December 2025 continued to be an active month on social media as brands intensified their activities to accelerate momentum for the final month 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 December 2025 capture across different industries?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – December 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 December 2025
Tiger, NAN, Techcombank, and Prudential are the leading names on the YMI Brand Rankings for December 2025, representing the most dynamic industries: Beer, Powdered Milk, Banking, and Insurance.
- The Beer industry recorded a breakthrough with over 2.3M mentions, a sharp increase of 225.64% compared to the previous month. Tiger rose to the top position of the ranking driven by the “Tiger Remix 2026” countdown event in 3 provinces and cities with the participation of famous artists. Heineken dropped to position #2 with the “Heineken Countdown 2026” event featuring a lineup attracting young audiences. Larue continued to maintain rank #3 with the “Larue LumiFest” countdown event. Bivina made a remarkable return to the top 5 driven by its new product packaging – the 2026 Tet version – featuring the “lighthouse” image, attracting the attention of a large number of users. Bia Saigon maintained its presence through the role of strategic sponsor for the “HOZO CITY Tết Fest” countdown event and the “Extra Special Night” event.
- The Powdered Milk industry continued to gain traction with over 1.7M discussions, an increase of 16.34% compared to the previous month. NAN maintained the top spot driven by interactive activities, highlighted by the contest “Nhập Môn Chăm Con Mát Dạ Chuẩn Khoa Học”. Friso attracted attention by continuing to break through to position #2 driven by discussions revolving around the new breakthrough formula “Milk Liquid Complex” and the exclusive livestream with CON CƯNG. Aptamil held position #3 driven by a series of minigames and the event “Vũ Trụ Dưỡng Chất One Aptamil”. Vinamilk Optimum Gold made a strong breakthrough into the top 5 with lively discussions from moms in community groups, revolving around the 6 HMO formula. Similac continued to sustain interest through a series of posts promoting Similac Total Protection 2+ for C-section babies.
- The Banking industry cooled down with over 1.39M discussions, a decrease of 25.09% compared to the previous month. Techcombank continued to claim the top spot by being the Main Sponsor for the contest “A.I Thực Chiến” and accompanying musical events and shows, while Vikki maintained the runner-up position with the program “Tiết kiệm Vikki – Trúng Vàng Ký Mùa 2” with diverse messages in promotional posts. VPBank maintained traction through the Esports festival “VPBank presents T1 in Vietnam”. Vietinbank attracted attention by returning to the ranking at #4 driven by the campaign “‘Tự do – Tự lo’ cùng TinTin” and being the Diamond Sponsor for Đông Concert. VIB held position #5 driven by sponsorship activities for the show and concert “Anh Trai Say Hi 2025”.
- The Insurance industry in December 2025 recorded vibrant activity with over 964K discussions, a strong increase of 104.55% compared to the previous month. Manulife broke through to position #1 with a series of communication activities within the campaign “Chọn XANH Cho KHỎE”. Prudential ranked at position #2 through minigames and CSR activities. Chubb Life rose to #3 with the video series “Bách Khoa Sống Khỏe Series” and CapCut Challenge. Maintaining position #4, AIA continued to deploy the campaign “Đồng Cam Cộng Khoẻ” and minigames. Dai-ichi Life maintained interaction through minigames, holding position #5.
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 December 2025: TOP 5 brands from 4 industries with effective activity on social media in December 2025 (1/12/2025 – 31/12/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 12.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in December 2025
In December 2025, the Beer industry recorded a breakout performance with over 2.3M mentions, a significant increase of 225.64% compared to the previous month. Top 5 brands on the YMI Beer Ranking include: Tiger, Heineken, Larue, Bivina, and Bia Saigon.
Tiger rose to the top position of the YMI Brand of the Month for December 2025. Highlights included the “Tiger Remix 2026” countdown event in Mỹ Tho, Hồ Chí Minh City, and Buôn Ma Thuột, featuring famous artists: SOOBIN, Phương Mỹ Chi, NSND Hữu Quốc, Tóc Tiên, Hoàng Thuỳ Linh, (S)TRONG Trọng Hiếu, Quang Hùng MasterD, Anh Tú, Kay Trần, Muộii… alongside ticket-hunting minigames and promotional posts on pages such as Why So Serious, Theanh28 Entertainment… Tiger recorded an explosive growth in total mentions of 1183.68%; brand mentions increased by 5143.78%, and user participation increased by 949.93% compared to the previous month.
