Brandwave

Shun vs Victorinox:Which is more popular?

In September 2026, Victorinox had more branded searches than Shun among kitchen knife brands in New Zealand. Victorinox had about 2,680 branded searches, while Shun had 330. Victorinox made up 55.6% of all kitchen knife brand searches we track, and Shun accounted for 6.8%. When we asked ChatGPT and Google AI Overviews about kitchen knife brands, Victorinox appeared in all four answers and Shun in two. Victorinox was mentioned before Shun in every answer.

Among kitchen knife brands in New Zealand in September 2026

Who do people search for more?

Victorinox, about 8 searches for every 1 for Shun

Victorinox 2.7K searchesShun 330 searches

Who does AI mention more?

Victorinox, mentioned in every answer we collected

Victorinox in 4 of 4Shun in 2 of 4

Who does AI recommend more?

Victorinox, named ahead of Shun in every answer

Victorinox first in 4Shun never first

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Top kitchen knife brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Victorinox appeared in all four answers. Shun was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Victorinox was listed before Shun in every answer.

Most recommended by AI

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

  1. Victorinox1st
  2. Global Knives2nd
  3. Wusthof3rd
  4. Shun4th
  5. Tojiro5th
  6. Furi6th
  7. 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

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.

Is Shun or Victorinox more popular in search?

This chart shows how often people search Google for Shun and Victorinox by name. Each line represents a brand's share of searches for all seven kitchen knife brands we track, month by month, from searches in New Zealand.

Shun and Victorinox among kitchen knife brands in New Zealand, by month

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

View monthly share of searches table
MonthVictorinoxWusthofGlobal KnivesZWILLINGShunFuriTojiro
Oct 202554.1%11.5%12.8%6.3%5.9%8.6%0.84%
Nov 202555.5%12%12.7%6.3%7.1%5.8%0.66%
Dec 202556.8%10.8%11.2%6.2%7.5%6.6%0.96%
Jan 202652.8%12.6%12.2%6.4%8.3%6.4%1.4%
Feb 202651.1%16.5%9.9%5.9%8.4%6.9%1.2%
Mar 202650.7%15.8%9.3%6.4%9.6%7.3%0.89%
Apr 202648.3%17.4%9.7%10.6%8.1%5.5%0.42%
May 202649.9%15.8%9.5%9.9%8.2%5.8%0.86%
Jun 202652%11.3%11.9%7.7%10.8%5.9%0.45%
Jul 202650.7%16.7%12.2%7.1%8.1%4.8%0.5%
Aug 202652.7%16.3%12.2%5.9%5.8%5.9%1.1%
Sep 202655.6%13.5%11%7.1%6.8%5.6%0.41%

How has the Shun and Victorinox comparison changed over the last 12 months?

3 findings
  • Victorinox was ahead of Shun in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Shun’s share of searches among kitchen knife brands in New Zealand moved from 5.9% to 6.8%, and its estimated monthly branded searches moved from 280 to 330.
  • Across the 12 months ending September 2026, Victorinox’s share of searches among kitchen knife brands in New Zealand moved from 54.1% to 55.6%, and its estimated monthly branded searches moved from 2.6K to 2.7K.

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

2 changes

  1. In September 2026, Shun overtook Furi to rank 5th among kitchen knife brands in New Zealand, with 6.8% of the searches.

  2. In September 2026, Victorinox gained share of searches among kitchen knife brands in New Zealand, from 52.7% to 55.6%.

How are branded searches counted?

10 search terms

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

Shun

6 branded search terms

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

Victorinox

4 branded search terms

  • victorinox
  • victorinox chef knife
  • victorinox knife
  • victorinox knife set

How the Brand Demand Index is measured

Other head-to-heads among kitchen knife brands

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