Q5 Which World Heritage site has the highest recognition?

How does the world see Japan today? How is the "Japan brand"—including its tourism, landscapes, food, and products—perceived overseas?

This article introduces the results of the "Japan Brand Survey 2016," conducted in April 2016 across 20 countries and regions worldwide. This time, we focus on "World Heritage Sites They Know."

A5 The most recognized World Heritage site is the "Hiroshima Peace Memorial (Genbaku Dome)". Following "Mount Fuji", shrines and temples in Kyoto and Nara rank highly.

The Atomic Bomb Dome, which gained attention during President Obama's visit to Hiroshima, topped the list, surpassing Japan's iconic symbol, Mount Fuji. The Atomic Bomb Dome ranked first in recognition in Asian and Oceanic countries like Singapore, Malaysia, the Philippines, and Australia, as well as in North America, the UK, and Brazil.

Illustration: Mai Beppu

Furthermore, in China (Beijing, Shanghai), "Okinawa/Ryukyu" and "Hokkaido/Shiretoko" ranked in the top 3, while in Hong Kong and Taiwan, "Okinawa/Ryukyu" made the top 3. This offers a glimpse into the popularity of regional destinations within East Asia, even from a World Heritage perspective. Alongside the regional boom, awareness of Japan's World Heritage sites is gradually increasing, encompassing not only historical structures but also nature and landmarks.

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<Overview of the Japan Brand Survey 2016>
● 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 personnel from client companies expanding overseas, 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.