Dentsu Inc. Conducts "Japan Brand Survey 2015"

Conducted through collaboration between the company-wide cross-functional project "Team Cool Japan" and DENTSU SOKEN INC.'s "Japan Studies Group," this survey aimed to gather detailed data and insights on regional levels of pro-Japan sentiment (favorability toward Japan), as well as interest in and perceptions of Japan and Japanese products. The findings are useful for client companies expanding overseas and can also be utilized domestically by companies enhancing services for inbound tourists.Compared to the previous survey conducted in 2014, the scope of regions and the content of questions were expanded. Dentsu will provide the detailed survey results to client companies going forward.

*20 countries/regions: China (Beijing, Shanghai), Hong Kong, South Korea, Taiwan, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, Australia, USA, Canada, Brazil, UK, France, Germany, Italy, Russia

Detailed survey results: http://www.dentsu.co.jp/news/release/pdf-cms/2015066-0622.pdf

【Key Findings】

【Key Findings】

　　◇The regions with the highest favorable views toward Japan are "Vietnam" (for the second consecutive year) and "Taiwan".

　　Vietnam appreciates "the diligence of the Japanese people," while Taiwan favors "Japanese cuisine."

　　◇The top thingpeople want to do in Japanis "eat Japanese food."

　Among those interested in Japanese cuisine, "sashimi" and "ramen" tend to be particularly popular.

　 ◇Tourists are heading to regional areas:

　 Some regional destinations are surpassing Tokyo as places tourists want to visit.

Beyond regional "nature," "hot springs," and "local cuisine," many also want to experience local "ramen."

◇ Growing interest in "hot springs" and "food":

　　For the second consecutive year, "Japanese cuisine" ranked first among" things of interest about Japan."

　　Interest in "hot springs" and "Japanese cuisine" is rising, while interest in subculture and content is declining. Furthermore, "Japanese fashion" has fallen out of the top rankings.

◇ "Japanese robotics" gains recognition:

The top-ranked"Japanese thing considered excellent"is "Japanese robotics."

"Japanese hot springs" saw an increase in favorability compared to last year.

◇ Potential for building the "Japan Brand" in categories different from traditional ones:

The top category of Japanese products that respondents are interested in is "Pharmaceuticals."

◇ "Ramen" as the new symbol of Japanese cuisine:

This year, "sushi" remainsnumber one in awareness, experience, and intent.

　　<Overview ofthe Japan Brand Survey 2015>

・Purpose: To understand overseas consumers' perceptions and actual behavior regarding the overall "Japan Brand," including food, tourism, and Japanese products.

・Target Areas: 20 countries and regions

　　　　China (Beijing, Shanghai), Hong Kong, South Korea, Taiwan, India, Singapore, Thailand, Indonesia,

Malaysia, Vietnam, Philippines, Australia, USA, Canada, Brazil, UK, France, Germany, Italy, Russia

　　　Malaysia, Vietnam, Philippines, Australia, United States, Canada, Brazil, United Kingdom, France, Germany, Italy, Russia

　　　・Survey Method: Internet survey

　　　・Respondent criteria: Men and women aged 20–59 *Middle-income and above

　　　　*Definition of "middle-income group" (income criteria): Criteria set per country based on national average income (as per OECD statistics, etc.) and the Social Class Classification (SEC).

・Sample size: 200 respondents per region, total 4,000 respondents

　　　・Sample size: 200 respondents per region, 4,000 respondents total　　

　　<Reference: Target regions for theJapan Brand Survey 2012,2013, 2014 >

　　　◇Japan Brand Survey 2014 (conducted April 2014)

　　　　18 countries/regions: China (Beijing, Shanghai), Hong Kong, South Korea, Taiwan, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, United States, Brazil, United Kingdom, France, Germany, Italy, Russia

　　　◇Japan Brand Survey 2013 (Conducted March 2013)

　　　　16 Countries/Regions: China (Beijing, Shanghai), South Korea, Taiwan, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, USA, UK, France, Germany, Russia, Australia

　　　◇Japan Brand Survey 2012 (Conducted in March 2012)

　　　　15 countries/regions: China (Beijing, Shanghai), Hong Kong, South Korea, Taiwan, India, Singapore, Thailand, Malaysia, United States, United Kingdom, France, Germany, Russia, Australia, Canada

Dentsu Inc. News Release http://www.dentsu.co.jp/news/release/2015/0622-004078.html