Heineken slightly dropped to position #2 on the YMI Brand of the Month in December 2025 in the Beer category. During the month, the brand organized the “Heineken Countdown 2026” event with a lineup attracting young audiences, including international artist Alan Walker, HIEUTHUHAI, Low G, Tlinh, Hòa Minzy, Karik, Bùi Công Nam, Quân A.P, Wean Lê, Erik, Dương Domic, HURRYKNG, Orange, Lâm Bảo Ngọc… generating lively discussions from artist fandoms. Additionally, Heineken organized the Dance Challenge “Rinh Ngay Quà Chất, Sẵn Sàng Mở Kết Nối Thật Tại Heineken Countdown 2026”, which was enthusiastically mentioned by users. Heineken recorded total mentions increase of 109.72%, brand mentions raised by 97.37%, and user participation grew by 210.2% compared to the previous month.
Larue maintained their rank #3 as the YMI Brand of the Month for December 2025 in the Beer category, driven by the “Larue LumiFest” countdown event in Cần Thơ and Đà Nẵng, featuring performances by artists Đen, Bích Phương, ISAAC, MONO, Rhymastic, Thiều Bảo Trâm, Nguyễn Đình Vũ, Ngô Lan Hương, LyLy, Juky San… The brand also generated discussions from artist fandoms and minigames such as “Nhanh Tay Xếp Chữ Mở Điều Mới, Đón Tết Tấn Tới!”, “Nhắn Gửi Lời Chúc Đón Điều Mới, Mở Tết Tấn Tới Cùng Larue LumiFest” giving away countdown event tickets. Larue reported a 247.92% increase in total mentions, a 1658.29% surge in brand mentions, and a 386.72% growth in user participation compared to the previous month.
Bivina made a remarkable return to the top 5 of the YMI Brand of the Month for December 2025 in the Beer category, ranking at position #4. Over the past month, the brand was frequently mentioned through minigames, user discussions, and posts on pages such as Người Nha Trang, Kiên Giang Review, Con Người Bình Định, Tuổi Trẻ Bình Định,.. revolving around the new product packaging – the 2026 Tet version – featuring the “lighthouse” image, honoring the steadfast and resilient will of coastal people and affirming the commitment to accompany them. Bivina recorded a noteworthy total mentions surge of 11646.86%, brand mentions increased by 2596.58%, and user participation saw an explosive increase of 23732.07% compared to the previous month.
Bia Saigon maintained its presence at position #5 as the YMI Brand of the Month for December 2025 in the Beer category.The brand stood out as the strategic sponsor for the “HOZO CITY Tết Fest” countdown event, alongside the “Extra Special Night” event at Sun Carnival Plaza Hạ Long featuring Trúc Nhân, Tăng Phúc, Trang Pháp, S.T Sơn Thạch, Kay Trần, Trương Thảo Nhi… Bia Saigon further pushed minigame activities, including “Điểm Danh Fan MV “1001 Điều Special” – Nhận Vé Fanzone Extra Special Night”, “Cùng Bia Saigon Mừng Hành Trình Gắn Kết Vươn Cao Đầy Tự Hào”, and “Chia Sẻ Điều Special – Rinh Quà Extra Special Tại Chai Bia Khổng Lồ”. Bia Saigon reported a slight 14.07% increase in total mentions , a mere 4.37% drop in brand mentions, while user participation increased moderately by 47.4% compared to the previous month.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in December 2025
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in December 2025
In December 2025, powdered milk brands continued to gain traction with over 1.7M mentions, an increase of 16.34% compared to the previous month. The Top 5 brands on the YMI Powdered Milk Ranking include: NAN, Friso, Aptamil, Vinamilk Optimum Gold, and Similac.
NAN maintained position #1 on the Powdered Milk Industry of YMI Brand of the Month for December 2025, affirming its leading position through the contest “Nhập Môn Chăm Con Mát Dạ Chuẩn Khoa Học” alongside a series of interactive minigames such as “Thông Thái Chọn Hay – Rinh Quà Mê Say”, “Mẹ Suy Luận Đúng – Trúng Ngay Quà Xịn”, “Thông Điệp Hoàn Chỉnh – Rinh Quà Thật Đỉnh”…, and minigames in collaboration with Lazada, TiKi, Con Cưng… NAN recorded a slight decrease in total mentions of 3.55%, but brand mentions increased by 1.24% and user participation grew by 8.34% compared to the previous month.
Friso attracted attention by continuing to break through to position #2 on the YMI Brand of the Month Ranking for December 2025, driven by the exclusive livestream FRISO x CON CƯNG “Bụng Khoẻ Bé Ngoan, Đề Kháng Vững Vàng Trong Mùa Cúm”. Furthermore, the brand received lively discussions from moms in Mom & Baby communities, revolving around the new “Milk Liquid Complex” formula of the “Friso Pro” line. Friso recorded a total mentions increase of 30.83%, brand mentions raised by 30.39%, and user participation increased by 31.58% compared to the previous month.
