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

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

According to the data, PayPal has claimed the top spot as Australia’s brand with the biggest Word-of-Mouth surge of October 2025. The brand has claimed the top spot with a change in WOM scores of 5.2. KFC, Temu, Optus and Shell are the next four brands with positive movement in WOM scores.

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

Uniqlo has claimed the top spot as Hong Kong’s brand with the biggest Word-of-Mouth surge of October 2025. The brand has claimed the top spot with a change in WOM scores of 10.5. Hang Seng Bank, Decathlon, GU and Cathay Pacific are the next four brands with positive movement in WOM scores.

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

Xiaomi has claimed the top spot as Indonesia’s brand with the biggest Word-of-Mouth surge of October 2025. The brand has claimed the top spot with a change in WOM scores of 9.1. Ultra Milk, GoCar, Bango and Wuling are the next four brands with positive movement in WOM scores.

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

Singapore Airlines has claimed the top spot as Singapore’s brand with the biggest Word-of-Mouth surge of October 2025. The brand has claimed the top spot with a change in WOM scores of 8.2. Ya Kun Kaya Toast, Jewel, Mothership and Estee Lauder are the next four brands with positive movement in WOM scores.

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

YumYum has claimed the top spot as Thailand’s brand with the biggest Word-of-Mouth surge of October 2025. The brand has claimed the top spot with a change in WOM scores of 10.0. Central World, Oreo, Ovaltine, and iPhone are the next four brands with positive movement in WOM scores.

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

Setel has claimed the top spot as Malaysia’s brand with the biggest Word-of-Mouth surge of October 2025. The brand has claimed the top spot with a change in WOM scores of 8.1. iPhone, Astro, Xiaomi and Dove 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 31^st October . 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.