Busan International Marketing & Advertising Festival (MAD STARS) announces survey results from industry workers over two months
IU and Park Bo-gum named 'Representative Models', Go Youn-jung and Park Ji-hoon top the 'Rookie Models' category
Comedian Lee Soo-ji and Kim Sun-tae ('Chungju-man') selected in the 'Creators' category… Main event to be held in Busan on August 26
Singer-turned-actress IU and actor Park Bo-gum have been selected as the 'Best Advertising Models of the Year' by active domestic advertising and marketing experts.
On the 29th, the organizing committee of the Busan International Marketing & Advertising Festival (MAD STARS) officially announced the results of the '2026 Korea Representative Advertising Model' survey, which was conducted among domestic industry workers for two months starting in March. The survey was conducted by recommending models by comprehensively considering their potential to be actually cast in marketing campaigns and their public influence.
In the most fiercely contested 'Korea Representative Advertising Model' category, IU and Park Bo-gum took top honors in the male and female divisions, respectively. IU secured the number one spot for three consecutive years starting in 2024, demonstrating her irreplaceable brand influence. Park Bo-gum, who reached the top for the first time this year, received high praise for building strong trust through his stable acting and friendly variety show appearances. Notably, the two also ranked first side by side in the same survey conducted by Chinese media outlet targeting local advertisers, proving their global impact.
In the 'Rookie Advertising Model' category, which breathes new life into the advertising industry, actors Go Youn-jung and Park Ji-hoon made their names. Go Youn-jung has emerged as a blue chip in the fashion and beauty industries based on her sophisticated and clear image shown in numerous works such as Netflix series. Park Ji-hoon, who joined the ranks of actors with ten million moviegoers through the film 'The King and the Man', also solidified his position as a next-generation model based on his broad acting spectrum and Asian fandom.
Taking first place in the 'Creators' category, which drives public buzz, were broadcaster Lee Soo-ji and YouTuber Kim Sun-tae. Lee Soo-ji showed strengths in expandability utilizing various sub-characters, while Kim Sun-tae, widely known as 'Chungju-man', is receiving love calls from numerous brands after recently retiring from public office and transitioning into a full-time promotional creator.
Meanwhile, sponsored by the Ministry of Culture, Sports and Tourism and Busan Metropolitan City, MAD STARS 2026 will be held around Signiel Busan and Haeundae from Wednesday, August 26 to Friday, August 28 under the theme 'AMPLIFY'.