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Japan Brand Survey 2015 [14]Q14 How are Japanese ingredients used?
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.
A14 Japanese ingredients becoming everyday staples? Sake also becoming a more familiar drink.
We asked respondents who had experience with Japanese ingredients about their purchase purposes for each ingredient. While most ingredients are used "for home/daily use," some are also frequently used for special occasions like "treating oneself" or "gifts."
In last year's survey, "treating oneself" scored highest overall for sake. This year, however, more people are using it "for home/daily use." Comparing scores by region to last year shows an increase in people in Europe and America using sake "for home/daily use," suggesting that sake is transitioning from a special occasion drink to an everyday beverage worldwide.
<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.
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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.
