Asia-Pacific · October 2026 · refreshed monthly
The brands AI wants in Japan
7 AI models were asked how well they know the top brands in Japan and how far they agree with the 36 statements of the Havas Science of Desire 2.0. Each brand is scored out of 10 and indexed against the other brands in its segment: 100 is the segment average. This is the first month for this market; change appears from next month.
250 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI
Attraction
The head: the pull of standing out, being better and being talked about.
Affinity
The heart: trusted, sharing my values and reflecting who I am and belong with.
Attachment
The habits: dependable, part of the routine, and missed if it were gone.
Finance
20 brands. Index 100 is the segment's average Desire of 5.1 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Suica スイカ | Cards & payments | 133 | 6.7 | — | 6.1 | 6.0 | 8.1 | 7/7 |
| 2 | PayPay ペイペイ | Cards & payments | 132 | 6.7 | — | 7.1 | 5.4 | 7.5 | 7/7 |
| 3 | SBI Securities SBI証券 | Investing & savings | 117 | 6.0 | — | 6.0 | 5.0 | 6.8 | 7/7 |
| 4 | American Express アメリカン・エキスプレス | Cards & payments | 107 | 5.4 | — | 5.2 | 5.2 | 5.9 | 7/7 |
| 5 | Tokio Marine Nichido 東京海上日動 | Insurance | 107 | 5.4 | — | 5.1 | 5.0 | 6.1 | 7/7 |
| 6 | WealthNavi ウェルスナビ | Investing & savings | 105 | 5.3 | — | 5.3 | 4.8 | 5.9 | 7/7 |
| 7 | moomoo moomoo証券 | Investing & savings | 104 | 5.3 | — | 6.2 | 4.5 | 5.2 | 7/7 |
| 8 | Aflac アフラック | Insurance | 103 | 5.2 | — | 5.7 | 4.5 | 5.5 | 7/7 |
| 9 | Nippon Life 日本生命 | Insurance | 103 | 5.2 | — | 4.9 | 4.9 | 5.9 | 7/7 |
| 10 | JCB ジェーシービー | Cards & payments | 103 | 5.2 | — | 4.8 | 4.9 | 6.0 | 7/7 |
| 11 | SMBC 三井住友銀行 | Banks | 99 | 5.0 | — | 4.7 | 4.5 | 5.8 | 7/7 |
| 12 | Japan Post Bank ゆうちょ銀行 | Banks | 96 | 4.8 | — | 3.9 | 4.6 | 6.1 | 7/7 |
| 13 | MUFG Bank 三菱UFJ銀行 | Banks | 95 | 4.8 | — | 4.3 | 4.4 | 5.6 | 7/7 |
| 14 | Monex Securities マネックス証券 | Investing & savings | 94 | 4.8 | — | 4.7 | 4.2 | 5.4 | 7/7 |
| 15 | Kokumin Kyosai こくみん共済 coop | Insurance | 92 | 4.7 | — | 3.9 | 4.8 | 5.3 | 7/7 |
| 16 | Paidy ペイディ | Cards & payments | 86 | 4.3 | — | 4.7 | 3.8 | 4.5 | 7/7 |
| 17 | Mizuho Bank みずほ銀行 | Banks | 84 | 4.3 | — | 3.8 | 4.0 | 5.0 | 7/7 |
| 18 | Kampo Life かんぽ生命 | Insurance | 83 | 4.2 | — | 3.7 | 4.0 | 4.9 | 6/7 |
| 19 | Mitsubishi UFJ eSmart Securities 三菱UFJ eスマート証券 | Investing & savings | 82 | 4.2 | — | 3.7 | 3.9 | 4.8 | 7/7 |
| 20 | Resona Bank りそな銀行 | Banks | 75 | 3.8 | — | 3.3 | 3.7 | 4.5 | 7/7 |
Grocery
8 brands. Index 100 is the segment's average Desire of 5.4 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | 7-Eleven セブン-イレブン | Supermarkets | 121 | 6.5 | — | 6.6 | 5.2 | 7.6 | 7/7 |
| 2 | Costco コストコ | Supermarkets | 120 | 6.4 | — | 7.1 | 5.5 | 6.6 | 7/7 |
| 3 | Lawson ローソン | Supermarkets | 116 | 6.2 | — | 6.4 | 5.2 | 7.0 | 7/7 |
| 4 | FamilyMart ファミリーマート | Supermarkets | 112 | 6.0 | — | 6.0 | 5.0 | 7.0 | 7/7 |
| 5 | Life ライフ | Supermarkets | 88 | 4.7 | — | 4.0 | 4.4 | 5.8 | 7/7 |
| 6 | Trial トライアル | Supermarkets | 83 | 4.4 | — | 4.6 | 3.8 | 4.9 | 7/7 |
