Q15 Which Japanese ingredients make you more inclined to buy them?

This data card presents findings from the "Japan Brand Survey 2015," conducted in 20 countries and regions worldwide in April 2015. This is the final installment.

A15 It's not just condiments like "wasabi" and "soy sauce"! Meat, fish, and fruit also receive high praise.

When asked which ingredients they would be more likely to buy if labeled "Japanese," overall results showed "wasabi" (1st), "soy sauce" (2nd), and "Wagyu beef" (3rd). However, regional trends varied significantly. In India, fruits like "apples," "strawberries," and "grapes" dominated the top three, while ASEAN countries showed higher appreciation for seafood.

The value of Japanese products is recognized not only in unique seasonings but also in categories like meat, fish, and fruit.

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<Japan Brand Survey 2015 Overview>

● Purpose: To understand overseas consumers' perceptions and actual attitudes toward 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,

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

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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.