Asia-Pacific · October 2026 · refreshed monthly
The brands AI wants in South Korea
7 AI models were asked how well they know the top brands in South Korea 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.
249 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI · 1 held back (too few models knew them, or a segment too small to index)
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 5.4 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Toss 토스 | Cards & payments | 143 | 7.7 | — | 8.3 | 6.6 | 8.2 | 7/7 |
| 2 | Naver Pay 네이버페이 | Cards & payments | 120 | 6.5 | — | 6.4 | 5.5 | 7.5 | 7/7 |
| 3 | Upbit 업비트 | Investing & savings | 115 | 6.2 | — | 7.3 | 5.0 | 6.3 | 7/7 |
| 4 | Samsung Fire & Marine Insurance 삼성화재 | Insurance | 112 | 6.0 | — | 6.1 | 5.6 | 6.5 | 7/7 |
| 5 | Samsung Life 삼성생명 | Insurance | 111 | 6.0 | — | 6.0 | 5.5 | 6.4 | 7/7 |
| 6 | Shinhan Bank 신한은행 | Banks | 111 | 6.0 | — | 6.1 | 5.2 | 6.7 | 7/7 |
| 7 | Hyundai Card 현대카드 | Cards & payments | 111 | 6.0 | — | 6.2 | 5.4 | 6.4 | 7/7 |
| 8 | Mirae Asset Securities 미래에셋증권 | Investing & savings | 107 | 5.8 | — | 6.0 | 5.1 | 6.2 | 7/7 |
| 9 | Samsung Card 삼성카드 | Cards & payments | 104 | 5.6 | — | 5.4 | 5.2 | 6.3 | 7/7 |
| 10 | Kiwoom Securities 키움증권 | Investing & savings | 100 | 5.4 | — | 5.6 | 4.5 | 6.0 | 7/7 |
| 11 | NH NongHyup Bank NH농협은행 | Banks | 98 | 5.3 | — | 4.5 | 5.3 | 5.9 | 7/7 |
| 12 | Hana Bank 하나은행 | Banks | 97 | 5.2 | — | 5.1 | 4.7 | 5.9 | 7/7 |
| 13 | Korea Investment & Securities 한국투자증권 | Investing & savings | 94 | 5.1 | — | 5.0 | 4.5 | 5.7 | 7/7 |
| 14 | Woori Bank 우리은행 | Banks | 94 | 5.1 | — | 4.7 | 4.6 | 5.8 | 7/7 |
| 15 | Bithumb 빗썸 | Investing & savings | 88 | 4.7 | — | 5.7 | 3.7 | 4.8 | 7/7 |
| 16 | AIA Life AIA생명 | Insurance | 83 | 4.5 | — | 4.3 | 4.3 | 4.8 | 7/7 |
| 17 | IBK Industrial Bank of Korea IBK기업은행 | Banks | 81 | 4.3 | — | 4.0 | 4.2 | 4.8 | 7/7 |
| 18 | Payco 페이코 | Cards & payments | 78 | 4.2 | — | 3.9 | 4.0 | 4.7 | 7/7 |
| 19 | Meritz Fire & Marine Insurance 메리츠화재 | Insurance | 78 | 4.2 | — | 4.5 | 3.6 | 4.5 | 7/7 |
| 20 | MetLife 메트라이프 | Insurance | 74 | 4.0 | — | 3.9 | 3.8 | 4.4 | 7/7 |
Grocery
5 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 | GS25 지에스25 | Supermarkets | 108 | 6.2 | — | 6.5 | 5.1 | 7.0 | 7/7 |
| 2 | CU 씨유 | Supermarkets | 108 | 6.2 | — | 6.6 | 5.1 | 6.9 | 7/7 |
| 3 | Costco 코스트코 | Supermarkets | 100 | 5.7 | — | 6.1 | 4.8 | 6.2 | 7/7 |
| 4 | E-mart 이마트 | Supermarkets | 98 | 5.6 | — | 5.6 | 4.8 | 6.5 | 7/7 |
| 5 | Lotte Mart 롯데마트 | Supermarkets | 85 | 4.9 | — | 4.8 | 4.3 | 5.6 | 7/7 |
Retail
28 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 | Apple Store 애플스토어 | Electricals retail | 137 | 7.4 | — | 8.0 | 6.7 | 7.5 | 7/7 |
| 2 | Olive Young 올리브영 | Health & beauty stores | 134 | 7.2 | — | 7.7 | 6.4 | 7.5 | 7/7 |