| 7 | Ministop ミニストップ | Supermarkets | 81 | 4.3 | — | 4.4 | 3.9 | 4.7 | 7/7 |
| 8 | Ito-Yokado イトーヨーカドー | Supermarkets | 80 | 4.3 | — | 3.6 | 4.2 | 5.1 | 7/7 |
Retail
32 brands. Index 100 is the segment's average Desire of 5.3 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Muji 無印良品 | Home, furniture & DIY | 135 | 7.2 | — | 7.2 | 6.9 | 7.4 | 7/7 |
| 2 | Yodobashi Camera ヨドバシカメラ | Electricals retail | 126 | 6.7 | — | 7.0 | 5.7 | 7.4 | 7/7 |
| 3 | Daiso ダイソー | Department & variety stores | 125 | 6.7 | — | 7.1 | 5.4 | 7.5 | 7/7 |
| 4 | IKEA イケア | Home, furniture & DIY | 124 | 6.6 | — | 7.3 | 6.0 | 6.5 | 7/7 |
| 5 | Don Quijote ドン・キホーテ | Department & variety stores | 121 | 6.4 | — | 7.7 | 5.0 | 6.6 | 7/7 |
| 6 | Amazon アマゾン | Online marketplaces | 120 | 6.4 | — | 6.4 | 4.8 | 8.0 | 7/7 |
| 7 | Mercari メルカリ | Online marketplaces | 120 | 6.4 | — | 6.7 | 5.8 | 6.6 | 7/7 |
| 8 | Rakuten Ichiba 楽天市場 | Online marketplaces | 119 | 6.3 | — | 6.3 | 5.5 | 7.3 | 7/7 |
| 9 | Loft ロフト | Department & variety stores | 115 | 6.1 | — | 6.5 | 5.7 | 6.2 | 7/7 |
| 10 | Nitori ニトリ | Home, furniture & DIY | 112 | 6.0 | — | 5.8 | 5.1 | 7.0 | 7/7 |
| 11 | Matsumoto Kiyoshi マツモトキヨシ | Health & beauty stores | 111 | 5.9 | — | 6.2 | 4.9 | 6.6 | 7/7 |
| 12 | Bic Camera ビックカメラ | Electricals retail | 109 | 5.8 | — | 6.0 | 5.0 | 6.5 | 7/7 |
| 13 | SHEIN シーイン | Online marketplaces | 103 | 5.5 | — | 7.0 | 4.4 | 5.0 | 7/7 |
| 14 | Dospara ドスパラ | Electricals retail | 102 | 5.4 | — | 6.0 | 5.0 | 5.2 | 7/7 |
| 15 | Seria セリア | Department & variety stores | 101 | 5.4 | — | 5.6 | 4.7 | 5.9 | 7/7 |
| 16 | Aeon イオン | Department & variety stores | 100 | 5.3 | — | 4.5 | 4.8 | 6.7 | 7/7 |
| 17 | Yahoo! Auctions ヤフオク! | Online marketplaces | 99 | 5.3 | — | 5.3 | 4.8 | 5.7 | 7/7 |
| 18 | Welcia ウエルシア | Health & beauty stores | 95 | 5.0 | — | 4.8 | 4.3 | 6.1 | 7/7 |
| 19 | Cainz カインズ | Home, furniture & DIY | 94 | 5.0 | — | 4.6 | 4.4 | 6.0 | 7/7 |
| 20 | Qoo10 キューテン | Online marketplaces | 86 | 4.6 | — | 5.1 | 4.0 | 4.7 | 7/7 |
| 21 | Tsuruha Drug ツルハドラッグ | Health & beauty stores | 86 | 4.5 | — | 4.2 | 3.9 | 5.6 | 7/7 |
| 22 | Temu ティームー | Online marketplaces | 85 | 4.5 | — | 6.4 | 3.1 | 4.0 | 7/7 |
| 23 | Rakuma ラクマ | Online marketplaces | 85 | 4.5 | — | 4.1 | 4.5 | 5.0 | 7/7 |
| 24 | Joshin ジョーシン | Electricals retail | 84 | 4.5 | — | 4.3 | 4.2 | 4.9 | 7/7 |
| 25 | Jimoty ジモティー | Online marketplaces | 83 | 4.4 | — | 4.3 | 4.6 | 4.3 | 7/7 |
| 26 | K's Denki ケーズデンキ | Electricals retail | 83 | 4.4 | — | 4.1 | 4.0 | 5.0 | 7/7 |
| 27 | Kohnan コーナン | Home, furniture & DIY | 82 | 4.4 | — | 3.8 | 4.1 | 5.3 | 7/7 |
| 28 | Edion エディオン | Electricals retail | 82 | 4.4 | — | 4.1 | 4.1 | 4.9 | 7/7 |
| 29 | Can Do キャンドゥ | Department & variety stores | 82 | 4.4 | — | 4.3 | 3.8 | 5.0 | 7/7 |
| 30 | Genky ゲンキー | Health & beauty stores | 79 | 4.2 | — | 4.1 | 3.5 | 5.0 | 6/7 |
| 31 | Komeri コメリ | Home, furniture & DIY | 79 | 4.2 | — | 3.5 | 3.9 | 5.1 | 7/7 |
| 32 | Create SD クリエイトSD | Health & beauty stores | 72 | 3.8 | — | 3.5 | 3.3 | 4.6 | 7/7 |
Fashion
