SEOUL, South Korea//- – Despite a challenging backdrop, South Korea’s top 150 brands demonstrated remarkable resilience by growing 7% year-on-year to USD342.2 billion in collective value this year, according to the latest South Korea 150 2025 report by Brand Finance, the world’s leading brand valuation consultancy.
The electronics, automotive and banking sectors were key drivers of this momentum, accounting for more than half of the ranking’s total brand value.
Samsung continues its reign at the summit of South Korea’s brand landscape for the ninth consecutive year, with its brand value rising 9% to USD89.4 billion. The tech titan’s dominance is driven by global scale, innovation, and its symbolic role in South Korea’s economic ascent.
In 2024, growth was fuelled by a rebound in smartphones and semiconductors, strategic AI and chip investments, and sustainability efforts such as renewable-powered factories and circular economy initiatives. Strong domestic and global trust cements its lead over other top brands.
Hyundai and SK hynix complete the top three in this year’s ranking. Hyundai’s brand value rose 15% to USD26.4 billion, underpinned by strong business results, rising EV sales, and favourable exchange rates. A KRW24.3 trillion domestic investment aims to boost EV production and mobility R&D, while sustainability efforts and global leadership moves continue to strengthen its industrial and technological profile.
SK hynix posted the biggest brand value growth among the top three, with its brand value rising 37% to USD13.7 billion. This follows record FY2024 results, including a 102% revenue surge and 41% operating margin, driven by global demand for AI memory and leadership in HBM and high-density DRAM technologies.
Samsung Heavy Industries (brand value up 32% to USD577 million) is South Korea’s strongest brand ranked in 2025, earning a Brand Strength Index (BSI) score of 93.4/100 and a AAA+ brand strength rating.
The company enjoys high domestic credibility and familiarity, backed by major 2024 developments including a key shipbuilding contract, a CCS partnership with Bureau Veritas, and selection for Equinor’s Bandibuli wind project. Success in LNG and drill ship contracts, along with advances in clean marine technologies, have reinforced its reputation for sustainable innovation and high-value engineering.
The second and third strongest South Korean brands of 2025 are Samsung C&T (brand value up 15% to USD6.0 billion) and Samsung Securities (brand value up 42% to USD618 million) with BSI scores of 93.3/100 and 93.2/100 respectively. Both brands earned an AAA+ brand strength rating.
With its brand value soaring 104% to USD340 million, GS EPS is South Korea’s fastest growing brand in 2025. The sharp rise reflects improved revenue forecasts amid growing energy demand, despite a challenging 2024 marked by a 46% drop in Q1 operating profit due to lower wholesale electricity prices. A leadership reshuffle and long-term demand outlook have strengthened confidence in the brand’s future, driving its impressive value growth.
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented: “South Korean brands are proving that resilience is not just about weathering challenges, but about evolving through them. Market leaders like Samsung and Hyundai continue to set the benchmark with bold investments in AI, chipmaking, and sustainable mobility, reinforcing their global relevance.
Meanwhile, fast risers such as GS EPS signal a shift towards future-facing sectors like energy and infrastructure. Despite political uncertainty, the sustained 7% growth in brand value this year shows that South Korea’s brand ecosystem is underpinned by deep trust, strategic agility, and a strong commitment to innovation.
In addition to being South Korea’s most valuable brand, Samsung also recorded the highest Sustainability Perceptions Value (SPV) in the country. According to the Sustainability Perceptions Index 2025, the brand’s SPV stands at USD7.9 billion, the highest among South Korean brands ranked.
