Kiki Tops May Rookie Idol Group Brand Reputation Rankings
Hearts To Hearts and Ailit Follow in Second and Third Place
The Korea Enterprise Reputation Research Institute has released its analysis of the rookie idol group brand reputation big data for May 2025, revealing that Kiki has claimed the top spot, followed by Hearts To Hearts in second place and Ailit in third. This ranking is based on a comprehensive analysis of 10,340,281 data points collected from April 1 to May 1, 2025, marking a 1.24% increase compared to the previous month’s data of 10,214,043.
The brand reputation index, which measures the influence of consumers' online habits on brand consumption, is derived from various factors including positive and negative evaluations, media interest, and communication volume. The analysis also includes qualitative assessments from brand reputation monitors.
The top 30 rookie idol group brand reputation rankings for May 2025 are as follows: Kiki, Hearts To Hearts, Ailit, Tours, Izuna, Baby Monster, Resenne, If Eye, Cat's Eye, Eunice, New Beat, Close Your Eyes, Miyao, Artemis, Eight, Say My Name, Big Ocean, Genius, Suphia, Now A Days, Nuera, Candy Shop, Kickflip, Lost, VVS, Horizon, A-One, Lunate, Tracer, and NexG.
Kiki, composed of members JiU, Isul, Sui, Ha-eum, and Kiya, achieved a brand reputation index of 1,634,366. This figure is based on a media index of 199,634, a communication index of 305,743, and a community index of 607,919. However, it represents a significant decrease of 30.73% from April’s index of 2,359,448.
In second place, Hearts To Hearts, featuring members Carmen, Jiwoo, Yuha, Stella, Jueun, Aina, Ian, and Yewon, recorded a brand reputation index of 1,302,832. Their scores included a participation index of 216,090, a media index of 271,355, a communication index of 379,441, and a community index of 435,946. This marks a 41.65% drop from their previous index of 2,232,975 in April.
Ailit, which includes members Yoona, Minju, Mocha, Wonhee, and Iroha, saw a remarkable increase in its brand reputation index, reaching 1,105,980—a 128.87% rise from April’s index of 483,239. Their scores comprised a participation index of 91,238, a media index of 118,037, a communication index of 457,972, and a community index of 438,733.
Fourth place went to Tours, with members Shin Yu, Do Hoon, Young Jae, Han Jin, Ji Hoon, and Kyung Min, achieving a brand reputation index of 979,811. Their scores included a participation index of 90,160, a media index of 127,052, a communication index of 465,686, and a community index of 296,913. This was a 51.56% increase from their previous index of 646,465.
In fifth place, Izuna, consisting of Mai, Bang Ji-min, Yoon Ji-yoon, Coco, Yoo Sa-rang, Choi Jeong-eun, and Jung Se-bi, recorded a brand reputation index of 889,692, which is a 106.26% increase from April’s index of 431,343. Their scores included a participation index of 168,952, a media index of 209,201, a communication index of 299,632, and a community index of 211,907.
Koo Chang-hwan, head of the Korea Enterprise Reputation Research Institute, commented on the findings, stating, "In the May 2025 rookie idol group brand reputation ranking, the Kiki brand recorded 1st place. Analyzing the rookie idol group brand category, compared to the rookie idol group brand big data of 10,214,043 in April 2025, it increased by 1.24%. Looking at the detailed analysis, brand consumption decreased by 23.29%, brand issues decreased by 8.98%, brand communication increased by 13.66%, and brand expansion increased by 14.28%."
He further elaborated on Kiki’s performance, stating that link analysis revealed high scores for terms like 'sensible, natural, and advertising', while keyword analysis highlighted 'idol beauty, BTG, and Kiki Box'. Notably, the positive-negative ratio analysis showed a significant positive sentiment of 87.49%.
The rising popularity of rookie idol groups in South Korea reflects a dynamic and competitive entertainment landscape, where fan engagement and online presence are crucial for success. As these groups continue to evolve, their ability to connect with audiences through social media and other platforms will likely play a pivotal role in shaping their future rankings and overall brand reputation.
As the idol industry continues to grow, it remains to be seen how these groups will adapt and innovate to maintain their standing in an ever-changing market. With the spotlight on Kiki, Hearts To Hearts, and Ailit, fans and industry watchers alike will be eager to see how these rankings shift in the coming months.