1.009 lượt xemThe banking industry brand ranking reveals that in May 2025, VPBank claimed the top spot for the most active bank on social media for the first time after the first four months of the year.
Overview of the Banking Industry Brand Rankings
The YMI Brand Ranking system was launched by YouNet Media in 2019, with the aim of creating a new standard for measuring and ranking the effectiveness of brand activities and campaigns. The YMI Brand Ranking provides a neutral, objective view of brand performance across industries on social media.
Analyzing data collected from YouNet Media’s SocialHeat platform reveals the May 2025 rankings of brands from four industries: banking, insurance, beer, and powdered milk.
In the banking industry, VPBank took the #1 spot for the most active brand on social media in May 2025.
See More YMI Brand Ranking on Social Media May 2025
1. VPBank K-Star Spark 2025 – A Huge Success in Attracting Discussion
May 2025 marked a major breakthrough for VPBank with the introduction of the G-Dragon concert and the VPBank K-Star Spark 2025 music festival in Vietnam, in collaboration with Ravolution Asia and Visa – the official payment partner. This concert featured the iconic duo KING & QUEEN sharing the stage for the first time in Vietnam, with the addition of CL from 2NE1.
This event helped propel VPBank to the #1 spot in the YMI Brand of the Month rankings for the banking industry in May 2025, thanks to significant growth in key performance indicators recorded by YouNet Media. Discussions saw a 178.9% increase, brand mentions grew by 134.4%, and the number of participants in the discussions soared by 367.5% compared to the previous month.
The discussion trend for VPBank in May exploded when the announcement of G-Dragon’s participation in the VPBank K-Star Spark 2025 was made. A single post on VPBank’s fan page attracted over 26.6k discussions. Additionally, the official announcement of ticket sales for the music festival also drew significant attention. Data from YouNet Media’s SocialTrend platform recorded that within 24 hours (from 9 AM on May 13 to 9 AM on May 14), the event became one of the most discussed topics on social media.
VPBank’s Discussion Trend in May 2025
The event also had a positive impact on the financial market, with VPBank’s stock price rising nearly 10% in just a few trading sessions after the announcement. In addition to the music festival, VPBank’s media campaign was also tied to business activities, such as issuing new cards, offering unique account numbers, and providing incentives for customers to use services like CASA balance growth and credit card spending. According to VPBank, after just three weeks of implementation, new Visa card issuance increased by 45%, total card spending grew by more than 51%, nearly 30,000 new accounts were opened, and the payment account balance increased by approximately 4,000 billion VND.
May 2025 – The Banking Industry Doubles Its Discussions Thanks to Music and Entertainment Activities
Total discussions in the banking industry this month increased by 1.8 times compared to the same period last year (1/5/2024 – 31/5/2024). Brand mentions within the industry rose by 76.82%, and the number of participants in discussions grew by 106.21%.
In May 2025, discussions surrounding banking brands that invested in entertainment activities, such as concerts, large-scale music festivals, and music game shows (including VPBank, VIB, Techcombank, TPBank), accounted for 56.27% of the total discussions in the industry. VPBank’s investment in music and entertainment was one of the key reasons behind the brand’s financial success and strong presence on social media. Previously, VIB and Techcombank also saw major success through their major programs like “Anh Trai Say Hi” and “Tân Binh Toàn Năng.” While these programs began airing in 2024, discussions continued to thrive through their concert series.
YouNet Media takes a closer look at some of the key activities of brands investing in entertainment programs in May 2025.
VIB stood out with its “Anh Trai Say Hi” concert held on May 10, which was the last concert to be held in Vietnam. Before the concert, the brand organized the “VIB Say Hi Drive Hype – Exclusive Gifts for Anh Trai Say Hi Fan Club” program, with prizes worth nearly 2 billion VND, which were announced in May. After the success of the concert series in Vietnam, VIB’s fanpage began to tease information about an upcoming concert in Las Vegas (USA) to thank the Vietnamese fans there.
Techcombank showed its diverse strategy in entertainment by not only keeping the momentum for “Anh Trai vượt ngàn chông gai” but also making an impact with the new program “Tân Binh toàn năng.” In May, “Tân Binh toàn năng” also attracted a lot of user discussions, especially after episodes 5 and 6 aired. Episode 5 ended with emotions for the “newcomers” who didn’t continue in the show, while episode 6 brought the “battle” of the remaining contestants in the team-building session with three top producers (Soobin, Kay Trần, Tóc Tiên). The program is expected to bring more interesting insights and continued success for Techcombank.
The trend of investing in entertainment programs within the banking industry reflects the sector’s shift toward a more dynamic and trend-conscious strategy. However, other brands are also choosing their own unique communication strategies. Follow YouNet Media to explore more about the activities and rankings of other industries here.
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The rankings from YouNet Media not only reflect the presence of brands on social media but also recognize the ongoing creative efforts of each brand at different stages. Every campaign is a journey that showcases innovation and continuous adaptation. Stay updated with YouNet Media for the latest insights on brand rankings in the coming time.