Park Bo-gum is a South Korean actor. He gained acclaim with his diverse range of roles in film and television and has received numerous awards and nominations for his acting. In 2016, he became the youngest artist to be named Actor of the Year by Gallup Korea and in 2017, became the first actor to top Korea Power Celebrity list by Forbes magazine. Bogum is also an endorser of a wide range of brands in and outside South Korea. The "Park Bo-gum Effect", coined by the Korean Business Research Institute, refers to his consistent high brand reputation ranking indicating his effectiveness as an endorser across different demographics. He was voted by marketing executives as Top Celebrity Endorser of 2017. Park was torchbearer of the 2018 Winter Olympics as "Korea's Representative Actor", and endorser of Coca-Cola.