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 6.8% of all New Zealand kitchen knife brand searches, placing Shun fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about kitchen knife brands, Shun appeared in two of the four answers and was the fourth most recommended of the seven.
Shun is the fifth most searched of 7 competitors and the fourth most recommended in AI answers.
VictorinoxShare of searches 55.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
WusthofShare of searches 13.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
Global KnivesShare of searches 11%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
ZWILLINGShare of searches 7.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
ShunShare of searches 6.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
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Top kitchen knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Shun was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Shun is the fourth most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Victorinox1st
- Global Knives2nd
- Wusthof3rd
- Shun4th
Tojiro5th- Furi6th
- ZWILLING–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Victorinox4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Wusthof3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Global Knives3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Shun2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Tojiro2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Furi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- ZWILLING0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about kitchen knife brands
4 answers
Asked ChatGPT
“Which kitchen knife brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best kitchen knife brands in New Zealand?”
Asked ChatGPT
“What's the best kitchen knife brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen knives nz”
Searched Google, AI Overview
“knife set nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which kitchen knife brands compete with Shun?
Share of searches by month for Victorinox, Wusthof, Global Knives, ZWILLING, Shun, Furi. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | Wusthof | Global Knives | ZWILLING | Shun | Furi | Tojiro |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.1% | 11.5% | 12.8% | 6.3% | 5.9% | 8.6% | 0.84% |
| Nov 2025 | 55.5% | 12% | 12.7% | 6.3% | 7.1% | 5.8% | 0.66% |
| Dec 2025 | 56.8% | 10.8% | 11.2% | 6.2% | 7.5% | 6.6% | 0.96% |
| Jan 2026 | 52.8% | 12.6% | 12.2% | 6.4% | 8.3% | 6.4% | 1.4% |
| Feb 2026 | 51.1% | 16.5% | 9.9% | 5.9% | 8.4% | 6.9% | 1.2% |
| Mar 2026 | 50.7% | 15.8% | 9.3% | 6.4% | 9.6% | 7.3% | 0.89% |
| Apr 2026 | 48.3% | 17.4% | 9.7% | 10.6% | 8.1% | 5.5% | 0.42% |
| May 2026 | 49.9% | 15.8% | 9.5% | 9.9% | 8.2% | 5.8% | 0.86% |
| Jun 2026 | 52% | 11.3% | 11.9% | 7.7% | 10.8% | 5.9% | 0.45% |
| Jul 2026 | 50.7% | 16.7% | 12.2% | 7.1% | 8.1% | 4.8% | 0.5% |
| Aug 2026 | 52.7% | 16.3% | 12.2% | 5.9% | 5.8% | 5.9% | 1.1% |
| Sep 2026 | 55.6% | 13.5% | 11% | 7.1% | 6.8% | 5.6% | 0.41% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 55.6% | 2.7K | -20.5% | +2.9 points | |
| 2, held 2nd | 13.5% | 650 | -37.5% | -2.8 points | |
| 3, held 3rd | 11% | 530 | -32.1% | -1.2 points | |
| 4, moved from 5th to 4th | 7.1% | 340 | -10.5% | +1.1 pointsmoved from 5th to 4th | |
| 5, moved from 6th to 5th | 6.8% | 330 | -10.8% | +1.1 pointsmoved from 6th to 5th | |
| 6, moved from 4th to 6th | 5.6% | 270 | -28.9% | -0.3 pointsmoved from 4th to 6th | |
| 7, held 7th | 0.41% | 20 | -71.4% | -0.7 points |
55.6%
Held 1st. 2.7K estimated branded searches, -20.5% vs prior month. Share +2.9 points.
2.
Wusthof13.5%
Held 2nd. 650 estimated branded searches, -37.5% vs prior month. Share -2.8 points.
11%
Held 3rd. 530 estimated branded searches, -32.1% vs prior month. Share -1.2 points.
4.
ZWILLING7.1%
Moved from 5th to 4th. 340 estimated branded searches, -10.5% vs prior month. Share +1.1 points.
5.
Shun6.8%
Moved from 6th to 5th. 330 estimated branded searches, -10.8% vs prior month. Share +1.1 points.
6.Furi
5.6%
Moved from 4th to 6th. 270 estimated branded searches, -28.9% vs prior month. Share -0.3 points.
7.
Tojiro0.41%
Held 7th. 20 estimated branded searches, -71.4% vs prior month. Share -0.7 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 kitchen knife brands in New Zealand increased from 5.9% to 6.8%.
- Across the 12 months ending September 2026, Shun’s share of searches among kitchen knife brands in New Zealand peaked at 10.8% in June 2026 and was lowest at 5.8% in August 2026.
- Across the 12 months ending September 2026, Shun rose from 6th to 5th among kitchen knife brands in New Zealand.
How did search popularity change for New Zealand kitchen knife brands in September 2026?
6 changes
In September 2026, ZWILLING overtook Furi to rank 4th among kitchen knife brands in New Zealand, with 7.1% of the searches.
In September 2026, Shun overtook Furi to rank 5th among kitchen knife brands in New Zealand, with 6.8% of the searches.
In September 2026, Victorinox gained share of searches among kitchen knife brands in New Zealand, from 52.7% to 55.6%.
In September 2026, Wusthof lost share of searches among kitchen knife brands in New Zealand, from 16.3% to 13.5%.
In September 2026, Global Knives lost share of searches among kitchen knife brands in New Zealand, from 12.2% to 11%.
In September 2026, Tojiro lost share of searches among kitchen knife brands in New Zealand, from 1.1% to 0.41%.
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.
Where does Shun compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Kitchen knife brands | 5th of 7 | 6.8% | Shown above |
| Chef knife brands | 5th of 6 | 4.1% | Show ranking |
| Poultry shears brands | 5th of 5 | 4.6% | Show ranking |
| Sharpening stone brands | 1st of 4 | 42.9% | Show ranking |
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.