Brands with the biggest Word-of-Mouth surge in APAC: January 2025

In YouGov's monthly feature, we're showcasing the 10 brands that have achieved notable increases in word-of-mouth (WOM) metrics among APAC consumers.

The data is taken from YouGov BrandIndex, a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day.

In today’s digital world, a brand’s influence is measured by how much it’s talked about. People trust personal recommendations over ads, making word of mouth key to building loyalty and staying competitive. In this month’s feature, we have compared the performance of hundreds of brands from 1^st to 31^st January to investigate which brands have shown improvement in WOM scores.

Top 10 brands with the biggest surge in Australia (January)

According to the data, TikTok has claimed the top spot as Australia’s brand with the biggest word-of-mouth surge of January 2025. The brand has claimed the top spot with a change in WOM scores of 8.3. Instagram, Milo, Facebook and Toyota are the next four brands with positive movement in WOM scores.

Top 10 brands with the biggest surge in Hong Kong (January)

Jeju Air has claimed the top spot as Hong Kong’s brand with the biggest word-of-mouth surge of January 2025. The brand has claimed the top spot with a change in WOM scores of 8.3. Louis Vuitton, Taobao, Rolex and Cathay Pacific are the next four brands with positive movement in WOM scores.

Top 10 brands with the biggest surge in Indonesia (January)

Samsung has claimed the top spot as Indonesia’s brand with the biggest word-of-mouth surge of January 2025. The brand has claimed the top spot with a change in WOM scores of 7.7. Cap Lang, Wuling, Oppo and Bear Brand are the next four brands with positive movement in WOM scores.

Top 10 brands with the biggest surge in Malaysia (January)

Nivea has claimed the top spot as Malaysia’s brand with the biggest word-of-mouth surge of January 2025. The brand has claimed the top spot with a change in WOM scores of 8.5. Farm Fresh, Shopee Pay, Charles & Keith and unifi TV are the next four brands with positive movement in WOM scores.

Top 10 brands with the biggest surge in Singapore (January)

FairPrice has claimed the top spot as Singapore’s brand with the biggest word-of-mouth surge of January 2025. The brand has claimed the top spot with a change in WOM scores of 10.3. Sheng Shiong, Louis Vuitton, IKEA and Oreo are the next four brands with positive movement in WOM scores.

Top 10 brands with the biggest surge in Thailand (January)

Apple has claimed the top spot as Thailand’s brand with the biggest word-of-mouth surge of January 2025. The brand has claimed the top spot with a change in WOM scores of 9.3. Samsung Galaxy Tab, YouTube, Makro and TikTok are the next four brands with positive movement in WOM scores.

Methodology:

'Brands with the biggest Word-of-Mouth surge' highlights top ten brands that experienced the highest increase in Word-of-Mouth exposure scores in APAC every month. The scores are based on responses to the question: ‘Which of the following brands have you talked about with friends and family in the past two weeks (whether in-person, online, or through social media)?’ The data was collected from surveys of adults aged 18 years and above between 1^st and 31^st January 2025. Word of Mouth scores were calculated using a four-week moving average, and the change in scores for each brand was determined by comparing the highest and lowest scoring days within that period.