Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – May 2026, brought to you by YouNet Media.
In May 2026, brands concentrated on deploying a diverse range of interactive initiatives such as minigames, livestreams, promotional programs, sports events, and entertainment events to sustain coverage and connect with users. How did the YMI Brand Ranking for May 2026 record fluctuations within each industry?
*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 May 2026
Heineken, NAN, VPBank, and Prudential spearheaded the YMI ranking social media ranking in May 2026, representing the vibrant industries of Beer, Powdered Milk, Banking, and Insurance.
- The Beer industry in May 2026 experienced robust growth with 1.59M total mentions, representing a 146.27% surge compared to the previous month. Heineken rose to the top of the leaderboard thanks to the event “Heineken FanStation” for the UEFA Champions League final, featuring MisThy, Cris Devil Gamer, and Nhan Phúc Vinh. Tiger secured the 2nd spot with the campaign “Bật Lon Coolpack – Săn Tiger Vàng” and the launch of “Tiger Êm Mới” with the message “Vị êmmm hậu đããã“. Larue jumped 3 spots to 3rd place thanks to the event “Larue – Tự hào hương vị văn hóa ẩm thực Đà Nẵng” and the promotional program “Hè Khui Larue, Săn Quà Cùng Chiến Hữu“. 1664 Blanc ranked 4th with the photo contest “Săn Chạng Vạng – Thăng Hạng Gu Chất” alongside Quỳnh Anh Shyn, Quốc Anh, and media sponsorship from Kenh14.vn. Michelob Ultra surged 9 spots to 5th place thanks to a series of minigames warming up the Pickleball tournament “Michelob ULTRA – Châu Á Mở rộng 2026” and the influence of brand ambassador Lý Hoàng Nam.
- The Powdered Milk industry in May 2026 registered stable growth with 2.42M discussions, an increase of 32.32% compared to the previous month. NAN maintained its pole position on the leaderboard through the minigame “Giải mã từ khóa vàng” promoting the NAN InfiniPro A2 line and the campaign “Mùa mẫn cảm không sao mẹ ơi“. Aptamil secured the 2nd spot via a series of minigames for Children’s Day 1/6 and the event launching 220 Con Cưng stores along with a Megalive. In 3rd place, Similac drove engagement thanks to community minigames and educational posts about HMOs nutrients. Hikid debuted at 4th position thanks to the campaign “Korea Trust Journey 2026” taking agents to visit the Ildong factory in Korea and a livestream from the factory. Abbott Grow landed in 5th place with the campaign “Hươu Cao Cổ chuẩn Mỹ” and the Megalive program with Con Cưng.
- The Banking industry in May 2026 recorded growth with 683.7K discussions, an increase of 21.41% compared to the previous month. VPBank climbed to the top thanks to the event series “Ngày Tài chính số 2026” and the music festival “E-Concert” featuring artists Isaac, Tóc Tiên, Trúc Nhân, Thoại Nghi. Techcombank ranked 2nd thanks to the partnership with the program “Anh Trai Vượt Ngàn Chông Gai 2026” and the playground “The NextX – Đấu trường A.I Kinh doanh“. LPBank held 3rd place thanks to the partnership with “Giải bóng chuyền nữ quốc tế Cúp VTV9 – Bình Điền 2026” and sponsorship of “Giải Bóng đá Vô địch Quốc gia LPBank – LPBank V.League 1-2025/26“. VIB rose 6 spots to 4th place thanks to the campaign launching the “VIB Max Card” line and the MV “Sống là phải Max“. TPBank surged 7 spots to 5th place thanks to the campaign celebrating its 18th anniversary and Diamond sponsorship of the program “Tinh Hà Say Hi“.
- The Insurance sector in May 2026 recorded a contraction with 256.7K discussions, down 20.54% from the preceding month. Maintaining its form, Prudential retained the number 1 position thanks to the campaign “Khởi Đầu Nhỏ – Khỏe Chủ Động” and the CSR activity “Cha-Ching” financial education. Manulife secured the 2nd spot via the miniseries “Beyond Income” collaborating with Vietsuccess and a series of activities promoting the new product “Xanh Phú Quý“. Dai-ichi Life rose 2 spots to 3rd place thanks to the minigame “Trong mắt con, Mẹ là…?” and the Rồng Vàng 2026 award. AIA ranked 4th with the running event “Tam Thanh cùng AIA” and the campaign “Rethink Healthy“. Bảo Việt rose 2 spots to 5th place with a series of events celebrating its 30th anniversary and the CSR program “Trọn hành trang – Sáng tương lai“.
