January 2026 marked an explosive start to the new year, serving as the golden period for brands to sprint toward the peak Tet season. A series of grand Tet campaigns, spectacular mega-concerts, interactive activities, and early-year promotions were heavily deployed to attract users. Amidst this vibrant festive atmosphere, what fluctuations did the YMI brand rankings record across each industry in January 2026?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – January 2026, 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 January 2026
Tiger, ColosBaby, and Prudential are the leading names on the YMI Brand Rankings for January 2026, representing the most dynamic industries: Beer, Powdered Milk, and Insurance.
- The Beer industry in January 2026 cooled down with 1.6M total mentions, a decrease of 29.54% compared to the previous month. Tiger continued to maintain the top position in the ranking thanks to the Tet campaign “Săn Lộc Bản Lĩnh – Khai Xuân Bản Lĩnh” and the event “Tiger Remix 2025” at 10/3 Square (Buôn Ma Thuột). Budweiser broke through to position #2 with its role as a co-organizer of the music event “GENfest Presents MBillion” in Hanoi and the Tet campaign “Rực Đỏ Những Bước Tiến”. Bia Việt also made a strong advance, securing the #3 rank with the Tet campaign “Lời Cảm Ơn Chân Thành”. Larue maintained its heat at position #3 through the Tet campaign “Đón Điều Mới, Mở Tết Tấn Tới” and accompanying the reality program “Muốn Ăn Phải Lăn Vào Bếp”. Heineken ranked #5 with the Tet campaign “Mở Kết Nối Thật, Tết Bật Heineken!”.
- The Powdered Milk industry in January 2026 was somewhat quiet with 1.02M total mentions, decreasing by 40.34% compared to the previous month. ColosBaby broke through to seize the crown with the megalive “Tinh Hoa Hội Tụ – COLOSBABY LACTOFERRIN: Lấp Đầy Miễn Dịch Cho Trẻ Sinh Mổ – Deal Bùng Nổ” on the pages of distribution partners. Friso continued to hold position #2 thanks to communications revolving around the Friso Pro product lines and the new breakthrough formula “Milk Liquid Complex”. Similac occupied the #3 rank through a series of posts promoting the product Similac Total Protection 2+ for C-section babies. Aptamil maintained its heat at position #4 with the program “Mùa Tri Ân Vàng – Trúng Lớn Xe Sang”, the series “Cùng Chuyên Gia Aptaclub Việt Nam Chăm Con Sinh Mổ” and discussions from mothers. Enfa stood at position #5 thanks to promotional programs and lively discussions from mothers in community groups.
- The Insurance industry in January 2026 recorded approximately 277.5K total mentions, a sharp decrease of 71.22% compared to the previous month. Prudential returned to position #1 with the Tet campaign “Triệu Kết Nối – Đón Yên Tâm Mới”. Manulife held position #2 by continuing the later phase of the campaign “Chọn XANH Cho KHỎE” and the promotional program “Vạn Sự Khởi Đầu Xanh – Tết 2026”. Dai-ichi Life rose to position #3 with its 19th-anniversary campaign and minigames. Maintaining position #4, AIA continued to deploy the campaign “Đồng Cam Cộng Khoẻ” and the program “Trường học Lành mạnh nhất AIA – Mùa 4”, alongside the premium program “Khảm tinh hoa, vững di sản”. Generali returned to the top 5 with the marathon event “Tết Như Ý, Trọn Vẹn Từng Khoảnh Khắc” and the program “Vòng Quay Mê Ly, Nhận Quà Như Ý” Season 2 – Period 3 and the Spin of the Year.
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 January 2026: TOP 5 brands from 4 industries with effective activity on social media in January 2026 (1/1/2026 – 31/1/2026)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 1.2026 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in January 2026
In January 2026, the Beer industry cooled down with 1.6M total mentions, a decrease of 29.54% compared to the previous month. The top 5 leading brands of the YMI Brand of the Month in the Beer category include: Tiger, Budweiser, Bia Việt, Larue, and Heineken.
