Southeast Asia's most valuable brands are proving remarkably resilient, growing despite a challenging global economic environment through strong consumer relevance and clear differentiation.
The total brand value of Southeast Asia's top 30 brands has grown by 26% since 2024, reaching a combined US$165 billion, with growth broad-based across the region: 18 brands increased in value, 16 of them at a double-digit pace, and four more than doubled.
Highlights from this B2C study, which covers Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, and draws on the opinions of more than 120,000 people about 2,050 brands across 85 categories, reveal:
- DBS is now Southeast Asia's most valuable brand, after more than doubling its value (+121%) to $24.5bn
- POSB is the fastest-rising brand in the Top 30, leaping eight places to No.13 and growing 126% to $4.4bn
- Shopee (No.4; $10.4bn; +116%) and Lazada (No.12; $4.5bn; +105%) rank among the region's fastest-growing brands, powering Retail's rise through e-commerce
- Financial Services now accounts for more than half of the Top 30's total value, with banking brands occupying five of the top 10 positions
- Telecommunications remains the second-largest category, led by Thailand's AIS (No.3; $14.6bn; +65%)
- Six new entrants join the ranking: CelcomDigi (Malaysia), VinFast (Vietnam), 99 Speedmart (Malaysia), Mayapada Hospital (Indonesia), SCB (Thailand) and BDO (Philippines)
- Southeast Asia's Top 30 outperform the Kantar BrandZ Most Valuable Global Brands on Meaning, Difference and Salience, and consumers increasingly see these brands as ‘worth it,’ reinforcing value perceptions and supporting premium pricing.
BrandZ Most Valuable Southeast Asian Brands
Unlock the intelligence behind Southeast Asia's brand growth in the full report.
Infographic
Explore the Southeast Asian brand landscape in this infographic. Kantar BrandZ’s Top 5 Most Valuable Southeast Asian Brands in 2026 are:
- No.1 DBS – US$25 billion
- No.2 BCA – US$23 billion
- No.3 AIS – US$15 billion
- No.4 Shopee – US$10 billion
- No.5 UOB – US$8 billion
Video
Southeast Asia's most valuable brands prove growth comes from more than scale alone. The brands gaining momentum have a clear role in people's lives, strong consumer trust and a point of difference that travels across markets - outperforming BrandZ’s Global Top 100 on Meaning, Difference and Salience. See who's leading this $165bn race, from the fastest risers to newcomers, in our video reveal of the Top 30.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.
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Southeast Asia is flourishing economically, due to strong domestic demand, stable employment, recovery in tourism, and growing exports.
The total brand value of Southeast Asia’s top 30 most valuable brands has risen by 10% in the past year, with 19 brands growing their brand value in 2024.Highlights from this B2C study, which covers Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, and the opinions of more than 98,000 people, about 1800 brands across 70 categories reveal:
• BCA is the most valuable Southeast Asian brand, soaring in value by 21% to $28bn
• BRI moves up into second place, increasing its brand value by 30%
• AIS (No.4; $8.8bn; +30%) and BRI are the top risers in the ranking
• Indonesia’s IM3 (No. 28) and BNI (No.30) join the Top 30
• Financial Services brands dominate, growing by 15% since 2023, while Telecom Providers’ value is 14% higher
• 93% of Southeast Asia’s Top 30 have potent levels of Meaningful Difference, and those which strengthened it grew in value at more than double the rate of their peers.
Download the report
Download the infographic
This inaugural regional report shines a spotlight on the most valuable brands in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. Combined, the top 30 most valuable brands in Southeast Asia have a total brand value of $119.6bn. Brands in seven diverse product and service categories feature in this inaugural Southeast Asia Top 30 ranking.
Highlights from this regional brand valuation study, which is based on the opinions of more than 98,000 respondents about 1,744 brands across 78 categories and 6 markets, reveals:
- Indonesian bank, BCA, is the most valuable Southeast Asian brand, worth $23.5bn
- Singaporean bank, DBS, takes second place with a brand value of $11.8bn
- Financial services brands BRI (No.3; $8.6bn) and UOB (No.4; $7.2bn) and telecoms brand AIS (No.5; $6.8bn) make up the top 5
- Indonesia contributes the most brand value, with eight brands – ranging from noodles to finance – accounting for 43% of the value in the Top 30, compared to Singapore’s 35%
- Thailand and Malaysia account for 10% each, with the Philippines and Vietnam, each represented by a single brand
- Southeast Asian brands currently generate most of their business at home, with around 20% generated in international markets, presenting an opportunity to expand into new territories in the future.
Download the Kantar BrandZ Most Valuable Southeast Asian Brands 2023 report
Download the Kantar BrandZ Most Valuable Southeast Asian Brands 2023 infographic