The Regional Boom Accelerates! Dentsu Inc. Releases "Japan Brand Survey 2016"

On July 26, Dentsu Inc. released the "Japan Brand Survey 2016," aimed at supporting client companies' marketing activities within "Cool Japan" initiatives that promote products and services leveraging Japanese culture and strengths overseas. Particularly in East Asia, Hokkaido and Okinawa ranked high among desired prefectures to visit, while hot springs, cherry blossoms, local cuisine, and festivals topped the list of experiences sought in regional areas, indicating a growing shift in interest toward the regions.

This survey has been conducted continuously since 2011. The 2016 edition, conducted from April to May across 20 countries and regions*, expanded the scope of questions compared to the previous survey. It collected detailed data and insights on pro-Japan sentiment, intent to visit Japan, preferred regions and reasons for visiting, as well as interest, awareness, and perceptions of Japan and Japanese products. The findings are provided to companies expanding overseas and those domestically preparing for inbound tourists.

*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

While Tokyo remained the top choice for Japanese prefectures to visit, in East Asian countries like China, Hong Kong, South Korea, and Taiwan, Hokkaido, Osaka, Kyoto, and Okinawa ranked highly, indicating a growing shift away from Tokyo compared to the previous year.

Additionally, among those wanting to visit Hokkaido, activities they wished to experience locally included hot springs, cherry blossoms, snow, and autumn foliage – immersing themselves in nature and the four seasons. Ramen also ranked highly, likely influenced by the popularity of Sapporo ramen. For Okinawa, besides the sea and islands, food like local cuisine and regional specialties, along with sightseeing at historical sites such as World Heritage locations and World War II ruins, were cited. These preferences are largely similar to what Japanese people feel about Hokkaido and Okinawa, suggesting that the symbolic tourist attractions, culture, and experiential appeal of each prefecture are being communicated and understood overseas.