Achraf Hakimi: A national icon and Morocco’s most beloved figure in 2025
The 2025 edition of the Love Brand study has unveiled an undeniable trend: Achraf Hakimi is the most cherished personality among Moroccans. Announced during the Love Brand Ceremony held on Wednesday, January 29, as part of Les Impériales Week 2025, this ranking highlights the Moroccan public’s preferences for the country’s most influential brands and celebrities.
A football star who inspires a nation
At the top of the list of Morocco’s ten most-loved personalities, Achraf Hakimi, the right-back for Paris Saint-Germain and the Moroccan national team, continues to captivate hearts. His meteoric rise on the international stage, his unwavering commitment to Morocco, and his natural charisma have made him an inspiring figure. Hakimi’s pivotal role during the Atlas Lions’ historic journey in the 2022 World Cup further solidified his status as a national idol.
Following Hakimi in the rankings is Olympic champion Soufiane El Bakali, a symbol of Moroccan perseverance on the global athletics stage. In third place is singer Saad Lamjarred, who remains popular despite controversies. The list also features other notable figures from Morocco’s artistic and athletic spheres, including Hakim Ziyech, Asmaa Lmnawar, Zouhair Bahaoui, ElGrandeToto, Manal Benchlikha, Hassan Elfed, and Salma Rachid.
Measuring admiration: The Love Brand study
Conducted by Imperium, the Love Brand study surveyed over 3,200 individuals across major Moroccan cities such as Casablanca, Rabat, Salé, Tangier, Fes, and Marrakech. Respondents mentioned more than 1,700 brands and 700 personalities, creating a reliable barometer of Moroccan preferences.
Hakimi’s top position among the most-loved personalities reflects not only his athletic achievements but also his influence as a role model for Moroccan youth. At just 26 years old, he represents a generation that is talented, ambitious, and deeply rooted in its cultural identity.
Brands and influencers Moroccans admire
The study also highlighted Morocco’s most popular brands, showcasing a mix of local and global names that have firmly established themselves in the daily lives of consumers. Among the top national brands are Marjane, CIH Bank, and Royal Air Maroc. Internationally, Orange, Coca-Cola, Samsung, and Adidas lead the rankings of preferred brands.
In the realm of digital influence, creators Ilyas Elmaliki, Kawtar Bamo, and Mustapha Swinga secured the top spots, reflecting the growing importance of online content and digital trends in shaping Moroccan media consumption.
A phenomenon beyond football
This ranking reaffirms that Achraf Hakimi is more than just a talented footballer; he has become a cultural and social phenomenon in Morocco. His dedication both on and off the field, his humility, and his strong connection to his roots have made him an enduring symbol of inspiration.
As his influence continues to grow, there is little doubt that Hakimi will remain a dominant figure in the hearts of Moroccans for years to come.
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