Q13 What is the image of Japanese food ingredients?

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.

A13 Japanese food ingredients are "high quality." But do they lack distinctiveness?

Q13 What is your image of Japanese food ingredients?

Q13 What is your image of Japanese food ingredients?

When asked about the image of Japanese ingredients, over 50% of respondents answered "high quality." Combined with "visually appealing," this indicates extremely high trust in their quality. Furthermore, likely influenced by the image of "Japanese food = healthy," ingredients also scored highly for being "healthy, gentle on the body."

On the other hand, images unique to Japanese products, such as "variety" and "seasonality," along with perceptions of ease of use like "easy to incorporate into one's own cuisine," consistently scored low in the 10% range. This suggests a need to deepen understanding further to increase global consumption of Japanese ingredients.

<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 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.