YouTube, Domestic ‘Big 3’ Brand
South Korea’s Top Brands Announced for First quarter 2025
Online platforms surge while hypermarkets decline following Home plus crisis.
YouTube has emerged as a leading brand in South Korea, securing a spot among the top three. According to the ‘2025 Korean 100 Brand’ report, released by a brand value evaluation firm, YouTube achieved a Brand Value Evaluation Index (BSTI) score of 929.6, climbing from fourth place last year.
Netflix also experienced significant growth, rising five places to rank 14th.
The shift from offline to online environments has contributed to the dominance of online brands like YouTube, according to the report.
Conversely, major offline retailers have generally seen a decline in brand value.The hypermarket sector, in particular, has suffered following the Homeplus crisis.
E-Mart, a leading offline retailer, fell to 12th place, while Lotte Mart dropped to 47th. Other department stores, including lotte Hi-Mart (30th to 33rd), Lotte Department Store (47th to 49th), Hyundai Department Store (62nd to 63rd), and Shinsegae Department Store (74th to 76th), also experienced declines.
The automotive and securities sectors, however, showed positive trends.
Genesis rose from 20th to 18th place, and Hyundai Motor brands like Grandeur (40th to 38th) and Sonata (91st to 77th) also improved their rankings.
Despite expectations of a downturn due to market volatility, the securities sector performed well.
Samsung Galaxy, the smartphone brand, secured the top position with a BSTI score of 941.3.
Seven new brands entered the top 100, including Samyang Ramen (68th), UNIQLO (86th), Asiana Airlines (89th), Chosun Hotel (95th), BC Card (96th), Lotte Duty Free (98th), and Kleenex (100th).
the brand evaluation firm noted that recent tariff policies are expected to increase global economic uncertainty this year.
The “Korea Top 100 Brand” is a brand value evaluation system that selects the top 100 brands based on BSTI scores. The BSTI model combines a brand stock index (70%) with a consumer survey index (30%), derived from mock stock trading involving over 230 brands. The maximum possible score is 1,000.
Top 30 Brands in South Korea – First Quarter 2025
| Ranking | Brand | Fluctuation |
|---|---|---|
| 1 | Samsung Galaxy | – |
| 2 | KakaoTalk | – |
| 3 | YouTube | ▲ 1 |
| 4 | KB Kookmin Bank | ▼ 1 |
| 5 | Naver | – |
| 6 | Shin Ramyun | ▲ 2 |
| 7 | Lotte World Adventure | ▼ 1 |
| 8 | ▼ 1 | |
| 9 | iPhone | ▲ 5 |
| 10 | Korean Air | ▼ 1 |
| 11 | SK Telecom | ▲ 2 |
| 12 | E-Mart | ▼ 1 |
| 13 | Incheon Airport | ▼ 1 |
| 14 | Netflix | ▲ 5 |
| 15 | Coupang | ▼ 5 |
| 16 | Shinhan Card | ▼ 1 |
| 17 | Samsung Seoul Hospital | ▲ 1 |
| 18 | Genesis | ▲ 2 |
| 19 | Jeju Samdasoo | ▼ 3 |
| 20 | Shinhan Bank | ▼ 3 |
| 21 | Mirae Asset Securities | ▲ 1 |
| 22 | Hana Tour | ▲ 2 |
| 23 | BBQ chicken | – |
| 24 | Samsung BESPOKE | ▲ 3 |
| 25 | chamisul | – |
| 26 | Bodyfriend | ▲ 3 |
| 27 | KB Kookmin Card | ▼ 6 |
| 28 | LG Whisen | ▼ 2 |
| 29 | KB Securities | ▲ 8 |
| 30 | Woori Bank | – |
South Korea’s Top brands: Q1 2025 – A Extensive Q&A
This Q&A provides insights into the top brands in South Korea for the first quarter of 2025, based on the “2025 Korean 100 Brand” report. the report, wich uses the Brand value Evaluation Index (BSTI) to assess brand performance, reveals shifts in consumer preferences and market trends.
