Q4 What experiences would you like to have in regional Japan?

How does the world currently perceive Japan? How is the "Japan brand" – encompassing tourism, land, food, and products – evaluated overseas?

This article presents findings from the "Japan Brand Survey 2016," conducted in April 2016 across 20 countries and regions worldwide. This installment focuses on "Experiences Desired in Regional Areas."

A4 The top 3 experiences people want to have in regional areas are "hot springs," "nature," and "cherry blossoms." Seasonal and area-specific, insider-style enjoyment is popular.
 

Japan's regions each possess unique charms, from food culture and tourist attractions to seasonal landscapes. When asked about experiences they want to have in these areas, "hot springs" and "nature" – experiences unique to the region – along with seasonal experiences like "cherry blossoms" – popular overall.

Additionally, experiences reflecting Japanese culture, such as "Japanese gardens" and "local street food," ranked in the top 5. This result may reflect a deepening understanding of Japan.

Furthermore, when looking at specific countries and regions with distinct preferences for regional activities: "Wagyu beef" is popular in Hong Kong; local "ramen" in Taiwan and the Philippines; "castles/castle ruins" and "waterfalls" in Russia; and "festivals" in the United States. This shows differing interests. Even outside Asia, growing interest in various Japanese tourism resources is evident.

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<Japan Brand Survey 2016 Overview>
● Purpose: To understand overseas consumers' perceptions and actual behavior regarding the overall "Japan Brand" encompassing Japanese food, tourism, products, etc., and to support 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 25 to May 18, 2016

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Dentsu Inc. Team Cool Japan
A company-wide cross-functional project team established to promote 'Cool Japan-related initiatives'—expanding products and services leveraging Japanese culture and strengths into overseas markets. Dentsu Inc. also invests 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 undertake initiatives promoting Japan's appeal globally.

DENTSU SOKEN INC. "Japanology" Project
DENTSU SOKEN INC. is advancing initiatives focused on culture as a management challenge for 2020 and beyond. We provide workshops and training on cross-cultural management and organizational culture diagnostics for Japanese companies advancing globalization and foreign companies aiming to penetrate the Japanese market.