Airfix vs Hasegawa:Which is more popular?
In September 2026, Airfix had more branded searches than Hasegawa among model kit brands in New Zealand. Airfix had about 270 branded searches, while Hasegawa had 110. Airfix made up 21.6% of all model kit brand searches we track, and Hasegawa accounted for 8.8%. When we asked ChatGPT and Google AI Overviews about model kit brands, Airfix appeared in four of the five answers and Hasegawa in three. Airfix was mentioned before Hasegawa in every answer.
Who do people search for more?
Airfix, about 2 searches for every 1 for Hasegawa
Who does AI mention more?
Airfix, mentioned in 4 of 5 answers, Hasegawa in 3
Who does AI recommend more?
Airfix, named ahead of Hasegawa in every answer
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Top model kit brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Airfix was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Hasegawa was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Airfix was listed before Hasegawa in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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- Airfix4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Hasegawa3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Revell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bandai3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Meng Model2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about model kit brands
5 answers
Asked ChatGPT
“Which model kit brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best model kit brands in New Zealand?”
Asked ChatGPT
“What's the best model kit brand in New Zealand for a hobby project?”
Searched Google, AI Overview
“plastic model kits nz”
Searched Google, AI Overview
“scale model kits”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Airfix or Hasegawa more popular in search?
This chart shows how often people search Google for Airfix and Hasegawa by name. Each line represents a brand's share of searches for all six model kit brands we track, month by month, from searches in New Zealand.
Share of searches by month for Airfix, Hasegawa. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tamiya | Airfix | Hasegawa | Revell | Bandai | Meng Model |
|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 31.8% | 8.5% | 10.1% | 3.1% | 0.78% |
| Nov 2025 | 43.1% | 36.5% | 8% | 8.8% | 2.2% | 1.5% |
| Dec 2025 | 48.6% | 33.1% | 6.1% | 8.1% | 2% | 2% |
| Jan 2026 | 44.4% | 37% | 6.8% | 8.6% | 1.9% | 1.2% |
| Feb 2026 | 48% | 32.5% | 7.3% | 8.1% | 2.4% | 1.6% |
| Mar 2026 | 45.7% | 31% | 8.5% | 11.6% | 2.3% | 0.78% |
| Apr 2026 | 42.8% | 35.5% | 8% | 8.7% | 3.6% | 1.4% |
| May 2026 | 50.3% | 28% | 7.7% | 9.8% | 3.5% | 0.7% |
| Jun 2026 | 53.6% | 24.5% | 8.2% | 9.1% | 2.7% | 1.8% |
| Jul 2026 | 50.7% | 29.6% | 7.7% | 7% | 2.8% | 2.1% |
| Aug 2026 | 51.4% | 29.3% | 7.9% | 7.9% | 2.1% | 1.4% |
| Sep 2026 | 57.6% | 21.6% | 8.8% | 8.8% | 1.6% | 1.6% |
How has the Airfix and Hasegawa comparison changed over the last 12 months?
3 findings
- Airfix was ahead of Hasegawa in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Airfix’s share of searches among model kit brands in New Zealand moved from 31.8% to 21.6%, and its estimated monthly branded searches moved from 410 to 270.
- Across the 12 months ending September 2026, Hasegawa’s share of searches among model kit brands in New Zealand moved from 8.5% to 8.8%, and its estimated monthly branded searches held steady at 110.
How did search popularity change for New Zealand model kit brands in September 2026?
2 changes
In September 2026, Hasegawa gained share of searches among model kit brands in New Zealand, from 7.9% to 8.8%.
In September 2026, Airfix lost share of searches among model kit brands in New Zealand, from 29.3% to 21.6%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Airfix’s and Hasegawa’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.
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