19 brands. Index 100 is the segment's average Desire of 6.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Nike ナイキ | Sportswear & footwear | 122 | 7.5 | — | 8.3 | 6.9 | 7.5 | 7/7 |
| 2 | Uniqlo ユニクロ | Clothing retail | 113 | 7.0 | — | 7.0 | 6.1 | 7.9 | 7/7 |
| 3 | Chanel シャネル | Luxury | 112 | 7.0 | — | 7.8 | 6.4 | 6.7 | 7/7 |
| 4 | ASICS アシックス | Sportswear & footwear | 111 | 6.9 | — | 6.5 | 6.7 | 7.5 | 7/7 |
| 5 | Hermès エルメス | Luxury | 109 | 6.8 | — | 7.3 | 6.5 | 6.5 | 7/7 |
| 6 | Dior ディオール | Luxury | 109 | 6.8 | — | 7.5 | 6.2 | 6.5 | 7/7 |
| 7 | New Balance ニューバランス | Sportswear & footwear | 108 | 6.7 | — | 6.9 | 6.3 | 6.8 | 7/7 |
| 8 | adidas アディダス | Sportswear & footwear | 106 | 6.6 | — | 6.9 | 6.3 | 6.6 | 7/7 |
| 9 | Rolex ロレックス | Luxury | 102 | 6.3 | — | 6.7 | 5.9 | 6.4 | 7/7 |
| 10 | Onitsuka Tiger オニツカタイガー | Sportswear & footwear | 101 | 6.3 | — | 6.7 | 6.1 | 6.1 | 7/7 |
| 11 | ZOZOTOWN ゾゾタウン | Clothing retail | 100 | 6.2 | — | 6.6 | 5.6 | 6.5 | 7/7 |
| 12 | Tiffany & Co. ティファニー | Luxury | 100 | 6.2 | — | 6.5 | 5.9 | 6.2 | 7/7 |
| 13 | Cartier カルティエ | Luxury | 97 | 6.0 | — | 6.4 | 5.7 | 5.9 | 7/7 |
| 14 | Beams ビームス | Clothing retail | 93 | 5.8 | — | 6.1 | 5.7 | 5.6 | 7/7 |
| 15 | Workman ワークマン | Clothing retail | 93 | 5.7 | — | 6.1 | 5.0 | 6.1 | 7/7 |
| 16 | Zara ザラ | Clothing retail | 89 | 5.5 | — | 6.4 | 4.7 | 5.4 | 7/7 |
| 17 | GU ジーユー | Clothing retail | 88 | 5.4 | — | 5.5 | 4.6 | 6.2 | 7/7 |
| 18 | H&M エイチアンドエム | Clothing retail | 75 | 4.7 | — | 5.1 | 4.2 | 4.6 | 7/7 |
| 19 | Shimamura しまむら | Clothing retail | 71 | 4.4 | — | 3.9 | 4.0 | 5.4 | 7/7 |
Food & drink
20 brands. Index 100 is the segment's average Desire of 5.9 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Glico グリコ | Snacks & confectionery | 116 | 6.8 | — | 7.3 | 6.0 | 7.2 | 7/7 |
| 2 | Yamazaki 山崎 | Alcoholic drinks | 114 | 6.7 | — | 7.4 | 6.6 | 6.2 | 7/7 |
| 3 | Coca-Cola コカ・コーラ | Soft drinks | 111 | 6.5 | — | 6.7 | 5.7 | 7.1 | 7/7 |
| 4 | Pocari Sweat ポカリスエット | Soft drinks | 110 | 6.5 | — | 6.3 | 5.9 | 7.3 | 7/7 |
| 5 | Kewpie キユーピー | Packaged food & hot drinks | 106 | 6.2 | — | 6.1 | 5.4 | 7.1 | 7/7 |
| 6 | Ito En 伊藤園 | Packaged food & hot drinks | 105 | 6.2 | — | 5.9 | 5.6 | 7.1 | 7/7 |
| 7 | Calbee カルビー | Snacks & confectionery | 105 | 6.1 | — | 6.5 | 5.3 | 6.7 | 7/7 |
| 8 | Red Bull レッドブル | Soft drinks | 104 | 6.1 | — | 7.1 | 5.6 | 5.6 | 7/7 |
| 9 | Ajinomoto 味の素 | Packaged food & hot drinks | 101 | 5.9 | — | 5.6 | 5.1 | 7.0 | 7/7 |
| 10 | Strong Zero -196 ストロングゼロ | Alcoholic drinks | 101 | 5.9 | — | 6.8 | 4.9 | 6.1 | 7/7 |
| 11 | Lotte ロッテ | Snacks & confectionery | 99 | 5.8 | — | 6.1 | 5.0 | 6.3 | 7/7 |
| 12 | Calpis カルピス | Soft drinks | 99 | 5.8 | — | 5.8 | 5.1 | 6.5 | 7/7 |
| 13 | Tirol Choco チロルチョコ | Snacks & confectionery | 97 | 5.7 | — | 6.3 | 5.1 | 5.7 | 7/7 |
| 14 | Yebisu ヱビス | Alcoholic drinks | 96 | 5.7 | — | 5.4 | 5.7 | 5.9 | 7/7 |
| 15 | Georgia ジョージア | Soft drinks | 96 | 5.6 | — | 5.3 | 5.0 | 6.6 | 7/7 |
| 16 | Orion Beer オリオンビール | Alcoholic drinks | 92 | 5.4 | — | 5.3 | 5.6 | 5.3 | 7/7 |
