Which Brand Shined the Brightest This Year? 2021 Brand of the Year National Consumer Voting Underway

- Voting will be held for 14 days from June 21 (Mon) to July 4 (Sun)
- Open to all consumers aged 15 and over in South Korea

[▲ 2021 Brand of the Year Awards - Example of Voting for the Fine Dust Mask Category of the Year (Brand Names in Ascending Order)]

The global management journal stated that brands promising value have a greater impact on consumers after the pandemic, emphasizing that although the means and methods of communication may change, the value promised to consumers must be consistently upheld.

The Korea Consumer Forum (CEO Jeon Jae-ho) announced that it will conduct a national consumer vote for the ‘2021 Brand of the Year Award,’ selecting the most beloved brand by the public based on unwavering values throughout the year.

Established in 2003, the Brand of the Year Award allows consumers to directly vote for the best brand that shone throughout the year. After voting and deliberation, the 2021 Brand of the Year will be selected by category. Voting is conducted online, via mobile, and through one-on-one telephone surveys. From June 21 to July 4, consumers aged 15 and older in South Korea can participate in the voting through the Brand of the Year Award website.

This vote covers 1,847 brands across 13 categories including ICT, home appliances, health, education, finance, shopping, dining out, and food. Selected brands will earn the prestigious title of ‘Brand of the Year in ○○○’ as chosen by consumers.

Recent industry groups that have attracted significant consumer attention include the following.

With increased time spent at home, demand for home projectors has risen, leading LG CineBeam, SONY, BenQ, ViewSonic, Samsung The Premiere, and Optoma to be nominated in the home cinema category.

Especially in the fine dust mask category, which has become an essential daily item post-COVID-19, candidates include Doctor Smile K, Mima Mask, Aer, Anyguard, Evergreen, Airdays, Apuri, Etica, Wellkips, Tone Up Fit Mask, and HealMade.

The mandatory mask-wearing has also caused explosive growth in demand for oral irrigators for personal oral hygiene, with AquaPic, AirFloss, Waterpik, and Panasonic competing as candidates in this category.

In the home-use hair removal device category, which can be conveniently used at home, candidates such as Rapita, Silkn, Ulike, Eoshika, and Tria have been nominated, with fierce competition expected as summer approaches and consumer interest rises.

With nearly 700,000 women in South Korea experiencing menopause, the women’s menopause health supplement category, a major concern for middle-aged women, includes Le Secret, Repeara, Eluvi, Woman Solution, Hwahaerak, and Femarin Q.

Functional teas, popular among consumers in convenient forms such as tea bags and powder sticks, have candidates including Damteo, Dongseo, O’Sulloc, and Tizen.

As dining out decreases and home meals increase, food waste disposer has become an essential kitchen appliance. Candidates competing in this category include Rinkle, Black Hole Zero, Smart Cara, Sink Leader, Sink Pure, EcoChe, and Welix.

In the cement category, which has seen a significant increase in shipments due to the government’s housing supply expansion policy and the recovery of the construction market, candidates include Sampyo Cement, Sungshin Cement, Ssangyong C&E, Asia Cement, Halla Cement, Hanil Cement, and Hanil Hyundai Cement.

Golf, recently popular among the younger generation in their 20s and 30s, is experiencing a boom in the industry. Candidates in the golf club category include Mizuno, Srixon, XXIO, Callaway, Titleist, TaylorMade, and Ping.

Additionally, a consumer vote to select the shining Korean brands of 2021 is being conducted on the People’s Daily People.cn website and mobile page in China.

Korean hospital cosmetics, effective for skin troubles caused by daily mask-wearing, are gaining great popularity in China as well. Candidates in the hospital cosmetics China category include Centellian24, CellBloom, Estra, Easydew, and PatyOn.

With summer approaching, sunscreen, an essential daily item, has candidates such as RNW, VT, W.LAB, Dr.G, Recipe, B.D. Beech, Champree, and Cell Fusion C.

Brands that have led K-Beauty worldwide in the mask pack category include Gik, JM Solution, SNP, Dr. Jart+, Leaders Cosmetics, Mebelis, Mediheal, Wonjin Effect, and Jayjun Cosmetic in the Chinese market.

As Chinese consumers increasingly seek premium Korean brands, Maeil Dairies and Binggrae are competing as candidates in the Chinese processed milk market.

Meanwhile, the brands selected as the 2021 Brand of the Year will be announced in August.