'Ssaksseuri Craze' Yoo Jae-suk Ranks 1st in August Entertainment Broadcaster Brand Reputation

On June 5th, Yoo Jae-suk is posing on the red carpet at the 56th Baeksang Arts Awards held at KINTEX in Ilsan, Goyang-si, Gyeonggi-do.
[Image source=Yonhap News]

Comedian Park Narae is posing at the production presentation of Lifetime's new variety show 'Bright Dating Coach,' held on January 7 last year in Sangam-dong, Mapo-gu, Seoul. [Image source=Yonhap News]

[Asia Economy Intern Reporter Park Hee-eun] Broadcaster Yoo Jae-suk, who is active as a member of the co-ed group 'Ssaksseuri' through the MBC entertainment program 'How Do You Play?', ranked first in the brand reputation analysis of entertainers for August. Park Na-rae and Kim Shin-young ranked second and third, respectively.

The Korea Corporate Reputation Research Institute analyzed 31,278,244 pieces of brand big data from 50 entertainers from July 1, 2020, to August 1, 2020, measuring consumer participation, media volume, consumer engagement and communication, and social conversation volume related to entertainment broadcasters' brands.

The top 30 rankings for August 2020 entertainer brand reputation were analyzed as follows: Yoo Jae-suk, Park Na-rae, Kim Shin-young, Jang Do-yeon, Song Hae, Ahn Jung-hwan, Lee Young-ja, Jo Se-ho, Kang Ho-dong, Paeng Hyun-sook, Lee Soo-geun, Kim Jong-kook, Lee Sang-min, Lee Kwang-soo, Lee Hyori, Song Ji-hyo, Park Myung-soo, Kim Sung-joo, Ahn Young-mi, Kim Hee-chul, Kim Sook, Lee Kyung-kyu, Noh Hong-chul, Kim Jong-min, Yang Se-hyung, Seo Jang-hoon, Kim Gu-ra, Yoo Hee-yeol, Jung Hyung-don, and Ji Sang-ryeol.

The number one brand, Yoo Jae-suk, recorded a participation index of 737,753, media index of 435,303, communication index of 727,303, and community index of 796,048, resulting in a brand reputation index of 2,696,408. This is a 34.84% increase compared to the July brand reputation index of 1,999,732.

The number two brand, Park Na-rae, recorded a participation index of 312,584, media index of 240,966, communication index of 429,066, and community index of 398,495, resulting in a brand reputation index of 1,381,111. This is a 12.15% decrease compared to the July brand reputation index of 1,572,172.

The number three brand, Kim Shin-young, recorded a participation index of 362,820, media index of 204,633, communication index of 233,452, and community index of 287,852, resulting in a brand reputation index of 1,088,757. This is a 103.58% increase compared to the July brand reputation index of 534,806.

The number four brand, Jang Do-yeon, recorded a participation index of 352,013, media index of 276,814, communication index of 219,483, and community index of 211,307, resulting in a brand reputation index of 1,059,617. This is a 0.62% decrease compared to the July brand reputation index of 1,066,253.

Gu Chang-hwan, director of the Korea Corporate Reputation Research Institute, explained, "According to the big data analysis results of entertainer brand reputation for August 2020, Yoo Jae-suk's brand ranked first. When analyzing the entertainer category, compared to 31,405,228 pieces of entertainer brand big data in July, there was a 0.40% decrease. Detailed analysis shows brand consumption increased by 11.98%, brand issues decreased by 3.92%, brand communication increased by 9.25%, and brand diffusion decreased by 15.83%."

He added, "Regarding Yoo Jae-suk's brand, which ranked first in the August 2020 entertainer brand reputation, link analysis showed high associations with 'working hard,' 'modeling,' and 'sponsoring,' and keyword analysis showed high rankings for 'Ssaksseuri,' 'How Do You Play?,' and 'Running Man.' The positive-to-negative ratio analysis of Yoo Jae-suk's brand showed a positive ratio of 73.04%."

This content was produced with the assistance of AI translation services.