Thailand's Top 50 brands 2025

Ecommerce giant Lazada has claimed the top spot as the most beloved brand among consumers in Thailand, surpassing its closest rival Shopee to become the best-loved marketplace in the country.

 

Lazada’s platform is widely used by Thai shoppers to quickly purchase a broad range of everyday essentials, from fashion and electronics to lifestyle products. It achieved the highest overall best brand score in Thailand at 84%, alongside leading marks for quality, customer service, and buying experience. In contrast, Shopee, despite holding a larger market share and significantly higher monthly visits, ranked 15th with a best brand score of 71.6%.

 

The ranking stems from Campaign's authoritative list of Southeast Asia's top 50 brands, recently revealed at Campaign360 in partnership with research firm Pureprofile.      

 

Six markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked across nine brand attributes including awareness, purchase, quality, advocacy (degree of recommendation), buying experience, customer experience, brand touchpoints (ease of use across all digital and offline brand interactions) innovation, and loyalty, to form their score.

 

 

While Lazada leads in brand affection, ecommerce platforms do not dominate the top ranks overall. Electronics giant Samsung secured second place, earning high recommendation scores (83%) and the second-highest innovation rating, highlighting strong consumer trust in its products. Apparel brands Adidas and Nike also featured prominently in the top 10, with Adidas ranking third (77.7%) and Nike eighth (74.3%). Notably, Thai consumers showed a strong preference for health and beauty brands, including Nivea, Garnier, Vaseline, L’Oreal, Olay, and SK-II, appearing more frequently in the top 50 than in other markets.

 

The diversity of favoured brands extends beyond e-commerce and electronics to include quick-service restaurants (MK Restaurant, KFC, The Pizza Company, McDonald’s), retail chains (Watsons, Uniqlo), and financial services (True Money, K Bank, SCB). Two local Thai companies stood out in the top 10: the popular e-wallet True Money at fifth place and the restaurant chain MK Restaurant.

 

Let's have a closer look at the top performers.

 

1. Lazada 

 

Lazada may have placed 13th overall in Southeast Asia, but it’s the undisputed favourite among Thai consumers. Outpacing rival Shopee by a wide margin,84% to 71.6%, Lazada topped the charts as Thailand’s most beloved brand. Its strength lies in excelling across multiple categories, including innovation, loyalty, purchase frequency, and brand awareness, and it was also the most recommended brand by Thai shoppers.

 

2. Samsung 

 

Samsung secured its spot as Southeast Asia’s top brand and stands strong in Thailand at second place. Its unmatched ubiquity and high scores for innovation and consumer touchpoints make it a household name, with only a slight dip in customer service ratings compared to the leaders.

 

3. Adidas 

 

Adidas reigns as Thailand’s favourite apparel brand, celebrated for its footwear and scoring impressively across all categories, including a remarkable 87% purchase frequency. Though it ranks sixth in Southeast Asia, Adidas is firmly in the top three for Thai consumers, far outpacing close competitor Nike, which placed eighth locally.

 

4. Netflix 

 

Netflix achieved its highest market ranking in Thailand, coming in fourth and fifth overall in Southeast Asia. The streaming giant’s rapid growth, fuelled by its free ad-supported plan, earned it top marks for buying experience, quality, and loyalty among Thai viewers.

 

5. TrueMoney

 

TrueMoney leads Thailand’s e-wallet market, offering seamless cashless payments for everyday needs like 7-11 purchases, mobile top-ups, and bill payments. It scored highly for buying experience and purchase frequency, reflecting its deep integration into Thai consumers’ daily lives.

 

 

6. MK Restaurant 

 

MK Restaurant  is a beloved Thai dining chain known for fresh suki hotpot, roast duck, and diverse Asian cuisine served in welcoming, family-friendly settings. With hundreds of branches nationwide and abroad, MK scored well for brand awareness, purchase frequency, and customer service.

 

7. Nivea

 

Nivea stands out as one of the few health and beauty brands in Thailand’s top ranks, finishing seventh locally and 25th in Southeast Asia. Its popularity is driven by Thailand’s strong cultural focus on skincare, with younger consumers particularly engaged and knowledgeable about product benefits.

 

8. Nike 

 

Nike holds a respectable eighth place in Thailand and ninth across Southeast Asia. Its legacy brand status shines through strong brand awareness and purchase frequency, though it trails behind Adidas in local popularity.

 

9. KFC

 

KFC dominates Thailand’s quick-service restaurant scene, beating rivals McDonald’s and The Pizza Company to claim the top brand score. It excels in buying experience, customer service, and seamless touchpoints across digital and offline channels. Read more on KFC's innovative flair in Thailand here.

 

 

10. Grab 

 

Grab leads as Thailand’s super-app powerhouse, commanding a significant market share in ride-hailing and food delivery. Praised for its buying experience, brand awareness, and frequent usage, Grab remains a staple in Thai consumers’ everyday digital lives.