Which paper product brands do AI assistants recommend in South Korea? Q4 2026
In South Korea, AI assistants most often recommend Kleenex, Monalisa and Scott's for paper products. Kleenex is named by 5 of 5 assistants.
What the data says
Kleenex is the paper product brand AI assistants recommend most in South Korea, taking 27.8% of all recommendation points across 5 assistants. Monalisa follows with 14% and Scott's is third with 13.5%.
Kleenex's lead over Monalisa is 13.8 points, a clear advantage in how AI shortlists the category.
ChatGPT, DeepSeek and Gemini put Kleenex first, while Claude favours Scott's and Grok favours Scott's.
The top five brands hold 65% of recommendations out of 28 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Kleenex | Kleenex | 27.8% | 105 | 35 | 105 | 105 | 67 |
| 2 | Monalisa | Independent | 14% | 75 | – | 60 | 75 | – |
| 3 | Scott's | Kimberly-Clark | 13.5% | 60 | 45 | – | 12 | 85 |
| 4 | Pigeon | Pigeon | 5% | – | – | 75 | – | – |
| 5 | Yuhan-Kimberly | Yuhan-Kimberly | 4.5% | – | – | – | – | 67 |
| 6 | Tempo | Essity | 4.1% | 36 | 25 | – | – | – |
| 7 | Bounty | Procter & Gamble | 4% | – | 35 | – | – | 25 |
| 8 | Codi | Independent | 4% | – | – | – | 60 | – |
| 9 | LG | LG | 2.7% | – | – | – | – | 40 |
| 10 | Handy | Handy | 2.4% | – | 36 | – | – | – |
| 11 | Charmin | Procter & Gamble | 2.3% | – | 35 | – | – | – |
| 12 | Hankook | Hankook Tire | 2.1% | – | – | 32 | – | – |
| 13 | Renova | Renova | 1.7% | – | 25 | – | – | – |
| 14 | Korean | Generic | 1.6% | – | 24 | – | – | – |
| 15 | Scotties | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 16 | Viva | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 17 | Good Feel | Good Feel | 1.1% | 16 | – | – | – | – |
| 18 | Hello Kitty | Sanrio | 0.8% | – | – | – | 12 | – |
| 19 | Wellos | Independent | 0.8% | – | – | – | 12 | – |
| 20 | Double A | Double A | 0.8% | – | – | 12 | – | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in South Korea?
- ChatGPT recommends Kleenex most often for paper product in South Korea. Across all assistants, Kleenex leads with 27.8% of recommendations.
- Which paper product brand is improving fastest in South Korea?
- Bounty has the strongest momentum among challengers: AI names it first in 1 of 2 answers where it appears, while holding 4% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Paper Products: AI rankings by country
Covers: Paper Towels, Tissues, Toilet Paper.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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