| 17 | Nescafé ネスカフェ | Packaged food & hot drinks | 91 | 5.3 | — | 5.2 | 4.6 | 6.3 | 7/7 |
| 18 | Fujiya 不二家 | Snacks & confectionery | 89 | 5.2 | — | 5.0 | 4.9 | 5.7 | 7/7 |
| 19 | Hyoketsu 氷結 | Alcoholic drinks | 85 | 5.0 | — | 5.1 | 4.5 | 5.4 | 7/7 |
| 20 | Nichirei ニチレイ | Packaged food & hot drinks | 83 | 4.9 | — | 4.4 | 4.2 | 6.0 | 7/7 |
Eating out
21 brands. Index 100 is the segment's average Desire of 5.4 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Starbucks スターバックス | Coffee shops & bakeries | 134 | 7.3 | — | 7.6 | 6.8 | 7.5 | 7/7 |
| 2 | Sushiro スシロー | Fast food & restaurants | 119 | 6.5 | — | 7.2 | 5.5 | 6.7 | 7/7 |
| 3 | McDonald's マクドナルド | Fast food & restaurants | 112 | 6.1 | — | 6.5 | 5.1 | 6.7 | 7/7 |
| 4 | Komeda's Coffee コメダ珈琲店 | Coffee shops & bakeries | 109 | 5.9 | — | 5.6 | 5.5 | 6.7 | 7/7 |
| 5 | Mister Donut ミスタードーナツ | Coffee shops & bakeries | 109 | 5.9 | — | 6.1 | 5.3 | 6.3 | 7/7 |
| 6 | Uber Eats ウーバーイーツ | Food delivery | 104 | 5.7 | — | 6.6 | 4.3 | 6.1 | 7/7 |
| 7 | Co-op Deli コープデリ | Food delivery | 103 | 5.6 | — | 4.6 | 5.9 | 6.4 | 7/7 |
| 8 | Mos Burger モスバーガー | Fast food & restaurants | 103 | 5.6 | — | 5.5 | 5.4 | 5.9 | 7/7 |
| 9 | Yoshinoya 吉野家 | Fast food & restaurants | 102 | 5.5 | — | 5.1 | 4.7 | 6.8 | 7/7 |
| 10 | Saizeriya サイゼリヤ | Fast food & restaurants | 100 | 5.4 | — | 5.2 | 4.9 | 6.2 | 7/7 |
| 11 | KFC ケンタッキー | Fast food & restaurants | 98 | 5.3 | — | 5.7 | 4.8 | 5.5 | 7/7 |
| 12 | Sukiya すき家 | Fast food & restaurants | 98 | 5.3 | — | 5.1 | 4.3 | 6.7 | 7/7 |
| 13 | CoCo Ichibanya CoCo壱番屋 | Fast food & restaurants | 97 | 5.3 | — | 5.1 | 4.7 | 6.0 | 7/7 |
| 14 | Gyoza no Ohsho 餃子の王将 | Fast food & restaurants | 96 | 5.2 | — | 5.0 | 4.8 | 5.9 | 7/7 |
| 15 | Matsuya 松屋 | Fast food & restaurants | 96 | 5.2 | — | 4.8 | 4.4 | 6.4 | 7/7 |
| 16 | Domino's Pizza ドミノ・ピザ | Food delivery | 94 | 5.1 | — | 5.6 | 4.2 | 5.6 | 7/7 |
| 17 | Pizza-La ピザーラ | Food delivery | 92 | 5.0 | — | 5.3 | 4.5 | 5.3 | 7/7 |
| 18 | Doutor ドトールコーヒー | Coffee shops & bakeries | 89 | 4.8 | — | 4.1 | 4.4 | 6.0 | 7/7 |
| 19 | Tully's Coffee タリーズコーヒー | Coffee shops & bakeries | 88 | 4.8 | — | 4.3 | 4.7 | 5.5 | 7/7 |
| 20 | Gusto ガスト | Fast food & restaurants | 79 | 4.3 | — | 3.8 | 4.0 | 5.2 | 7/7 |
| 21 | 7NOW セブンナウ | Food delivery | 78 | 4.2 | — | 4.4 | 3.5 | 4.8 | 7/7 |
Technology
29 brands. Index 100 is the segment's average Desire of 5.7 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Apple アップル | Phones & devices | 135 | 7.6 | — | 8.0 | 6.6 | 8.3 | 7/7 |
| 2 | LINE ライン | Social media & messaging | 133 | 7.5 | — | 7.3 | 6.8 | 8.4 | 7/7 |
| 3 | ChatGPT チャットGPT | Search & AI assistants | 129 | 7.3 | — | 8.4 | 5.9 | 7.7 | 7/7 |
| 4 | Google グーグル | Search & AI assistants | 125 | 7.1 | — | 7.3 | 5.5 | 8.4 | 7/7 |
| 5 | Sony ソニー | Phones & devices | 120 | 6.8 | — | 6.8 | 6.3 | 7.3 | 7/7 |
| 6 | TikTok ティックトック | Social media & messaging | 119 | 6.7 | — | 8.1 | 5.7 | 6.4 | 7/7 |
| 7 | Canva キャンバ | Software & cloud | 118 | 6.7 | — | 7.0 | 6.1 | 6.9 | 7/7 |
| 8 | Instagram インスタグラム | Social media & messaging | 118 | 6.7 | — | 7.2 | 6.1 | 6.7 | 7/7 |