| 3 | Coupang 쿠팡 | Online marketplaces | 131 | 7.1 | — | 7.5 | 5.5 | 8.3 | 7/7 |
| 4 | Danggeun 당근 | Online marketplaces | 126 | 6.8 | — | 7.0 | 6.6 | 6.8 | 7/7 |
| 5 | IKEA 이케아 | Home, furniture & DIY | 126 | 6.8 | — | 7.3 | 6.0 | 7.0 | 7/7 |
| 6 | Muji 무인양품 | Home, furniture & DIY | 122 | 6.6 | — | 6.6 | 6.4 | 6.7 | 7/7 |
| 7 | Shinsegae Department Store 신세계백화점 | Department & variety stores | 122 | 6.6 | — | 7.3 | 5.8 | 6.7 | 7/7 |
| 8 | Kream 크림 | Online marketplaces | 115 | 6.2 | — | 7.1 | 6.1 | 5.5 | 7/7 |
| 9 | Daiso 다이소 | Department & variety stores | 112 | 6.1 | — | 6.3 | 5.0 | 7.0 | 7/7 |
| 10 | Lotte Department Store 롯데백화점 | Department & variety stores | 108 | 5.8 | — | 5.9 | 5.3 | 6.3 | 7/7 |
| 11 | Bunjang 번개장터 | Online marketplaces | 106 | 5.7 | — | 6.2 | 5.2 | 5.7 | 7/7 |
| 12 | Danawa 다나와 | Electricals retail | 102 | 5.5 | — | 5.7 | 4.6 | 6.3 | 7/7 |
| 13 | JAJU 자주 | Home, furniture & DIY | 100 | 5.4 | — | 5.3 | 5.3 | 5.7 | 7/7 |
| 14 | Hanssem 한샘 | Home, furniture & DIY | 98 | 5.3 | — | 5.1 | 4.8 | 5.9 | 7/7 |
| 15 | Galleria 갤러리아백화점 | Department & variety stores | 96 | 5.2 | — | 5.7 | 4.8 | 5.1 | 7/7 |
| 16 | Lotte Outlets 롯데아울렛 | Department & variety stores | 93 | 5.0 | — | 5.0 | 4.4 | 5.6 | 7/7 |
| 17 | Gmarket 지마켓 | Online marketplaces | 92 | 5.0 | — | 5.0 | 4.2 | 5.7 | 7/7 |
| 18 | Iloom 일룸 | Home, furniture & DIY | 92 | 5.0 | — | 5.0 | 4.7 | 5.2 | 7/7 |
| 19 | Nature Republic 네이처리퍼블릭 | Health & beauty stores | 91 | 4.9 | — | 5.0 | 4.6 | 5.2 | 7/7 |
| 20 | Compuzone 컴퓨존 | Electricals retail | 84 | 4.5 | — | 4.2 | 4.1 | 5.2 | 7/7 |
| 21 | Chicor 시코르 | Health & beauty stores | 83 | 4.5 | — | 4.7 | 4.3 | 4.5 | 7/7 |
| 22 | Frisbee 프리스비 | Electricals retail | 83 | 4.5 | — | 4.3 | 4.4 | 4.6 | 5/7 |
| 23 | Aritaum 아리따움 | Health & beauty stores | 82 | 4.4 | — | 4.2 | 4.3 | 4.8 | 7/7 |
| 24 | Auction 옥션 | Online marketplaces | 81 | 4.3 | — | 4.3 | 3.8 | 5.0 | 7/7 |
| 25 | AliExpress 알리익스프레스 | Online marketplaces | 75 | 4.0 | — | 5.4 | 2.6 | 4.2 | 7/7 |
| 26 | Temu 테무 | Online marketplaces | 72 | 3.9 | — | 5.7 | 2.3 | 3.7 | 7/7 |
| 27 | Onnuri Pharmacy 온누리약국 | Health & beauty stores | 70 | 3.8 | — | 2.9 | 3.8 | 4.7 | 7/7 |
| 28 | Electroland 전자랜드 | Electricals retail | 66 | 3.5 | — | 3.4 | 3.3 | 4.0 | 7/7 |
Fashion
23 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 나이키 | Sportswear & footwear | 125 | 7.7 | — | 8.3 | 7.2 | 7.6 | 7/7 |
| 2 | Musinsa 무신사 | Clothing retail | 117 | 7.2 | — | 7.9 | 6.7 | 7.0 | 7/7 |
| 3 | Chanel 샤넬 | Luxury | 114 | 7.1 | — | 7.9 | 6.5 | 6.8 | 7/7 |
| 4 | Louis Vuitton 루이비통 | Luxury | 114 | 7.0 | — | 7.8 | 6.5 | 6.9 | 7/7 |
| 5 | Dior 디올 | Luxury | 111 | 6.8 | — | 7.6 | 6.4 | 6.5 | 7/7 |
| 6 | Hermès 에르메스 | Luxury | 109 | 6.8 | — | 7.5 | 6.5 | 6.3 | 7/7 |
