Q9 What Japanese things or aspects interest you?

How do people around the world view Japan? How are Japan's food, tourism, products, and other "Japan brands" evaluated overseas?

The results of the "Japan Brand Survey 2015," conducted in April 2015 across 20 countries and regions worldwide, are introduced via data cards.

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 Japanese things they are interested in, regional differences emerged. In Asia, particularly East Asia, interest in "Japanese hot springs" is high. In ASEAN, interest in "Japan's four seasons" is prominent. In Western countries and Australia, interest in Japanese cultural elements such as "Japanese gardens" and "Japanese shrines and temples" is notably high.

A common high interest was "Japanese cuisine," ranking in the top three for 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 attitudes toward 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 cross-company 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 personnel from client companies expanding overseas, 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 experts 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.