked as one of South Korea’s most good-looking celebrities. He had the most diverse portfolio, representing 13 brands, alongside popular singer-actress IU. Cha is the face of brands such as Nescafe and luxury jewellery house Chaumet, while IU has long been a model for soju brand Chamisul and also appeared in commercials for Domino’s Pizza.
Idol Cha Eun-woo is the global brand ambassador for luxury jewellery house Chaumet.
PHOTO: CHAUMETOFFICIAL/INSTAGRAM
Premier League football star Son Heung-min and K-pop girl group Ive’s An Yu-jin each represented 11 brands, while singer Lee Hyori and K-pop idol-turned-actor Im Si-wan, who recently appeared in Squid Game 2 (2024), notched up 10 each.
Health and medical advertisements dominated the industry breakdown, accounting for 24 per cent of total impressions. TV personality and emcee Kim Sung-joo led this category, while Go and Son Suk-ku dominated the food and beverage sector.
The household products category saw strong representation from global phenomenon boy band BTS and actor Park Bo-gum.
The data was drawn from 9.5 million broadband TV streaming boxes that provide internet-connected entertainment services, tracking real-time commercial exposure across South Korean television networks. THE KOREA HERALD/ASIA NEWS NETWORK