| 7 | The North Face 노스페이스 | Sportswear & footwear | 109 | 6.8 | — | 6.9 | 6.6 | 6.7 | 7/7 |
| 8 | Adidas 아디다스 | Sportswear & footwear | 108 | 6.7 | — | 6.9 | 6.3 | 6.8 | 7/7 |
| 9 | Gucci 구찌 | Luxury | 104 | 6.4 | — | 7.3 | 6.0 | 5.9 | 7/7 |
| 10 | Rolex 롤렉스 | Luxury | 103 | 6.3 | — | 7.1 | 6.0 | 5.9 | 7/7 |
| 11 | Uniqlo 유니클로 | Clothing retail | 102 | 6.3 | — | 6.2 | 5.5 | 7.2 | 7/7 |
| 12 | Tiffany & Co. 티파니 | Luxury | 102 | 6.3 | — | 6.8 | 6.1 | 6.0 | 7/7 |
| 13 | Cartier 까르띠에 | Luxury | 98 | 6.1 | — | 6.5 | 5.7 | 5.9 | 7/7 |
| 14 | Prada 프라다 | Luxury | 98 | 6.0 | — | 7.0 | 5.7 | 5.4 | 7/7 |
| 15 | 29CM | Clothing retail | 96 | 6.0 | — | 6.3 | 5.7 | 5.8 | 7/7 |
| 16 | Asics 아식스 | Sportswear & footwear | 95 | 5.9 | — | 5.7 | 5.7 | 6.2 | 7/7 |
| 17 | Celine 셀린느 | Luxury | 94 | 5.8 | — | 6.5 | 5.7 | 5.3 | 7/7 |
| 18 | Zigzag 지그재그 | Clothing retail | 94 | 5.8 | — | 6.2 | 5.3 | 5.8 | 7/7 |
| 19 | MLB 엠엘비 | Clothing retail | 90 | 5.6 | — | 5.9 | 5.5 | 5.4 | 7/7 |
| 20 | Zara 자라 | Clothing retail | 90 | 5.5 | — | 6.5 | 4.8 | 5.3 | 7/7 |
| 21 | Skechers 스케쳐스 | Sportswear & footwear | 83 | 5.2 | — | 4.7 | 4.9 | 5.9 | 7/7 |
| 22 | H&M 에이치앤엠 | Clothing retail | 76 | 4.7 | — | 5.0 | 4.3 | 4.9 | 7/7 |
| 23 | Topten 탑텐 | Clothing retail | 71 | 4.4 | — | 4.1 | 4.2 | 4.9 | 7/7 |
Food & drink
20 brands. Index 100 is the segment's average Desire of 5.8 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Nongshim 농심 | Packaged food & hot drinks | 122 | 7.0 | — | 7.4 | 6.3 | 7.5 | 7/7 |
| 2 | Pepero 빼빼로 | Snacks & confectionery | 115 | 6.7 | — | 7.2 | 6.1 | 6.7 | 7/7 |
| 3 | Chamisul 참이슬 | Alcoholic drinks | 115 | 6.6 | — | 6.5 | 6.3 | 7.1 | 7/7 |
| 4 | Pulmuone 풀무원 | Packaged food & hot drinks | 111 | 6.4 | — | 6.0 | 6.5 | 6.7 | 7/7 |
| 5 | Coca-Cola 코카콜라 | Soft drinks | 107 | 6.2 | — | 6.5 | 5.5 | 6.7 | 7/7 |
| 6 | Orion 오리온 | Snacks & confectionery | 106 | 6.2 | — | 6.2 | 5.6 | 6.7 | 7/7 |
| 7 | Cass 카스 | Alcoholic drinks | 106 | 6.1 | — | 5.9 | 5.8 | 6.6 | 7/7 |
| 8 | Jeju Samdasoo 제주삼다수 | Soft drinks | 106 | 6.1 | — | 5.8 | 5.8 | 6.7 | 7/7 |
| 9 | Ottogi 오뚜기 | Packaged food & hot drinks | 104 | 6.0 | — | 5.6 | 5.7 | 6.8 | 7/7 |
| 10 | Maxim 맥심 | Packaged food & hot drinks | 102 | 5.9 | — | 5.5 | 5.2 | 6.9 | 7/7 |
| 11 | Spam 스팸 | Packaged food & hot drinks | 101 | 5.9 | — | 5.8 | 5.2 | 6.5 | 7/7 |
| 12 | Monster Energy 몬스터 에너지 | Soft drinks | 97 | 5.6 | — | 6.6 | 5.1 | 5.2 | 7/7 |
| 13 | Pringles 프링글스 | Snacks & confectionery | 95 | 5.5 | — | 6.2 | 4.8 | 5.5 | 7/7 |
| 14 | Sprite 스프라이트 | Soft drinks | 93 | 5.4 | — | 5.5 | 4.8 | 5.8 | 7/7 |
| 15 | Pepsi 펩시 | Soft drinks | 91 | 5.3 | — | 5.4 | 4.8 | 5.6 | 7/7 |
| 16 | Poca Chip 포카칩 | Snacks & confectionery | 89 | 5.2 | — | 5.3 | 4.6 | 5.6 | 7/7 |
| 17 | Saero 새로 | Alcoholic drinks | 88 | 5.1 | — | 5.6 | 4.7 | 5.0 | 6/7 |
