November 2025 continued to be an active month on social media as brands intensified their activities to accelerate momentum for the final of the year. Many major events, attractive promotional programs, and interactive communication activities were launched. So, what significant shifts did the YMI Brand Ranking for November 2025 capture across different industries?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – November 2025, brought to you by YouNet Media.
*Starting from January 2025, the YMI Brand Ranking will focus on four key industries: Beer, Dairy (Powdered Milk segment), Banking, and Insurance.
Outstanding Activities of Brands on Social Media in November 2025
Heineken, NAN, Techcombank, and Prudential are the leading names on the YMI Brand Rankings for November 2025, representing the most dynamic industries: Beer, Powdered Milk, Banking, and Insurance.
- The Beer industry saw a cooling trend with over 698.8K mentions, a 50.81% decrease compared to the previous month. Heineken continued to lead the rankings thanks to its promotional series for the new “Heineken Silver” aluminum-bottle edition. Bia Saigon rose to #2 with the minigame “Hành Trình Vinh Danh Người Truyền Lửa” and the MV “1001 Điều Special”. Larue maintained its presence through community activities supporting Da Nang residents after the floods, while Tiger and Bia Hanoi recorded mentions centered on interactive minigames and events.
- The Powdered Milk industry maintained its heat with 1.47M mentions, a slight 7.13% decrease from the previous month. NAN held the top spot through interactive activities, notably the “Nhập Môn Chăm Con Mát Dạ Chuẩn Khoa Học” contest. Aptamil moved up to #2 driven by minigames and livestreams. Friso made a spectacular breakthrough to #3 by focusing communication on its new “Milk Liquid Complex” formula. Similac retained users through collaborative livestreams, and NutiFood GrowPLUS+ returned to the Top 5 with the “Vẽ Chuyện Lớn” festival and minigame activities.
- The Banking industry surged with over 1.86M mentions, a 26.56% increase compared to the previous month. Techcombank secured the top position by organizing Vietnam’s largest marathon and partnering with major music events. Vikki maintained its runner-up position with the “Tiết kiệm Vikki – Trúng Vàng Ký Mùa 2” program. VPBank sustained engagement through the Esports festival “VPBank presents T1 in Vietnam,” while VIB returned to the Top 5 as the main sponsor for the “Anh Trai Say Hi 2025” show and concert. Vietcombank remained active through reality show sponsorships and minigames.
- The Insurance industry was less active with over 470K mentions, a 3.95% decrease from the previous month. Prudential held #1 with the “PRU Volunteer 2025” community program and engaging minigames. Manulife maintained its presence with the “Chọn XANH Cho KHỎE” campaign. AIA achieved an impressive leap into the Top 5 thanks to the “Sống khỏe cùng AIA” event series and the “Chuyến xe Đồng Cam Cộng Khoẻ” radio series. Chubb Life and Dai-ichi Life sustained engagement through minigames and CSR activities.
Overview of the YMI Brand Ranking System – Scope of the Report
The YMI Brand Ranking System was launched by YouNet Media in 2019, aimed at establishing a new measurement standard for evaluating and ranking the effectiveness of brand and campaign activities. The YMI Brand Ranking provides a neutral and objective perspective on brand performance by industry on social media.
The brand rankings in the YMI Brand Ranking are assessed based on an integration of several indicators:
- Brand Mention Score (based on the volume of conversations mentioning the brand),
- Sentiment Score (based on positive & negative discussion on social media)
- Buzz Score (based on total mentions generated about the brand on social media)
- Audience Scale Score (based on the number of unique audiences who participate in the conversations about the brand).
Brands appearing in the rankings must meet the criteria of achieving a positive Sentiment Index.
YMI Brand Ranking of the Month in October 2025: TOP 5 brands from 4 industries with effective activity on social media in November 2025 (1/11/2025 – 30/11/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 11.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in November 2025
In November 2025, the Beer industry cooled down with over 698.8K mentions, a 50.81% decrease compared to the previous month. The Top 5 brands on the YMI Beer Ranking include: Heineken, Bia Saigon, Larue, Tiger, and Bia Hanoi.
Heineken maintained its top position as the YMI Brand of the Month for November 2025 in the Beer category. The brand launched a series of promotions for the new “Heineken Silver” aluminum-bottle edition, combining offline events with online interaction. Notable activities included “The Silver Coolture” launch night and a CapCut minigame. Heineken recorded a 34.79% decrease in total mentions, a 36.54% decrease in brand mentions, and a 41.22% decrease in user participation compared to the previous month.
Bia Saigon rose to #2 as the YMI Brand of the Month for November 2025 in the Beer category. The brand focused on the “Hành Trình Vinh Danh Người Truyền Lửa” minigame, marking SABECO’s 150th anniversary. They also released the MV “1001 Điều Special” featuring Mew Amazing, Jun Phạm, Tăng Phúc, Trang Pháp. Bia Saigon saw a 24.87% increase in total mentions and a 17.51% increase in brand mentions, though user participation decreased by 26.06% compared to the previous month.
