Southeast Asian brands continue to expand their influence on the global stage. In the Brand Finance Global 500 2026 report, 11 brands from ASEAN secured a place among the world’s 500 most valuable brands, up from 10 brands in the previous year.
The dominance of the banking sector stands out as a key highlight. Of the 11 ASEAN brands listed, six come from the banking industry, followed by two brands each from the energy sector and the leisure & tourism sector, and one conglomerate brand.
Singapore leads the region’s contribution with four brands, while the rest come from Malaysia (three), Indonesia (two), Thailand (one), and Vietnam (one).
Banking as the Backbone of ASEAN Brand Value
DBS once again retained its position as the most valuable ASEAN brand for the second consecutive year.
The Singapore-based bank’s brand value rose 8 percent to USD 18.6 billion, supported by strong financial performance across multiple business segments. DBS also ranks among the world’s strongest brands, placing 47th globally with a Brand Strength Index (BSI) of 88.5 out of 100 and an AAA brand strength rating.
DBS is joined by other major names in the regional banking sector, including BRI from Indonesia; OCBC Bank and UOB from Singapore; Maybank from Malaysia; and Bank Mandiri from Indonesia.
Although several banks recorded declines in brand value, their continued presence in the global rankings underscores ASEAN’s consistency in building internationally recognized financial services brands.
Alex Haigh, Managing Director, Asia Pacific at Brand Finance, emphasized the sector’s role, stating:
“Banking remains a key driver of ASEAN brands within the Global 500 2026 rankings, led by DBS, BRI and Maybank to name a few.”
Energy and Tourism Add Depth to ASEAN’s Global Presence
Beyond banking, the energy sector continues to maintain its presence through PETRONAS of Malaysia and PTT of Thailand. PETRONAS has remained in the global rankings for 17 consecutive years, while PTT marks a decade of continuous inclusion.
Although both companies experienced declines in brand value due to weakening global oil prices, their positions underscore the resilience of ASEAN energy brands in the international market.
In contrast, the leisure & tourism sector delivered a standout performance. Marina Bay Sands recorded a 35 percent surge in brand value to USD 8 billion, climbing 91 places in the global rankings.
Malaysia’s Genting also drew attention by re-entering the Global 500 after a six-year absence, while emerging as one of the world’s strongest brands, with a Brand Strength Index (BSI) of 92.1 and an AAA+ rating.
From Vietnam, Viettel Group sustained its momentum through aggressive 5G network expansion and by strengthening its position as a global core network provider. Viettel’s inclusion reinforces the view that ASEAN brands are no longer reliant solely on traditional sectors, but are increasingly playing a significant role in technology and digital infrastructure.
Overall, these achievements highlight how ASEAN brands are becoming more mature, diversified, and globally competitive—a notable development amid the dominance of major brands from the United States and China.