| 18 | Asahi 아사히 | Alcoholic drinks | 86 | 5.0 | — | 5.4 | 4.5 | 5.0 | 7/7 |
| 19 | Haitai 해태 | Snacks & confectionery | 83 | 4.8 | — | 4.5 | 4.4 | 5.5 | 7/7 |
| 20 | Kloud 클라우드 | Alcoholic drinks | 81 | 4.7 | — | 4.9 | 4.6 | 4.6 | 7/7 |
Eating out
15 brands. Index 100 is the segment's average Desire of 5.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Starbucks 스타벅스 | Coffee shops & bakeries | 125 | 6.9 | — | 7.3 | 6.2 | 7.3 | 7/7 |
| 2 | Baemin 배달의민족 | Food delivery | 123 | 6.8 | — | 7.3 | 5.6 | 7.6 | 7/7 |
| 3 | Kurly 컬리 | Food delivery | 123 | 6.8 | — | 7.1 | 6.2 | 7.2 | 7/7 |
| 4 | Sungsimdang 성심당 | Coffee shops & bakeries | 115 | 6.4 | — | 6.9 | 6.3 | 5.9 | 7/7 |
| 5 | McDonald's 맥도날드 | Fast food & restaurants | 105 | 5.8 | — | 6.3 | 4.9 | 6.3 | 7/7 |
| 6 | bhc Chicken bhc치킨 | Fast food & restaurants | 104 | 5.8 | — | 6.5 | 4.9 | 5.9 | 7/7 |
| 7 | A Twosome Place 투썸플레이스 | Coffee shops & bakeries | 97 | 5.4 | — | 5.5 | 5.0 | 5.8 | 7/7 |
| 8 | SSG.com 쓱닷컴 | Food delivery | 95 | 5.3 | — | 5.0 | 4.7 | 6.0 | 7/7 |
| 9 | Tous les Jours 뚜레쥬르 | Coffee shops & bakeries | 94 | 5.2 | — | 5.0 | 4.8 | 5.8 | 7/7 |
| 10 | Subway 서브웨이 | Fast food & restaurants | 91 | 5.1 | — | 5.3 | 4.8 | 5.2 | 7/7 |
| 11 | Ediya Coffee 이디야 | Coffee shops & bakeries | 89 | 4.9 | — | 4.5 | 4.5 | 5.8 | 7/7 |
| 12 | Lotteria 롯데리아 | Fast food & restaurants | 88 | 4.9 | — | 5.2 | 4.4 | 5.2 | 7/7 |
| 13 | Oasis Market 오아시스마켓 | Food delivery | 86 | 4.8 | — | 4.5 | 4.6 | 5.3 | 7/7 |
| 14 | KFC | Fast food & restaurants | 84 | 4.7 | — | 5.0 | 4.1 | 4.9 | 7/7 |
| 15 | Ddangyo 땡겨요 | Food delivery | 80 | 4.5 | — | 4.4 | 4.1 | 4.9 | 6/7 |
Technology
37 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 | Naver 네이버 | Search & AI assistants | 129 | 7.6 | — | 7.8 | 6.7 | 8.3 | 7/7 |
| 2 | Samsung 삼성 | Phones & devices | 127 | 7.5 | — | 7.7 | 6.8 | 8.0 | 7/7 |
| 3 | Apple 애플 | Phones & devices | 124 | 7.3 | — | 7.9 | 6.6 | 7.6 | 7/7 |
| 4 | Galaxy 갤럭시 | Phones & devices | 124 | 7.3 | — | 7.5 | 6.6 | 7.8 | 7/7 |
| 5 | KakaoTalk 카카오톡 | Social media & messaging | 123 | 7.3 | — | 7.0 | 6.6 | 8.2 | 7/7 |
| 6 | TikTok 틱톡 | Social media & messaging | 123 | 7.3 | — | 8.3 | 6.4 | 7.1 | 7/7 |
| 7 | Google 구글 | Search & AI assistants | 123 | 7.3 | — | 7.6 | 5.9 | 8.3 | 7/7 |
| 8 | Notion 노션 | Software & cloud | 122 | 7.2 | — | 7.6 | 6.7 | 7.2 | 7/7 |
| 9 | Canva 캔바 | Software & cloud | 120 | 7.1 | — | 7.3 | 6.5 | 7.3 | 7/7 |
| 10 | ChatGPT 챗GPT | Search & AI assistants | 119 | 7.0 | — | 8.2 | 5.6 | 7.3 | 7/7 |
| 11 | Instagram 인스타그램 | Social media & messaging | 115 | 6.8 | — | 7.4 | 6.1 | 6.9 | 7/7 |
| 12 | Google Drive 구글 드라이브 | Software & cloud | 111 | 6.6 | — | 6.2 | 5.5 | 8.0 | 7/7 |
| 13 | Adobe 어도비 | Software & cloud | 106 | 6.3 | — | 6.6 | 5.6 | 6.6 | 7/7 |
