The artificial intelligence boom is reshaping brand value rankings among South Korean companies. Samsung Electronics (005930.KS) and SK hynix (000660.KS) sharply raised their brand values on the back of a semiconductor upturn, pushing the combined value of the country's top 10 brands close to $200 billion this year. Hyundai Motor (005380.KS) and Kia (000270.KS), by contrast, both saw their brand values decline.
The top 10 South Korean brands with disclosed figures were valued at a combined $196.707 billion, or about 272 trillion won, according to the "Korea 150 2026" ranking released on the 6th by Brand Finance, a British brand valuation consultancy. That is up $11.099 billion, or about 15 trillion won, from a year earlier, a gain of roughly 6%.
Brand Finance assesses about 6,000 brands worldwide, calculating values based on financial performance, consumer perception and sustainability.
Samsung Electronics was the most valuable brand in South Korea. Its brand value rose 8.9% to $97.415 billion, or about 135 trillion won, from $89.427 billion a year earlier, keeping it in first place.
SK hynix grew faster than Samsung. Its brand value was assessed at $15.76 billion, up 15.2% from a year earlier, ranking third in the country. Analysts attribute the gains to surging demand for high-bandwidth memory (HBM) and AI server chips amid expanding AI infrastructure investment, along with consecutive strong earnings at both companies.
Brand Finance said semiconductor manufacturers are increasingly driving growth in South Korea's brand values, adding that strong earnings expectations across the chip supply chain have translated into investor confidence and higher brand values.
Automakers fared worse than chipmakers. Hyundai Motor, ranked second in the country, saw its brand value fall 6.1% to $24.82 billion. Kia, in fourth place, dropped 10.5% to $10.413 billion. High interest rates, slowing global auto demand and U.S. tariff pressure were cited as factors.
LG Electronics (066570.KS), in fifth place, also saw its brand value fall 8.9% to $9.607 billion. Brand Finance pointed to softer demand for some home appliances and the need to overhaul its brand to secure future earnings as burdens.
Coupang, by contrast, rose 10% to $8.79 billion, while Shinhan Financial Group jumped 39.2% to $8.75 billion. KB Financial Group rose 13.7% to $8.3 billion. Hyundai Mobis (012330.KS) at $6.6 billion, up 5.1%, and Samsung C&T (028260.KS) at $6.25 billion, up 3.3%, rounded out the top 10.
Gains by financial and defense companies stood out beyond the top 10 as well. Hana Financial Group climbed to 15th this year from 20th a year earlier, and Meritz Financial Group rose to 55th from 70th. In defense, Hanwha Aerospace (012450.KS) jumped to 23rd from 47th, Hyundai Rotem (064350.KS) rose to 66th from 94th, and Hanwha Systems (272210.KS) advanced to 71st from 106th.
The combined value of South Korea's 150 largest brands reached about $357 billion this year, up $14.8 billion, or 4.3%, from a year earlier. Brand Finance said South Korean brands are becoming more competitive in industries set to lead the future global economy, based on innovation, advanced manufacturing and export competitiveness.
