September 2025 continued to be a vibrant month on social media as brands ramped up activities to accelerate into the second half 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 September 2025 capture across different industries?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – September 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 September 2025
Tiger, NAN, Vikki, and Prudential and Manulife are the leading names on the YMI Brand Rankings for September 2025, representing the most dynamic industries: Beer, Powdered Milk, Banking, and Insurance.
- The Beer industry remained vibrant with over 961K mentions, surging 119% compared to last month. Tiger jumped to the top position thanks to the “Tiger Street Football 2025” event, while Heineken closely followed with its experiential campaign “Heineken 0.0 Bar”. Bia Việt also made a strong impression with a sharp increase in buzz driven by the “Nâng Ly Mừng Chất Việt – Trúng 500 Sao Vàng” campaign. Bia Saigon and Bia Hà Nội maintained steady engagement through diverse communication activities.
- The Powdered Milk industry sustained its strong performance with over 1.85M mentions, up 9.96% month-on-month. NAN retained its leading position through a series of promotional minigames, while S-26 Ultima climbed two ranks to #2 with its “Mở Rộng Vùng An Toàn” campaign. Aptamil, Similac, and Friso continued to keep audiences engaged through interactive community initiatives.
- The Banking industry experienced a mild slowdown with over 589K mentions, down 12.47% from the previous month. Vikki maintained its #1 spot with the “Tiết kiệm Vikki – Trúng VÀNG Ký” program. Techcombank sustained engagement through its collaboration with the entertainment show “Tân Binh Toàn Năng”, while BIDV made an impressive leap with the music festival “Emerald X – Chạm Di Sản, Mở Tương Lai”. VPBank and Vietcombank also maintained interaction through sponsorship and brand activation activities.
- The Insurance industry saw a cooling trend with over 612K mentions, dropping 18.51% from last month. Prudential rose to the #1 position following the launch of its new product “PRU-ĐẦU TƯ VỮNG TIẾN”. Bảo Việt recorded a remarkable surge to #3 with the “Tri Ân Niềm Tin Việt” campaign and social welfare initiatives, while Manulife actively implemented its “Chọn XANH Cho KHỎE” campaign.
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 September 2025: TOP 5 brands from 4 industries with effective activity on social media in September 2025 (1/9/2025 – 30/9/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 9.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in September 2025
In September 2025, beer brands were extremely active with over 961K mentions, a sharp 119.14% increase compared to the previous month. The Top 5 brands on the YMI Beer Ranking include: Tiger, Heineken, Bia Việt, Bia Saigon, and Bia Hà Nội.
Tiger made a powerful surge to secure the #1 spot as the YMI Brand of the Month for September 2025 in the Beer category. The brand generated major buzz with its “Tiger Street Football 2025” tournament in Nha Trang and Can Tho, combined with music festivals and interactive activities. Additionally, the “Nâng Tiger thổi bừng sinh nhật” program and its sponsorship of the “Sports On TikTok” campaign contributed to the massive discussion volume. Tiger recorded a 520.87% increase in total mentions, a 109.13% surge in brand mentions, and a 177.21% growth in user participation compared to the previous month.
Heineken ranked #2 as the YMI Brand of the Month for September 2025 in the Beer category, maintaining its position from last month. The brand sustained its momentum with the “Heineken 0.0 Bar” event series in major shopping centers in Hanoi, widely covered by KOLs and community pages. Heineken recorded a 40.56% decrease in total mentions, an 18.94% decrease in brand mentions, and a 25.06% decrease in user participation compared to the previous month.
Bia Việt ranked #3 as the YMI Brand of the Month for September 2025 in the Beer category, climbing one spot from last month. The brand launched the “Nâng Ly Mừng Chất Việt – Trúng 500 Sao Vàng” campaign with the “Săn Ảnh Sao Vàng” minigame and various promotions, strongly amplified by KOLs. Bia Việt reported a significant 7686.69% increase in total mentions, a 3145.91% increase in brand mentions, and a 10097.92% increase in user participation compared to the previous month.