| 14 | Discord 디스코드 | Social media & messaging | 106 | 6.3 | — | 6.4 | 6.1 | 6.3 | 7/7 |
| 15 | Everytime 에브리타임 | Social media & messaging | 106 | 6.2 | — | 6.3 | 5.8 | 6.6 | 7/7 |
| 16 | Microsoft 마이크로소프트 | Phones & devices | 105 | 6.2 | — | 6.1 | 5.4 | 7.1 | 7/7 |
| 17 | Microsoft 365 마이크로소프트 365 | Software & cloud | 105 | 6.2 | — | 5.9 | 5.4 | 7.3 | 7/7 |
| 18 | iCloud 아이클라우드 | Software & cloud | 104 | 6.1 | — | 5.7 | 5.6 | 7.0 | 7/7 |
| 19 | Naver Cafe 네이버 카페 | Social media & messaging | 102 | 6.0 | — | 5.8 | 6.0 | 6.3 | 7/7 |
| 20 | Perplexity 퍼플렉시티 | Search & AI assistants | 99 | 5.8 | — | 6.7 | 4.6 | 6.3 | 6/7 |
| 21 | Blind 블라인드 | Social media & messaging | 98 | 5.8 | — | 6.2 | 5.6 | 5.7 | 6/7 |
| 22 | Zoom 줌 | Software & cloud | 96 | 5.7 | — | 5.8 | 4.9 | 6.4 | 7/7 |
| 23 | Gemini 제미나이 | Search & AI assistants | 96 | 5.7 | — | 6.1 | 4.8 | 6.1 | 6/7 |
| 24 | Wrtn 뤼튼 | Search & AI assistants | 95 | 5.6 | — | 6.0 | 5.2 | 5.7 | 7/7 |
| 25 | Claude 클로드 | Search & AI assistants | 95 | 5.6 | — | 5.8 | 5.1 | 5.9 | 6/7 |
| 26 | Naver Band 밴드 | Social media & messaging | 91 | 5.4 | — | 4.7 | 5.7 | 5.8 | 7/7 |
| 27 | X 엑스 | Social media & messaging | 90 | 5.3 | — | 6.1 | 4.7 | 5.2 | 7/7 |
| 28 | Telegram 텔레그램 | Social media & messaging | 88 | 5.2 | — | 5.3 | 4.6 | 5.7 | 7/7 |
| 29 | Hancom Office 한컴오피스 | Software & cloud | 85 | 5.0 | — | 4.7 | 4.7 | 5.7 | 7/7 |
| 30 | MSI 엠에스아이 | Phones & devices | 85 | 5.0 | — | 5.4 | 4.8 | 4.9 | 7/7 |
| 31 | Copilot 코파일럿 | Search & AI assistants | 80 | 4.7 | — | 4.8 | 4.2 | 5.2 | 7/7 |
| 32 | Threads 스레드 | Social media & messaging | 79 | 4.6 | — | 4.8 | 4.5 | 4.6 | 7/7 |
| 33 | Daum 다음 | Search & AI assistants | 72 | 4.3 | — | 3.8 | 4.1 | 4.9 | 7/7 |
| 34 | Lenovo 레노버 | Phones & devices | 72 | 4.3 | — | 4.1 | 3.8 | 4.9 | 7/7 |
| 35 | Facebook 페이스북 | Social media & messaging | 70 | 4.1 | — | 4.2 | 3.7 | 4.5 | 7/7 |
| 36 | Polaris Office 폴라리스 오피스 | Software & cloud | 64 | 3.8 | — | 3.5 | 3.5 | 4.3 | 7/7 |
| 37 | Bing 빙 | Search & AI assistants | 53 | 3.1 | — | 2.9 | 3.0 | 3.4 | 7/7 |
Media & entertainment
32 brands. Index 100 is the segment's average Desire of 5.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | YouTube 유튜브 | Video streaming & TV | 144 | 8.0 | — | 8.6 | 7.0 | 8.3 | 7/7 |
| 2 | Nintendo 닌텐도 | Gaming | 134 | 7.4 | — | 7.9 | 7.1 | 7.2 | 7/7 |
| 3 | Netflix 넷플릭스 | Video streaming & TV | 131 | 7.3 | — | 8.0 | 6.3 | 7.5 | 7/7 |
| 4 | Steam 스팀 | Gaming | 130 | 7.2 | — | 7.5 | 6.6 | 7.5 | 7/7 |
| 5 | YouTube Music 유튜브 뮤직 | Music & audio | 121 | 6.7 | — | 7.1 | 6.0 | 7.0 | 7/7 |
| 6 | Spotify 스포티파이 | Music & audio | 121 | 6.7 | — | 7.0 | 6.2 | 6.8 | 7/7 |
| 7 | Melon 멜론 | Music & audio | 116 | 6.4 | — | 6.4 | 5.9 | 7.0 | 7/7 |
| 8 | Naver News 네이버 뉴스 | News & publishing | 113 | 6.3 | — | 6.6 | 5.3 | 7.0 | 7/7 |
