Japan Brand Survey 2015 [6]Q6 What made you fall in love with 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.
A6 "Traditional culture," "food," "technological prowess," and "the Japanese character."
When foreigners who answered "I like Japan" were asked why they came to like Japan, their reasons were concentrated into four categories: "Traditional Culture," "Food," "Technological Capabilities," and "Japanese People (Character)."
Regional trends show that in Europe and America, "Traditional Culture" is a major reason, while in Asia, "Food" and "Japanese Character" are significant factors. Although South Korea showed lower favorability, many respondents who still expressed liking Japan cited "attention to detail" among the Japanese traits that sparked their affection. Interaction between inbound tourists and Japanese people appears to be a highly effective opportunity for fostering goodwill.
<Japan Brand Survey 2015 Overview>
● Purpose: To understand overseas consumers' perceptions and actual behavior regarding the overall "Japan Brand" encompassing Japanese food, tourism, products, etc., and to support 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'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.
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Author
Katsura Nakazato
Dentsu Inc.
Since joining the company, I have been part of the Marketing Section. I have been responsible for communication planning for companies and government agencies across diverse fields including food, beverages, cosmetics, and apparel. I have also worked on numerous overseas public relations projects for government agencies and local governments. Since 2013, I have been in charge of conducting the 'Dentsu Japan Brand Survey.' I am a member of the Dentsu Inc. Team Cool Japan.
