In a surprising turn of events, soccer players have claimed the top spots in the Korean star brand rankings for January 2024. According to the Korea Business Research Institute, Son Heung Min, Lee Kang In, and Lim Young Woong ranked 1st, 2nd, and 3rd, respectively, in the latest star brand reputation analysis.

The rankings are based on extensive data analysis, including consumer behavior metrics such as participation, media attention, communication, and community engagement, spanning from December 31, 2023, to January 31, 2024. What's particularly surprising is that the total star brand big data decreased by 4.89% compared to the previous month, signaling a notable shift in the public's preferences.

Son Heung Min's brand reputation index witnessed a remarkable 15.55% increase since December, securing his position at the top. Lee Kang In's brand also experienced a staggering surge, with a remarkable 121.78% rise. On the other hand, Lim Young Woong, despite his enduring popularity, saw a slight dip of 4.11% in his brand reputation.

What makes these rankings even more astonishing is that these soccer stars outperformed established figures from the entertainment industry. IU, a beloved singer and actress, ranked 4th with an impressive 123.06% increase in her brand reputation index. Meanwhile, Seventeen, a well-known K-pop group, claimed the 5th spot with a 3.47% rise.

Director Koo Chang Hwan of the Korea Corporate Reputation Research Institute expressed his surprise at these results. Son Heung Min's leadership as the national team captain during the Asian Cup, Lee Kang In's Super Cup victory at PSG, and Lim Young Woong's explosive popularity during a national tour concert defied expectations. Additionally, IU's collaboration with BTS's V in a music video garnered significant attention, while Seventeen's consistent success in music and album sales solidified their position.

These rankings signal a significant shift in consumer trends, with soccer players emerging as unexpected favorites in the star brand reputation rankings for January 2024.