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 May 2026: TOP 5 brands from 4 industries with effective activity on social media in May 2026 (1/5/2026 – 31/5/2026)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 5.2026 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in May 2026
In May 2026, the Beer industry registered robust growth with 1.59M total mentions, climbing 146.27% month-over-month. The top 5 leading brands on the YMI Beer industry ranking comprised Heineken, Tiger, Larue, 1664 Blanc, and Michelob Ultra.
Heineken rose to the top spot of the YMI Brand Ranking for May 2026 in the Beer sector, advancing 2 spots from the previous month. The label made a profound impact by organizing the event “Heineken FanStation” – a live viewing experience of the UEFA Champions League final on a big screen at Galaxy Cinema (Hanoi & HCMC). The event generated massive traction thanks to the participation of KOLs like MisThy, Cris Devil Gamer, Nhan Phúc Vinh, and coverage on football news sites. Additionally, the brand deployed a series of minigames for ticket hunting “Trổ tài đoán Fan đặc biệt” in coordination with major football fan clubs (Arsenal, MU, Real Madrid…). During the month, Heineken recorded exponential growth across all metrics: Total mentions increased by 495.73%, Brand mentions soared by 5360.7%, and the Audience Scale expanded by 242.75%.
Tiger maintained its 2nd position on the YMI Brand Ranking for May 2026. The brand’s prominent monthly activity originated from the campaign “Bật Lon Coolpack – Săn Tiger Vàng“, which attracted many discussions thanks to a prize-hunting program with valuable rewards (100 gold can prizes worth 50 million VND, 2000 cash prizes worth 5 million VND), combined with a series of shared content from artists Tiến Luật, Võ Tấn Phát, Neko Lê. In parallel, the campaign launching “Tiger Êm Mới” focused on conveying the message “Vị êmmm hậu đããã” through review and check-in posts by artists Tiến Luật, Vinh Râu and KOLs. As a result, Tiger generated striking growth indicators: Total mentions spiked by 408.08%, Brand mentions scaled up by 508.27%, and the Audience Scale expanded by 226.22%.
Advancing 3 spots from the prior month, Larue occupied 3rd place on the YMI Brand Ranking for May 2026. The brand’s standout activity came from the event “Larue – Tự hào hương vị văn hóa ẩm thực Đà Nẵng” (Da Nang Food Tour 2026) – a strategic PR activity to reinforce its position as the “national beer” of the Central region by signing an agreement with the Da Nang Department of Culture, Sports and Tourism. Additionally, the promotional program “Hè Khui Larue, Săn Quà Cùng Chiến Hữu” applied in the Western region with a direct cap-opening prize draw also attracted attention. During the month, Larue recorded a 503.76% increase in Total mentions, a 3259.67% growth in Brand mentions, and a 318.83% uptick in Audience Scale.
1664 Blanc finished in 4th place on the YMI Brand Ranking for May 2026, dropping 3 spots from the previous month. The brand’s standout activity of the month came from the photo contest “Săn Chạng Vạng – Thăng Hạng Gu Chất” – a flagship campaign creating a check-in trend at outdoor rooftops/bars during the “blue hour”, with the companionship of Quỳnh Anh Shyn, Quốc Anh, and media sponsorship from Kenh14.vn. Metric-wise, 1664 Blanc recorded a 90.89% decline in Total mentions, a 95.31% drop in Brand mentions, and a 93.94% contraction in Audience Scale.
Michelob Ultra surged 9 spots to 5th place on the YMI Brand Ranking for May 2026. The brand generated massive engagement thanks to a series of minigames warming up the Pickleball tournament “Michelob ULTRA – Châu Á Mở rộng 2026” with activities like “Khoe đồng đội nhận bia“, “Gia Cát Dự nhà vô địch” offering prizes such as VIP tickets and professional Pickleball equipment. The influence of brand ambassador Lý Hoàng Nam through “find a teammate” content also contributed to brand awareness and discussions within the Pickleball community. Michelob Ultra recorded explosive growth: Total mentions increased by 1809.72%, Brand mentions soared by 2993.31%, and the Audience Scale expanded by 912.20%.