| 9 | Adobe アドビ | Software & cloud | 107 | 6.1 | — | 6.4 | 5.5 | 6.3 | 7/7 |
| 10 | Galaxy ギャラクシー | Phones & devices | 106 | 6.0 | — | 6.4 | 5.1 | 6.6 | 7/7 |
| 11 | Discord ディスコード | Social media & messaging | 105 | 6.0 | — | 6.1 | 5.8 | 6.0 | 7/7 |
| 12 | Pinterest ピンタレスト | Social media & messaging | 105 | 5.9 | — | 6.0 | 5.7 | 6.1 | 7/7 |
| 13 | Zoom ズーム | Software & cloud | 103 | 5.8 | — | 5.8 | 5.3 | 6.5 | 7/7 |
| 14 | iCloud | Software & cloud | 101 | 5.7 | — | 5.3 | 5.1 | 6.7 | 7/7 |
| 15 | Microsoft 365 マイクロソフト | Software & cloud | 100 | 5.7 | — | 5.2 | 4.9 | 6.8 | 7/7 |
| 16 | Anker アンカー | Phones & devices | 99 | 5.6 | — | 5.5 | 4.7 | 6.5 | 7/7 |
| 17 | X エックス | Social media & messaging | 97 | 5.5 | — | 6.3 | 4.7 | 5.4 | 7/7 |
| 18 | Yahoo! JAPAN ヤフー | Search & AI assistants | 94 | 5.3 | — | 5.1 | 4.5 | 6.5 | 7/7 |
| 19 | Gemini ジェミニ | Search & AI assistants | 93 | 5.3 | — | 6.0 | 4.2 | 5.6 | 7/7 |
| 20 | Claude クロード | Search & AI assistants | 90 | 5.1 | — | 5.1 | 4.8 | 5.3 | 7/7 |
| 21 | Pairs ペアーズ | Social media & messaging | 90 | 5.1 | — | 5.1 | 4.9 | 5.2 | 7/7 |
| 22 | Grok グロック | Search & AI assistants | 86 | 4.9 | — | 6.0 | 4.2 | 4.4 | 5/7 |
| 23 | Microsoft Copilot コパイロット | Search & AI assistants | 84 | 4.8 | — | 5.0 | 4.0 | 5.3 | 7/7 |
| 24 | Xiaomi シャオミ | Phones & devices | 84 | 4.8 | — | 5.3 | 3.8 | 5.2 | 7/7 |
| 25 | Threads スレッズ | Social media & messaging | 82 | 4.6 | — | 5.1 | 4.3 | 4.5 | 7/7 |
| 26 | DuckDuckGo | Search & AI assistants | 81 | 4.6 | — | 4.3 | 4.7 | 4.8 | 7/7 |
| 27 | Facebook フェイスブック | Social media & messaging | 74 | 4.2 | — | 4.0 | 3.8 | 4.8 | 7/7 |
| 28 | Bing ビング | Search & AI assistants | 66 | 3.7 | — | 3.7 | 3.2 | 4.3 | 7/7 |
| 29 | mixi ミクシィ | Social media & messaging | 54 | 3.0 | — | 2.7 | 3.4 | 3.1 | 7/7 |
Media & entertainment
26 brands. Index 100 is the segment's average Desire of 5.7 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Nintendo 任天堂 | Gaming | 140 | 7.9 | — | 8.4 | 7.4 | 7.9 | 7/7 |
| 2 | Netflix ネットフリックス | Video streaming & TV | 128 | 7.3 | — | 8.1 | 6.2 | 7.4 | 7/7 |
| 3 | Spotify スポティファイ | Music & audio | 128 | 7.3 | — | 7.7 | 6.4 | 7.7 | 7/7 |
| 4 | Shueisha 集英社 | News & publishing | 123 | 7.0 | — | 7.6 | 6.4 | 6.9 | 7/7 |
| 5 | PlayStation プレイステーション | Gaming | 121 | 6.8 | — | 7.4 | 6.3 | 6.8 | 7/7 |
| 6 | YouTube Music ユーチューブミュージック | Music & audio | 115 | 6.5 | — | 6.8 | 5.7 | 7.0 | 7/7 |
| 7 | Apple Music アップルミュージック | Music & audio | 113 | 6.4 | — | 6.3 | 5.7 | 7.1 | 7/7 |
| 8 | Steam スチーム | Gaming | 109 | 6.2 | — | 6.6 | 5.4 | 6.5 | 7/7 |
| 9 | Kodansha 講談社 | News & publishing | 109 | 6.2 | — | 6.4 | 5.8 | 6.2 | 7/7 |
| 10 | ABEMA アベマ | Video streaming & TV | 107 | 6.0 | — | 7.0 | 5.3 | 5.9 | 7/7 |
| 11 | Kadokawa KADOKAWA | News & publishing | 105 | 5.9 | — | 6.4 | 5.5 | 5.9 | 7/7 |
| 12 | Yahoo! News Yahoo!ニュース | News & publishing | 103 | 5.8 | — | 6.2 | 4.7 | 6.5 | 7/7 |
| 13 | radiko ラジコ | Music & audio | 102 | 5.8 | — | 5.6 | 5.3 | 6.4 | 7/7 |
| 14 | JRA 日本中央競馬会 | Betting & lottery | 100 | 5.7 | — | 6.3 | 5.2 | 5.5 | 7/7 |
