BrandFinance

SouthKorea150

2024

TheannualreportonthemostvaluableandstrongestSouthKoreanbrands

September2024

BrandFinanceSouthKorea1502024/south-korea2

Contents

AboutBrandFinance

3

Foreword4

AlexHaigh,ManagingDirector,BrandFinanceAsiaPacific

RankingAnalysis

7

SectorAnalysis

1

5

BrandValueRanking(USDm)

21

Methodology

24

OurServices

30

?2024Allrightsreserved.BrandFinancePlc.

About

BrandFinance

Theworld's

leadingbrandvaluation

consultancy

Forbusinessenquiries,pleasecontact:

AlexHaigh

ManagingDirector,AsiaPacific

a.haigh@

Formediaenquiries,pleasecontact:

Gayathri

MarketingDirector,AsiaPacific

g.saravanakumar@

Forallotherenquiries:

enquiries@

+442073899400

BridgingthegapbetweenMarketingandFinance

BrandFinancewassetupin1996withtheaimof'bridgingthegapbetween

marketingandfinance'.Formorethan25years,wehavehelpedcompaniesand

organisationsofalltypestoconnecttheirbrandstothebottomline.

Quantifyingthefinancialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Ranking

brandsacrossallsectorsandcountries,wepublishover100reportsannually.

Uniquecombinationofexpertise

Ourteamshaveexperience

acrossawiderangeofdisciplines

frommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.

Pridingourselves

ontechnicalcredibility

BrandFinance,acharteredaccountancyfirmregulatedbytheInstituteof

CharteredAccountantsinEnglandandWales,isthefirstbrandvaluation

consultancytojointheInternational

ValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO

20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountability

StandardsBoard.

BrandFinanceSouthKorea1502024/south-korea4

Foreword

AlexHaigh

ManagingDirector,BrandFinance

AsiaPacific

Whatmakesabrandvaluable?Thatisthequestionthisstudyanswers.

Determiningbrandvaluestartswithcustomers.Theyexercisetheirinfluencebyexpressingtheirpreferences.Customerperceptionsareinfluencedbymanyfactorsincludingabrand’scommitmenttothem,cuttingedgetechnology,

innovativeservicedeliveryandadaptabilitytochangingmarketdemands.

Suchinitiativesdeterminewhetherbrandsmoveupordowninourrankings.

BrandFinance’sbrandvaluationstudybeginsbygatheringindividualperceptions

aboutbrands.Over100,000respondentsworldwide,includingover25,000

respondentsintheAsiaPacificregion,providetheirviewswhicharethenanalysed.Thispartofthestudycoversbrandawareness,considerationandmanymeasuresofbrandreputation,producinganunderstandingofabrandstrength.Next,todefinebrandvalue,wecombinethisanalysisofbrandperceptionswithfinancialanalysisofthebusinessthebrandisusedfor.

Theheartofwhatwedoisto“bridgethegapbetweenmarketingandfinance”

tohelpcommunicatethebenefitsofmarketingandbrandingtofinancialteams.

Wecandeterminetheunderlyingfactorsdrivingbrandvaluetherebyinforming

decisionsonbrandpositioningandmarketingtacticssuchaspromotions,products,servicesandpricing.Inaddition,establishingcommongroundallowsmarketers

toarticulatetheimportanceoftheireffortsandenablesboardstopreparestrategiesthatoptimiseperformance.

Understandingtheprecisefinancialvalueofanassetiscrucialforoptimisingreturns.Whetherconsideringbrandlicensing,selling,discontinuingbrands,rebranding

ororganisingbrandarchitecture,havingthisknowledgeisessentialforinformed

decision-making.BrandFinancehasconductedthousandsofvaluationsforbrandsandbrandedbusinesses,providinginsightstohelpaddressthesequestionsand

guidestrategy.Theimpactofcomprehendingyourbrand’svalueandfullyleveragingitwillhelptodrivegrowth,profitabilityandworldwidepopularity.

Wehopeyoufindthisstudyanditsinsightsinterestingandthatitenablesyoutoexplainandimprovethevalueofbrandsinbusinessesyouareworkinginoradvising.Yourenquiriesarealsoimportanttous–pleasecontactmeifyouarelookingtounderstandandbuildbrandvalueandbrandstrength.MyteamandIlookforwardtoourconversationtoboostyourbrand’ssuccess.

GainInsight

LeveragestrategicinsightstoenhanceyourbrandIsfinancialstanding.

