Korea’s variety scene has a clear king, and May 2026 is no different. The Korean Business Research Institute has released this month’s brand reputation rankings for variety stars, and Yu Jae Seok once again tops the chart with a commanding lead — though the story in the chasing pack is just as interesting.
The rankings were calculated using big data collected from April 2 to May 2, analysing consumer participation, media coverage, interaction, and community awareness indexes across 50 popular entertainers.
Table of Contents
Top 5 — May 2026 Variety Star Brand Reputation Rankings
| Rank | Star | Brand Index | Monthly Change |
|---|---|---|---|
| 1 | Yu Jae Seok | 6,016,846 | +2.79% |
| 2 | HaHa | 3,055,565 | +18.82% |
| 3 | Jun Hyun Moo | 2,833,392 | +9.43% |
| 4 | Heo Kyung Hwan | 2,766,892 | +47.90% |
| 5 | Shin Dong Yup | 2,678,282 | +18.97% |
No. 1 — Yu Jae Seok: 93.92% Positive Reactions
Yu Jae Seok retains the top spot with a brand reputation index of 6,016,846 — nearly double that of second-placed HaHa. His keyword analysis highlighted programmes like “How Do You Play?”, “Happy Together,” and “Jae Seok’s B&B Rules!” as top-ranking phrases, with terms like “donate,” “challenge,” and “talk” dominating related searches. Perhaps most impressively, his positivity-negativity analysis came in at a staggering 93.92% positive — a number that tells you everything about why he’s been Korean variety’s most beloved figure for decades.
No. 2 — HaHa: An 18.82% Surge
HaHa climbs to second place this month with a brand reputation index of 3,055,565, driven by an 18.82% jump since April. As a Running Man mainstay and consistent variety presence, HaHa’s upward trajectory reflects strong audience engagement this cycle.
No. 3 — Jun Hyun Moo: Steady Climb
Jun Hyun Moo takes third with a score of 2,833,392, rising 9.43% month-on-month. A recognisable face across multiple major variety formats, he continues to build consistent brand equity.
No. 4 — Heo Kyung Hwan: The Biggest Mover of the Month
The standout story this month belongs to Heo Kyung Hwan, who posted the highest percentage increase of the top five with a 47.90% surge in his brand index — landing at 2,766,892 and moving to fourth overall. That kind of jump signals a major moment in public visibility, whether driven by a viral variety appearance, trending content, or increased media presence.
No. 5 — Shin Dong Yup
Shin Dong Yup closes out the top five with 2,678,282, up a healthy 18.97% since April. A veteran MC known for his sharp wit across long-running programmes, he remains one of the most reliable names in Korean variety.
Full Top 30 — May 2026 Variety Star Rankings
- Kim Jong Kook — 7. Joo Woo Jae — 8. Ji Suk Jin — 9. Kang Ho Dong — 10. Ahn Jung Hwan — 11. Kim Dong Hyun — 12. Yang Sang Gook — 13. Kim Sook — 14. Kim Jong Min — 15. Tak Jae Hoon — 16. Jang Do Yeon — 17. Lee Sang Min — 18. Lee Soo Ji — 19. Kim Joon Ho — 20. Lee Kyung Kyu — 21. Seo Jang Hoon — 22. Kim Young Chul — 23. Lee Soo Geun — 24. Kim Gura — 25. Super Junior’s Kim Heechul — 26. Jung Joon Ha — 27. Lee Young Ja — 28. Park Myung Soo — 29. Hong Hyun Hee — 30. Hong Jin Kyung
For more K-variety and Korean entertainment updates, visit TechnoSports Entertainment.
Also Read: Best Korean Variety Shows to Watch Right Now — TechnoSports
FAQs
Q: Who topped the May 2026 Korean variety star brand reputation rankings?
Yu Jae Seok ranked first with a brand reputation index of 6,016,846 and an extraordinary 93.92% positive reaction score — his highest-ranking keywords included “How Do You Play?” and “Happy Together.”
Q: Who had the biggest ranking jump in May 2026’s variety star brand reputation list?
Heo Kyung Hwan recorded the largest month-on-month increase in the top five, with a 47.90% rise in his brand reputation index, bringing his score to 2,766,892 and placing him fourth overall.