Explore the Beer brand ranking on social media in May 2026
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in May 2026
In May 2026, the Powdered Milk sector experienced stable growth with 2.42M discussions, up 32.32% compared to the prior month. The top 5 leading brands on the YMI Powdered Milk industry ranking include: NAN, Aptamil, Similac, Hikid, and Abbott Grow.
Maintaining its momentum, NAN outstandingly retained its leading position on the YMI Brand Ranking for May 2026. The brand’s prominent monthly activity originated from the minigame “Giải mã từ khóa vàng” on the Con Cưng Fanpage to promote the NAN InfiniPro A2 line, attracting parents to learn about the trio of nutrients for a comfortable tummy and strong immunity. Concurrently, the brand pushed forward the campaign “Mùa mẫn cảm không sao mẹ ơi” through a podcast series and in-depth sharing posts about partially hydrolyzed protein nutrition (NAN Supreme Pro 3) from the mom community. The QR code scanning activity for origin traceability on NAN A2 can lids also helped reinforce trust in product transparency and quality. During the month, NAN recorded a 2.18% decrease in Total mentions, a 37.93% increase in Brand mentions, and a 45.77% contraction in Audience Scale.
Aptamil firmly secured the 2nd position on the YMI Brand Ranking for May 2026 in the Powdered Milk sector. Throughout May, the brand launched a series of minigames celebrating Children’s Day 1/6 with themes “Vững vàng mẹ và bé“, “Kết nối siêu năng” offering Got It Vouchers and brand gifts. Additionally, the brand partnered with the Con Cưng system in the event launching 220 stores in the Northern region through experience booths and giving away Aptamil KID ready-to-drink milk, combined with a Megalive session generating massive discussions from the community. In terms of metrics, Aptamil recorded a 2.41% decrease in Total mentions, a 2.17% drop in Brand mentions, and a 24.84% increase in Audience Scale.
Similac continued to hold the 3rd spot on the YMI Brand Ranking for May 2026 in the Powdered Milk sector. The brand’s standout initiative this month came from educational posts about HMOs nutrients on the suasinhmoquocdan page and the system of major retailer fanpages, generating a high volume of discussion for the Similac Total Protection 2+ line. The brand recorded positive engagement from a series of community minigames such as “Mẹ bật mí bí kíp tăng đề kháng” and “Chia sẻ hành trình làm mẹ“. Many Hotmoms and mothers shared experiences about the Similac 5G milk line, focusing on benefits like digestive support, reduced constipation, and brain development support. Similac recorded a 6.87% increase in Total mentions, a 30.48% growth in Brand mentions, and an 18.47% decline in Audience Scale.
Hikid debuted at 4th position on the YMI Brand Ranking for May 2026 in the Powdered Milk sector. The brand deployed the flagship campaign “Korea Trust Journey 2026” taking over 30 leading agents and mother-baby systems to visit the Ildong factory in Korea, creating a wave of trust through check-in images of the production process. Additionally, the brand organized a Livestream session directly from the factory to launch exclusive Hikid Limited Edition gift sets, generating a spike in mentions and engagement during the month. Reviews from parents highlighting the benefits of achieving impressive, “Korean-standard” height growth with both goat and cow milk products have also attracted significant interest.
Abbott Grow sat at the 5th position on the YMI Brand Ranking for May 2026 in the Powdered Milk industry, dropping 1 place from the previous month. The brand maintained the campaign “Hươu Cao Cổ chuẩn Mỹ” promoting the Abbott Grow Gold line, focusing on the message of supporting height increase and strong bones on official communication channels and retail partners. The Megalive promotional program in collaboration with the Con Cưng system in livestream sessions (8.5, 15.5) with a “Buy 2 Get 1” offer and accompanying gifts also attracted attention. In addition, posts from the community of mothers have appeared regarding the Abbott Grow Gold line, highlighting its benefits in supporting children’s height, weight, and comprehensive physical development. Abbott Grow recorded a 105.56% increase in Total mentions, a 128.79% growth in Brand mentions, and a 62.19% decline in Audience Scale.
Explore the Dairy brand ranking (Powdered Milk Segment) on social media in May 2026
3. YMI Ranking – Top 5 Banking Brands on Social Media in May 2026
In May 2026, the Banking sector recorded growth with 683.7K discussions, increasing 21.41% from the previous month. The top 5 leading brands in the YMI Banking leaderboard comprise: VPBank, Techcombank, LPBank, VIB, and TPBank.
