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Japan Brand Survey 2015 [12]Q12 What Japanese foods are major or popular worldwide?
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 presented in data cards.
A12 When it comes to Japanese food, "sushi" is still the top choice. "Ramen" is emerging as a new synonym for Japan!
When asked about Japanese foods they know, have eaten, or would like to try, "sushi" ranked first in every category. Its recognition rate exceeded 75%.
Next highest was "tempura." In ASEAN countries, some nations had more people who had eaten "tempura" than "sushi," suggesting it's a familiar menu item enjoyed locally.
This year, ramen was added as a response option. It surpassed sake in recognition rate at over 56% and also achieved 43% in intention. This result indicates that "ramen" is establishing itself globally, particularly in Asia, as a new synonym for Japanese cuisine.
<Japan Brand Survey 2015 Overview>
● 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/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.
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Author
Katsura Nakazato
Dentsu Inc.
Fourth Marketing Bureau
Communications Director
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.