Tiger maintained its top position as the YMI Brand of the Month for January 2026 in the Beer category. Highlights included the Tet campaign “Săn Lộc Bản Lĩnh – Khai Xuân Bản Lĩnh” along with a series of “Săn Lộc Bản Lĩnh” challenges. The brand spread the heat through the “Săn Lộc Bản Lĩnh” advertisement on the Spotify platform, hunting luck activities accompanied by minigames at eateries, and a collaboration with GO! Miền Đông supermarket. Furthermore, the “Tiger Remix 2025” event in Buôn Mê Thuột (now Đắk Lắk) featuring a lineup with SOOBIN Hoàng Sơn, Quang Hùng MasterD, Phương Mỹ Chi… continued to attract attention, combined with a fanzone ticket-hunting minigame and the “Bật Lon Coolpack, Săn Tiger Vàng” program. Tiger recorded a 47.44% decrease in total mentions, a 47.88% drop in brand mentions, and a 37.68% decrease in user participation compared to the previous month.
Budweiser rose to position #2 of the YMI Brand of the Month for January 2026 in the Beer category. The brand continued to accompany the “GENfest Presents MBillion” music event in Hanoi with the “Khuấy Động Mbillion Hà Nội 2026, Săn Quà Cực Chất Từ Budweiser” minigame. The communication focus of the month revolved around the Tet campaign “Rực Đỏ Những Bước Tiến” with the launch of the 2026 Tet edition packaging, promoted on entertainment pages and via the “Mừng Mọi Bước Tiến Cùng Budweiser” livestream by actor Steven Nguyễn. User interaction also came from the “Bật Nắp Tết Đỏ – Cơ Hội Thắng Vé FIFA World Cup 2026TM” program, sharing posts from KOLs, and a series of minigames on pages like Theanh28 Entertainment, Bóng Đá… Budweiser recorded an explosive growth in total mentions of 292.79%; brand mentions surged by 523.71%, and user participation saw a strong increase of 225.48% compared to the previous month.
Bia Việt also made a strong advance, securing rank #3 as the YMI Brand of the Month for January 2026 in the Beer category. The brand focused on deploying the Tet campaign “Lời Cảm Ơn Chân Thành”. The explosion in interaction primarily came from the “Tạo Thiệp Cảm Ơn, Rinh Quà Tết Lớn Mỗi Tuần!” minigame and the “Lời Cảm Ơn Chân Thành” MV in collaboration with singer Karik. These activities were synergistically spread through posts by artists Phát La, Huỳnh Phương, and information pages like Vũng Tàu Beat, Why So Serious… attracting a large number of participating users. Bia Việt reported a notable 219.64% increase in total mentions, a 150.89% surge in brand mentions, and a 271.71% growth in user participation compared to the previous month.
Larue co-ranked at #3 as the YMI Brand of the Month for January 2026 in the Beer category. The highlight of the month was the Tet campaign “Đón Điều Mới, Mở Tết Tấn Tới” along with the “Tết Tấn Tới” MV in collaboration with singer Trúc Nhân, receiving much attention from the online community and fandoms. The campaign had its coverage boosted through posts by influencers such as Kiệt Hà Tịnh, Anh Chủ OTea… and entertainment pages like Xem cái này không phí tiền mạng, TOP Comments… Additionally, the brand continued to maintain its presence by accompanying the “Muốn Ăn Phải Lăn Vào Bếp” reality program of artist Trường Giang. Larue reported a slight 21.38% decrease in total mentions, a 72.06% drop in brand mentions, and a 28.08% decrease in user participation compared to the previous month.
Heineken maintained its presence at position #5 as the YMI Brand of the Month for January 2026 in the Beer category. The heat of the brand was maintained through posts about moments from the “Heineken Countdown 2026” event from the brand, audiences, and information pages like Idol Live, Hóng Hớt Showbiz… Within the framework of the Tet campaign “Mở Kết Nối Thật, Tết Bật Heineken!”, Heineken attracted a large volume of discussions when launching the “Mở Kết Nối Thật” collection and organizing the “Hoàn Thành ‘Phi Vụ Ẩn – Mở Kết Nối Thật'” challenge to interact with users. Heineken recorded an 84.26% drop in total mentions, a 76.72% decrease in brand mentions, and user participation decreased by 79.14% compared to the previous month.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in January 2026
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in January 2026
In January 2026, the Powdered Milk industry was somewhat quiet with 1.02M total mentions, a decrease of 40.34% compared to the previous month. The top 5 leading brands of the YMI Brand of the Month in the Powdered Milk category include: ColosBaby, Friso, Similac, Aptamil, and Enfa.