Advancing 1 position compared to the prior month, VPBank soared to the top of the YMI Brand Ranking for May 2026 in the Banking sector. The brand generated vibrant customer discussions by executing the event series “Ngày Tài chính số 2026” and the music festival “E-Concert” with a lineup of artists Isaac, Tóc Tiên, Trúc Nhân, Thoại Nghi, along with a series of minigames for Fanzone ticket hunting. Additionally, the brand officially announced the “VPBank Ho Chi Minh City Music Half Marathon 2026” race, attracting discussions thanks to the “running music-festival” model appearing for the first time in HCMC. At the same time, a series of minigames on the fanpage such as “Hệ Xanh Gọi Tên”, “Câu Nói Bố Mẹ Hay Nói Nhất Là…” also generated significant discussion. During the month, VPBank recorded a 43.67% increase in Total mentions, a 28.43% lift in Brand mentions, and a 39.7% increase in Audience Scale.
Techcombank ranked 2nd on the YMI Brand Ranking for May 2026 in the Banking industry, dropping 1 spot from the previous month. The brand partnered with the program “Anh Trai Vượt Ngàn Chông Gai 2026” as the Official Co-Investor, deploying a series of U-Point accumulation activities on the Techcombank OneU app to redeem privileges for attending Soundcheck and Performance 1. Additionally, the brand launched the program “The NextX – Đấu trường A.I Kinh doanh” (with professional sponsorship from Foreign Trade University) – a hands-on arena that enables high school students to apply AI to solving business problems, while developing financial acumen and management skills. Metric-wise, Techcombank recorded a 28.5% decline in Total mentions, a 22.94% drop in Brand mentions, and a 1.73% contraction in Audience Scale.
LPBank held its 3rd position on the YMI Brand Ranking for May 2026 in the Banking sector. The brand generated lively discussions through its partnership with “Giải bóng chuyền nữ quốc tế Cúp VTV9 – Bình Điền 2026“, with discussions focusing on the matches of LPBank Ninh Bình and the performances of prominent athletes like Bích Tuyền and Nguyễn Uyên. Additionally, the brand continued as the Title Sponsor of “Giải Bóng đá Vô địch Quốc gia LPBank – LPBank V.League 1-2025/26“, with notable discussions revolving around the championship of CLB Công An Hà Nội and the on-field moments of players such as Đình Bắc, Alan. During the month, LPBank recorded a 31.39% increase in Total mentions, a 3.32% growth in Brand mentions, and a 12.76% expansion in Audience Scale.
VIB occupied 4th place on the YMI Brand Ranking for May 2026, marking a 6-spot advancement from the previous month. Throughout May, the brand left a deep imprint with the campaign launching the “VIB Max Card” line, attracting a large volume of discussions through the MV “Sống là phải Max” (RHYDER x Ánh Sáng AZA), combined with a series of minigames like “Đoán hệ Sống Max là ai?“, “QUICK CASH 3-3-3” and the event “MAX HUB” experience at Gigamall, HCMC. The brand also garnered significant interest from the K-Pop fan community with the news that VIB is the only bank in Asia partnering with VISA to take cardholders to the BTS World Tour “ARIRANG” in Los Angeles. VIB posted robust growth: Total mentions rose by 66.14%, Brand mentions expanded by 53.2%, and the Audience Scale grew by 74.21%.
TPBank landed in 5th place on the YMI Brand Ranking for May 2026, surging 7 spots from the previous month. The brand deployed the campaign celebrating its 18th anniversary with a series of appreciation activities including the minigame “Mừng sinh nhật TPBank 18 tuổi“, a program to exchange gifts with 18% off Loyalty points, limited-edition thermos bottles, and the event “Đại tiệc Cheer Vui” with flight ticket discounts. Additionally, the brand partnered as the official Diamond sponsor of the program “Tinh Hà Say Hi” (Anh Trai Say Hi), attracting significant attention from the project announcement stage. TPBank recorded a 41.15% increase in Total mentions, a 131.17% growth in Brand mentions, and a 3.13% uptick in Audience Scale.
