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Yoo Jae-suk Takes First, Lee Sun-min Follows in Second
Yoo Jae-suk secured the number one spot in the variety star brand reputation rankings for September 2026, according to the Korea Corporate Reputation Research Institute. Lee Sun-min and Shin Dong-yup followed in second and third place, respectively. Yoo’s brand reputation index came in at 4,809,272. While this marks an 8.63% dip from his August score of 5,263,371, he comfortably held onto the crown.
These results stem from an analysis of 64,890,875 pieces of big data related to 67 variety stars, collected between August 5 and September 5. The total volume of data shrank by 6.54% compared to the previous month. Rounding out the top overall rankings were Kim Jong-kook in fourth and Kang Ho-dong in fifth, followed by Heo Kyung-hwan, Joo Woo-jae, Jang Do-yeon, Haha, and Kim Jong-min.
The brand reputation index is a metric that quantifies online participation, media exposure (like articles and broadcasts), communication volume, and community spread. It is essentially a gauge of how much the public searched for, mentioned, and reacted to content about a specific entertainer over the course of a month. It evaluates digital buzz rather than directly measuring TV ratings or professional hosting skills.
Yoo Jae-suk’s Strength: A Broad and Lasting Connection
Yoo Jae-suk recorded a participation index of 269,695, a media index of 649,942, a communication index of 2,360,752, and a community index of 1,528,883. The communication and community indices, in particular, made up a massive chunk of his total score. This shows his ability to generate conversation: not just his appearances, but specific scenes and quotes from his shows spark online discussions that viewers then actively share.
In the institute’s link analysis, terms like “talk,” “funny,” and “consistent” were highly associated with Yoo. His primary keywords were the shows Hangout with Yoo, You Quiz on the Block, and Running Man. Juggling multiple programs with vastly different formats and target audiences allows him to maintain a remarkably wide touchpoint with the public. His positive reaction rate also stood high at 92.83%.
Yoo Jae-suk’s enduring competitive edge lies in the fact that he doesn’t rely on a single passing trend or just one hit show. He seamlessly transitions between roles, from main host to ensemble cast member, across outdoor variety, observational formats, and talk shows, all while keeping his familiar, comforting image intact. In Korean variety, an MC is often tasked with mediating relationships among the cast and steering the flow of a scene. Yoo has mastered this function across multiple generations of co-stars.
Lee Sun-min’s Surge and the Generational Shift in Variety
The most striking shift in this month’s chart is Lee Sun-min shooting up to second place. Lee’s brand reputation index hit 3,307,041, a 20.62% jump from the previous month. Notably, his participation index of 302,326 actually outpaced Yoo Jae-suk’s. He also posted a media index of 518,724, a communication index of 1,249,535, and a community index of 1,236,457.
In third place, Shin Dong-yup saw his index climb 42.15% from last month to reach 2,060,255. His breakdown included a participation index of 100,821, a media index of 264,424, a communication index of 960,184, and a community index of 734,827. The current rankings show veteran pillars like Yoo Jae-suk and Shin Dong-yup holding their ground at the top, while a rising force like Lee Sun-min breaks into the upper echelon.
This dynamic suggests that a generational shift in Korean variety doesn’t mean the immediate exit of established hosts. Broadcasters with decades of built-up recognition and hosting chops are keeping the center steady, while figures driving intense online engagement and virality can rapidly ascend the ranks. Traditional broadcast influence and digital buzz are effectively operating side-by-side within the same evaluation framework.
How to Read the Monthly Rankings
While Yoo Jae-suk’s index dipped slightly from last month, he kept his number one spot, whereas Lee Sun-min and Shin Dong-yup saw their numbers rise. This contrast is exactly why it’s important to look at both the rank and the rate of change. Being number one means Yoo’s absolute volume of exposure and engagement remains massive, but looking purely at month-over-month shifts reveals clear upward momentum for other top-tier entertainers.
It’s also worth factoring in the 6.54% drop in overall data volume analyzed this month. According to the institute, while brand consumption saw a slight 3.30% bump, brand issues fell by 10.83%, brand communication by 4.38%, and brand spread by 9.06%. Changes in an individual’s index aren’t solely based on their own activities; they’re intertwined with the overall ebb and flow of online conversations surrounding all variety stars during that window.
Brand reputation is a reference metric reflecting a single month’s worth of online reactions, so it shouldn’t be entirely equated with long-term popularity or absolute hosting prowess. Still, the fact that Yoo Jae-suk held the top spot despite a lower index, paired with the rapid rise of Lee Sun-min and Shin Dong-yup, illustrates how the Korean variety scene is balancing its familiar anchors while quickly embracing fresh, buzzy talent.
Sources: Korea Corporate Reputation Research Institute, September 5, 2026; Sports Today, September 5, 2026; CBC News, September 7, 2026.
