Based on a survey conducted by the Korea Broadcast Advertising Corporation (KOBACO), IU is the favorite brand endorsement model of South Koreans in the year 2022. 

According to a survey conducted with over 2,000 participants last month by KOBACO, 9.4% of responders chose IU as their favorite brand endorsement model. 6% of responders chose former figure skater Kim Yuna, while 5% chose comedian/TV personality Yoo Jae Suk. Next, 4.5% chose soccer player Son Heung Min, while 4.3% chose actress Jun Ji Hyun.

In 2022, IU promoted as the brand endorsement model for the following brands: 'Pepsi' (by 'Lotte Chilsung'), 'Woori Financial Capital', various 'Kakao' brands, 'Chamisul' (by 'HiteJinro'), 'Black Yak', 'New Balance', 'Jeju Samdasoo', and 'Gucci'. 

Which celebrities do you predict will shake up the brand endorsement industry in 2023?