| 15 | DAZN ダゾーン | Video streaming & TV | 97 | 5.5 | — | 6.0 | 5.1 | 5.3 | 7/7 |
| 16 | Takarakuji 宝くじ | Betting & lottery | 95 | 5.4 | — | 6.2 | 4.8 | 5.3 | 7/7 |
| 17 | TVer ティーバー | Video streaming & TV | 94 | 5.3 | — | 5.3 | 4.7 | 6.0 | 7/7 |
| 18 | NHK 日本放送協会 | Video streaming & TV | 94 | 5.3 | — | 5.0 | 5.0 | 5.9 | 7/7 |
| 19 | Shukan Bunshun 週刊文春 | News & publishing | 86 | 4.9 | — | 6.5 | 3.8 | 4.4 | 7/7 |
| 20 | Konami コナミ | Gaming | 85 | 4.8 | — | 5.1 | 4.4 | 4.9 | 7/7 |
| 21 | Hulu フールー | Video streaming & TV | 83 | 4.7 | — | 4.5 | 4.4 | 5.2 | 7/7 |
| 22 | Xbox エックスボックス | Gaming | 79 | 4.5 | — | 4.7 | 4.3 | 4.4 | 7/7 |
| 23 | Radiru Radiru らじる★らじる | Music & audio | 75 | 4.3 | — | 3.7 | 4.3 | 4.8 | 6/7 |
| 24 | Boat Race ボートレース | Betting & lottery | 72 | 4.0 | — | 4.7 | 3.5 | 3.9 | 7/7 |
| 25 | Keirin 競輪 | Betting & lottery | 71 | 4.0 | — | 4.5 | 3.6 | 4.0 | 7/7 |
| 26 | SPAT4 | Betting & lottery | 65 | 3.7 | — | 4.0 | 3.3 | 3.8 | 6/7 |
Telecoms
10 brands. Index 100 is the segment's average Desire of 5.0 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | SoftBank ソフトバンク | Mobile networks | 124 | 6.1 | — | 6.5 | 5.2 | 6.7 | 7/7 |
| 2 | au エーユー | Mobile networks | 120 | 5.9 | — | 5.7 | 5.3 | 6.8 | 7/7 |
| 3 | docomo ドコモ | Mobile networks | 117 | 5.8 | — | 5.4 | 5.2 | 6.8 | 7/7 |
| 4 | ahamo アハモ | Mobile networks | 114 | 5.7 | — | 6.0 | 4.7 | 6.3 | 6/7 |
| 5 | WOWOW ワウワウ | Broadband & pay TV | 108 | 5.3 | — | 5.4 | 5.2 | 5.4 | 7/7 |
| 6 | IIJmio | Mobile networks | 94 | 4.6 | — | 4.5 | 4.2 | 5.2 | 7/7 |
| 7 | J:COM ジェイコム | Broadband & pay TV | 89 | 4.4 | — | 4.1 | 4.0 | 5.1 | 7/7 |
| 8 | SKY PerfecTV! スカパー! | Broadband & pay TV | 84 | 4.2 | — | 4.3 | 3.9 | 4.4 | 7/7 |
| 9 | BIGLOBE ビッグローブ | Broadband & pay TV | 77 | 3.8 | — | 3.5 | 3.4 | 4.6 | 7/7 |
| 10 | OCN OCN光 | Broadband & pay TV | 74 | 3.7 | — | 3.2 | 3.2 | 4.5 | 7/7 |
Automotive
13 brands. Index 100 is the segment's average Desire of 5.9 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Toyota トヨタ | Mainstream cars | 117 | 6.9 | — | 6.1 | 6.6 | 8.1 | 7/7 |
| 2 | Porsche ポルシェ | Premium & luxury cars | 113 | 6.7 | — | 7.3 | 6.6 | 6.1 | 7/7 |
| 3 | Honda ホンダ | Mainstream cars | 111 | 6.6 | — | 6.4 | 6.1 | 7.2 | 7/7 |
| 4 | MINI ミニ | Premium & luxury cars | 106 | 6.3 | — | 6.7 | 6.4 | 5.7 | 7/7 |
| 5 | BMW ビー・エム・ダブリュー | Premium & luxury cars | 104 | 6.2 | — | 6.6 | 5.9 | 6.1 | 7/7 |
| 6 | Lexus レクサス | Premium & luxury cars | 104 | 6.2 | — | 5.5 | 6.1 | 6.8 | 7/7 |
| 7 | Mazda マツダ | Mainstream cars | 102 | 6.1 | — | 6.0 | 6.0 | 6.2 | 7/7 |
| 8 | Subaru スバル | Mainstream cars | 100 | 5.9 | — | 5.6 | 6.0 | 6.3 | 7/7 |
| 9 | Tesla テスラ | Mainstream cars | 100 | 5.9 | — | 7.7 | 5.3 | 4.8 | 7/7 |
| 10 | Audi アウディ | Premium & luxury cars | 93 | 5.5 | — | 5.7 | 5.3 | 5.5 | 7/7 |
| 11 | Nissan 日産 | Mainstream cars | 90 | 5.3 | — | 5.4 | 4.7 | 5.8 | 7/7 |
| 12 | Suzuki スズキ | Mainstream cars | 89 | 5.3 | — | 4.8 | 4.8 | 6.2 | 7/7 |
| 13 | Daihatsu ダイハツ | Mainstream cars | 72 | 4.3 | — | 3.9 | 3.6 | 5.3 | 7/7 |
Travel
