Q9 What is the purpose of buying Japanese ingredients?

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. This installment focuses on "Purpose of Purchasing Japanese Food Ingredients."

A9 Seasonings, milk, and vegetables are for "home use/daily consumption." Beef and sake are for "treating oneself."
 

The survey found that seasonings, milk, vegetables, green tea, and matcha are mostly purchased for "home use/daily consumption."

Additionally, ingredients like beef and sake, which are also used for gift-giving in Japan, are being used as "treats for oneself." The brand power of beef and sake may be expanding globally.

Illustration: Mai Beppu

 

While "eating Japanese food" ranks first among things people want to do in Japan, attention seems to be focused not only on Japanese cuisine as cooking but also on Japanese ingredients themselves.

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<Overview of the 2016 Japan Brand Survey>
● Purpose: To understand overseas consumers' perceptions and actual behavior regarding 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, 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 work on 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.