--- title: "Shun vs Tojiro: Which is searched more in New Zealand?" description: "Is Shun or Tojiro more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Kitchen knife brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/shun-knives-vs-tojiro" publisher: "Brandwave" --- # Shun vs Tojiro: Which is searched more in New Zealand? Is Shun or Tojiro more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Kitchen knife brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Shun and Tojiro - **Competitive set**: Kitchen knife brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Shun Share of Search**: 6.8% - **Tojiro Share of Search**: 0.41% ## Is Shun or Tojiro more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Victorinox | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Global Knives | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Wusthof | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Shun | 4th | 1 of 3 | 1 of 1 | 2 of 4 | | Tojiro | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Furi | 6th | 1 of 3 | 0 of 1 | 1 of 4 | | ZWILLING | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about kitchen knife brands - Asked ChatGPT "Which kitchen knife brand should I buy in New Zealand?": 1. Victorinox, 2. Global Knives, 3. Tojiro, 4. Wusthof - Asked ChatGPT "What are the best kitchen knife brands in New Zealand?": 1. Victorinox, 2. Global Knives, 3. Wusthof, 4. Shun, 5. Tojiro, 6. Furi - Asked ChatGPT "What's the best kitchen knife brand in New Zealand for everyday cooking?": 1. Victorinox, 2. Global Knives, 3. Wusthof - Searched Google, AI Overview "kitchen knives nz": 1. Victorinox, 2. Shun Not named in any answer: ZWILLING. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand kitchen knife brands in September 2026? - 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%. ## Month by month | Month | Shun estimated searches | Shun Share of Search | Shun rank | Tojiro estimated searches | Tojiro Share of Search | Tojiro rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 280 | 5.9% | 6 | 40 | 0.84% | 7 | | Nov 2025 | 430 | 7.1% | 4 | 40 | 0.66% | 7 | | Dec 2025 | 550 | 7.5% | 4 | 70 | 0.96% | 7 | | Jan 2026 | 430 | 8.3% | 4 | 70 | 1.4% | 7 | | Feb 2026 | 340 | 8.4% | 4 | 50 | 1.2% | 7 | | Mar 2026 | 430 | 9.6% | 3 | 40 | 0.89% | 7 | | Apr 2026 | 380 | 8.1% | 5 | 20 | 0.42% | 7 | | May 2026 | 380 | 8.2% | 5 | 40 | 0.86% | 7 | | Jun 2026 | 480 | 10.8% | 4 | 20 | 0.45% | 7 | | Jul 2026 | 490 | 8.1% | 4 | 30 | 0.5% | 7 | | Aug 2026 | 370 | 5.8% | 6 | 70 | 1.1% | 7 | | Sep 2026 | 330 | 6.8% | 5 | 20 | 0.41% | 7 | ## How each brand is measured 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. - **Shun**: Measured on the search terms “kai knives shun”, “shun chef knife”, “shun japanese knives”, “shun kitchen knives”, “shun knife” and “shun knife set”, summed into one figure. - **Tojiro**: Measured on the search term “tojiro”. - [Shun profile](/demand/nz/brands/shun-knives) - [Tojiro profile](/demand/nz/brands/tojiro) - [All kitchen knife brands in New Zealand](/demand/nz/categories/nz-kitchen-knife-brands): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Shun or Tojiro more popular in search? 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%. ## Cite this page Brandwave. "Shun vs Tojiro: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/shun-knives-vs-tojiro This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/shun-knives-vs-tojiro. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.