Kantar: Value of 30 Brands in Southeast Asia Reaches US$165.3 Billion
Jakarta, TopBusiness—Economic, technological, and consumer behaviour changes continue to create both opportunities and new challenges for the business world. To help business leaders understand these dynamics and identify the next sources of growth, Kantar held Onward by Kantar: Shape Indonesia’s Future, Together, in Jakarta on 20 August 2026.
The forum brought together business leaders, marketers, and industry practitioners from various sectors, according to a press release received by TopBusiness Magazine.
Onward 2026 discussed the various factors shaping the future of growth across sectors in Indonesia, ranging from macroeconomic conditions and technological developments to the evolution of consumer needs and expectations.
Through a combination of global insights, local data, and perspectives from leading industry players, Onward 2026 was designed to help organisations and companies make more informed decisions amid an ever-changing business landscape.
The discussion at this forum became increasingly relevant given that Southeast Asia has shown strong resilience and growth amid global dynamics.
According to the Kantar BrandZ Southeast Asia 2026 report, the total value of the 30 most valuable brands in Southeast Asia reached US$165.3 billion, an increase of 26% compared to 2024 and 38% compared to 2023.
This growth is also reflected in the performance of several well-known Southeast Asian brands with strong brand foundations underpinned by Meaningful Difference, namely consumer perceptions that make a brand seen as relevant and unique, thereby building a strong connection with consumers.
For example, Telkomsel ranked 10th with a brand value of US$4.726 billion, up 3% compared to 2024.
In Indonesia, change is also increasingly driven by the acceleration of technology adoption. Eight out of ten Indonesian consumers have tried generative AI, making Indonesia the country with the highest Gen-AI usage rate globally.
AI Search has also become one of the important touchpoints capable of influencing brand awareness, showing how the way consumers discover, consider, and interact with brands continues to evolve.
Through presentation sessions, panel discussions, and breakout sessions, speakers from Kantar also shared insights on the characteristics of future consumers, changes in the purchasing journey or process, and strategies for building brand equity and sustainable growth. In addition, the forum also featured several leaders of prominent companies in Indonesia to share their perspectives on the various factors driving sustainable business growth, as well as how to translate insights into actions that deliver tangible business impact.
Adji Saputro, Senior Director – Brand Guidance Solutions Lead at Kantar Indonesia, said that amid accelerating change, the ability to understand consumers and build differentiation is the key to long-term growth. “Uncertainty is not a reason to stop growing. Precisely amid change, brands that understand their consumers better and are able to build meaningful differentiation will have a greater opportunity to win the future.”
This view is supported by Kantar’s findings showing that brands with strong differentiation are up to twice as likely to grow compared to their competitors.
Furthermore, brands that successfully achieve their primary marketing objectives are 1.6 times more likely to drive business growth.
In addition to the main sessions, participants could also join various breakout sessions discussing how brands can leverage purpose-driven creativity, distinguish relevant trends from passing fads, and find growth opportunities through innovation and future-oriented strategies.
Meanwhile, Nadya Ardianti, Managing Director of Kantar Indonesia & Thailand, added that collaboration and the exchange of perspectives are becoming increasingly important amid today’s market complexity. “Onward exists as a space to bring together insights, experiences, and cross-industry perspectives so that business leaders can make decisions with greater confidence and be ready to face the next opportunities.”
The press release further stated that as a non-commercial forum, Onward by Kantar is designed to encourage the exchange of perspectives, cross-industry learning, and applicable discussions for business growth in Indonesia.
By combining data, insights, and practical experience from various sectors, Kantar hopes this forum can help organisations identify new opportunities and build more resilient growth in the future.