StrategicGuidance

Strategiseeffectivelytopositionyourbrandasamarketleader.

BenchmarkYourPerformance

Benchmarkyourbrandagainst

industrystandardsforacompetitiveedgeinthecorporatelandscape.

EmpowerYourMarketingTeam

EmpoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrandIsfinancialvalue.

EnhanceCommunication

OptimisecommunicationchannelsbyunderstandingandarticulatingyourbrandIsfinancialsignificance.

DeepenUnderstanding

Deepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.

Requestyourown

BrandValueReport

BrandFinance'sBrandValueReport

providesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtodetermineyourbrand’svalue,aswellasbrand

equityresearch.

Eachreportincludesexpert

recommendationsforgrowing

brandvalue,drivingperformance,andgaininginsightsintoyour

positionagainstpeers.

enquiries@

+6,000brands

Originalmarketresearch

onglobal,marketandsectorleadingbrands.

41countries

Comprehensivecoverage

formarketspecificlearningsthatinformdecisionmaking.

GetFull

AccesstoourGlobalData

31sectors

Benchmarkyourbrandagainst

competitorsandleverageindustrylevelinsightstoempoweryour

strategy.

+150,000respondents

Robustmarketrepresentationforaglobalperspective.

8thconsecutiveyear

Takealongerviewtotrackandlearnfromfastgrowingbrands,market

disrupters,andmarketleaders.

StrategicInsight

Understandyourbrandsstanding

inthemarket,whatit’sknownfor

relativetothecompetition,andwhatdrivescustomerdecisionmaking

soyoucancreatearoadmapforsuccess.

BrandFinance'sGlobalBrand

EquityMonitorresearchutilises

acomprehensiveframeworkto

trackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,

maintainingandbuildingbrandstrength.

Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directionandmeasuredsupportifthey’retofulfiltheirpotential.Ourbrandequity

reportsdeliverexpertinsightandrecommendationstopoweryourbrandstrategiesandvaluation.

enquiries@

RankingAnalysis

Retail

ontheriseinthenewe-commercegrowth

landscape

+OnlineretailplatformsfuelSouthKorea’sretailsectorsurge

+SamsungretainsitsspotasthemostvaluableSouthKoreanbrandintherankings

+NavernetsthetopspotasstrongestSouthKoreanbrand

+Cantatabrewssuccess,withbrandvaluealmostdoublingto$869million

+SamsungGrouphashighestSustainabilityPerceptionsValueof$6.7billionandthehighestpositivegapvalueof$203million

RankingAnalysis

OnlineretailplatformsfuelSouthKorea’sretailsectorsurge

SouthKorea’sretailsectorhasexperiencedsignificantgrowth,withmostretailbrandsreportingdouble-digitincreasesinbrandvalue.Ofthe11retailbrandsrankedinthereport,eightsawsurgesinbrandvalue.These

11brandscontributed5.5%ofthebrandvalueofthe

SouthKorea150ranking,amountingtoUSD17.7billion.

LeadingthissurgeisCoupang(brandvalueup12%

toUSD7.2billion),SouthKorea'slargeste-commerceplatform.Coupang'scontinueddominanceinonline

retailissupportedbyhighscoresinkeybrandmetricssuchas‘familiarity’,‘reputation’,and‘volumepremium’.Asaresult,Coupangretainsitspositionasthe6th

mostvaluablebrandinthecountry.Thebrand'sscorefor‘volumepremium’—theabilitytocommandhighersalesduetosuperiorbrandperception—hasbeen

acrucialdriverofitsmarketshare,settingitapartfromcompetitors.

Theretailsector’sgrowthiscloselytiedto

SouthKorea’sboomingonlineretailmarket,driven

byhighsmartphonepenetration,advancedlogisticsinfrastructure,andatech-savvypopulation.PlatformslikeNaverShoppingLiveandKakaoShoppingLive

leadthisshiftbycombininglivestreamingwithreal-timeshopping,creatingengagingconsumerexperiences.

HyundaiandKiaareleading

thechargeintheautomobileindustrywithstronggrowth

andglobalexpansioninthe

electricvehiclemarket,whilethelogisticssector,exemplifiedbyCJLogistics,isembracingcutting-edgetechnologyto

enhanceoperationalefficiency.Thisyear’srankingshighlighttheadaptabilityofSouth

Koreanbrandsastheysetnewstandardsinbothlocalandglobalmarkets.

