Shun vs Tojiro:Which is more popular?
In September 2026, Shun had more branded searches than Tojiro among kitchen knife brands in New Zealand. Shun had about 330 branded searches, while Tojiro had 20. Shun made up 6.8% of all kitchen knife brand searches we track, and Tojiro accounted for 0.41%. When we asked ChatGPT and Google AI Overviews about kitchen knife brands, Shun and Tojiro each appeared in two of the four answers. Shun was mentioned before Tojiro in two out of three answers that named either.
Who do people search for more?
Shun, about 17 searches for every 1 for Tojiro
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
Shun, named ahead of Tojiro in 2 of 3 answers
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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. Tojiro was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Shun was listed before Tojiro in two out of three answers that named either.
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.
Is Shun or Tojiro more popular in search?
This chart shows how often people search Google for Shun and Tojiro 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.
Share of searches by month for Shun, Tojiro. 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% |
How has the Shun and Tojiro comparison changed over the last 12 months?
3 findings
- Shun was ahead of Tojiro 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, Tojiro’s share of searches among kitchen knife brands in New Zealand moved from 0.84% to 0.41%, and its estimated monthly branded searches moved from 40 to 20.
How did search popularity change for New Zealand kitchen knife brands in September 2026?
2 changes
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, Tojiro lost share of searches among kitchen knife brands in New Zealand, from 1.1% to 0.41%.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Shun’s and Tojiro’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.
Other head-to-heads among kitchen knife brands
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