The Choi clan from Gyeongju, Korea has been regarded as one of the most prestigious family clans in Korean history, known for maintaining great wealth over many generations while fulfilling their due social responsibilities. Rather than using their wealth and influence for personal gain, the Choi clan prioritized social contributions and educational initiatives, leaving a significant legacy for both local communities and the country as a whole. Against this backdrop, this study employs big data analysis techniques to trace the trends in public perceptions and sentiments on the Choi clan. Data were collected from the most widely used portal sites (Naver, Daum, and Google), searched using keywords related to “Choi family” from January 1, 2022, to June 30, 2024. Multiple analytic methods were employed for the data triangulation includingkeyword frequency analysis, N-gram network analysis, centrality analysis, and CONCOR analysis. Through these methods, this study aimed to capture the trend shifts in public perceptions regarding the Gyeongju Choi clan, and thereby exploring their influences and legacy in modern Korean society. The findings present several key insights. First, the fame and status enjoyed by the Choi family have deeply been intertwined not only with socioeconomic factors but also with their social contributions, educational roles, and cultural heritage. Second, the clan presents a potential model for corporate sustainability and social responsibility in the modern era. Third, the historical figures and places associated with the Choi clan hold significant potential as cultural tourism resources. Finally, this study confirms that big data analysis is an effective tool for identifying shifts in public perceptions and can be applied to a broader range of historical cases in the future.