Japan Brand Survey 2015 [12]Q12 Which Japanese foods are major or popular worldwide?
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.
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 some ASEAN countries, more people have tried "tempura" than "sushi," suggesting it's a familiar and beloved menu item.
This year, ramen was added as a response option. It surpassed sake in recognition rate at over 56% and also scored 43% in intention to try. 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 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'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.
