Top 10 brands in Singapore this year: Uniqlo, Netflix, and Singapore Airlines make the list

Going for brand names isn’t always about chasing status symbols. Sometimes, it’s as simple as wanting a certain guaranteed quality that’s associated with a particular label – a familiar, trusted one that you know you’re in good hands with. And despite the innate nature of people to go googly-eyed over all things luxurious  – from Louis Vuitton chocolate to the latest lavish resort openings – it appears that Singaporeans favour simpler, everyday brands, according to the latest report by YouGov.

In YouGov’s Best Brand Rankings 2026, brands were ranked using an index based on data collected over the entire year of 2025. With input from actual users, experts, and some help from AI, the final score was put together according to six aspects: impression, quality, value, reputation, satisfaction, and whether a given brand is recommended.

The top winner for Singapore – and this should come as no surprise – is none other than the world’s best airline. Yes, our beloved Singapore Airlines takes the crown, while its home base, Changi Airport, also makes the list at fifth place.

Other brands in Singapore’s top 10 brands list are those you’d often encounter or use in your day-to-day life – with tech brands Shopee (#2), WhatsApp (#3), YouTube (#7), Google (#8), and Netflix (#10) dominating half the entire lot. Uniqlo (#5) and FairPrice (#6), both known for wallet-friendly but reliable goods in their respective spheres, are also among the winners.

If there’s one thing we can take away from these results, it’s that perhaps Singaporeans aren’t such complicated folk after all. All we want is convenience, easy entertainment, and affordable go-tos that deliver – oh, and the occasional overseas trip, of course.

Top 10 brands in Singapore in 2026, according to YouGov:

1. Singapore Airlines
2. Shopee
3. WhatsApp
4. Changi Airport (including Jewel Changi Airport)
5. Uniqlo
6. FairPrice
7. YouTube
8. Google
9. Channel News Asia
10. Netflix

Find out more about YouGov’s Best Brand Rankings 2026 here.

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