Korea

View Korea's Top 100 brands for 2021, plus analysis of consumer and media trends in the market by Campaign staff and industry contributors.

Conscientious Korean consumers demand the full package

KOREA's TOP 100 BRANDS: In South Korea over the last 12 months, the brands that gained favour among consumers were those that met the moment in terms of convenience, safety and demonstrable responsibility.

In Korea, loyalty to local brands may not be automatic for the people

The powers that be still enjoy a position of strength bolstered by national pride, but young consumers appear more willing than previous generations to be swayed by foreign brands that deliver value—and values.

Korea Rankings

1
Samsung

Samsung

Rank (2020): 1
2
LG

LG

Rank (2020): 2
3
Chanel

Chanel

Rank (2020): 3
4
Apple

Apple

Rank (2020): 5
5
Nike

Nike

Rank (2020): 6
6
Lotte

Lotte

Rank (2020): 4
7
CJ Cheil Jedang

CJ Cheil Jedang

Rank (2020): 26
8
Naver

Naver

Rank (2020): 12
9
Starbucks

Starbucks

Rank (2020): 7
10
Google

Google

Rank (2020): 13
11
Gucci

Gucci

Rank (2020): 9
12
Centrum

Centrum

Rank (2020): 19
13
Kakao Taxi

Kakao Taxi

Rank (2020): 20
14
SK Telecom

SK Telecom

Rank (2020): 25
15
Baedal Minjok

Baedal Minjok

Rank (2020): Nil
16
Nestlé

Nestlé

Rank (2020): 10
17
KakaoTalk

KakaoTalk

Rank (2020): 34
18
Kookmin Bank (KB)

Kookmin Bank (KB)

Rank (2020): 17
19
Johnson&Johnson

Johnson&Johnson

Rank (2020): 11
20
Adidas

Adidas

Rank (2020): 14
21
IKEA

IKEA

Rank (2020): 37
22
Philips

Philips

Rank (2020): 15
23
Kellogg's

Kellogg's

Rank (2020): 31
24
Orion

Orion

Rank (2020): 16
25
Canon

Canon

Rank (2020): 28
26
SONY

SONY

Rank (2020): 52
27
YouTube

YouTube

Rank (2020): 40
28
UBER

UBER

Rank (2020): 27
29
Samsonite

Samsonite

Rank (2020): 48
30
GS 25

GS 25

Rank (2020): 33
31
Korean Air

Korean Air

Rank (2020): 35
32
Nongshim

Nongshim

Rank (2020): 21
33
Harim

Harim

Rank (2020): Nil
34
Huggies

Huggies

Rank (2020): 30
35
Persil

Persil

Rank (2020): 97
36
Microsoft

Microsoft

Rank (2020): 29
37
GS Caltex

GS Caltex

Rank (2020): 41
39
Oral -B

Oral -B

Rank (2020): 36
40
Burberry

Burberry

Rank (2020): 78
41
Outback

Outback

Rank (2020): 49
42
Shinhan bank

Shinhan bank

Rank (2020): 18
43
E Mart

E Mart

Rank (2020): 42
44
Coca-Cola

Coca-Cola

Rank (2020): 8
46
SPAM

SPAM

Rank (2020): 170
47
Post

Post

Rank (2020): 59
48
Cartier

Cartier

Rank (2020): 76
50
Samsung Pay

Samsung Pay

Rank (2020): 103
51
Asiana

Asiana

Rank (2020): 43
52
Netflix

Netflix

Rank (2020): 127
53
McDonald's

McDonald's

Rank (2020): 82
54
Hankook

Hankook

Rank (2020): 64
55
Korea Express

Korea Express

Rank (2020): 60
56
VISA

VISA

Rank (2020): 45
57
Maeil

Maeil

Rank (2020): 32
59
Instagram

Instagram

Rank (2020): 80
61
Tiffany & Co.

Tiffany & Co.

Rank (2020): 104
62
Hotels.com

Hotels.com

Rank (2020): 181
63
Haagen-Dazs

Haagen-Dazs

Rank (2020): 73
64
Baskin Robbins

Baskin Robbins

Rank (2020): 55
65
Burger King

Burger King

Rank (2020): 79
67
Hyundai

Hyundai

Rank (2020): 65
68
Facebook

Facebook

Rank (2020): 62
71
Pocari Sweat

Pocari Sweat

Rank (2020): 58
72
BMW

BMW

Rank (2020): 133
73
Kumho

Kumho

Rank (2020): 92
75
EPL / English Premier League

EPL / English Premier League

Rank (2020): 98
76
Gatorade

Gatorade

Rank (2020): 88
77
LEGO

LEGO

Rank (2020): 105
78
Ballantine's

Ballantine's

Rank (2020): 86
79
Chupa Chup

Chupa Chup

Rank (2020): Nil
80
Zara

Zara

Rank (2020): 123
83
Louis Vuitton (LVMH)

Louis Vuitton (LVMH)

Rank (2020): 90
86
Tefal

Tefal

Rank (2020): 114
87
Pizza Hut

Pizza Hut

Rank (2020): 121
89
Calvin Klein

Calvin Klein

Rank (2020): 91
90
Ashley

Ashley

Rank (2020): Nil
92
FIFA World Cup

FIFA World Cup

Rank (2020): 125
93
Christian Dior

Christian Dior

Rank (2020): 66
95
Sony Play Station

Sony Play Station

Rank (2020): 93
96
Armani

Armani

Rank (2020): 102
97
Lancome

Lancome

Rank (2020): 118
98
Hilton [Obsolete]

Hilton [Obsolete]

Rank (2020): 154
99
Dove

Dove

Rank (2020): 53
100
Tommy Hilfiger

Tommy Hilfiger

Rank (2020): 169
101
League of Legends

League of Legends

Rank (2020): Nil
103
Twitter

Twitter

Rank (2020): 124
104
Nintendo Switch

Nintendo Switch

Rank (2020): 234
105
Hershey

Hershey

Rank (2020): 38
106
Watsons

Watsons

Rank (2020): 120
107
MASTERCARD

MASTERCARD

Rank (2020): 131
108
Oreo

Oreo

Rank (2020): 156
110
Pringles

Pringles

Rank (2020): 113
112
Nescafe

Nescafe

Rank (2020): 150
115
Amazon

Amazon

Rank (2020): 174
116
Amway

Amway

Rank (2020): 266
117
Pampers

Pampers

Rank (2020): 134
118
MLB / Major League Baseball

MLB / Major League Baseball

Rank (2020): 141
119
Hyatt

Hyatt

Rank (2020): 148
120
Intel

Intel

Rank (2020): 168
121
Heineken

Heineken

Rank (2020): 457