Q2 What do you want to do in Japan?

How do people around the world view Japan? How is the "Japan Brand" – encompassing Japanese food, tourism, products, and more – perceived overseas?

This data card presents findings from the "Japan Brand Survey 2015," conducted in April 2015 across 20 countries and regions worldwide.

A2: What people want to do in Japan is "eat Japanese food."
    In ASEAN, seasonal scenery like cherry blossoms, autumn leaves, and snow is also popular.

Q2 What do you want to do in Japan?

When asked about things they want to do in Japan, responses from each country fell into two categories: "eating Japanese food" or "visiting natural and scenic spots." Across all 20 regions, "eating Japanese food" ranked first. This result demonstrates the popularity and competitiveness of Japanese cuisine, which has gained attention as a UNESCO Intangible Cultural Heritage.

Regional differences emerged: "hot springs" were popular in East Asia, while "experiencing the four seasons" was favored in ASEAN. Additionally, "shopping" ranked highly in Hong Kong, India, and the US, suggesting potential shopping demand in Japan beyond China, where "explosive buying" has drawn attention.

<Overview of the Japan Brand Survey 2015>

● Purpose: To understand overseas consumers' perceptions and actual behavior regarding the overall "Japan Brand" encompassing Japanese food, tourism, and products, thereby supporting corporate marketing activities.

●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

●Survey Method: Online survey

●Respondent Criteria: Men and women aged 20–59 from middle-income households and above

●Sample Size: 200 respondents per region, total 4,000 respondents

●Survey Period: April 17–27, 2015

Dentsu Inc. Team Cool Japan
A cross-functional project team launched in 2013 to promote 'Cool Japan-related initiatives'—expanding products and services leveraging Japanese culture and strengths into overseas markets. Dentsu Inc. also invested in the Ministry of Economy, Trade and Industry's Cool Japan Organization (fund). The team brings together client company representatives handling overseas expansion, media and content specialists, overseas subsidiary network managers, producers, and planners to promote Japan's appeal globally.

DENTSU SOKEN INC. Japan Studies Group
A research team focused on Japan's appeal and strengths was established within DENTSU SOKEN INC. for 2020 and beyond. We aim to be a "network-based think tank" leveraging connections with diverse individuals domestically and internationally, as well as all resources within Dentsu Inc. With Dentsu Inc.'s unique approach and the team strength to co-create the next form by reading the winds, we aspire to contribute to shaping Japan's future—one where answers are not easily found.