AlexHaigh

ManagingDirector,BrandFinanceAsiaPacific

BrandFinanceSouthKorea1502024/south-korea9

BrandFinanceSouthKorea1502024/south-korea10

RankingAnalysis

Top10MostValuableSouthKoreanBrands2024

1

=

SNMSUNG

$82.2bn

G

-1%

2

=

f

$22.9bn

+45%

3

▲

Skhynix

$10.0bn

+10%

4

1

G

$9.8bn

-13%

?BrandFinancePlc.2024

5

=

f

$9.0bn

+9%

6

=

coupang

$7.2bn

D

+12%

7

=

$5.6bn

y

+20%

8

▲

HYn口RI

MBIS

$5.5bn

e

+51%

9

1

$5.4bn

+17%

KB

g

10

▲

$5.3bn

+19%

SAMSUNGC&T

m

Theriseofonlineplatformshasbeenfurther

highlightedbystatisticsshowingthat,forthefirst

timein2023,onlineplatformsaccountedformore

thanhalfofthevalueofSouthKorea'stotalretailsales.

Thisshiftreflectsabroadertrendofconvenience-

focusedconsumerbehaviour,drivenbytheavailabilityoffastdeliveryservicesandeasy-to-usemobile

paymenttools.Asonlineshoppingcontinuesto

dominate,theretailsectorinSouthKoreaispoisedforsustainedgrowth,drivenbydigitalinnovationandevolvingconsumerpreferences.

Samsungretainsitsspotasthe

mostvaluableSouthKoreanbrandintherankings

Samsung(brandvaluedown1%toUSD82.2billion)hasonceagainsecureditspositionasthemost

valuablebrandinSouthKorea.Thebrandenjoysahigh‘a(chǎn)wareness’scoreandstrong‘familiarity’,‘consideration’,and‘loyalty’amongSouthKoreanconsumers,reflectingitscontinueddominanceinthecountry.

Samsung’sstrongdomesticmarketisanothercrucialfactorcontributingtoitsbrandvalue.

Thecompanyhasmaintainedasolid‘pricepremium’inSouthKorea,drivenbyitsunwaveringbrandloyaltyandmarketleadership.Thiscombinationofconsumerloyalty,innovativeproductofferings,andstrategic

positioninghashelpedSamsungmaintainitsstatusasSouthKorea'smostvaluablebrand.

BrandFinanceSouthKorea1502024/south-korea11

RankingAnalysis

Top10StrongestSouthKoreanBrands2024

1

=

NAVER

90.7

⑩

-0.6

2

▲

90.4

⑩

+5.3

3

▲

msungcrd

90.3

+28.5遺

4

▲

89.6

甸

+6.1

?BrandFinancePlc.2024

5

▲

SNMISUNG

86.2

圃

+3.9

6

=

85.8

+1.3o

7

1

85.7

-0.5⑧

8

=

LGchem

84.4

⑧

+1.0

9

▲

84.0

⑧

+19.7

10

▲

L人NE

83.7

+8.6

IGE

圃

NavernetsthetopspotasstrongestSouthKoreanbrand

Naver(brandvaluedown27%toUSD3.3billion)

continuestoholdthetitleofSouthKorea’sstrongestbrand.Thebrandretainsacommandingposition

withahigh‘a(chǎn)wareness’score.

Italsoboastsstrong‘familiarity’and‘consideration’

metrics.AlthoughNaver’sBrandStrengthIndex(BSI)experiencedaslightdecline,drivenbyalowerforecastforrevenuegrowth,NaverstillholdsthetoppositionasthestrongestSouthKoreanbrandwithaBSI

of90.67of100.

Thebrand’sinnovativeapproachtoproduct

offeringsandpartnershipshasalsoplayedapivotalroleinmaintainingitsposition.Naver’sliveshoppingplatform,NAVERShoppingLive,remainsacrucial

initiative,empoweringsmallandmedium-sizedenterprises(SMEs)throughfeaturesthatenablebusinessestocreateshort-formvideosfor

productmarketing.

Furthermore,Naver’spartnershipwithSamsung

Payhasenhanceduserconvenienceinmobile

payments,integratingNAVERPaywithSamsungPay

toexpanditsreachacrossSouthKoreanretailers.