Aptamil maintained its presence at position #3 on the YMI Brand of the Month Ranking for December 2025. The brand organized the “Vũ Trụ Dưỡng Chất One Aptamil” event with the participation of Phương Mỹ Chi, Hiền Thục, Bùi Công Nam. Additionally, Aptamil continued to deploy minigames such as “Mảnh Ghép Hoàn Hảo – Mẹ Nào Cũng Yêu”, “Khoe Hình Check-in, Rinh Ngay Quà Xịn Tại Vũ Trụ Dưỡng Chất One Aptamil”… Notably, the brand focused communication for the “Aptamil New” product line for C-section babies through discussions in nursing mom community groups. Aptamil recorded a total mentions increase of 14.50%, brand mentions increased by 42.11%, but user participation declined by 9.67% compared to the previous month.
Vinamilk Optimum Gold stood out by breaking back into the top 5 of the YMI Brand of the Month Ranking for December 2025. The brand attracted strong discussions from moms regarding the product and the 6 HMO formula in community groups such as “Mẹo Nuôi Con Khỏe Mạnh – Hội Mẹ Bỉm Thông Thái”, “Tâm Sự Mẹ Bầu”… Vinamilk Optimum Gold also deployed the minigame “Khoe Ảnh “Siêu Em Bé”, Nhận Quà Siêu Mê”. Vinamilk Vinamilk Optimum Gold recorded a breakthrough increase in total mentions of 450.84%, brand mentions surged by 467.09%, and user participation saw a strong growth of 534.41% compared to the previous month.
Similac sustained interest at position #5 on the YMI Brand of the Month Ranking for December 2025. The brand deployed promotional posts for the Similac 2+ product and generated lively discussions about “dinh dưỡng 5G” in specialized Mom & Baby groups such as “Kinh Nghiệm Nuôi Con – Lần Đầu Làm Mẹ”, “Mẹ Thông Thái Nuôi Con Khoa Học”… helping the brand maintain stable brand mention metrics. Similac recorded a slight total mentions increase of 1.06%, brand mentions increased by 5.99%, but user participation decreased by 13.82% compared to the previous month.
3. YMI Ranking – Top 5 Banking Brands on Social Media in December 2025
In December 2025, banking brands cooled down with over 1.39M total mentions, a decrease of 25.09% compared to the previous month. The Top 5 brands include: Techcombank, Vikki, VPBank, Vietinbank, and VIB.
Techcombank maintained position #1 on the YMI Brand of the Month Ranking for December 2025 by being the Main Sponsor for the contest “A.I Thực Chiến”, alongside discussions from posts by media ambassadors. The brand covered social media as the co-investor for “Y-CONCERT 2025” and the show “Tân Binh Toàn Năng”. Techcombank recorded a total mentions decrease of 46.75%, brand mentions decreased by 1.48%, and user participation decreased by 6.28% compared to the previous month.
Vikki held position #2 on the YMI Brand of the Month Ranking for December 2025, maintaining its rank by continuing to deploy the program “Tiết kiệm Vikki – Trúng Vàng Ký MÙA 2” alongside posts promoting livestream sessions with diverse messages such as “Phụ Nữ Chủ Động Tài Chính – An Tâm Hôm Nay, Vững Vàng Ngày Mai”, “Vikki Yêu Sinh Viên– Học Thật, Làm Thật, Có Lương Thật”... Additionally, the brand launched the Tết 2026 publication set gifted to customers, participated in the festival “Khởi nghiệp & Tìm kiếm ý tưởng sáng tạo”, and accompanied the international contest “Data For Life – Mùa 3 năm 2025” with the theme “Hack for Growth”. Vikki recorded a slight total mentions decrease of 24.02%, brand mentions declined by 21.53%, and user participation dropped by 4.28% compared to the previous month.
VPBank maintained position #3 on the YMI Brand of the Month Ranking for December 2025. The brand attracted lively discussions from the gamer community for the Esports event “VPBank presents T1 in Vietnam: The Promise Fulfilled” with esports & entertainment activities within the festival “VPBank presents Esports Festival: Legends Unite“. Simultaneously, VPBank also deployed the minigame “Kể Di Sản Hay – Nhận Lịch Liền Tay”. VPBank recorded a total mentions surged of 117.12%, brand mentions increased by 82.82%, and user participation increased by 99.16% compared to the previous month.
Vietinbank made a notable return to the top 5 at position #4 on the YMI Brand of the Month Ranking for December 2025. The brand launched the campaign “‘Tự do – Tự lo’ cùng TinTin” along with the story of a GenZ character – TinTin – newly entering the market and a series of financial “Plot Twist”s with family. Furthermore, the bank also played the role of Diamond Sponsor for Đông Concert belonging to Đông Fest 2025, with artists Noo Phước Thịnh, Bích Phương, Vũ Cát Tường, (S)Trong Trọng Hiếu, Quang Hùng Master D, Thắng, Nguyễn Trần Trung Quân, Lamoon, The Flob… Vietinbank recorded a total mentions growth of 62.56%, brand mentions increased by 36.82%, and user participation increased by 82.18% compared to the previous month.