Bia Saigon ranked #4 as the YMI Brand of the Month for September 2025 in the Beer category, rising three positions. The brand was highly active with its “150 Năm Di Sản Vườn Cao” campaign, highlighted by the “Di Sản” music night, alongside the launch of the new “Saigon Export Premium” beer and a promotional song for “Saigon Special”. Bia Saigon experienced a 43.99% decrease in total mentions, a 43.40% drop in brand mentions, and a 26.73% decline in user participation compared to the previous month.
Bia Hà Nội ranked #5 as the YMI Brand of the Month for September 2025 in the Beer category, moving up one spot. The brand gained attention by participating in the “Thành Tựu 80 Năm Đất Nước” exhibition, launching a prize draw promotion, and running activities to support the U23 Vietnam national team. Bia Hà Nội recorded a 7.35% decrease in total mentions, a 30.83% increase in brand mentions, and a 3.32% decrease in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in September 2025
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in September 2025
In September 2025, powdered milk brands maintained their heat with over 1.85M mentions, up 9.96% compared to the previous month. The Top 5 brands on the YMI Powdered Milk Ranking include: NAN, S-26 Ultima, Aptamil, Similac, and Friso.
NAN secured the #1 position as the YMI Brand of the Month for September 2025 in the Powdered Milk category, maintaining its rank. The brand launched a series of minigames to promote “NAN SUPREME PRO 3” and communicated the new formula of “NAN INFINIPRO A2” with the support of famous KOLs. NAN recorded a 17.53% increase in total mentions, a 17.98% rise in brand mentions, and a 77.99% growth in user participation .
S-26 Ultima climbed 2 spots to rank #2 as the YMI Brand of the Month for September 2025 in the Powdered Milk category. The brand focused on the “Mở Rộng Vùng An Toàn” campaign and a series of educational minigames for its “S-26 Ultima 3” product line, with distribution across e-commerce platforms. S-26 Ultima saw a 41.67% increase in total mentions, a 40.51% rise in brand mentions, and a 39.83% increase in user participation compared to the previous month.
Aptamil held the #3 position as the YMI Brand of the Month for September 2025 in the Powdered Milk category, falling one spot.The brand sustained discussions by initiating experience-sharing threads and introducing the “Ap New” solution in parenting groups, combined with promotions and livestreams with retail partners. Aptamil recorded a 14.44% decrease in total mentions, a 30.49% drop in brand mentions, and a 9.83% decrease in user participation compared to the previous month.
Similac placed #4 as the YMI Brand of the Month for September 2025 in the Powdered Milk category, dropping one spot. The brand spread its message of strengthening the immune system for C-section babies through discussions and minigames in mom communities, while also partnering with the “Mẹ Bầu và Em Bé lần thứ 10” event. Similac’s total mentions remained stable, while brand mentions decreased by 30.25%, and user participation saw no significant change compared to the previous month.
Friso ranked #5 as the YMI Brand of the Month for September 2025 in the Powdered Milk category, maintaining its position. The brand generated discussions mainly from organic conversations in parenting communities, where “Friso Gold Pro” received positive feedback for digestive support. Friso recorded a 1.11% increase in total mentions, a 15.64% rise in brand mentions, and a 0.27% decrease in user participation compared to the previous month.
3. YMI Ranking – Top 5 Banking Brands on Social Media in September 2025
In September 2025, banking brands saw a slight cooldown with over 589K mentions, down 12.47%. The Top 5 brands include: Vikki, Techcombank, VPBank, BIDV, and Vietcombank.
Vikki secured the #1 spot as the YMI Brand of the Month for September 2025 in the Banking category, maintaining its rank. The brand launched diverse activities, notably the “Tiết kiệm Vikki – Trúng VÀNG Ký” program for National Day, promoted its “VikkiGO” and “VikkiME” products, and received several prestigious awards. Vikki recorded a 22.09% decrease in total mentions, a 19.93% drop in brand mentions, and a 33.27% decline in user participation compared to the previous month.
Techcombank climbed 1 spot to rank #2 as the YMI Brand of the Month for September 2025 in the Banking category. The brand attracted significant attention by partnering with top entertainment shows like “Tân Binh Toàn Năng” and “Anh Trai Vượt Ngàn Chông Gai”, along with interactive activities as part of the “Marathon Quốc tế Hà Nội Techcombank” event. Techcombank saw a 15.67% decrease in total mentions, a 5.47% increase in brand mentions, and a 14.49% decrease in user participation compared to the previous month.