AccordingtoBrandFinanceresearch,thisisevidentfromitshighscoreinthe‘reputation’metric.Naver’scoreservicesremainastapleforSouthKorean

consumers,contributingtoitsstrongbrandfamiliarityandhighconversionratesamongusers

BrandFinanceSouthKorea1502024/south-korea12

RankingAnalysis

?BrandFinancePlc.2024

BrandValueChange2023-2024(%)

91%80%77%51%46%45%45%44%40%36%

Cantatabrewssuccesswithbrandvaluealmostdoublingto$869million

Cantata,Korea'sfirstpremiumcannedcoffeebrand,sawitsbrandvaluealmostdoubletoUSD869million.Thissuccessisduetostrongfinancialresultsand

betterbrandstrength,withBrandFinanceresearchfindingexcellentresultsforthebrand’s‘familiarity’and‘reputation’metrics.Thesefactorsboosted

itsBrandStrengthIndex(BSI)to77.2outof100.

Theincreasingpopularityofready-to-drink(RTD)beveragesglobally,particularlyintheentireAsianregion,combinedwiththenation’shighdemand

forcoffee,haspositionedCantataasasignificantplayerinthebeveragemarket.Asthefirstpremiumcannedcoffeebrand,Cantatahascapitalised

onthisgrowingtrend,boostingitsfinancialandbrandperformance.

Cantata’scontinuedgrowthandincreased

reputationhelpedittobecomeSouthKorea'sfastest-growingbrandsasitnavigatesthe

dynamicandcompetitiveRTDcoffeemarket.

BrandFinanceSouthKorea1502024/south-korea13

RankingAnalysis

Top10SouthKoreanBrandsbySustainabilityPerceptionsValue

1

SNMSUNG

$6,699m

E:1.02S:1.04G:1.03

2

/HYUNDAl

$4,217m

E:0.99S:1.00G:0.99

3

SK

$1,604m

E:1.06S:1.07G:1.05

4

$1,536m

E:1.02S:1.03G:1.02

?BrandFinancePlc.2024

5f

$1,038m

E:1.00S:1.00G:0.99

6y

$513m

E:1.10S:1.12G:1.09

7

$481m

E:1.05S:1.05G:1.06

8D

coupan

$467m

E:0.98S:0.96G:0.97

9

$447m

E:1.06S:1.08G:1.07

10G

$432m

E:1.01S:1.01G:1.01

USDxx=SustainabilityPerceptionsValuex.x=SustainabilityPerceptionsScore/SectorMedian

SamsungGrouphashighestSustainabilityPerceptionsValueof$6.7billion;andthehighestpositivegapvalueof$203million

BrandFinancealsoutilisesitsGlobalBrandEquityMonitor(GBEM)researchtocompileaSustainabilityPerceptionsIndex,whichdeterminestheroleof

sustainabilityindrivingbrandconsiderationacrosssectors.BrandFinance’sperceptualdataalsooffersinsightintowhichbrandsglobalconsumersbelievearemostcommittedtosustainability.TheIndex

displaystheproportionofbrandvalueattributabletosustainabilityperceptionsforindividualbrands.

ThisSustainabilityPerceptionsValueisthefinancialvaluecontingentonabrand’sreputationforactingsustainably.

Fromhere,BrandFinance’sperceptualresearchis

analysedalongsideCSRHub’senvironmental,socialandgovernance(ESG)performancedatatodetermineabrand’s‘gapvalue’.Thisisthevalueatrisk,orvaluetobegained,arisingfromthedifferencebetween

sustainabilityperceptionsandactualperformance.AmongSouthKoreanbrands,Samsunghas

thehighestSustainabilityPerceptionsValue,atUSD6.7billion.

BrandFinanceSouthKorea1502024/south-korea14

RankingAnalysis

Samsunghasbeenattheforefrontoffinding

innovativesolutionstocombatglobalenvironmentalchallenges.Thecompanyhasintroducedtechnologiestoimproveenergyefficiencyandreducewaste

initsproductlifecycle.

Notably,Samsungisinvestinginprojectsthat

supportthecirculareconomy,includingusing

recycledmaterialsinitsproductsandexpanding

productrecyclingprograms.In2024,Samsung

wasawardedanAAratingintheMSCIESGRatings,thehighestlevelachievedbyanycompanyinSouthKorea'sICTindustry.Thisrecognitionreflectsthe

company'scomprehensivelystrongsustainabilityperformanceacrossESG.

Inassessingthegapbetweensustainabilityperceptionsandperformance,Samsunghasthehighestpositive

gapvalueofUSD203millionamongSouthKoreanbrands.