17 brands. Index 100 is the segment's average Desire of 5.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | ANA 全日空 | Airlines | 128 | 6.6 | — | 6.4 | 6.2 | 7.3 | 7/7 |
| 2 | JAL 日本航空 | Airlines | 128 | 6.6 | — | 6.4 | 6.2 | 7.3 | 7/7 |
| 3 | JTB | Hotels & holidays | 113 | 5.9 | — | 5.3 | 5.7 | 6.5 | 7/7 |
| 4 | Jalan じゃらん | Hotels & holidays | 109 | 5.7 | — | 5.4 | 5.1 | 6.4 | 7/7 |
| 5 | Peach ピーチ | Airlines | 109 | 5.6 | — | 6.6 | 4.9 | 5.4 | 7/7 |
| 6 | Odakyu 小田急 | Transport & ride-hailing | 105 | 5.5 | — | 4.9 | 5.2 | 6.2 | 7/7 |
| 7 | GO | Transport & ride-hailing | 105 | 5.4 | — | 5.6 | 4.7 | 6.1 | 7/7 |
| 8 | Kintetsu 近鉄 | Transport & ride-hailing | 104 | 5.4 | — | 4.8 | 5.2 | 6.1 | 7/7 |
| 9 | Ikyu 一休 | Hotels & holidays | 101 | 5.2 | — | 5.1 | 5.0 | 5.5 | 7/7 |
| 10 | Uber | Transport & ride-hailing | 96 | 5.0 | — | 5.7 | 4.0 | 5.2 | 7/7 |
| 11 | Agoda アゴダ | Hotels & holidays | 93 | 4.8 | — | 5.1 | 4.0 | 5.4 | 7/7 |
| 12 | APA Hotel アパホテル | Hotels & holidays | 93 | 4.8 | — | 5.0 | 3.9 | 5.5 | 7/7 |
| 13 | H.I.S. エイチ・アイ・エス | Hotels & holidays | 92 | 4.8 | — | 4.9 | 4.2 | 5.2 | 7/7 |
| 14 | Solaseed Air ソラシドエア | Airlines | 84 | 4.4 | — | 4.0 | 4.6 | 4.4 | 6/7 |
| 15 | Skymark スカイマーク | Airlines | 83 | 4.3 | — | 4.2 | 4.1 | 4.6 | 7/7 |
| 16 | Air Do エア・ドゥ | Airlines | 80 | 4.1 | — | 3.8 | 4.2 | 4.4 | 7/7 |
| 17 | DiDi | Transport & ride-hailing | 75 | 3.9 | — | 4.2 | 3.2 | 4.3 | 7/7 |
Beauty & personal care
10 brands. Index 100 is the segment's average Desire of 5.7 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Shiseido 資生堂 | Skincare & cosmetics | 129 | 7.3 | — | 7.5 | 6.7 | 7.8 | 7/7 |
| 2 | Fancl ファンケル | Skincare & cosmetics | 113 | 6.4 | — | 6.1 | 6.2 | 7.0 | 7/7 |
| 3 | Nivea ニベア | Haircare & personal care | 105 | 6.0 | — | 5.3 | 5.6 | 7.1 | 7/7 |
| 4 | BOTANIST ボタニスト | Haircare & personal care | 99 | 5.6 | — | 5.8 | 5.5 | 5.6 | 7/7 |
| 5 | Gatsby ギャツビー | Haircare & personal care | 99 | 5.6 | — | 5.8 | 5.1 | 6.0 | 7/7 |
| 6 | Cezanne セザンヌ | Skincare & cosmetics | 98 | 5.6 | — | 5.4 | 5.2 | 6.2 | 7/7 |
| 7 | Orbis オルビス | Skincare & cosmetics | 98 | 5.6 | — | 5.3 | 5.4 | 6.1 | 7/7 |
| 8 | DHC | Skincare & cosmetics | 94 | 5.3 | — | 5.3 | 4.6 | 6.2 | 7/7 |
| 9 | Lux ラックス | Haircare & personal care | 84 | 4.8 | — | 4.5 | 4.5 | 5.5 | 7/7 |
| 10 | Shumitect シュミテクト | Haircare & personal care | 80 | 4.5 | — | 4.2 | 4.1 | 5.3 | 6/7 |
Home & household
10 brands. Index 100 is the segment's average Desire of 5.3 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Panasonic パナソニック | Home appliances | 121 | 6.4 | — | 5.9 | 5.7 | 7.4 | 7/7 |
| 2 | Attack アタック | Household products | 107 | 5.6 | — | 5.6 | 4.6 | 6.7 | 7/7 |
| 3 | Febreze ファブリーズ | Household products | 104 | 5.5 | — | 5.8 | 4.4 | 6.1 | 7/7 |
| 4 | Hitachi 日立 | Home appliances | 103 | 5.4 | — | 5.1 | 4.8 | 6.4 | 7/7 |
| 5 | Iris Ohyama アイリスオーヤマ | Home appliances | 100 | 5.3 | — | 5.3 | 4.3 | 6.1 | 7/7 |
| 6 | Joy ジョイ | Household products | 100 | 5.3 | — | 5.1 | 4.5 | 6.2 | 7/7 |
| 7 | Ariel アリエール | Household products | 97 | 5.1 | — | 5.2 | 4.2 | 5.9 | 7/7 |
