'Chef-tainer' Choi Kang-rok vs 'Sport-tainer' Se-ri Pak... Expert Entertainer Ranked 1st in K-Brand Index is Jang Hang Jun

Broadcaster Jang Hang Jun took first place in the expert entertainer category of the ‘K-Brand Index’ announced by the big data evaluation agency Asia Brand Institute on the 27th. This survey was calculated by analyzing 157,588,825 pieces of online big data accumulated during the month of July, targeting the top 30 individuals among expert entertainers active in various fields such as humanities, science, psychology, cooking, and sports based on portal site search volumes.

Following Jang Hang Jun, Kwon Sung-jun ranked 2nd, Oh Eun-young ranked 3rd, culinary researcher Choi Kang-rok ranked 4th, and film critic Lee Dong-jin recorded 5th. Following them, Se-ri Pak took 6th place, forming the top 10 along with Lee Ho-Seon (7th), Son Jong-won (8th), Jang Seong-cheol (9th), and Choi Tae Sung (10th). The fact that two figures representing cooking and sports were ranked side by side shows the breadth of public interest that is not limited to a specific field.

Han Jeong-geun, CEO of the Asia Brand Institute, diagnosed, “Expert entertainers are an area that creates new content value by adding public friendliness to knowledge and experience in a specific field. As platforms such as YouTube and SNS diversify, how easily and interestingly expertise is delivered determines public influence, and unique characters and scalability are also emerging as major competitive elements.”

CEO Han further explained, “Jang Hang Jun reclaimed 1st place based on his unique wit and broadcasting activities, confirming his competitiveness, and Kwon Sung-jun rose to 2nd place through activities combining culinary skills with variety show charm. Jang Seong-cheol re-entered the top 10 based on his active steps in dealing with current affairs issues and wide communication.” The analysis concludes that the ability to convey professional areas in one's own way is the core driver that boosts recognition and topicality.

This index is an online-based index that does not reflect offline activities, and it was calculated based on criteria that exclude weighted items such as trend, media, social, positive, negative, activation, community, and AI indices for the relevant category. The Asia Brand Institute, established in April 2016, presents the ‘Korea K-Brand Awards’ every year based on big data evaluation.