Japan Tops the List for National Brand Loyalty, Mainland China Consumers Show Growing Enthusiasm for Domestic Brands

Japan Tops the List for National Brand Loyalty, Mainland China Consumers Show Growing Enthusiasm for Domestic BrandsThe WorldBrandLab recently released the results of its 2024 Asian consumer "National Brand" loyalty survey at the "Asian Brand Summit." The survey revealed that Japanese consumers continue to demonstrate the highest level of loyalty to national brands, reaching 84%, securing their place at the top of the list

Japan Tops the List for National Brand Loyalty, Mainland China Consumers Show Growing Enthusiasm for Domestic Brands

The WorldBrandLab recently released the results of its 2024 Asian consumer "National Brand" loyalty survey at the "Asian Brand Summit." The survey revealed that Japanese consumers continue to demonstrate the highest level of loyalty to national brands, reaching 84%, securing their place at the top of the list. South Korea follows closely behind with a loyalty rate of 75%.

As the "Guochao" (national tide) movement gains momentum, Mainland Chinese consumers are displaying a surging enthusiasm for domestic brands, with their loyalty increasing from 36% a decade ago to 70%, placing them third on the list.

Mainland China: Douyin Emerges as the Top National Brand, Domestic Brand Popularity Continues to Rise

Among the top 10 favorite brands of Mainland Chinese consumers, Douyin has successfully claimed the top spot, becoming the first choice in the hearts and minds of Chinese consumers due to its strong user engagement and diverse content ecosystem. Moutai and WeChat follow closely behind, securing the second and third positions due to their powerful brand influence in their respective fields. Other Chinese domestic brands making the list include Xiaomi, Huawei, Haier, and Bosideng, all demonstrating strong competitiveness in their respective sectors and gaining recognition from Mainland Chinese consumers.

Japan: 7-Eleven Retains the Top Spot, Toyota and Uniqlo Round Out the Top Three

In the top 10 favorite brands among Japanese consumers, convenience store giant 7-Eleven has retained its leading position, becoming the top choice for Japanese consumers due to its convenient shopping experience and extensive product selection. Toyota and Uniqlo, with their leading positions in the automotive and apparel industries respectively, secure the second and third positions.

South Korea: Samsung Remains Top Dog, Hyundai and LG Follow Closely Behind

As one of South Korea's most globally influential brands, Samsung continues to hold the top spot in the hearts of South Korean consumers. Its leading position in electronics and its strong brand influence solidify its dominance. Hyundai and LG, with their leading positions in the automotive and electronics sectors, respectively, have gained recognition from South Korean consumers.

These survey results reflect the ongoing shifts in Asian consumer preferences and brand loyalty. The rising enthusiasm for domestic brands among Mainland Chinese consumers signifies the emergence of the "Guochao" movement and consumer recognition of local brands. The unwavering loyalty of Japanese consumers to national brands reflects their trust and recognition of traditional brands. South Korean consumers, meanwhile, exhibit a passion for innovation and technology, making tech and manufacturing giants like Samsung, Hyundai, and LG favorites.

As the Asian economy continues to develop and consumer spending power rises, Asian consumer brand preferences and loyalty will continue to evolve. It remains to be seen which brands will capture the hearts of Asian consumers in the future.