Brands with the biggest Word-of-Mouth surge in APAC: June 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 30^th June to investigate which brands have shown improvement in WOM scores.

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

According to the data, Amazon Prime has claimed the top spot as Australia’s brand with the biggest Word-of-Mouth surge of June 2025. The brand has claimed the top spot with a change in WOM scores of 5.2. YouTube Music/YouTube Premium, KFC, Nivea and LG are the next four brands with positive movement in WOM scores.

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

Wellcome has claimed the top spot as Hong Kong’s brand with the biggest Word-of-Mouth surge of June 2025. The brand has claimed the top spot with a change in WOM scores of 11.1. McDonald's, PARKnSHOP, WeChat and Calvin Klein are the next four brands with positive movement in WOM scores.

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

Philips has claimed the top spot as Indonesia’s brand with the biggest Word-of-Mouth surge of June 2025. The brand has claimed the top spot with a change in WOM scores of 6.2. Aqua, Mie Sedaap, Yakult and Masako are the next four brands with positive movement in WOM scores.

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

Jetstar has claimed the top spot as Singapore’s brand with the biggest Word-of-Mouth surge of June 2025. The brand has claimed the top spot with a change in WOM scores of 9.3. Singapore Airlines, DON DON DONKI, IKEA and Scoot are the next four brands with positive movement in WOM scores.

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

Dutchmill has claimed the top spot as Thailand’s brand with the biggest Word-of-Mouth surge of June 2025. The brand has claimed the top spot with a change in WOM scores of 8.7. MK Restaurants, Ovaltine, Line Man and Lotus's go fresh are the next four brands with positive movement in WOM scores.

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

Lady's Choice has claimed the top spot as Malaysia’s brand with the biggest Word-of-Mouth surge of June 2025. The brand has claimed the top spot with a change in WOM scores of 10.5. CelcomDigi (prepaid), Milo, Indomie and Anlene 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 to 30^st June . 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.