Brandwave

How popular isShun?

In September 2026, people searched for Shun by name about 330 times in New Zealand, a 17.9% increase from the previous year. These searches made up 4.1% of all New Zealand chef knife brand searches, placing Shun fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about chef knife brands, Shun appeared in four of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Shun is the fifth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. VictorinoxShare of searches 45.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. WusthofShare of searches 23.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. GLOBALShare of searches 17.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. ZWILLINGShare of searches 7.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. ShunShare of searches 4.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th

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Top chef knife brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Shun was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Shun is the fourth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Victorinox1st
  2. Wusthof1st
  3. MAC3rd
  4. Shun4th
  5. ZWILLING5th
  6. GLOBAL–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Victorinox5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Wusthof5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Shun4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MAC3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ZWILLING1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GLOBAL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about chef knife brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which chef knife brands compete with Shun?

Shun against chef knife brands in New Zealand, by month

Share of searches by month for Victorinox, Wusthof, GLOBAL, ZWILLING, Shun. The figures are in the table below the chart.

View monthly share of searches table
MonthVictorinoxWusthofGLOBALZWILLINGShunMAC
Oct 202552.6%17%19.4%6.9%2%2%
Nov 202545.9%21.2%20.8%7.4%3.2%1.4%
Dec 202549.2%19.4%18.2%8%4.3%0.92%
Jan 202649.8%19.9%18.4%6.5%3.4%1.9%
Feb 202647.1%22.5%17.1%7.5%3.7%2.1%
Mar 202646.5%24.2%14.9%7.9%5.1%1.4%
Apr 202647.6%22.4%15.2%10%3.3%1.4%
May 202649.3%21.7%15.8%8.4%3.4%1.5%
Jun 202647.6%18.6%18.6%10%4.3%0.95%
Jul 202643.9%25%19.9%7.1%2.4%1.7%
Aug 202643.5%26.4%19.7%5.7%3%1.7%
Sep 202645.5%23.6%17.7%7.7%4.1%1.4%

  1. 1.Victorinox

    45.5%

    Held 1st. 1K estimated branded searches, -23.1% vs prior month. Share +2 points.

  2. 2.Wusthof

    23.6%

    Held 2nd. 520 estimated branded searches, -34.2% vs prior month. Share -2.8 points.

  3. 3.GLOBAL

    17.7%

    Held 3rd. 390 estimated branded searches, -33.9% vs prior month. Share -2 points.

  4. 4.ZWILLING

    7.7%

    Held 4th. 170 estimated branded searches, 0% vs prior month. Share +2 points.

  5. 5.Shun

    4.1%

    Held 5th. 90 estimated branded searches, 0% vs prior month. Share +1.1 points.

  6. 6.MAC

    1.4%

    Held 6th. 30 estimated branded searches, -40% vs prior month. Share -0.3 points.

Compare popularity between Shun and its closest rivals

Every comparison with Shun

8 comparisons

How has branded search demand for Shun changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Shun in New Zealand rose from 280 to 330.
  • Across the 12 months ending September 2026, Shun’s share of searches among chef knife brands in New Zealand increased from 2% to 4.1%.
  • Across the 12 months ending September 2026, Shun’s share of searches among chef knife brands in New Zealand peaked at 5.1% in March 2026 and was lowest at 2% in October 2025.
  • Across the 12 months ending September 2026, Shun rose from 6th to 5th among chef knife brands in New Zealand.

How did search popularity change for New Zealand chef knife brands in September 2026?

6 changes

  1. In September 2026, ZWILLING gained share of searches among chef knife brands in New Zealand, from 5.7% to 7.7%.

  2. In September 2026, Victorinox gained share of searches among chef knife brands in New Zealand, from 43.5% to 45.5%.

  3. In September 2026, Shun gained share of searches among chef knife brands in New Zealand, from 3% to 4.1%.

  4. In September 2026, Wusthof lost share of searches among chef knife brands in New Zealand, from 26.4% to 23.6%.

  5. In September 2026, GLOBAL lost share of searches among chef knife brands in New Zealand, from 19.7% to 17.7%.

  6. Estimated monthly branded searches for MAC in New Zealand fell 40% over 12 measured months, from 50 to 30 in September 2026.

How are Shun’s branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Shun’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • kai knives shun
  • shun chef knife
  • shun japanese knives
  • shun kitchen knives
  • shun knife
  • shun knife set

Do you work for Shun? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Shun compete?

Shun is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Kitchen knife brands5th of 76.8%Show ranking
Chef knife brands5th of 64.1%Shown above
Poultry shears brands5th of 54.6%Show ranking
Sharpening stone brands1st of 442.9%Show ranking
Creator with pink hair and a pink jacket

Is Shun your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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