ColosBaby broke through to seize the crown of the YMI Brand of the Month for January 2026 in the Powdered Milk category. The brand’s total mentions exploded thanks to the “Tinh Hoa Hội Tụ – COLOSBABY LACTOFERRIN: Lấp Đầy Miễn Dịch Cho Trẻ Sinh Mổ – Deal Bùng Nổ” megalive on the pages of distribution partners like Vườn Của Bé, Cutebaby, Thu Cầm Baby, Shop Jim Tồ… Along with that, a series of minigames were heavily deployed such as “Mẹ Khoe Sữa Vàng – Nhận Vàng Thật Liền Tay”, “Giải Mã Dưỡng Chất – Nhận Quà Cực Chất”…, as well as collaborative minigames like “Mẹ Điền Từ Khóa – Bé Trúng Quà To” with KHANG BABY and “Viết Đúng Dưỡng Chất – Nhận Quà Cực Chất” with YAN Kids, attracting massive participation from users. ColosBaby recorded a strong 180.33% increase in total mentions, brand mentions grew positively by 122.85%, and user participation increased by 90.93% compared to the previous month.
Friso continued to hold position #2 of the YMI Brand of the Month for January 2026 in the Powdered Milk category. During the month, the brand received attention through a promotional program in coordination with the Con Cưng retail chain for the Friso Pro 3 product line. The brand’s presence continued to be maintained through promotional posts from distribution partners such as KHANG BABY, An Bébé… Meanwhile, the Friso Pro product line with the breakthrough formula “Milk Liquid Complex” generated lively discussions among users in groups such as Mẹ Thông Thái Nuôi Con Khoa Học, Nuôi Con Bằng Sữa Công Thức, Hội REVIEW SỮA CÔNG THỨC CHO BÉ… Friso recorded a 72.42% drop in total mentions, a 27.20% decrease in brand mentions, and a 79.02% decrease in user participation compared to the previous month.
Similac occupied rank #3 on the YMI Brand of the Month for January 2026 in the Powdered Milk category. The brand’s activities revolved around a series of posts promoting the “Similac Total Protection 2+” product for C-section babies. As a result, the brand gained significant attention and lively discussions about “Similac 2+ Dinh dưỡng 5G” in mom community groups like Mẹ Thông Thái Nuôi Con Khoa Học, MẸO NUÔI CON KHOẺ MẠNH – HỘI MẸ BỈM THÔNG THÁI, HỘI MẸ BỈM SỮA CHIA SẺ KINH NGHIỆM CHĂM SÓC CON… Similac reported a 23.53% increase in total mentions, brand mentions increased by 38.87%, and user participation grew by 18.76% compared to the previous month.
Aptamil maintained its heat at rank #4 of the YMI Brand of the Month for January 2026 in the Powdered Milk category. User interaction came from the “Flex Thẻ Cào – Nhả Vía Hên” minigame and the “Mùa Tri Ân Vàng – Trúng Lớn Xe Sang” program, accompanied by promotional post from Ca nương Kiều Anh‘s family. Besides, the brand continued to attract attention through the “Cùng Chuyên Gia Aptaclub Việt Nam Chăm Con Sinh Mổ” series with episodes addressing poor immunity and SYNBIOTIC nutrients. These activities created lively discussions from mothers in groups such as Hội Các Mẹ Dùng Sữa Aptamil, TÂM SỰ MẸ VÀ BÉ, Hội các bà mẹ bỉm sữa thông thái Việt Nam… Aptamil recorded a 13.86% drop in total mentions and a 26.21% decrease in brand mentions, but user participation surged strongly by 155.42% compared to the previous month.
Enfa stood at position #5 of the YMI Brand of the Month for January 2026 in the Powdered Milk category. The brand’s total mentions in the month were maintained by promoting product lines like “Enfagrow A+”, “Enfagrow A2 4”, and “Enfagrow C-Sec 3”, emphasizing the dual nutrients MFGM & DHA. The products were widely spread through promotional programs in collaboration with Con Cưng and posts sharing childcare knowledge. Consequently, the brand received many positive interactions from mothers in groups like HỘI MẸ BỈM SỮA CHIA SẺ KINH NGHIỆM CHĂM SÓC CON, Mẹ Thông Thái Nuôi Con Khoa Học, HỘI SỮA MỸ – CANADA (enfamil, enspire, enfagrow, similac…)… Enfa recorded a 14.14% drop in total mentions and a 22.33% decrease in user participation, but brand mentions surged by 91.41% compared to the previous month.
3. YMI Ranking – Top 5 Insurance Brands on Social Media in January 2026
In January 2026, the Insurance industry recorded a sluggish performance with approximately 277.5K total mentions, a sharp decrease of 71.22% compared to the previous month. The top 5 leading brands of the YMI Brand of the Month in the Insurance category include: Prudential, Manulife, Dai-ichi Life, AIA, and Generali.
