As competition among South Korea’s major commercial banks intensifies, the endorsement fees paid to top celebrities are reportedly soaring to record levels.
According to a report from Financial News released on May 26, the combined annual advertising expenses of the country’s five largest commercial banks exceeded 800 billion KRW for the first time last year.
KB Financial Group has continued partnerships with former figure skating queen Kim Yuna and actress Park Eun Bin. Industry insiders estimate that Kim Yuna receives more than 1 billion KRW per advertisement appearance, while Park Eun Bin reportedly earns at least 700 million KRW annually through her contract.
Rookie girl group Hearts2Hearts is also reportedly valued at over 350 million KRW per year in the advertising market.
Meanwhile, KB Kookmin Bank recently selected film director Jang Hang Jun and writer Kim Eun Hee as new advertising models.
At NH Nonghyup Bank, actor Byeon Woo Seok reportedly saw his endorsement fee rise dramatically following the success of his recent projects, with estimates now exceeding 1 billion KRW annually.
Actor Park Ji Hoon also reportedly experienced a sharp increase in advertising value after the success of the film The King’s Warden and the drama The Legend of Kitchen Soldier. Broadcaster Kian84 additionally joined the bank as a new advertising face.
Among the major banks, Hana Bank reportedly spent the most on advertising last year, investing approximately 177.6 billion KRW.
The bank currently boasts an impressive lineup of celebrity ambassadors including football star Son Heung-min, An Yujin of IVE, trot singer Lim Young Woong, entertainer Kang Ho Dong, and G-Dragon.
Industry experts reportedly estimate G-Dragon’s annual endorsement fee alone at around 3 billion KRW, making him one of the highest-paid advertising models in Korea. An Yujin is also said to receive approximately 700 million KRW annually for endorsement deals.
According to the report, Woori Bank invested approximately 167.3 billion KRW in advertising last year. Woori Financial Group currently works with singer IU, while Woori Bank separately uses Jang Wonyoung of IVE as its model.
Meanwhile, Shinhan Bank reportedly spent around 157.6 billion KRW on advertising in 2025 and currently works with actor Park Bo Gum, whose endorsement fee is estimated at approximately 1.2 billion KRW annually.
NH Nonghyup Bank’s advertising expenses last year were reportedly recorded at around 145.8 billion KRW.
Sources: Nate
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