Which Korean brands does AI recommend when Thai consumers ask?
We asked ChatGPT and Gemini the same questions in Thai, over and over, and counted which brands came back. This is what 285 answers collected between 21 August and 13 September 2026 showed.
Key findings
61 Korean brands appeared by name across 285 answers
The mean mention rate was 30.2% — a given brand shows up in roughly 3 answers out of 10
Only 14 of the 61 brands were mentioned in more than half of the answers
10 brands fell below a 10% mention rate despite being on sale in Thailand
Answers are not fixed. Ask the same question again and the list of brands changes. A single query tells you nothing
ChatGPT and Gemini disagree on many brands. Measuring one engine gives you a misleading picture
Method
- Engines
- ChatGPT · Gemini
- Query language
- Thai throughout
- Collection period
- 21 Aug – 13 Sep 2026
- Answers (after de-duplication)
- 285
- Repetition
- Each question asked several times per engine
- Coverage
- Colour cosmetics 143 answers · Skincare 96 · Fashion 30
How the rate is counted: each brand's mention rate is calculated only within the question set relevant to that brand. Scoring a skincare brand against colour-cosmetics questions returns 0%, and that number means nothing.
Most mentioned brands
The figure is the number of answers mentioning that brand, over the total answers in that category
Colour cosmetics (makeup)
| Rank | Brand | Mentions | Rate |
|---|---|---|---|
| 1 | rom&nd | 119/143 | |
| 2 | CLIO | 102/143 | |
| 3 | dasique | 87/143 | |
| 4 | Peripera | 87/143 | |
| 5 | Etude | 80/143 | |
| 6 | 3CE | 71/143 | |
| 7 | fwee | 62/143 | |
| 8 | Amuse | 56/143 | |
| 9 | hince | 49/143 | |
| 10 | Laka | 47/143 |
Skincare
| Rank | Brand | Mentions | Rate |
|---|---|---|---|
| 1 | COSRX | 73/96 | |
| 2 | Innisfree | 54/96 | |
| 3 | Laneige | 54/96 | |
| 4 | Beauty of Joseon | 51/96 | |
| 5 | Anua | 49/96 | |
| 6 | Round Lab | 48/96 | |
| 7 | Some By Mi | 45/96 | |
| 8 | SKIN1004 | 43/96 | |
| 9 | Isntree | 26/96 | |
| 10 | Medicube | 20/96 |
Fashion
| Rank | Brand | Mentions | Rate |
|---|---|---|---|
| 1 | Matin Kim | 21/30 | |
| 2 | Mardi Mercredi | 19/30 | |
| 3 | Rest & Recreation | 15/30 | |
| 4 | Sculptor | 13/30 | |
| 5 | emis | 11/30 | |
| 6 | COVERNAT | 11/30 | |
| 7 | KIRSH | 10/30 | |
| 8 | Andersson Bell | 9/30 | |
| 9 | ADER Error | 9/30 | |
| 10 | thisisneverthat | 8/30 |
What the distribution shows
Most brands appear far less often than you would expect. Of the 61 brands we found, only 14 (23%) cleared the halfway mark, and 10 (16%) came in under 10%. The median sits at roughly 27%. Put another way, a typical brand is absent from 7 answers out of 10.
Different engines, different answers
For a good number of brands, ChatGPT and Gemini diverged sharply. Some brands that one engine mentioned routinely barely surfaced on the other. This is not measurement noise — the engines draw on different sources. Measure one engine and your picture is skewed; rely on a single query and it is skewed further still.
Limits of this report
- This is a snapshot of one moment. AI answers keep changing
- The fashion category rests on only 30 answers, far fewer than the others, so figures there carry more uncertainty
- This report measures whether a brand was mentioned, not whether what the AI said about it was accurate
- Other engines such as Perplexity and Claude are not yet included
- A brand missing from these tables was not necessarily unmentioned — the question set may simply not have covered its main category
- Nor does a high category rate mean there are no gaps. A brand mentioned often overall can still score zero on specific questions. This report works at category level; our per-brand reports work question by question
Wondering where your brand sits
We prepare a per-brand report free of charge for a limited number of early partner brands — repeated Thai-language queries, a comparison against competitors in the same category, and the original AI answers in full.
Request a free report →The figures and tables in this report are published under CC BY 4.0. You are free to quote, republish or adapt them, provided you credit ThaiVisible as the source.
← Back to home