Q6 Which countries like 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 "Favorability Toward Japan."

A6 Thailand tops the list, also ranking first in visit intent. ASEAN countries dominate the top 5

Thailand, which also ranked first in intention to visit Japan, topped the list for favorable impressions of Japan (combining "very favorable" and "somewhat favorable"). ASEAN countries dominated the top five.

The top rankings were very close across all regions. Notably, countries and regions with over 90% favorable sentiment were exclusively in Asia, indicating Japan enjoys exceptionally high favorability there.

Looking at year-on-year changes, the United States led with a 15-point increase, followed by Canada and the United Kingdom, indicating growing favorability toward Japan even in Europe and North America.

What people want to do in Japan and their interests in Japan also vary by country and region. If various aspects of Japan continue to gain recognition worldwide, it could become an even more well-liked country.

---

<Japan Brand Survey 2016 Overview>
● Purpose: To understand overseas consumers' perceptions and actual attitudes toward 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

---

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.