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

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

According to the data, Woolworths has claimed the top spot as Australia’s brand with the biggest Word-of-Mouth surge of September 2025. The brand has claimed the top spot with a change in WOM scores of 5.9. Lipton, Coles, ANZ and IGA are the next four brands with positive movement in WOM scores.

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

Apple has claimed the top spot as Hong Kong’s brand with the biggest Word-of-Mouth surge of September 2025. The brand has claimed the top spot with a change in WOM scores of 10.0. Xiao Mi, Octopus Rewards, PARKnSHOP and Gucci are the next four brands with positive movement in WOM scores.

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

GoJek (GoRide) has claimed the top spot as Indonesia’s brand with the biggest Word-of-Mouth surge of September 2025. The brand has claimed the top spot with a change in WOM scores of 10.2. Toyota, Aqua, Instagram and Komik are the next four brands with positive movement in WOM scores.

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

Shopee has claimed the top spot as Singapore’s brand with the biggest Word-of-Mouth surge of September 2025. The brand has claimed the top spot with a change in WOM scores of 10.3. Swensen's, YouTrip, Hai Di Lao and McDonald's are the next four brands with positive movement in WOM scores.

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

Google has claimed the top spot as Thailand’s brand with the biggest Word-of-Mouth surge of September 2025. The brand has claimed the top spot with a change in WOM scores of 8.7. iPhone, Chrome, Line and Facebook are the next four brands with positive movement in WOM scores.

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

Farm Fresh has claimed the top spot as Malaysia’s brand with the biggest Word-of-Mouth surge of September 2025. The brand has claimed the top spot with a change in WOM scores of 13.8. Milo, Dutch Lady/Bella Holandesa and Indomie 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 September . 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.