Explore the Banking brand ranking on social media in May 2026
4. YMI Ranking – Top 5 Insurance Brands on Social Media in May 2026
In May 2026, the Insurance sector recorded 256.7K discussions, a 20.54% drop from the previous month. The top 5 leading brands on the YMI Insurance leaderboard consist of: Prudential, Manulife, Dai-ichi Life, AIA, and Bảo Việt.
Prudential continued to anchor its top position on the YMI Brand Ranking for May 2026 in the Insurance sector. The brand generated a heavy volume of discussions through the campaign “Khởi Đầu Nhỏ – Khỏe Chủ Động” spreading healthy living habits via the Health Talk series and the “Biệt đội Khỏe Chủ Động” collection. Additionally, the CSR activity “Cha-Ching” financial education program at elementary schools aimed at equipping children with early financial management skills also contributed to building a positive image. The brand was also honored as “Top 10 Doanh nghiệp vì Cuộc sống Cộng đồng” at the 25th Golden Dragon Awards. Indicator-wise, Prudential recorded a 6.62% decline in Total mentions, an 11.75% drop in Brand mentions, and a 126.78% surge in Audience Scale.
Manulife firmly retained its 2nd position on the YMI Brand Ranking for May 2026 in the Insurance industry. The brand continued to push forward the miniseries podcast “Beyond Income” in collaboration with Vietsuccess, sharing knowledge on wealth accumulation and asset management for the Sandwich generation. Additionally, a series of interactive activities promoting the new product “Xanh Phú Quý” with a check-in challenge at the LED space “Mật mã 05.10.15.50” in Hanoi & HCMC and minigames also garnered great responses from users. The brand was honored as “Doanh nghiệp có chương trình Cộng đồng xuất sắc” at the Global CSR & ESG Awards 2026. During the month, Manulife observed a 40.35% decrease in Total mentions, a 41.3% drop in Brand mentions, and a 45.69% contraction in Audience Scale.
Dai-ichi Life rose 2 spots to 3rd place on the YMI Brand Ranking for May 2026 in the Insurance sector. The brand’s standout activity came from the minigame “Trong mắt con, Mẹ là…?” for Mother’s Day and the “Trạm An Nhiên” workshop series, contributing to increased interaction and customer connection. The brand was honored at the Golden Dragon 2026 awards and deployed the content series “Hiểu đúng – Bảo vệ đủ“, helping to reinforce brand credibility. Additionally, CSR activities such as awarding scholarships to underprivileged students and inaugurating the “Thư viện Hạnh phúc” project in Gia Lai were also recognized. Dai-ichi Life recorded an 18.12% decline in Total mentions, a 15.12% drop in Brand mentions, and a 24.49% contraction in Audience Scale.
AIA ranked 4th on the YMI Brand Ranking for May 2026 in the Insurance industry, dropping 1 spot from the previous month. The brand’s hallmark initiative centered on promoting the sports spirit through the community running event “Tam Thanh cùng AIA” and the talent selection project “Chân Sút Nhí 2026“. Additionally, the campaign “Rethink Healthy” combined with the medical advisory series “Bảo vệ Hay – Vững Bước Trọn Đời” and the online health connection AIA Health Connect also attracted attention. CSR activities with the “Trường học lành mạnh nhất AIA” Season 4 program and a sponsorship of 3.7 billion VND for the Ngày mai tươi sáng Fund contributed to building a positive image. During the month, AIA recorded a 17.55% decline in Total mentions, a 24.42% drop in Brand mentions, and a 9.82% contraction in Audience Scale.
Bảo Việt rose 2 spots to 5th place on the YMI Brand Ranking for May 2026 in the Insurance sector. The brand’s key communication highlight of the month came from a series of events honoring internal staff and thanking customers “Sao Việt 2025 – Hành trình Vinh quang” in Quy Nhon and Ha Long towards its 30th anniversary. Additionally, the CSR campaign “Trọn hành trang – Sáng tương lai” and “An sinh giáo dục 2026” awarding scholarships and bicycles nationwide also contributed to building a positive image. The 30th anniversary activities with the minigame “Đoán quyền lợi” and the summer promotion program “Trọn lễ an vui” worth 5 billion VND also attracted attention. Bảo Việt recorded an 18.03% decline in Total mentions, an 11.03% drop in Brand mentions, and a 14.91% contraction in Audience Scale.
Explore the Insurance brand ranking on social media in May 2026
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Stay tuned for the update of the YMI Brand of the Month T6.2026 with YouNet Media.
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