Prudential returned to position #1 of the YMI Brand of the Month for January 2026 in the Insurance category. Highlighting the month was the Tet campaign “Triệu Kết Nối – Đón Yên Tâm Mới” along with the “Đoán Tên Thông Điệp – Nhận Quà Liền Tay” minigame and the “Khơi Triệu Kết Nối – Tết Triệu Niềm Vui” challenge. The brand also attracted interactions by launching the “Prudential – Chúc Tết” sticker collection and organizing the “Điền Từ Còn Trống – Giải Mã Thông Điệp Tết” minigame in collaboration with UrBox. Besides, activities such as deploying the Hospital Fee Guarantee Service at Bạch Mai Hospital, launching the Gift Voucher Service from PRURewards, and the “Sống Chủ Động, Bí Kíp Dinh Dưỡng Giúp Bạn Sống An Lành Cả Năm” seminar helped maintain positive discussions. Prudential recorded a 77.07% drop in total mentions, a 70.47% decrease in brand mentions, and user participation decreased by 49.56% compared to the previous month.
Manulife held position #2 on the YMI Brand of the Month for January 2026 in the Insurance category. The brand’s total mentions focused on the “Điều ước của bạn trong năm 2026 này là gì?” minigame and the special promotional program “Vạn Sự Khởi Đầu Xanh – Tết 2026”. Meanwhile, the brand continued the final phase of the “Chọn XANH cho KHOẺ” campaign through posts sharing knowledge on stomach health protection, announcing the results of a series of minigames and the “Đài Phát Xanh” contest, along with continuing to broadcast the “Êm Dạ Êm Sống” series. Manulife recorded an 80.45% decrease in total mentions, a 79.94% drop in brand mentions, and an 85.36% decrease in user participation compared to the previous month.
Dai-ichi Life rose to position #3 on the YMI Brand of the Month for January 2026 in the Insurance category. The brand focused on deploying the “19 năm – Vững tin tiến bước” campaign to celebrate its 19th anniversary. Outstanding interactions came from promotional activities for the 24/7 Comprehensive Maternity Care Insurance package via the “Xin Vía Bé Yêu – Rinh Quà Cưng Chiều” and “Nhả Vía Mẹ Bầu – Nhận Quà “Đậm Sâu”” minigames. Additionally, the series of minigames “Tìm Mảnh Ghép Đúng – Thử Tài Tinh Mắt, Rinh Quà Khỏe Khoắn!”, “Dấu Ấn Tự Hào – Vững Tin Tiến Bước”, along with a customer appreciation minigame accompanying “Cung Đường Yêu Thương” contributed significantly to the total discussions. Dai-ichi Life recorded a 49.01% increase in total mentions, brand mentions surged strongly by 101.37%, and user participation grew by 20.80% compared to the previous month.
AIA maintained its rank #4 on the YMI Brand of the Month for January 2026 in the Insurance category. During the month, the brand continued to deploy the “Đồng Cam Cộng Khoẻ” campaign with a series of “Cộng Kiến Thức, Vững An Tâm” minigames and the “Định Nghĩa Bảo Vệ Trọn Đời Với Bạn Là Gì?” minigame. The community’s attention was also directed towards the “Trường học Lành mạnh nhất AIA – Mùa 4” program, the launch announcement of “Bảo Hiểm Sức Khỏe Trọn Đời”, and the premium “Khảm tinh hoa, vững di sản” program which included a short film and the “Spring Quintessence” music event featuring a lineup of famous artists. AIA reported a 16.32% increase in total mentions and a 35.60% increase in brand mentions, but user participation decreased by 11.27% compared to the previous month.
Generali returned to the top 5 of the YMI Brand of the Month for January 2026 in the Insurance category. The most prominent activity was the “Tết Như Ý, Trọn Vẹn Từng Khoảnh Khắc” marathon featuring famous artists, and the “Vòng Quay Mê Ly, Nhận Quà Như Ý” program Season 2 – Period 3 and the Spin of the Year, alongside a direct lucky draw livestream. Besides, the launch of the LEO mascot, the introduction of the Tet gift set, and the “Lưu Khoảnh Khắc ‘Trọn Vẹn Như Ý'” minigame also contributed to increasing discussions for the brand. Generali recorded a 3.65% increase in total mentions, but brand mentions dropped by 17.23% and user participation decreased by 17.39% compared to the previous month.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in January 2026
Stay tuned for the update of the YMI Brand of the Month T2.2026 with YouNet Media
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