Asmentionedabove,apositivegapvaluemeans

thatbrandsustainabilityperformanceisstronger

thanperceived:brandscanaddvaluethrough

enhancedcommunicationabouttheirsustainability

efforts,sothatperceptionsareraisedtoaccount

forthebrand’sactualsustainabilityperformance

fully.Samsung’sgapvaluesuggestsitcould

generateanadditionalUSD203millioninpotentialvalueforshareholdersthroughenhancedcommunication

ofitsimpactandaccomplishmentsinsustainability.

Top10SustainabilityGapValues2024(SouthKoreanBrands)?BrandFinancePlc.2024

$203m$101m$69m$33m$30m$26m$11m$9m$8m$8m

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BrandFinanceSouthKorea1502024/south-korea16

SectorAnalysis

Banking

ThebankingsectorinSouthKorearemainsone

ofthelargestcontributorstothecountry’soverallbrandvalue,ranked3rdwithatotalcontribution

ofUSD26.7billion,representing8.4%ofthebrandvalueintheSouthKorea150ranking.Thisyear’sreportfeatures16bankingbrands,withtraditionalanddigitalplayerscontinuingtoshapethemarket.

WhileSouthKorea’sbankingindustryhaslong

beendominatedbyafewmajorplayers,recent

governmentinitiativestoliberalisethesector

haveintroducednewopportunitiesforcompetition,

particularlyamongregionalanddigitalbanks.

TheFinancialServicesCommission(FSC)has

alsoexpandedthescopeofopenbankingservices,enhancingdataaccessibilityandfosteringfinancialinclusionthroughdigitalisationefforts.

KBFinancialGroup(brandvalueup17%

toUSD5.4billion)hadastellaryear,posting

itshighest-everquarterlyprofitinthesecond

quarterof2024.Itsgrowthwasprimarilydriven

byanexpansioninhouseholdandcorporateloansandsubstantialcontributionsfromitsnon-bankingunits,accountingfornearly40%ofitsnetprofitforthefirsthalfoftheyear.

BrandFinanceSouthKorea1502024/south-korea17

SectorAnalysis

Despiteaslightdeclineinnetinterestmargindue

tolowermarketinterestrates,KBFinancial’sstrong

performancewasbolsteredbyaperfectscoreforkeydriverssuchas‘familiarity’,‘consideration’,and‘loyalty’.

ShinhanFinancialGroup(brandvaluedown3%

toUSD4.4billion)madestrategicmovestoexpanditsdigitalfootprintbyjoininganinternet-onlybankconsortiumthatprovidesspecialisedservices

forsmallandmedium-sizedbusinesses.

WhileShinhanhaslaggedbehindsomecompetitorsinthisspace,thisinitiativemarksasignificantstepforwardinitsdigitalbankingefforts.Highscores

for‘familiarity’,‘consideration’,‘recommendation’,and‘loyalty’continuetostrengthenitspositioninthemarket.

WooriBank's(brandvalueup44%toUSD3.1billion)strongperformancecanbeattributedtoitsexpansionintonewinternationalmarkets,particularlyin

SoutheastAsia,theMiddleEast,andEurope.

Despitelowerscoresforbrandinvestmentin

customerserviceanddigitalplatforms,Wooriexcelledin‘consideration’,ESGperformance,

andcustomer‘loyalty’,furtherdrivingitsgrowth.

HanaFinancialGroup's(brandvaluedown11%to

USD3billion)strategicfocushasbeenonattracting

foreigninvestmentthroughitsnewlyestablishedHanaInfinitySeoul,thecountry’slargestdealingroom,whichfeaturesa24-hourglobalforeignexchangeplatform.ThisnewinitiativeaimstoboostSouthKorea’sappealtoforeigninvestorsandprovidecontinuousforeign

exchangetradingcapabilities.

NHBank(brandvalueup77%toUSD2.4billion)madethemostsignificantgainsamongthetop

fivebrands,drivenbyinnovativepartnershipssuchasitscollaborationwithBankcow,aplatformforlivestockfractionalinvestment.

NHBank’spioneeringworkindevelopingsecurities

tokenofferings(STOs)hasallowedcustomerstoinvestinlivestockinsmallamounts,positioningthebank

attheforefrontofdigitalandalternativeinvestmentsolutions.Thebrandachievedperfectscoresfor

‘familiarity’,‘consideration’,and‘loyalty’,furtherstrengtheningitsmarketposition.

