Los Angeles, CA – South Korean actor Yoo Hae-jin has topped the list of the most beloved film actors in South Korea for February 2026, according to a brand reputation ranking released by the Korean Business Research Institute. Park Ji-hoon and Park Jeong-min followed closely behind, securing the second and third positions respectively. The ranking, which analyzes massive data from January 19th to February 19th, 2026, provides a snapshot of consumer sentiment and engagement with leading figures in the Korean film industry.
The Korean Business Research Institute’s analysis encompassed a staggering 170,453,595 pieces of data, categorizing relationships between consumers and brands to determine the overall brand reputation ranking. This metric is increasingly crucial in South Korea’s entertainment landscape, influencing casting decisions, endorsement opportunities, and overall career trajectory for actors. The February data represents a 12.79% decrease in overall brand big data for film actors compared to January’s 195,441,812 pieces of data, indicating a potential seasonal dip or shift in public focus.
‘King and the Clown’ Drives Yoo Hae-jin’s Success
Yoo Hae-jin’s success is largely attributed to his leading role in the historical drama “King and the Clown” (왕과 사는 남자), which has captivated audiences throughout the recent Lunar New Year holiday. The film has surpassed 4 million viewers, becoming the first 2026 release to reach that milestone and significantly outperforming its competitor, “Huminet.” The film’s success is particularly notable as it achieved a daily viewership of 660,000 on February 17th, marking the highest single-day attendance for a film since the beginning of the COVID-19 pandemic in 2020.
“King and the Clown” tells the story of the last year of King Danjong, the sixth king of the Joseon Dynasty, who was overthrown by his uncle. The film centers on Danjong (played by Park Ji-hoon) after he is demoted to the status of a commoner and exiled to Yeongwol, and his friendship with Uhm Heung-do (played by Yoo Hae-jin), a local village leader. The film’s blend of humor, emotion, and historical drama has resonated with audiences across generations, making it a family-friendly blockbuster.
Brand Reputation Breakdown: Yoo Hae-jin, Park Ji-hoon, and Park Jeong-min
According to the Korean Business Research Institute, Yoo Hae-jin’s brand reputation score totaled 6,959,199 points in February. This score is calculated by combining participation, media coverage, communication, and community indices. Specifically, Yoo Hae-jin’s participation index reached 1,336,124, his media index 1,470,645, his communication index 2,344,028, and his community index 1,808,402. The institute noted that keywords associated with Yoo Hae-jin included “King and the Clown,” “Park Ji-hoon,” and “Uhm Heung-do,” with a 92.54% positive sentiment ratio.
Park Ji-hoon, securing the second position, achieved a brand reputation score of 6,588,953 points. Park Jeong-min followed with 6,087,216 points. The rankings highlight the growing influence of these actors in the Korean film industry and their ability to connect with audiences on a meaningful level. The success of “King and the Clown” has undoubtedly boosted the profiles of both Yoo Hae-jin and Park Ji-hoon, solidifying their positions as leading figures in Korean cinema.
A Shift in the Korean Box Office
The success of “King and the Clown” came as a surprise to some industry analysts, who initially predicted a close competition with “Huminet,” an action-melodrama starring Jo In-sung and Park Jeong-min. Whereas, audiences during the Lunar New Year holiday opted for the laughter and emotional resonance of “King and the Clown” over the more suspenseful narrative of “Huminet.” “Huminet” managed to secure the second position on February 17th with 210,000 viewers, but it paled in comparison to the 660,000 who chose “King and the Clown.”
The Korean box office has been closely watched in recent years as it recovers from the impact of the COVID-19 pandemic. “King and the Clown’s” strong performance signals a positive trend for the industry, demonstrating that audiences are eager to return to theaters for compelling and well-made films. The film has already surpassed its break-even point of 2.6 million viewers and continues to attract audiences nationwide.
Broader Trends in Korean Film Actor Brand Reputation
The February 2026 brand reputation rankings also revealed broader trends within the Korean film industry. Ha Jung-woo, Goo Kyo-hwan, Moon Ga-young, Lee Sung-min, Yoo Ji-tae, Lee Byung-hun, and Park Si-hoo rounded out the top ten. Other notable actors within the top 30 included Lee Je-hoon, Jo In-sung, Moon Chae-won, Gong Yoo, Lee Jung-jae, Hyun Bin, Kim Woo-bin, Hwang Jung-min, Kwon Sang-woo, and Lee Seo-jin.
The Korean Business Research Institute’s report also noted an overall decrease in brand reputation across the board, with brand consumption down 20.5%, issues down 11.17%, communication down 1.56%, and spread down 15.48% compared to the previous month. This decline may be attributed to the finish of the Lunar New Year holiday period and a natural fluctuation in public interest. However, the continued success of actors like Yoo Hae-jin demonstrates the enduring power of compelling storytelling and strong performances in the Korean film industry.
As “King and the Clown” continues its run in theaters, industry observers will be closely watching to witness if it can maintain its momentum and grow one of the highest-grossing Korean films of the year. The film’s success is not only a testament to the talent of its cast and crew but also a sign of the resilience and vibrancy of the Korean film industry. The next key indicator will be the film’s performance in the weeks following the Lunar New Year holiday, as it faces competition from new releases.
What are your thoughts on the success of “King and the Clown” and the brand reputation rankings? Share your opinions in the comments below!
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