What are the Top Brands in South Korea for Q1 2025?
Samsung Galaxy maintained its leading position, securing the top spot with a BSTI score of 941.3. Following closely,YouTube emerged as a top contender,achieving a Brand Value evaluation Index (BSTI) score of 929.6.
How is the Brand Value Evaluation Index (BSTI) calculated?
The BSTI model combines a brand stock index (70%) with a consumer survey (30%) to assess brand value.
What Factors Influence Brand Rankings in South Korea?
- Shift to Online Platforms: The report highlights the trend of online brands gaining dominance. This is mainly due to the changing consumer behavior.
- performance of Offline Retailers: Major offline retailers have experienced a decline, especially in the hypermarket sector. This is due to changing consumer behavior
- sectoral Trends: The automotive and securities sectors demonstrated positive trends.
Which Brands Showed the Most Significant Growth?
Several brands showed notable growth in the ranking:
- YouTube: climbed to become a leading brand, securing a spot among the top three.
- Netflix: Rose five places to rank 14th.
- Genesis: Rose from 20th to 18th place.
- Hyundai Motor Brands: Including Grandeur and Sonata, also improved their rankings.
Which Brands experienced Declines in Rankings?
Several offline retailers experienced declines:
- E-Mart: Fell to 12th place.
- Lotte Mart: Dropped to 47th.
- Other Department Stores: Including Lotte Hi-Mart, Lotte Department Store, Hyundai Department Store and Shinsegae Department Store also experienced declines.
Are There Any New Entrants in The Top 100 Brands?
Yes, seven new brands entered the top 100:
- Samyang ramen (68th)
- UNIQLO (86th)
- Asiana Airlines (89th)
- Chosun Hotel (95th)
- BC Card (96th)
- Lotte Duty Free (98th)
- Kleenex (100th)
How is the shift to online platforms impacting brand value?
The shift from offline to online environments has considerably contributed to the dominance of online brands. YouTube’s rise is a prime example, reflecting the evolving consumer behavior and the increasing popularity of online content platforms.
how did the automotive and securities sectors perform?
The automotive and securities sectors showed positive trends. The automotive sector, particularly, observed improvements in brand rankings, with Genesis and Hyundai Motor brands like Grandeur and Sonata demonstrating notable progress. The securities sector also performed well, unexpectedly, despite market volatility.
What are the future outlooks for brand performance?
The brand evaluation firm noted that recent tariff policies are expected to increase global economic uncertainty this year, this could impact brand performance in the coming quarters.
top 30 Brands in South Korea (Based on provided Data)
The following table summarizes the ranking of the top brands (up to 30) in South Korea, highlighting their position changes:
| rank | brand | Movement |
|---|---|---|
| 1 | Samsung Galaxy | – |
| 2 | YouTube | ▲ |
| 3 | Naver | – |
| 4 | Kakao | – |
| 5 | – | |
| 6 | Samsung Electronics | – |
| 7 | LG Electronics | – |
| 8 | netflix | ▲ 5 |
| 9 | Hyundai Motor Company | – |
| 10 | KB Kookmin Bank | – |
| 11 | Apple | – |
| 12 | E-Mart | 🔽 2 |
| 13 | Lotte Department Store | 🔽 2 |
| 14 | Coupang | – |
| 15 | Samsung Fire & Marine Insurance | – |
| 16 | Kia | – |
| 17 | Woori Card | ▲ 1 |
| 18 | Genesis | ▲ 2 |
| 19 | SK Telecom | – |
| 20 | Shinhan Bank | 🔽 3 |
| 21 | Mirae Asset Securities | ▲ 1 |
| 22 | Hana Tour | ▲ 2 |
| 23 | BBQ chicken | – |
| 24 | Samsung BESPOKE | ▲ 3 |
| 25 | chamisul | – |
| 26 | Bodyfriend | ▲ 3 |
| 27 | KB Kookmin Card | 🔽 6 |
| 28 | LG Whisen | 🔽 2 |
| 29 | KB Securities | ▲ 8 |
| 30 | Woori bank | – |