BrandFinanceSouthKorea1502024/south-korea18

SectorAnalysis

Logistics

SouthKorea’slogisticssectorcontinuestobeavitalcomponentofthecountry’sgrowingeconomy,drivenbyincreasingexports,technologicalinnovations,andexpandingglobalpartnerships.

Theindustryhasexperiencedsteadygrowth

asdemandforlogisticalservicessurgesinresponse

tohigherexportvolumes,especiallyinsemiconductors,electronics,andothergoods.Despitechallenges

suchasfluctuatingshippingratesandcargovolumes,logisticsbrandsinSouthKoreaareinvestingheavily

intechnologicaladvancements,includingprivate5Gnetworks,toenhanceefficiencyandstay

competitiveintheglobalmarket.

HyundaiGlovis(brandvalueup3%toUSD1.7billion)isstrengtheningitsoceanshippingposition,mainly

throughexpandingcontractswithglobalOEMmakers.TheacquisitionofGEAA,ausedcarauctioncompanyintheU.S.,laidthegroundworkforitsstrategic

expansionintheusedcarbusiness,furtherenhancingitsmarketreach.

OneofCJLogistics's(brandvalueup7%to

USD1.3billion)criticalmilestonesin2024was

implementingSouthKorea’sfirstfull-scaleprivate

5GnetworkatitsIchirilogisticscentre.InpartnershipwithEricsson,thisinnovationhasimprovedoperationalefficiencyby20%,primarilybyreducingthetime

requiredforpickingandsortingprocesses.Theprivate5Gnetworkhasalsoenabledautonomousvehiclesandrobots,streamlinedoperationsandenhancedsafety.

BaedalMinjok(brandvalueup45%toUSD708.9

million),aleadingSouthKoreanfooddeliveryservice,performedstrongly,drivenbybetterrevenueforecasts.BaedalMinjokhassuccessfullyexpandeditsuserbaseandremainsadominantplayerinthefooddelivery

sector,capitalisingontherisingdemandforhomedeliveriesinSouthKorea.

HMM(newentrantatUSD398.9million),SouthKorea’slargestcontainershippingcompany,isanewentranttotherankings.Despiteunderwhelmingyear-to-dateearningsin2023,drivenbylowshippingrates

andfallingcargovolumes,HMM’s5-yearrevenueforecastshaveimproved,asanalystareoptimisticonthebrandsfutureearningsgivenitsprivatisationplans.

HMM'sfocusonexpandingitsfleetandupgradingitsserviceshashelpedmitigatetheimpactof

thechallengingmarketenvironment,positioningthecompanyforlong-termgrowth.

SKShipping(newentrantatUSD216.2million)

isanothernewentranttothisyear'sSouthKorea150rankings.BrandFinanceresearchshowsthe

logisticsbrandboastshighscoresfor‘Familiarity’and‘Reputation’.

WhilstSKShippingfacedchallengesincludingfluctuatingfreightratesandoperational

adjustments-itsstrongbrandreputation,

ensureditiswell-positionedtoadapttofuturemarketopportunities.

BrandFinanceSouthKorea1502024/south-korea19

SectorAnalysis

SoftDrinks

SouthKorea’ssoftdrinkssectorhasexperienced

remarkablegrowth,becomingtheindustrywith

thehighestyear-on-yearpercentageincreaseinbrandvalue,increasingtobeworth2.5timesitsprevious

value.Althoughthesectorconsistsofonlytwokeybrands—CantataandAngel-in-usCoffee—bothhavecontributedsignificantlytothisgrowth.

TheincreasingdemandforpremiumbeveragesandthepopularityofRTDdrinkshasdriveninnovationandbrandstrengthinthissector.Consumerspreferlow-sugaroptions,uniqueflavours,andeco-friendlypackaging,allofwhichhavepushedthesebrandstoexplorenewwaystoengagewiththemarket.

Cantata(brandvalueup91%toUSD869million)

hassolidifieditspositionastheleadingbrandin

SouthKorea’sRTDmarket.Asthecountry'sfirst

premiumcannedcoffeeproduct,Cantatahas

thrivedamidthegrowingdemandforready-to-drinkcoffeeandhealthieralternatives.

Thebrand'scontinuedsuccesscanbeattributedtohighscoresfor‘familiarity’,‘volumepremium’,andape