Larue maintained their rank #3 as the YMI Brand of the Month for November 2025 in the Beer category. The brand gained attention through community support for Da Nang residents post-flood, contributing over 1 billion VND. These activities not only demonstrated the brand’s social commitment but also helped Larue maintain a positive presence on social media. Larue reported a 59.81% decrease in total mentions, a 59.42% decrease in brand mentions, and a 61.66% decrease in user participation compared to the previous month.
Tiger ranked #4 as the YMI Brand of the Month for November 2025 in the Beer category. Over the past month, the brand has been frequently mentioned in football-related content and the implementation of interactive activities such as the minigame “Săn Lộc – Nhận Quà Bản Lĩnh“. Tiger experienced a 87.82% decrease in total mentions, a 93.81% decline in brand mentions, and a 73.47% downturn in user participation compared to the previous month.
Bia Hanoi entered the Top 5 to rank #5 as the YMI Brand of the Month for November 2025 in the Beer category. The brand organized the “Lễ hội Bia Hà Nội 2025” with a major concert with Quân A.P, Chi Pu, ST Sơn Thạch, Thiều Bảo Trâm and interactive minigames sharing the festival’s moments. Bia Hanoi recorded a strong 125.14% increase in total mentions, a significant 175.75% growth in brand mentions, and a 122.21% rise in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in November 2025
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in November 2025
In November 2025, powdered milk brands maintained a high volume of 1.47M mentions, a slight 7.13% decrease compared to the previous month. The Top 5 brands on the YMI Powdered Milk Ranking include: NAN, Aptamil, Friso, Similac, and NutiFood GrowPLUS+.
NAN secured the #1 position as the YMI Brand of the Month for November 2025 in the Powdered Milk category. The brand affirmed its leading position through its presence at the “Festival Mẹ Bầu & Em Bé 2025” event. The brand organized the “Nhập Môn Chăm Con Mát Dạ Chuẩn Khoa Học” contest along with a series of interactive minigames such as “Ghép chuẩn dưỡng chất – Rinh ngay quà xịn“ and “Tìm lợi ích vàng – Quà xinh ngập tràn“. NAN recorded a 12.73% decrease in total mentions, a 10.64% drop in brand mentions, and a 1.05% decline in user participation compared to the previous month.
Aptamil advanced to #2 position as the YMI Brand of the Month for November 2025. The brand boosted interaction through the “Aptamil x Con Cưng” livestream and minigames for modern mothers. In particular, Aptamil focused on promoting its “Aptamil New” product line for babies born via C-section through discussions in parenting groups. Aptamil recorded a 34.45% increase in total mentions, a 42.64% increase in brand mentions, and a 44.91% increase in user participation compared to the previous month.
Friso delivered the most notable breakthrough of the month, reaching the #3 spot in the YMI Brand of the Month T11.2025. Highlights of the month included the livestream event series “HỘI THẢO TIỀN SẢN: Thai kỳ nhẹ nhàng – Con yêu vững vàng“ and an exclusive livestream session in collaboration with Gon Pink. The brand focused on promoting discussion about the new “Milk Liquid Complex” formula of the “Friso Pro” line within parenting communities. Friso recorded a phenomenal 1297.71% increase in total mentions, a sharp 1374.46% surge in brand mentions, and a 358.75% growth in user participation compared to the previous month.
Similac secured its #4 position as the YMI Brand of the Month for November 2025. The brand’s standout activity was its livestream at the “Mẹ Bầu và Em Bé 2025” event, featuring Hot Mom Thanh Trần. Lively discussions about “5G nutrition” in specialized online groups helped the brand maintain stable brand mentions. Similac recorded a 32.48% decrease in total mentions, a 54.97% decrease in brand mentions, and a 50.26% decrease in user participation compared to the previous month.
NutiFood GrowPLUS+ caught attention by returning to the top 5 YMI Brand of the Month for November 2025. The brand organized the “Ngày hội Vẽ Chuyện Lớn“ event, featuring young artists such as Dương Domic, Anh Tú, Tăng Duy Tân và Võ Tấn Phát. Additionally, the interactive Mega Livestream 11.11 and minigames significantly contributed to the discussions volume. NutiFood GrowPLUS+ recorded a 52.45% increase in total mentions, a 93% increase in brand mentions, and a sharp 291.94% increase in user participation compared to the previous month.
3. YMI Ranking – Top 5 Banking Brands on Social Media in November 2025
In November 2025, banking brands experienced a boom with over 1.86M mentions, a surge of 26.56%. The Top 5 brands include: Techcombank, Vikki, VPBank, VIB and Vietcombank.
Techcombank impressively maintained its #1 spot as the YMI Brand of the Month for November 2025 thanks to the largest running event in Vietnam, the “Techcombank Ho Chi Minh City International Marathon”. The brand also dominated social media as the co-investor of “Y-CONCERT 2025” and the “Tân Binh Toàn Năng“ TV show. Techcombank recorded a 53.79% increase in total mentions, a 32.94% increase in brand mentions, and a 127.39% increase in user participation compared to the previous month.
