Seoul Mayor O Se-hoon Tops K-Brand Index for Metropolitan Leaders

The Asian Brand Institute analyzed 181.3 million online data points collected between July 1 and July 31 from South Korea’s 16 metropolitan leaders. Using its K‑Brand Index, which combines trends, media, social, sentiment and AI metrics, the institute ranked Seoul Mayor O Se‑hoon first among the mayors and governors.

Choo Mi‑ae, Governor of Gyeonggi Province, placed second, followed by Busan Mayor Jeon Jae‑su, Incheon Mayor Park Chan‑dae and Daegu Mayor Choo Kyung‑ho in the top five. The index is presented as a complement to traditional opinion polls, reflecting public perception through digital activity rather than survey responses. Asian Brand Institute CEO Han Jeong‑geun noted that the K‑Brand Index “captures the public’s organic online behavior, offering a valuable gauge of a leader’s influence.”

The ranking also highlighted the advertising model category, where footballer Son Heung‑min secured the top spot. The results underscore O Se‑hoon’s strong digital presence and perceived impact on Seoul’s infrastructure and global city initiatives.