Brandwave

How popular isTamiya?

In September 2026, people searched for Tamiya by name about 860 times in New Zealand, about the same as the previous year. These searches made up 52.2% of all New Zealand model paint brand searches, placing Tamiya first out of five brands. When we asked both ChatGPT and Google AI Overviews about model paint brands, Tamiya appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

Tamiya is the most searched of 5 competitors and the second most recommended in AI answers.

  1. TamiyaShare of searches 52.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. VallejoShare of searches 29%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. CitadelShare of searches 10.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. AK InteractiveShare of searches 5.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. Mr. HobbyShare of searches 3.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
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Top model paint brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tamiya appeared in all five answers. Tamiya is the second most recommended of the five.

Most recommended by AI

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

  1. Vallejo1st
  2. Tamiya2nd
  3. AK Interactive3rd
  4. Mr. Hobby4th
  5. Citadel5th

Mentioned by AI

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

  • Tamiya5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Vallejo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AK Interactive5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Citadel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mr. Hobby3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about model paint brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which model paint brands compete with Tamiya?

Tamiya against model paint brands in New Zealand, by month

Share of searches by month for Tamiya, Vallejo, Citadel, AK Interactive, Mr. Hobby. The figures are in the table below the chart.

View monthly share of searches table
MonthTamiyaVallejoCitadelAK InteractiveMr. Hobby
Oct 202546.8%30.2%13.5%5.6%4%
Nov 202549.6%28.6%11.8%7.6%2.5%
Dec 202549.7%29%14.5%4.8%2.1%
Jan 202646.5%33.5%13.5%3.2%3.2%
Feb 202649.2%28.3%14.2%4.2%4.2%
Mar 202642.4%35.3%15.1%5%2.2%
Apr 202645.7%29.5%13.2%7%4.7%
May 202647.1%34.6%11.1%4.6%2.6%
Jun 202650%26.3%14.4%5.9%3.4%
Jul 202651.1%27%12.1%6.4%3.5%
Aug 202648.3%31.5%11.4%6%2.7%
Sep 202652.2%29%10.1%5.1%3.6%

  1. 1.Tamiya

    52.2%

    Held 1st. 720 estimated branded searches, 0% vs prior month. Share +3.9 points.

  2. 2.Vallejo

    29%

    Held 2nd. 400 estimated branded searches, -14.9% vs prior month. Share -2.6 points.

  3. 3.Citadel

    10.1%

    Held 3rd. 140 estimated branded searches, -17.6% vs prior month. Share -1.3 points.

  4. 4.AK Interactive

    5.1%

    Held 4th. 70 estimated branded searches, -22.2% vs prior month. Share -1 points.

  5. 5.Mr. Hobby

    3.6%

    Held 5th. 50 estimated branded searches, +25% vs prior month. Share +0.9 points.

Compare popularity between Tamiya and its closest rivals

Every comparison with Tamiya

10 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tamiya in New Zealand held steady, from 850 to 860.
  • Across the 12 months ending September 2026, Tamiya’s share of searches among model paint brands in New Zealand increased from 46.8% to 52.2%.
  • Across the 12 months ending September 2026, Tamiya’s share of searches among model paint brands in New Zealand peaked at 52.2% in September 2026 and was lowest at 42.4% in March 2026.

How did search popularity change for New Zealand model paint brands in September 2026?

5 changes

  1. In September 2026, Tamiya gained share of searches among model paint brands in New Zealand, from 48.3% to 52.2%.

  2. In September 2026, Mr. Hobby gained share of searches among model paint brands in New Zealand, from 2.7% to 3.6%.

  3. In September 2026, Vallejo lost share of searches among model paint brands in New Zealand, from 31.5% to 29%.

  4. In September 2026, Citadel lost share of searches among model paint brands in New Zealand, from 11.4% to 10.1%.

  5. In September 2026, AK Interactive lost share of searches among model paint brands in New Zealand, from 6% to 5.1%.

How are Tamiya’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Tamiya’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.

  • tamiya
  • tamiya rc car

Do you work for Tamiya? 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 Tamiya compete?

Tamiya is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
RC car brands2nd of 534.7%Show ranking
Model paint brands1st of 552.2%Shown above
Model kit brands1st of 657.6%Show ranking
Creator with pink hair and a pink jacket

Is Tamiya 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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