Q9 What Japanese things or aspects interest you?

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.

A9 Globally popular "Japanese cuisine." In East Asia, "hot springs" are popular; in ASEAN, "Japan's four seasons"; in Europe and America, Japanese cultural elements are popular.

Q9 What Japanese things or aspects interest you?

When asked about specific Japanese things of interest, regional differences emerged: "Japanese hot springs" drew high interest in Asia, particularly East Asia; "Japanese seasons" were popular in ASEAN; and Western countries and Australia showed strong interest in cultural elements like "Japanese gardens" and "Japanese shrines and temples."

A common high interest was "Japanese cuisine," ranking in the top three in 18 countries/regions (excluding India and Italy), demonstrating the high level of global interest in Japanese food.

<Japan Brand Survey 2015 Overview>

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