According to the Korea Corporate Reputation Research Center, the results of the male advertising model brand reputation survey indicated that Gong Yoo was the most sought out celebrity to represent several brands. In second place was Song Joong Ki and in third place was Lee Sang Min.
A representative of the center stated, "For June 2017 the male brand advertising reputation analysis showed that Gong Yoo ranked number one. Amongst other male advertising models, drama actors, and movie actors, Gong Yoo was the one who had an overwhelming number of brands. The brands that Gong Yoo represent are based mostly on content, rather than category." Other celebrities who made the list include Jo In Sung, Park Bo Gum, Kim Soo Hyun, Yoo Jae Suk, and more.
Currently, the actor is a brand model for nine different brands including KANU Coffee, Maxim Coffee, The Body Shop, and more.