Vikki secured the #2 spot as the YMI Brand of the Month for November 2025, retaining its ranking thanks to its role as Diamond Sponsor for the “Lễ hội Ẩm thực Chay 2025”. The bank continued its livestream series “Tiết kiệm Vikki – Trúng Vàng Ký MÙA 2” and CSR activities, supporting the Vietnam Fatherland Front with 5.3 billion VND. Vikki recorded a 38.51% increase in total mentions, a 25.86% growth in brand mentions, and a 10.55% rise in user participation compared to the previous month.
VPBank held the #3 position as the YMI Brand of the Month for November 2025. The brand attracted significant attention through interactive minigames giving away tickets to the “G-Dragon 2025 World Tour [Übermensch] IN HANOI” concert and a series of promotional activities for the Esports event “VPBank presents T1 in Vietnam”. Partnering with the T1 team helped the bank effectively reach the gaming community. VPBank recorded a 33.26% decrease in total mentions, a 37.93% decrease in brand mentions, and a 9.94% decrease in user participation compared to the previous month.
VIB made a remarkable return to the top 5, securing the #4 position. The brand continued to assert its presence in the entertainment sector as the main sponsor for the “Anh Trai Say Hi 2025” show and concert. In addition, the bank launched a series of interactive minigames called “Hãy Chọn Giá Tốt” in collaboration with major brands such as Lazada, Panasonic, and LG. VIB recorded a significant 51.1% increase in total mentions, a 48.97% increase in brand mentions, but a slight 0.44% decrease in user participation compared to the previous month.
Vietcombank continues to maintain its strong position as #5 YMI Brand of the Month for November 2025. The bank focused on promoting the VCB Digibank application by sponsoring the reality show “Chiến Sĩ Quả Cảm”. In addition, the brand implemented a series of interactive minigames such as “Bay càng nhiều, thưởng càng lớn“ and “Bước nhảy may mắn”. Vietcombank recorded a 12.23% decrease in total mentions, a 16.47% decrease in brand mentions, and an 18.09% decrease in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Banking Industry on Social Media in November 2025
4. YMI Ranking – Top 5 Insurance Brands on Social Media in November 2025
In November 2025, insurance brands were less active with over 470K mentions, a 3.95% decrease from the previous month. The Top 5 brands include: Prudential, Manulife, AIA, Chubb Life and Dai-ichi Life.
Prudential continued to hold the #1 spot as the YMI Brand of the Month for November 2025 in the Insurance category thanks to its CSR activities, supporting VND 2.1 billion to improve school facilities in Lao Cai through the “PRU Volunteering 2025” program via the Prudence Foundation. The brand also recorded positive discussions when honored at the “Saigon Times CSR Awards 2025” and continued the “First Of All” video series on leadership journeys. Prudential recorded a 17.07% decrease in total mentions, a 19.43% decrease in brand mentions, and a 41.35% decrease in user participation compared to the previous month.
Manulife held the #2 position as the YMI Brand of the Month for November 2025 in the Insurance category. The brand continued to promote its “Chọn XANH cho KHOẺ” campaign with a series of digestive health check-up events in various provinces and cities, and the “Đài Phát Xanh” AI music composition contest. Interactive activities at shopping malls and weekly minigames helped maintain the brand’s discussion momentum. Manulife recorded a 15.98% increase in total mentions, a 19.55% increase in brand mentions, and a 42.16% increase in user participation compared to the previous month.
AIA made a strong breakthrough into the top 5, securing the #3 position in YMI Brand of the Month for November 2025. The brand implemented an event chain – “Sống khỏe cùng AIA“ – focusing on stroke prevention, and the “AIA Pink Journey – Hành trình yêu thương“ campaign in Hai Phong. In addition, interactive activities such as the “Check-in Hình Xinh” minigame and the “Chuyến xe Đồng Cam Cộng Khoẻ” radio series also contributed positively to the volume of discussion. AIA recorded a significant 70.56% increase in total mentions, a 61.07% increase in brand mentions, and a 62.88% increase in user participation compared to the previous month.
Chubb Life moved up one position to rank #4 as the YMI Brand of the Month for November 2025 in the Insurance category. The brand focused on insurance education content through its video series “Bí Quyết Vô Lo” and “Hiểu Bảo Hiểm, Dám Bảo Vệ”. In addition, interactive minigames “Cùng Chubb Life Tri Ân Thầy Cô” and “Khám Phá “Ngôn Ngữ Cảm Ơn của bạn” also attracted significant engagement. Chubb Life recorded a 24.68% increase in total mentions, a 13.07% increase in brand mentions, but a 28.38% decrease in user participation compared to the previous month.
Dai-ichi Life secured the #5 spot as the YMI Brand of the Month for November 2025 in the Insurance category. The brand stands out with its CSR activities, such as donating 3.4 billion VND to overcome the consequences of floods and awarding scholarships under the “Tiếp Sức Đến Trường 2025” program. Organizing blood donation events and Ikebana art workshops also made a positive impression on users. Dai-ichi Life saw a 18.38% decrease in total mentions and a slight 1.48% decline in brand mentions, but a 9.36% increase in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in November 2025
Stay tuned for the update of the YMI Brand Ranking for December 2025 with YouNet Media.
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