| 9 | Nexon 넥슨 | Gaming | 113 | 6.3 | — | 6.9 | 5.7 | 6.1 | 7/7 |
| 10 | Coupang Play 쿠팡플레이 | Video streaming & TV | 107 | 5.9 | — | 6.4 | 5.1 | 6.3 | 7/7 |
| 11 | TVING 티빙 | Video streaming & TV | 107 | 5.9 | — | 6.4 | 5.4 | 6.0 | 7/7 |
| 12 | Blizzard 블리자드 | Gaming | 105 | 5.8 | — | 6.1 | 5.5 | 5.8 | 7/7 |
| 13 | Apple Music 애플뮤직 | Music & audio | 104 | 5.7 | — | 5.6 | 5.4 | 6.2 | 7/7 |
| 14 | SBS | Video streaming & TV | 103 | 5.7 | — | 5.7 | 5.3 | 6.2 | 7/7 |
| 15 | JTBC | Video streaming & TV | 102 | 5.7 | — | 6.2 | 5.2 | 5.6 | 7/7 |
| 16 | MBC | Video streaming & TV | 102 | 5.6 | — | 5.4 | 5.3 | 6.2 | 7/7 |
| 17 | KBS | Video streaming & TV | 100 | 5.6 | — | 5.0 | 5.4 | 6.3 | 7/7 |
| 18 | Lotto 6/45 로또 6/45 | Betting & lottery | 98 | 5.4 | — | 6.2 | 4.6 | 5.5 | 7/7 |
| 19 | Netmarble 넷마블 | Gaming | 97 | 5.4 | — | 5.8 | 4.9 | 5.4 | 7/7 |
| 20 | Wavve 웨이브 | Video streaming & TV | 94 | 5.2 | — | 5.3 | 4.8 | 5.5 | 7/7 |
| 21 | Hankyoreh 한겨레 | News & publishing | 93 | 5.2 | — | 5.1 | 5.3 | 5.1 | 7/7 |
| 22 | Watcha 왓챠 | Video streaming & TV | 92 | 5.1 | — | 5.1 | 5.1 | 5.1 | 7/7 |
| 23 | Sports Toto 스포츠토토 | Betting & lottery | 91 | 5.0 | — | 5.4 | 4.6 | 5.0 | 7/7 |
| 24 | YTN | News & publishing | 86 | 4.8 | — | 5.0 | 4.3 | 5.1 | 7/7 |
| 25 | Let's Run 렛츠런 | Betting & lottery | 83 | 4.6 | — | 5.0 | 4.3 | 4.5 | 7/7 |
| 26 | Daum News 다음 뉴스 | News & publishing | 81 | 4.5 | — | 4.5 | 3.9 | 5.0 | 7/7 |
| 27 | Korea Economic Daily 한국경제 | News & publishing | 79 | 4.4 | — | 4.4 | 4.0 | 4.7 | 7/7 |
| 28 | Betman 베트맨 | Betting & lottery | 76 | 4.2 | — | 4.5 | 3.8 | 4.4 | 6/7 |
| 29 | Bugs 벅스 | Music & audio | 75 | 4.2 | — | 3.8 | 3.9 | 4.8 | 7/7 |
| 30 | Hangame 한게임 | Gaming | 75 | 4.2 | — | 4.0 | 4.2 | 4.3 | 7/7 |
| 31 | Proto 프로토 | Betting & lottery | 67 | 3.7 | — | 4.0 | 3.4 | 3.8 | 6/7 |
| 32 | Kcycle 경륜 | Betting & lottery | 60 | 3.3 | — | 3.4 | 3.1 | 3.5 | 5/7 |
Telecoms
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 | SK Telecom SK텔레콤 | Mobile networks | 143 | 6.8 | — | 7.1 | 5.8 | 7.5 | 7/7 |
| 2 | KT | Broadband & pay TV | 124 | 5.9 | — | 6.0 | 5.1 | 6.7 | 7/7 |
| 3 | LG U+ LG유플러스 | Mobile networks | 124 | 5.9 | — | 6.0 | 5.1 | 6.5 | 7/7 |
| 4 | SK Broadband SK브로드밴드 | Broadband & pay TV | 106 | 5.1 | — | 5.0 | 4.4 | 5.8 | 7/7 |
| 5 | KT M mobile KT엠모바일 | Mobile networks | 97 | 4.6 | — | 4.4 | 3.9 | 5.5 | 7/7 |
| 6 | Liiv M 리브모바일 | Mobile networks | 94 | 4.5 | — | 4.5 | 3.9 | 5.1 | 7/7 |
| 7 | B tv | Broadband & pay TV | 90 | 4.3 | — | 4.2 | 3.8 | 4.9 | 7/7 |
| 8 | KT Skylife 스카이라이프 | Broadband & pay TV | 84 | 4.0 | — | 3.9 | 3.5 | 4.6 | 7/7 |
| 9 | Freet 프리티 | Mobile networks | 79 | 3.8 | — | 3.4 | 3.4 | 4.6 | 6/7 |
| 10 | HCN | Broadband & pay TV | 59 | 2.8 | — | 2.6 | 2.7 | 3.2 | 7/7 |
Automotive
