Top Male K-Pop Idols with Highest Earned Media Value for Brands Since 2020: BTS’ Kim Taehyung, Cha Eun-woo, Stray Kids’ Felix, and More

BTS’ Kim Taehyung, alongside five other prominent K-pop male idols, has emerged as a leading figure in generating the highest Earned Media Value (EMV) through brand endorsement activities on social media.

Since 2020, a notable number of K-pop artists have been designated as ambassadors for high-end brands. As per Lefty, a marketing analytics platform, EMV plays a critical role in assessing the impact of social media endorsement content shared by celebrities and the level of audience engagement it garners.

The top five male idols with the highest engagement leading to substantial Earned Media Value over the past four years, according to Lefty, are as follows:

BTS’ Kim Taehyung – 286 Million USD
ASTRO’s Cha Eun-woo – 192 Million USD
Stray Kids’ Felix – 81 Million USD
EXO’s Sehun and Kai – 62 Million USD
BIGBANG’s G-Dragon – 55 Million USD

Insights on BTS’ Kim Taehyung, Cha Eun-woo, and other K-pop male idols’ brand endorsements

BTS’ Kim Taehyung

Kim Taehyung commands a massive fan base, boasting an impressive 65 million followers on Instagram. In 2023, he was named the face of the luxurious French brand Celine and appointed as the global ambassador for Cartier. Furthermore, upon commencing his military service in December 2023, the Layover singer became the representative for the South Korean coffee chain, Compose Coffee.

ASTRO’s Cha Eun-woo

Cha Eun-woo, a member of K-pop group ASTRO, has made a significant impact in the entertainment industry through his acting roles in popular Korean dramas such as True Beauty and My Name is Gangnam Beauty. The Hey Hello singer represents several brands, including Chaumet, Saint Laurent, Milo Thailand, and Skechers. Notably, he was appointed as the ambassador for Dior Face in 2023.

Stray Kids’ Felix

Felix, the Australian-Korean lead rapper of Stray Kids, was announced as the global ambassador for the prestigious French brand Louis Vuitton in August 2023. The LALALALA singer frequently showcases outfits from the brand on his social media platforms. Additionally, Felix acts as the Asia ambassador for the American clothing line, Tommy Hilfiger.

EXO’s Sehun and Kai

EXO's Sehun & Kai (Images Via Instagram/@oohsehun, @zkdlin) — EXO’s Sehun & Kai (Images Via Instagram/@oohsehun, @zkdlin)

Members Sehun and Kai of EXO have garnered 23.1 million and 14.3 million followers on Instagram, respectively. In 2020, Sehun was named the global ambassador for Dior due to his tremendous popularity. He has also participated in Cartier’s Pasha De Cartier digital project. Meanwhile, Kai has represented the Italian brand Gucci since 2019, and in 2022 the Rover singer was named the ambassador for Yves Saint Laurent Beauty.

BIGBANG’s G-Dragon

G-Dragon, a member of the second-generation K-pop group BIGBANG, has promoted numerous brands but is best known for his ambassadorship with Chanel. Additionally, he launched his Korean fashion label PEACEMINUSONE in 2016 in collaboration with Gee Eun. In 2023, G-Dragon partnered with Nike to introduce a new apparel collection.

In other updates, BTS’ Kim Taehyung, EXO’s Kai, and Sehun are currently fulfilling their military duties. Cha Eun-woo was recently seen attending the Saint Laurent showcase at Paris Fashion Week. Furthermore, G-Dragon’s digital auction, ‘Nothing but a ‘G’ Thang: The Art and Archive of G-Dragon,’ was conducted at the Frieze Seoul 2024 art fair in partnership with Joopiter.

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