From Jun Ji-hyun to IU: Tracking the Top CF Queens of Each Decade (2000-2026)

Who truly owns the Korean advertising world? A recent viral list on the community site Nate Pann has sparked debate by naming the top 'CF Queens' of the 2000s, 2010s, and 2020s. The data reveals that while new faces emerge, icons like Jun Ji-hyun and IU have maintained an iron grip on the market for decades.

The Reign of Jun Ji-hyun: Dominating the 2000s and 2010s

During the initial boom of K-culture, Jun Ji-hyun set a benchmark for brand power that remains nearly unmatched. Her longevity is reflected in the staggering volume of commercials she filmed across two different eras.

• 1st Place: Jun Ji-hyun (2000s: 35 brands, 77 CFs / 2010s: 55 brands, 126 CFs)
• 2nd Place (2000s): Lee Hyori (38 brands, 64 CFs)
• 3rd Place (2000s): Kim Tae-hee (35 brands, 60 CFs)
• 2nd Place (2010s): Suzy (44 brands, 100 CFs)

The 2020s Landscape: IU’s Trust Capital vs. Rising Stars

As of early 2026, the current decade has seen IU evolve from a top singer to Korea's most dependable endorsement star. Meanwhile, the rapid ascent of Go Youn-jung and Jang Wonyoung highlights a shift toward high-fashion and luxury synergy among the Gen Z audience.

• 1st Place: IU (30 brands in the 2020s alone)
• 2nd Place: Go Youn-jung (30 brands)
• 3rd Place: Jang Wonyoung (28 brands)