10 brands. Index 100 is the segment's average Desire of 6.0 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Hyundai 현대자동차 | Mainstream cars | 118 | 7.0 | — | 7.1 | 6.3 | 7.7 | 7/7 |
| 2 | Kia 기아 | Mainstream cars | 115 | 6.8 | — | 7.0 | 6.2 | 7.3 | 7/7 |
| 3 | Tesla 테슬라 | Premium & luxury cars | 111 | 6.6 | — | 8.2 | 5.9 | 5.8 | 7/7 |
| 4 | Porsche 포르쉐 | Premium & luxury cars | 109 | 6.5 | — | 7.2 | 6.3 | 6.0 | 7/7 |
| 5 | Mercedes-Benz 벤츠 | Premium & luxury cars | 107 | 6.3 | — | 6.5 | 6.0 | 6.5 | 7/7 |
| 6 | BMW 비엠더블유 | Premium & luxury cars | 103 | 6.1 | — | 6.3 | 5.8 | 6.3 | 7/7 |
| 7 | Genesis 제네시스 | Premium & luxury cars | 101 | 6.0 | — | 6.1 | 5.8 | 6.3 | 7/7 |
| 8 | Toyota 토요타 | Mainstream cars | 97 | 5.8 | — | 5.3 | 5.4 | 6.6 | 7/7 |
| 9 | BYD 비야디 | Mainstream cars | 74 | 4.4 | — | 5.6 | 3.7 | 3.9 | 6/7 |
| 10 | Renault Korea 르노코리아 | Mainstream cars | 66 | 3.9 | — | 3.9 | 3.7 | 4.2 | 7/7 |
Travel
15 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 | Korean Air 대한항공 | Airlines | 129 | 6.5 | — | 6.5 | 6.1 | 6.8 | 7/7 |
| 2 | Airbnb 에어비앤비 | Hotels & holidays | 128 | 6.5 | — | 7.4 | 6.0 | 6.0 | 7/7 |
| 3 | Yanolja 야놀자 | Hotels & holidays | 119 | 6.0 | — | 6.6 | 5.1 | 6.3 | 7/7 |
| 4 | Jeju Air 제주항공 | Airlines | 112 | 5.6 | — | 6.1 | 5.1 | 5.7 | 7/7 |
| 5 | T-money 티머니 | Transport & ride-hailing | 112 | 5.6 | — | 4.9 | 4.5 | 7.4 | 7/7 |
| 6 | SoCar 쏘카 | Transport & ride-hailing | 105 | 5.3 | — | 5.9 | 4.6 | 5.4 | 7/7 |
| 7 | Asiana Airlines 아시아나항공 | Airlines | 102 | 5.1 | — | 4.9 | 4.9 | 5.5 | 7/7 |
| 8 | Korail 코레일 | Transport & ride-hailing | 100 | 5.0 | — | 4.8 | 4.1 | 6.3 | 7/7 |
| 9 | SRT 에스알티 | Transport & ride-hailing | 98 | 4.9 | — | 4.9 | 4.1 | 5.8 | 7/7 |
| 10 | Agoda 아고다 | Hotels & holidays | 94 | 4.7 | — | 4.9 | 3.9 | 5.4 | 7/7 |
| 11 | Interpark Tour 인터파크 투어 | Hotels & holidays | 91 | 4.6 | — | 4.5 | 4.1 | 5.1 | 7/7 |
| 12 | T'way Air 티웨이항공 | Airlines | 86 | 4.3 | — | 4.6 | 3.8 | 4.5 | 7/7 |
| 13 | Uber 우버 | Transport & ride-hailing | 80 | 4.0 | — | 4.7 | 3.2 | 4.2 | 7/7 |
| 14 | Expedia 익스피디아 | Hotels & holidays | 74 | 3.7 | — | 3.5 | 3.4 | 4.2 | 7/7 |
| 15 | Eastar Jet 이스타항공 | Airlines | 71 | 3.6 | — | 3.8 | 3.2 | 3.8 | 7/7 |
Beauty & personal care
10 brands. Index 100 is the segment's average Desire of 6.0 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Rom&nd 롬앤 | Skincare & cosmetics | 118 | 7.1 | — | 8.0 | 6.6 | 6.6 | 7/7 |
| 2 | Innisfree 이니스프리 | Skincare & cosmetics | 109 | 6.5 | — | 6.4 | 6.4 | 6.9 | 7/7 |
| 3 | Mise en scene 미쟝센 | Haircare & personal care | 106 | 6.4 | — | 6.6 | 5.8 | 6.8 | 7/7 |
| 4 | Clio 클리오 | Skincare & cosmetics | 103 | 6.2 | — | 6.7 | 5.7 | 6.1 | 7/7 |
| 5 | Sulwhasoo 설화수 | Skincare & cosmetics | 102 | 6.1 | — | 6.2 | 5.8 | 6.4 | 7/7 |
| 6 | Dove 도브 | Haircare & personal care | 102 | 6.1 | — | 5.7 | 6.0 | 6.6 | 7/7 |
