In the ever-evolving world of K-pop, idol brand reputation data has long served as a vital barometer for measuring public sentiment and cultural trends. The latest September 2025 report from the Korea Corporate Reputation Research Institute reveals what many had already anticipated: the undisputed star at the center of attention is none other than IVE’s Jang Wonyoung.
Recording an unprecedented surge in her brand reputation index, Jang Wonyoung secured the No.1 spot, outshining BTS’s Jimin (No.2) and BLACKPINK’s Rosé (No.3). Her meteoric rise, with a staggering 119.54% increase, marks one of the most noteworthy highlights of this month’s rankings.
A Meteoric Rise: The “Wonyoung Thinking” Phenomenon
September’s idol brand reputation data showed a 3.67% growth compared to August, reaffirming the public’s continued passion for the K-pop scene. Yet, the standout story is undeniably Jang Wonyoung’s explosive ascent.
With a brand reputation index of 7,643,112, Wonyoung pulled far ahead of her peers, cementing her position as the month’s unrivaled leader. According to Director Koo Chang-hwan’s analysis, the dominant keywords in her data were “secret,” “fresh,” and “lovely.” This indicates that her sophisticated yet charming image resonates powerfully not just with fans but with the general public as well.
Beyond Beauty: Positive Mindset as a Brand
What makes Wonyoung’s rise truly remarkable is that it’s not solely based on visuals. Her success is deeply tied to the viral spread of new cultural keywords such as “Wonyoung Thinking,” “Wonyoung Turn,” and “Lucky Vicky.” These memes, encapsulating her positive mindset and vibrant lifestyle, have driven her community index to 2,328,827, showcasing the collective influence she wields among younger generations.
Even more impressive, her positive sentiment ratio reached 92.28%, a clear sign that the public overwhelmingly perceives her in a favorable light. Few idols maintain such a risk-free, universally admired reputation — a critical element for long-term brand stability.
Established Leaders: Jimin, Rosé, Jennie, and Jin
Despite Wonyoung’s dominance, other K-pop titans continued to demonstrate their global clout:
BTS’s Jimin (No.2): With a brand index of 5,536,876, Jimin rose 16.10% this month, proving his enduring global power despite group military service. His community index (2,408,772) and communication index (2,358,952) highlight the unwavering strength of his fandom.
BLACKPINK’s Rosé (No.3) and Jennie (No.4): Rosé recorded the highest community index (3,169,392), showcasing remarkable fan engagement. Jennie, with an 8.51% rise, continues to lead trends in both fashion and music. Their consistent top-tier presence reflects BLACKPINK’s influence beyond music, extending into global cultural industries.
BTS’s Jin (No.5): Although his score dipped by 21.01% due to military service, Jin’s continued presence in the top five underscores his enduring value and anticipated post-service resurgence.
Rising Stars and Shifting Dynamics
September’s analysis also highlighted the emergence of next-generation idols alongside established heavyweights:
RIIZE’s Wonbin (No.17) and Anton (No.29): Among 4th-generation male idols, RIIZE’s members are the ones to watch. Their sharp upward trajectory points to significant brand potential.
Strong Showings from Female Leaders: ASTRO’s Cha Eunwoo (No.8) and BIGBANG’s G-Dragon (No.9) held steady, but IVE’s An Yujin (No.10), Red Velvet’s Joy (No.13), and aespa’s Winter (No.16) also ranked prominently. Notably, all six IVE members placed within or around the top 30, solidifying the group’s overwhelming brand power.
Lifestyle as the New Brand Currency
The September 2025 idol brand reputation rankings underscore a cultural shift: it’s no longer just about music or visuals. Today, a positive lifestyle and inspiring energy — like Jang Wonyoung’s “Wonyoung Thinking” — are central to building a powerful brand.
This new era of K-pop branding reflects how idols’ attitudes, messages, and relatability can amplify communication and community indices, ultimately driving influence far beyond fandoms. The competition remains fierce, and the coming months are bound to unveil fresh dynamics and surprises in the idol reputation landscape.