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Japan Brand Survey 2015 [15]Q15 Which food ingredients make you more inclined to buy them if they're Japanese-made?
How do people around the world view Japan? How are Japan's food, tourism, products, and other "Japan brands" evaluated overseas?
This data card introduces the results of the "Japan Brand Survey 2015," conducted in April 2015 across 20 countries and regions worldwide. This is the final installment.
A15 It's not just seasoning categories like "wasabi" and "soy sauce"! Meat, fish, and fruit also receive high praise.
Q15 Which ingredients make you more likely to buy them if they're Japanese?
When asked which ingredients they would be more inclined to buy if labeled "Japanese," overall results showed "wasabi" (1st), "soy sauce" (2nd), and "Wagyu beef" (3rd). However, regional preferences varied significantly. In India, fruits like "apples," "strawberries," and "grapes" dominated the top three, while ASEAN countries showed strong preference for seafood.
The value of Japanese products is recognized not only in unique seasonings but also in categories like meat, fish, and fruit.
<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,
United Kingdom, 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'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.