| 7 | Hera 헤라 | Skincare & cosmetics | 97 | 5.8 | — | 6.0 | 5.6 | 5.9 | 7/7 |
| 8 | Gillette 질레트 | Haircare & personal care | 89 | 5.3 | — | 5.3 | 4.6 | 6.0 | 7/7 |
| 9 | Ryo 려 | Haircare & personal care | 88 | 5.3 | — | 5.3 | 4.7 | 5.9 | 7/7 |
| 10 | 2080 | Haircare & personal care | 86 | 5.1 | — | 4.8 | 4.4 | 6.2 | 7/7 |
Home & household
10 brands. Index 100 is the segment's average Desire of 5.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | LG LG전자 | Home appliances | 127 | 7.0 | — | 7.0 | 6.3 | 7.7 | 7/7 |
| 2 | Dyson 다이슨 | Home appliances | 118 | 6.5 | — | 7.7 | 5.5 | 6.3 | 7/7 |
| 3 | Lock&Lock 락앤락 | Household products | 109 | 6.0 | — | 5.7 | 5.3 | 6.9 | 7/7 |
| 4 | Coway 코웨이 | Home appliances | 108 | 5.9 | — | 5.9 | 5.1 | 6.7 | 7/7 |
| 5 | Cuckoo 쿠쿠 | Home appliances | 102 | 5.6 | — | 5.6 | 4.8 | 6.5 | 7/7 |
| 6 | Downy 다우니 | Household products | 98 | 5.4 | — | 5.4 | 4.7 | 6.1 | 7/7 |
| 7 | Philips 필립스 | Home appliances | 94 | 5.2 | — | 4.9 | 4.9 | 5.6 | 7/7 |
| 8 | Yuhanrox 유한락스 | Household products | 87 | 4.8 | — | 4.3 | 4.3 | 5.7 | 6/7 |
| 9 | Beat 비트 | Household products | 82 | 4.5 | — | 4.3 | 3.9 | 5.3 | 5/7 |
| 10 | Saffron 샤프란 | Household products | 75 | 4.1 | — | 4.0 | 3.8 | 4.6 | 5/7 |
Health & fitness
10 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 | Nike Run Club 나이키 런 클럽 | Gyms & fitness | 122 | 6.4 | — | 6.3 | 6.3 | 6.5 | 7/7 |
| 2 | Strava 스트라바 | Gyms & fitness | 119 | 6.2 | — | 6.3 | 6.1 | 6.2 | 7/7 |
| 3 | Samsung Health 삼성 헬스 | Gyms & fitness | 118 | 6.2 | — | 5.9 | 5.3 | 7.2 | 7/7 |
| 4 | Cheong Kwan Jang 정관장 | Health & medicines | 114 | 6.0 | — | 5.8 | 5.5 | 6.5 | 7/7 |
| 5 | Cashwalk 캐시워크 | Gyms & fitness | 99 | 5.2 | — | 5.4 | 4.3 | 5.8 | 7/7 |
| 6 | Bacchus 박카스 | Health & medicines | 98 | 5.1 | — | 5.2 | 4.2 | 6.0 | 7/7 |
| 7 | Anytime Fitness 애니타임 피트니스 | Gyms & fitness | 88 | 4.6 | — | 4.0 | 4.7 | 5.1 | 7/7 |
| 8 | Tylenol 타이레놀 | Health & medicines | 87 | 4.5 | — | 4.0 | 3.8 | 5.7 | 7/7 |
| 9 | Aronamin 아로나민 | Health & medicines | 82 | 4.3 | — | 3.9 | 3.6 | 5.2 | 6/7 |
| 10 | Urusa 우루사 | Health & medicines | 75 | 3.9 | — | 3.5 | 3.5 | 4.7 | 7/7 |
Energy
4 brands. Index 100 is the segment's average Desire of 3.6 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | KEPCO 한국전력 | Energy & fuel | 125 | 4.6 | — | 4.3 | 3.5 | 5.9 | 7/7 |
| 2 | Samchully 삼천리 | Energy & fuel | 95 | 3.5 | — | 3.1 | 3.0 | 4.3 | 7/7 |
| 3 | E1 | Energy & fuel | 91 | 3.3 | — | 3.0 | 2.9 | 4.1 | 7/7 |
| 4 | Korea District Heating 한국지역난방공사 | Energy & fuel | 89 | 3.2 | — | 2.7 | 2.9 | 4.1 | 7/7 |
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.
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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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