| 8 | T-fal ティファール | Home appliances | 94 | 4.9 | — | 4.9 | 4.2 | 5.7 | 7/7 |
| 9 | Toshiba 東芝 | Home appliances | 90 | 4.8 | — | 4.5 | 4.0 | 5.8 | 7/7 |
| 10 | Top トップ | Household products | 85 | 4.5 | — | 4.1 | 3.8 | 5.4 | 7/7 |
Health & fitness
10 brands. Index 100 is the segment's average Desire of 4.8 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Anytime Fitness エニタイムフィットネス | Gyms & fitness | 116 | 5.6 | — | 5.3 | 5.1 | 6.3 | 7/7 |
| 2 | Curves カーブス | Gyms & fitness | 105 | 5.0 | — | 4.3 | 5.4 | 5.4 | 7/7 |
| 3 | Renaissance ルネサンス | Gyms & fitness | 105 | 5.0 | — | 4.3 | 5.4 | 5.5 | 7/7 |
| 4 | Loxonin ロキソニン | Health & medicines | 101 | 4.8 | — | 4.6 | 4.1 | 5.8 | 7/7 |
| 5 | Lulu ルル | Health & medicines | 101 | 4.8 | — | 4.8 | 4.4 | 5.4 | 7/7 |
| 6 | Bufferin バファリン | Health & medicines | 99 | 4.8 | — | 4.3 | 4.1 | 5.9 | 7/7 |
| 7 | Alinamin アリナミン | Health & medicines | 99 | 4.7 | — | 4.5 | 4.1 | 5.7 | 7/7 |
| 8 | Seirogan 正露丸 | Health & medicines | 98 | 4.7 | — | 4.8 | 4.0 | 5.4 | 7/7 |
| 9 | Tipness ティップネス | Gyms & fitness | 90 | 4.3 | — | 3.8 | 4.4 | 4.7 | 7/7 |
| 10 | FIT365 フィット365 | Gyms & fitness | 87 | 4.2 | — | 4.0 | 3.7 | 4.8 | 6/7 |
Energy
5 brands. Index 100 is the segment's average Desire of 3.8 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | ENEOS エネオス | Energy & fuel | 133 | 5.0 | — | 5.0 | 4.3 | 5.8 | 7/7 |
| 2 | Idemitsu 出光 | Energy & fuel | 112 | 4.2 | — | 4.2 | 3.8 | 4.8 | 7/7 |
| 3 | Cosmo Oil コスモ石油 | Energy & fuel | 95 | 3.6 | — | 3.4 | 3.1 | 4.2 | 7/7 |
| 4 | TEPCO 東京電力 | Energy & fuel | 90 | 3.4 | — | 3.8 | 2.1 | 4.3 | 7/7 |
| 5 | Kygnus キグナス石油 | Energy & fuel | 70 | 2.6 | — | 2.3 | 2.4 | 3.2 | 6/7 |
Method & limitations
Once a month the top 250 brands in each of 25 markets are put to 7 AI models (Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI), the way a survey asks a respondent: first how well the model knows each brand, then how far it agrees with each of the 36 statements of the Havas Science of Desire 2.0, on a 1–7 scale. A model that rates its familiarity with a brand below 3 is left out for that brand. Each statement is the mean of the remaining models' ratings; statements average into fifteen dimensions, dimensions into the three Drivers of Desire, and the drivers into Desire, each out of 10. Each brand's index is its Desire divided by the average Desire of the brands shown in its segment in that market, × 100: 100 is the segment average, 115 is fifteen per cent above it. Change is the move in index points since the market's previous month.
A brand is shown only when at least 4 models knew it well enough to score it, and a segment only when at least 3 brands are shown. Only finished monthly runs are published. These are the AI models' own ratings when asked, not a survey of people and not an endorsement; brands are compared within a segment and market, not across them. See the full methodology.
Where next
This board measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.
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