VIB maintained its presence at position #5 on the YMI Brand of the Month Ranking for December 2025. The brand continued to affirm its presence in the entertainment sector as the Main Sponsor for the show and concert “Anh Trai Say Hi 2025”, integrating the promotion of the product “Bộ Đôi Sinh Lời VIB” with the key message “Dẫn đầu xu thế sinh lời”. In parallel, the bank continued to deploy the minigame “Hãy Chọn Giá Tốt” and the livestream session “Hãy chọn giá tốt với thẻ tín dụng VIB” with Hải Nam and Vương Bình. VIB recorded a total mentions downturn of 49.56%, brand mentions decreased by 24.06%, and user participation decreased by 33.9% compared to the previous month.
Explore the YMI Brand Ranking for the Banking Industry on Social Media in December 2025
4. YMI Ranking – Top 5 Insurance Brands on Social Media in December 2025
In December 2025, insurance brands recorded vibrant activity with over 964K total mentions, a strong increase of 104.55% compared to the previous month. The Top 5 brands include: Manulife, Prudential, Chubb Life, AIA, and Dai-ichi Life.
Manulife broke through to the top position of the YMI Brand of the Month Ranking for December 2025. The brand continued to push the “Chọn XANH cho KHOẺ” campaign with the minigame “Chọn XANH Cho KHỎE: Mỗi tuần một niềm vui XANH” and posts spreading the campaign message by Gia Đình Cam Cam. Additionally, the brand received lively discussions from user posts participating in the contest “Đài Phát Xanh” – composing songs via AI with messages of health protection to loved ones. Manulife recorded a total mentions surge of 179.94%, brand mentions increased by 178.14%, and user participation saw a strong increase of 281.05% compared to the previous month.
Prudential ranked at position #2 on the YMI Brand of the Month Ranking for December 2025, driven by CSR activities supporting 3.5 billion VND through Quỹ Bảo Trợ Trẻ Em Việt Nam. The brand also promoted minigames such as “Khám Phá Hình Thức Thanh Toán – Trúng Quà Liền Tay”, “Sứ Mệnh Của Prudential Là Gì?”, “Món Quà Nào Giữ Giá Trị Lâu Nhất?”, “Check-in Bánh Kem Thành Tựu 2025”… and minigames in collaboration with UrBox. Prudential recorded a total mentions surge of 109.34%, brand mentions raised by 70.73%, and user participation grew by 65.16% compared to the previous month.
Chubb Life continued to rise by 1 spot, taking position #3, driven by the video series “Bách Khoa Sống Khỏe Series” with themes “Khi não bộ lên tiếng: Chăm sóc sớm, bảo vệ lâu dài”, “Giữ trái tim khỏe, bảo vệ nhịp sống vững”, “Chăm sóc dạ dày, bảo vệ năng lượng sống”, “3 cách bảo vệ “bậc thầy thanh lọc” của cơ thể”. The brand simultaneously deployed the CapCut challenge “Chia Sẻ Khoảnh Khắc “Dám” – Tự Do Trọn 04 Mùa” and other minigames. Chubb Life recorded a total mentions increase of 38.08%, brand mentions increased by 56.36%, but user participation decreased by 20.47% compared to the previous month.
AIA held position #4 on the YMI Brand of the Month Ranking for December 2025. The brand continued to deploy the campaign “Đồng Cam Cộng Khoẻ” with 3 new representative faces including Dr. Kai Ngô Hải Sơn, Pickleball athlete Phúc Quỳnh, and endurance athlete Thanh Vũ. Furthermore, AIA officially entered a strategic partnership with Vinmec, expanding the premium healthcare ecosystem. Minigames deployed during the month included “Tìm Cảm Xúc – Đoán Trụ Cột”, “Cộng Kiến Thức, Vững An Tâm”… AIA recorded a total mentions downturn of 29.43%, brand mentions decreased by 18.96%, and user participation declined by 37.11% compared to the previous month.
Dai-ichi Life held position #5 on the YMI Brand of the Month Ranking for December 2025, through the minigame series “Giáng Sinh chạm ngõ – Lộc đỏ về tay” để rinh quà đỏ may mắn nhé!”, “Ghép Đúng Từ Khoá – Trúng Quà Liền Tay”, “Mỗi Bước Chân, Một Dấu Ấn Riêng”. Dai-ichi Life recorded a total mentions decrease of 15.35%, brand mentions decreased by 14.95%, and user participation decreased by 19.22% compared to the previous month.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in December 2025
Stay tuned for the update of the YMI Brand of the Year 2025 with YouNet Media.
Detailed Information:
