Dentsu Inc. Conducts "Japan Brand Survey 2015"

This survey, conducted jointly by the company-wide "Team Cool Japan" project and DENTSU SOKEN INC.'s "Japan Studies Group," aimed to gather detailed data and insights on regional levels of pro-Japan sentiment (favorability toward Japan), as well as interest and perceptions regarding Japan and Japanese products. It is 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. The detailed survey results will be provided 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】

　　 ◇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 thing people want to doin Japanis"eat Japanese food."

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

◇Tourists head to regional areas:

　Some regional areas surpass Tokyo as desired destinations.

      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 firstamong "things of interest about Japan."

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

◇Growing appreciation for "Japanese robotics":

"Japanese robotics" ranked first among "Japanesethings considered excellent."

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

◇ Potential for building the "Japan Brand" in new categories:

       The top category of Japanese products attracting interest is "Pharmaceuticals".

◇ Ramen as the new symbol of Japanese cuisine:

Sushi remains number one in awareness, experience, and intent this year.

　　 <Overviewof the2015 Japan Brand Survey>

・Purpose: To understand overseas consumers' awareness 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, 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 for each country based on national average income (OECD statistics, etc.) and social class classification (SEC)

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

　　 <Reference:Target regions forJapan 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 in 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 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 Releasehttp://www.dentsu.co.jp/news/release/2015/0622-004078.html

　　　　　　　　

&nbsp;

　　

&nbsp;

&nbsp;

　　

&nbsp;

&nbsp;&nbsp;&nbsp;&nbsp;

&nbsp;&nbsp;

&nbsp;