ASEAN brands continue to expand their global presence, with 11 regional brands featured in the Brand Finance Global 500 2026, up from 10 in the previous year, according to a new report from Brand Finance.
The banking sector accounts for the largest share of ASEAN representation, with six brands included, while the energy and leisure and tourism sectors contribute two brands each, alongside one conglomerate brand.
Singapore leads the region with four of ASEAN’s 11 brands in the global rankings. The remaining brands are based in Malaysia with three, Indonesia with two, Thailand with one, and Vietnam with one.
DBS, with brand value up 8% to USD18.6 billion, retained its position as the most valuable ASEAN brand for the second consecutive year. The bank also ranked among the world’s strongest brands, placing 47th with a Brand Strength Index score of 88.5 out of 100 and an AAA brand strength rating.
These performances highlight how ASEAN companies are combining long-standing strength with strategic growth to compete globally.
Other ASEAN banking brands featured in the global rankings include Indonesia’s BRI, with brand value down 5% to USD6.9 billion, Singapore’s OCBC Bank, up 7% to USD6.8 billion, and UOB, up 10% to USD6.8 billion. Malaysia’s Maybank increased 4% to USD5.4 billion, while Indonesia’s Bank Mandiri declined 6% to USD5.2 billion.
“Banking remains a key driver of ASEAN brands within the Global 500 2026 rankings, led by DBS, BRI and Maybank to name a few,” said Alex Haigh, Managing Director Asia Pacific, Brand Finance .
“Meanwhile, energy champions like PETRONAS and PTT, along with standout leisure & tourism brands such as Genting, showcase the region’s resilience, legacy, and ability to innovate. These performances highlight how ASEAN companies are combining long-standing strength with strategic growth to compete globally.”
Malaysia’s integrated energy company PETRONAS, recorded a brand value of USD13.8 billion, down 4%, and maintained its presence in the Global 500 for the 17th consecutive year, ranking 185th in 2026.
Thailand’s PTT, with brand value down 5% to USD8.7 billion, ranked 292nd and marked a decade-long presence in the global rankings in 2026.
For both ASEAN energy brands, the decline in brand value was primarily attributed to lower average realised prices for crude oil and petroleum products, reflecting softer global oil prices.
In the leisure and tourism sector, Marina Bay Sands increased its brand value by 35% to USD8 billion and climbed 91 places to rank 328th globally.
Malaysia’s Genting recorded a 23% increase in brand value to USD6 billion and re-entered the Global 500 in 2026 after a six-year absence. The brand ranked as the 18th strongest globally, achieving a Brand Strength Index score of 92.1 out of 100 and an AAA+ brand strength rating.
Viettel Group, with brand value at USD7.9 billion, ranked 332nd in the Global 500 2026. The brand continued its momentum following strong performance in late 2025, supported by the expansion of its 5G infrastructure, exceeding its nationwide target of 20,000 new 5G base stations ahead of schedule, and growing recognition as a global core network provider.
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NVIDIA’s brand now more valuable than Facebook and Walmart; Microsoft closes in on Apple
The strong performance of ASEAN brands aligns with global trends highlighted in the Brand Finance Global 500 2026 ranking.
Apple retains its position as the world’s most valuable brand with a 6% brand value growth to USD607.6 billion. Behind Apple, Microsoft, (Up 23% to USD565.2 billion) Google, (up 5% to USD433.1 billion) and Amazon (up 4% to USD369.9 billion) have retained second, third, and fourth positions in the Global 500 ranking, demonstrating the continued dominance of leading US technology brands.
NVIDIA has climbed four ranks from 2025 to become the world’s fifth-most valuable brand. NVIDIA’s brand value has more than doubled since 2025, rising 110% to USD184.3 billion, reflecting its central role in powering global AI infrastructure.
YouTube has become the world’s strongest brand, with a BSI score of 95.3 out of 100, rising from eighth place in 2025. WeChat has slipped to second place with a BSI score of 95.1 out of 100, while Microsoft climbs eight places to third with 94.7. All three brands, YouTube, WeChat and Microsoft, retain the AAA+ rating, highlighting their enduring strength and global influence.
Revolut has emerged as the fastest-growing brand among the world’s 500 most valuable brands.
Featured image via DBS.
