Q7 What do you like about Japan?

When asked what they like about Japan, "Traditional Culture" ranked highest overall. Particularly in Western countries and Australia, which are geographically distant from Japan and show less favorability compared to Asia, many people tend to like "Traditional Culture," perhaps because it feels unfamiliar and has an Oriental charm.

In Asian countries and regions closer to Japan, preferences vary widely by country, including "food," "anime/manga," and "technological prowess," suggesting a broad awareness of Japan's appeal.

In Vietnam, which ranked highest in favorability, "Japanese people (characteristics): diligence" was the top reason. Areas where "hospitality" and "Japanese character" ranked highly also accounted for over half of the responses, suggesting that the Japanese character also underpins the high favorability toward Japan.

<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 company-wide 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 work on initiatives promoting 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.