Busan International Marketing & Advertising Festival (MAD STARS) Announces Survey Results from Industry Workers over Two Months
IU and Park Bo-gum Selected as 'Representative Models', Go Youn-jung and Park Ji-hoon Named 'Rookie Models'
Comedians/Creators Lee Su-ji and Kim Sun-tae ('Chungju-man') Chosen in 'Creator' Category… Main Event to Be Held in Busan on August 26
Singer-turned-actress IU and actor Park Bo-gum have been chosen 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 through a comprehensive consideration of their actual marketing campaign viability and public influence.
In the most fiercely contested 'Korea Representative Advertising Model' category, IU and Park Bo-gum took home the honors for No. 1 male and female models. IU secured the top spot for the third consecutive year since 2024, demonstrating her irreplaceable brand influence. Park Bo-gum, who reached No. 1 for the first time this year, received high praise for building solid trust through his stable acting and friendly variety show appearances. Notably, the two also topped the same survey conducted by Chinese media outlet targeting local advertisers, proving their global impact.
In the 'Rookie Advertising Model' category, which breathes new vitality into the advertising world, actors Go Youn-jung and Park Ji-hoon were named. Go Youn-jung has emerged as a blue chip in the fashion and beauty industries based on her sophisticated and clean image shown in numerous works such as Netflix series. Park Ji-hoon, who joined the ranks of actors with 10 million moviegoers through the film 'The King and the Man', also solidified his position as a next-generation model based on his wide acting spectrum and Asian fandom.
Taking first place in the 'Creator' category, which drives public buzz, were broadcaster Lee Su-ji and YouTuber Kim Sun-tae. Lee Su-ji showed strengths in expandability utilizing various sub-characters, while Kim Sun-tae, widely known as 'Chungju-man', has been receiving love calls from numerous brands after recently retiring from public service to transition into a full-time promotional creator.
Meanwhile, sponsored by the Ministry of Culture, Sports and Tourism and the Busan Metropolitan City, MAD STARS 2026 will be held under the theme 'AMPLIFY' from Wednesday, August 26 to Friday, August 28 around Signiel Busan and Haeundae.