VPBank held the #3 position as the YMI Brand of the Month for September 2025 in the Banking category, rising 2 spots. The brand focused on sponsoring major youth events like the “VPBank Đất Sen Hồng Music Marathon 2025” and organized the “VPBank Visa Card-walk” livestream with KOLs. VPBank recorded a 3.27% increase in total mentions, a 38.20% rise in brand mentions, and a 7.29% growth in user participation compared to the previous month.
BIDV made a spectacular breakthrough to rank #4 as the YMI Brand of the Month for September 2025 in the Banking category, climbing 5 spots. The brand created a huge buzz with its “Emerald X – Chạm Di Sản, Mở Tương Lai” music festival featuring famous artists and its sponsorship of the reality TV show “Chiến Sĩ Quả Cảm”. BIDV saw an 11.62% increase in total mentions, an 8.08% decrease in brand mentions, and a 26.08% decline in user participation compared to the previous month.
Vietcombank secured the #5 spot as the YMI Brand of the Month for September 2025 in the Banking category, rising 2 positions. The brand maintained its media presence as a Silver partner of the “Chiến Sĩ Quả Cảm” show and launched the “1 Tỷ Bước Xanh” community campaign for National Day. Vietcombank recorded a 3.78% increase in total mentions, a 4.85% rise in brand mentions, and a 35.24% decrease in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Banking Industry on Social Media in September 2025
4. YMI Ranking – Top 5 Insurance Brands on Social Media in September 2025
In September 2025, insurance brands saw a quiet period with around 612K mentions, down 18.51%. The Top 5 brands include: Prudential, Manulife, Dai-ichi Life, Bảo Việt, and Generali.
Prudential secured the #1 spot as the YMI Brand of the Month for September 2025 in the Insurance category, climbing one position. The brand stood out by launching its new product “PRU-ĐẦU TƯ VỮNG TIẾN”, promoted through minigames and TV channels, while also building trust by announcing business results. Prudential recorded a 9.00% decrease in total mentions and a 14.32% drop in brand mentions, but its user participation surged by 122.03% compared to the previous month.
Manulife ranked #1 as the YMI Brand of the Month for September 2025 in the Insurance category, dropping one spot. The brand focused on its major campaign “Chọn XANH Cho KHỎE”, amplified through KOLs, minigames, and an AI-powered activity. Manulife saw a 27.89% decrease in total mentions, a 33.31% drop in brand mentions, and a 63.58% decline in user participation compared to the previous month.
Dai-ichi Life held the #3 position as the YMI Brand of the Month for September 2025 in the Insurance category, climbing one spot from the previous month. The brand sustained user interest with a series of minigames exploring Japanese culture for the Mid-Autumn Festival and actively promoted the “IAV Run 2025” charity run. Dai-ichi Life saw a 40.52% decrease in total mentions, a 30.48% drop in brand mentions, and a 50.96% decline in user participation compared to the previous month.
Bảo Việt made an impressive leap to rank #4 as the YMI Brand of the Month for September 2025 in the Insurance category, climbing 3 spots. The brand generated discussions through its “Tri Ân Niềm Tin Việt” campaign, being honored with major awards, and promoting notable social welfare activities. Bảo Việt recorded a 92.89% increase in total mentions and a 21.87% growth in user participation, while brand mentions decreased by 12.51% compared to the previous month.
Generali secured the #5 spot as the YMI Brand of the Month for September 2025 in the Insurance category, rising one position. The brand promoted its “VITA – Ngày Mai Vững Chắc” product through promotions and minigames, while also launching the “GenDigi” digital content campaign via an insurance consultant’s channel. Generali recorded a 17.40% increase in total mentions and a 57.74% rise in brand mentions, while its user participation remained nearly unchanged compared to the previous month.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in September 2025
Stay tuned for the update of the YMI Brand Ranking for October 2025 with YouNet Media.
Detailed Information:
- Follow the YMI Brand Ranking for August 2025 here
- Visit the YouNet Media Index ranking website for detailed scores here
- Refer to the meaning of the indicators in YouNet Media Ranking here
