Yahoo Launches APAC’s First Public-Voted Best Brands Awards 2024 Over 410,000 Votes Decide the Top 39 Brands across 13 industries in Hong Kong and Taiwan

Pete Wong, GM of Asia, and CEO of Taiwan Ecommerce at Yahoo delivered a welcome speech at Yahoo Asia Big Idea Chair 2024 Awards Ceremony

Yahoo has introduced the Yahoo Best Brand Awards 2024, Asia Pacific’s first-ever public-voted brand awards, under the theme “Times Change, Our Purpose Persists.” The awards aimed to identify the most loved and searched brands in Hong Kong and Taiwan while uncovering consumer expectations across various sectors.

Building on the 16-year legacy of the Yahoo Asia Big Idea Chair Awards, which honor exceptional marketing campaigns, this new platform puts public participation at its core. Garnering over 410,000 votes from October to November 2024 across Hong Kong and Taiwan, the awards underscore Yahoo’s focus on understanding brand loyalty and relevance in a dynamic world. Over 230 brands across 13 industries in Hong Kong and Taiwan were nominated, with selections based on the Kantar BrandZ report and Yahoo Search trends.

Matthew Chan, Head of Advertising Business for Yahoo Hong Kong and Taiwan

“The Yahoo Best Brand Awards is a step forward in understanding how brands connect with their audiences,” said Matthew Chan, Head of Advertising Business for Yahoo Hong Kong and Taiwan. “By involving the public in the process, we’ve uncovered valuable insights into what drives consumer loyalty and preference today. The results highlight the importance of strong campaigns, authentic brand identities, and meaningful experiences to build genuine, lasting relationships with their audiences.”

In Hong Kong, public voting was open to five key industries including Financial Services, Insurance, Automotive, Luxury Brands, and Mobile Technology and Devices, and we are pleased to reveal the winners across each of the five key industries:

Financial Services: Trust and Innovation Drive Engagement, Gen Z values Brand Personality

Winners: Hang Seng Bank, HSBC, Standard Chartered Bank
Stability and security remained top priorities for the general population, with older voters favoring robust product portfolios and competitive fees. Meanwhile, Gen Z voters, whose participation doubled when compared to other demographics, gravitated toward brands with innovative digital services and relatable personalities. Across generations, impactful marketing campaigns were a key driver, with Gen Z and Gen Y voters engaging at rates 1.5 times higher than the average voter

Insurance: Sustainability Takes Center Stage

Winners: AIA International, Manulife, Prudential
In the Insurance category, AIA International, Manulife, and Prudential Hong Kong emerged as winners, recognized for their strong reputation, positive customer reviews, financial stability, and competitive pricing—factors especially valued by female voters. Sustainability also stood out as a significant driver of preference. Among Gen Z voters, participation tripled compared to the general population, with priorities focused on engaging advertising campaigns, followed by competitive fees, financial strength, and security. Advanced mobile app features also played a crucial role, with Gen Z votes for this attribute more than doubling compared to other groups.

Automotive: The Allure of Design and Innovation

Winners: BMW, Mercedes-Benz, Toyota
Design and aesthetics dominated voter preferences across demographics, with quality and safety valued by older generations. Gen Z voters, however, leaned into brands with distinctive philosophies and cutting-edge technology, prioritizing campaigns that align with their aspirations.

Mobile Technology & Devices: Compelling Campaigns Steal the Spotlight

Winners: Apple, Samsung, Sony
In the Mobile Technology & Devices category, Apple, Samsung, and Sony emerged as winners, recognized for their strong performance in safety, stability, technology, and innovative features. While safety and stability were key factors for the general population, Gen Z voters prioritized price, clear brand philosophy, and a commitment to sustainability— both attributes attracted 1.9 times more voters, respectively.

Topping the list of priorities across generations was the impact of compelling advertising and marketing campaigns, which drove engagement from Gen Z and Gen Y voters to more than double the average.

Luxury Brands: Purpose and Prestige in Harmony

Winners: Hermès, Louis Vuitton, Rolex
While heritage, craftsmanship, and design topped the list for most voters, Gen Z audiences looked for deeper values. Social and cultural impact, alongside standout designs, drove Gen Z’s engagement 1.7 times above average, highlighting the shift toward purpose-driven luxury branding.

As consumers develop new lifestyles and purchasing behaviors, the public voting results highlight four significant shifts:

1. Consumers are shifting from defensive consumption to intentional consumption, focusing primarily on things that bring them a sense of happiness and well-being.
   
   
2. They increasingly value deeper connections and immersive sensory experiences, and actively seek opportunities to create moments of daily joy and inspiration.
   
   
3. The immediacy of modern life is fostering impatience, driving consumers to seek relevant content and quick solutions that address their urgency in achieving personal goals.
   
   
4. With technological advancements accelerating and a new generation emerging as the dominant market force, brands must demonstrate a stronger consumer-centric approach. This includes catering to the evolving preferences of current audiences while forging meaningful connections with the next generation of consumers.

For a full list of winners in alphabetical order :