Faker Enters Top 10 of South Korean Advertising Brand Rankings

Esports star Faker, whose real name is Lee Sang-hyeok, has ranked 10th in South Korea’s Advertising Model Brand Reputation Index, according to machine-translated data released on Jan 6, 2026, which measures public influence through media coverage, search volume, social media engagement, and online community discussions.

Faker recorded a Brand Reputation Index score of 625,317, driven mainly by social (229,768) and community (308,343) metrics, despite lower participation (43,763) and media (43,443) figures. 

He ranked alongside major public figures, including Park Jeong-min, Kim Woo-bin, Lim Young-woong, BTS, Yoo Jae-suk, and Son Heung-min, a professional footballer who captains South Korea’s national team and plays as a forward in the English Premier League.

On the back of his sustained performance and public recognition, Faker has worked with global brands including Samsung, McDonald's in South Korea, and gaming hardware maker Razer, reinforcing his position as one of the few esports athletes with consistent mainstream brand appeal.

Faker Brand Reputation Highlights Esports’ National Recognition

A broader Star Brand Reputation Index published on Jan 29, 2026, further reflected Faker’s national visibility. In that ranking, he recorded a total score of 3,092,740, placing him among Korea’s top celebrity brands across music, television, and sports.

Earlier this month, Lee became the first esports athlete to receive South Korea’s highest sporting decoration, the Cheongryong (Blue Dragon) Medal of Sports. 

Presented by President Lee Jae-myung at a New Year’s reception at the Cheong Wa Dae State Guest House, the award recognizes individuals who have made exceptional contributions to sport and Korea’s international standing. Past recipients include Son Heung-min, Olympic figure skating champion Kim Yuna, former Major League Baseball pitcher Park Chan-ho, and LPGA Hall of Fame golfer Park Se-ri.

Faker debuted in 2013 with SK Telecom T1, has won 10 League of Legends (LoL) Champions Korea titles, and secured a record sixth world championship. 

Meanwhile, his gold medal in League of Legends at the 2023 Hangzhou Asian Games earned him an exemption from South Korea’s mandatory military service. The requirement typically involves 18 to 21 months of service and remains compulsory for most citizens, including BTS members.

Taken together, the rankings and state honors show esports’ growing acceptance at the national level. As global events such as the Esports World Cup (EWC) now offer prize pools exceeding $75 million USD, Faker’s career highlights how competitive gaming has moved closer to traditional sports and mainstream entertainment.