Who Outranked Jennie, J-Hope & Karina? This K-pop Icon Takes No.1 in Brand Power

G-Dragon has claimed the No.1 spot in the March 2025 Idol Individual Brand Reputation Rankings, according to a report released by the Korea Corporate Reputation Research Institute.

From February 25 to March 25, the institute analyzed 150,404,487 pieces of big data from 1,730 idol individuals, measuring consumer engagement, media coverage, communication index, and community buzz to calculate overall brand reputation scores. The data pool grew by 20.19% compared to February’s 125 million entries—indicating increased interest and activity in the idol landscape.

Despite recent noise surrounding Good Day, the new variety show that stars Kim Soo-hyun, whose name has been tied to controversy, G-Dragon’s performance in the rankings remained unshaken.

March 2025 Top 5 Idol Brand Rankings:

1. BIGBANG’s G-Dragon

Participation Index: 1,547,364

Media Index: 1,696,220

Communication Index: 1,590,160

Community Index: 2,245,215

Total Brand Reputation Score: 7,078,959

This marks a 67.81% increase from his February score of 4,218,541.

2. IVE’s Jang Wonyoung

Total Score: 5,959,953 (↓31.66% from February)

3. BLACKPINK’s Jennie

Total Score: 5,878,107 (↓2.70%)

4. BLACKPINK’s Rosé

Total Score: 4,880,783 (↓23.91%)

5. aespa’s Karina

Total Score: 4,446,052 (↓7.21%)

Why G-Dragon Still Leads the Pack

According to analysis, G-Dragon’s brand ranked high in link analysis terms like “reveal,” “strong,” and “exhibit.” In keyword analysis, terms like “Too Bad,” “World Tour,” and “Übermensch” stood out, reflecting both fan-driven content and promotional campaigns.

The positive sentiment ratio was particularly striking—G-Dragon recorded a 91.89% positivity rate in big data analysis, cementing his influence and resilience in the industry.

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Official Commentary

Koo Chang-hwan, director of the Korea Corporate Reputation Research Institute, commented: “Compared to February, we saw a 4.67% increase in brand consumption, a 6.35% increase in brand issues, a 9.21% decrease in brand communication, and a massive 73.94% increase in brand diffusion. These metrics indicate that while direct interaction may have slightly dropped, overall interest and impact surrounding G-Dragon soared.”

As G-Dragon continues to be a dominant cultural and fashion figure—even amidst an industry riddled with personal controversies and shifting loyalties—his staying power is more than a reflection of fame. It’s brand equity in its purest form.

Kim Soo-hyun’s Brand Hit: Scandal and Show Cancellation

In stark contrast, Kim Soo-hyun has faced a sharp downturn in public sentiment following resurfaced allegations involving the late actress Kim Sae-ron, with claims of an underage relationship dating back to 2016. The controversy made headlines after YouTube channel Garo Sero Institute and Kim Sae-ron’s family presented letters and photos to back the claims.

As a result, multiple major brands, including Prada and Dinto, swiftly cut ties with the actor. Moreover, his appearance on the MBC variety show Good Day was scrubbed from the broadcast schedule, reflecting the broader impact on his public-facing roles.

G-Dragon’s Comeback: "Übermensch" and Global Tour Sell-Out

While Kim’s reputation faced setbacks, G-Dragon surged back into the spotlight with the release of his third studio album, "Übermensch", on February 25, 2025. The album blends experimental hip-hop, R&B, and rock, earning rave reviews from fans and critics alike.

He also launched the "Übermensch World Tour", his first solo global tour in eight years. The two opening shows at Goyang Stadium in South Korea (March 29–30) sold out all 60,000 seats within seconds, setting off a wave of international demand.

Additional stops in Tokyo, Osaka, Jakarta, and Bangkok are already sold out, further solidifying G-Dragon’s global fan power and comeback success.

K-pop Power Shift: What's Next?

The March 2025 rankings and public sentiment highlight a growing shift in K-pop influence. While controversies continue to shape headlines, stars like G-Dragon show that longevity and authentic artistry remain potent forces in an ever-evolving industry.

As G-Dragon’s tour kicks off and more data flows in post-comeback, industry watchers will be keeping a close eye on how long he can maintain this brand dominance—and whether the ripple effects of the Kim Soo-hyun scandal will continue to reshape the celebrity landscape.

The Top 10 K-pop Idol Individual Brand Reputation Rankings for March 2025 are as follows:

1. BIGBANG’s G-Dragon

2. IVE’s Jang Wonyoung

3. BLACKPINK’s Jennie

4. BLACKPINK’s Rosé

5. aespa’s Karina

6. ASTRO’s Cha Eun-woo

7. BTS’s Jimin

8. BTS’s Jungkook

9. BTS’s J-Hope

10. BTS’s Jin