Consumer Trust in Asian Brands Has Risen
The 2026 Rothman Consumer Reputation Index shows shifting preferences in Central and Eastern European markets.
Updated on Oct. 8, 2026 in Shopping — General
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The 2026 Rothman Consumer Reputation Index has revealed a significant increase in consumer trust for Asian country brands across Central and Eastern Europe. This shift coincides with a decline in trust for the United States as a country of origin within the region.
Why it matters
The findings reflect a changing landscape in international brand perception as the trust gap between China and the United States has narrowed to 0.74 points. Understanding these regional attitudes is critical as price continues to dominate consumer purchase decisions.
Approximately 59% of respondents report that a product's country of origin influences their purchases, yet 86% identify price as the dominant factor. Survey results carry a margin of error of ±3.2 percentage points.
The players
Rothman Consumer Reputation Index
This organization conducts large-scale surveys to evaluate international consumer sentiment and country-of-origin brand rankings.
The details
Researchers used computer-assisted telephone interviewing to assess trust across twelve countries, assigning scores on a scale of 0 to 10. The data highlights a five-year improvement in perception for China, South Korea, and Singapore.
Timeline
The initial Rothman Consumer Reputation Index was first compiled in 2021.
Data collection for the 2026 survey concluded on September 1, 2026.
The 2026 survey results were officially published on October 8, 2026.
Culture Shift
The 2026 Rothman Consumer Reputation Index documents a shift in European market preferences, which contradicts static historical views of Western brand dominance. This trend suggests that consumers are increasingly prioritizing value and regional brand quality over traditional geographic allegiances.
Consumers in the region may notice a higher volume of products from Japan, South Korea, and Singapore appearing on local retail shelves. Shoppers should anticipate that price will continue to be the primary motivator for their purchasing decisions regardless of the brand's origin.
The takeaway
The rise of Asian country brands in Central and Eastern Europe highlights a broader evolution in global consumer priorities. Consumers are encouraged to look beyond origin labels and continue evaluating products based on individual price and quality metrics.
Further reading
For more information on market trends, visit the Shopping — General section.
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