Public image
Park became widely known in South Korea in his early twenties. Regarded as a prominent figure of the Korean Wave, the official web portal of the South Korean government has described him as a "hallyu superstar".
In 2016, Park became the youngest actor to be named Gallup Korea's Television Actor of the Year at age 23. In 2017, he topped Forbes magazine's Korea Power Celebrity list, making him the first actor to do so, and has been included in the list regularly since. He was one of the torchbearers of the 2018 Winter Olympics. Through his screen roles and public persona, he has been attributed several nicknames by media outlets, including "Nation's Little Brother", "Nation's Crown Prince", "Nation's Boyfriend", "Nation's Son-in-Law", and "Prince of Asia".
Park has served as an ambassador and endorser for a wide range of dometic and international brands. The Korean Business Research Institute has referred to his strong consumer influence as the "Park Bo-gum Effect", noting his consistently high brand reputation rankings. He was voted the Top Celebrity Endorser of 2017 by South Korean marketing executives, and has ranked highly in Korea Broadcast Advertising Corporation's Advertising Model of the Year surveys.
In April 2025, The Ministry of Culture, Sports and Tourism appointed Park as the face of 2025 Hanbok Wave Initiative.