BLACKPINK’s Rosé Ranks First in December for Idol Individual Brand Reputation

BLACKPINK’s Rosé took first place in December 2024 for idol individual brand reputation, according to big data analysis conducted by the Korea Corporate Reputation Institute. From November 28 to December 28, 2024, the institute collected 194,169,629 pieces of big data related to 1,730 idols’ individual brands, then calculated a brand reputation score by comprehensively evaluating consumer engagement indices, media indices, communication indices, and community indices. This figure represented a 4.60% increase compared to the 185,634,868 pieces of big data analyzed in November. Rosé’s brand scored 1,903,358 on the engagement index, 1,944,253 on the media index, 6,647,074 on the communication index, and 8,330,790 on the community index, resulting in a brand reputation score of 18,825,475. Although this was a 5.27% decline from her November score of 19,872,121, she still maintained her dominant first-place position. In second place was G-Dragon’s brand from BIGBANG, which recorded 1,166,954 on the engagement index, 1,322,524 on the media index, 1,825,176 on the communication index, and 1,801,187 on the community index, yielding a brand reputation score of 6,115,841—representing a 2.18% drop from November. Third place went to Karina’s brand from aespa, with a brand reputation score of 5,998,096, which indicated a 24.32% decline compared to November. Ku Chang-hwan, director of the Korea Corporate Reputation Institute, stated that detailed analysis of Rosé’s brand showed a 9.89% drop in brand consumption, an 8.52% decline in brand-related issues, an 8.53% increase in brand communication, and a 7.84% increase in brand diffusion. This suggests that while actual product purchases by Rosé’s fans have decreased, her interaction with her fandom and the spread of her content have strengthened. Link analysis revealed high frequencies for terms such as “to participate,” “to confess,” and “to record,” while keyword analysis highlighted “apartment,” “Rosé,” and “birthday” as prominent topics. Notably, the positive sentiment ratio in the big data reached 93.28%, reflecting overwhelmingly positive evaluations of Rosé.