Dentsu Inc. Conducts "Japan Brand Survey 2017"

The text of the Dentsu Inc. news release distributed on May 17 is as follows.

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May 17, 2017

Dentsu Inc. Conducts "Japan Brand Survey 2017"

● Favorability toward Japan in 20 countries/regions rises 1.3 points from last year to 82.8%
●Thailand, the Philippines, and Vietnam tied for first place in favorability toward Japan
● The Philippines leads in intent to visit Japan. Vietnam's intent to visit Japan has increased significantly
●Among destinations in Japan, Tokyo, undergoing redevelopment, regains popularity in East Asian countries and regions
●Western and Asian regions show interest in "Japanese lifestyle" and "tourist spots," respectively
● China's visitor volume is shifting from the three major metropolitan areas (Beijing, Shanghai, Guangzhou) to growing regional cities. Will "spending sprees" return?
● Travelers from China's three major metropolitan areas are heading to more distant countries/regions instead of Japan
● In the US, the West Coast shows greater pro-Japanese sentiment and stronger desire to visit Japan than the East Coast

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Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) conducted the "Japan Brand Survey 2017" in 20 countries and regions* from February to March 2017 as part of its "Cool Japan" initiatives, which promote overseas expansion of products and services leveraging Japanese culture and strengths.

This survey, conducted by the company-wide cross-functional project "Team Cool Japan," has been carried out continuously since 2011, with additions to the target areas, sample size, and questionnaire items. Its purpose is to collect detailed data and insights regarding pro-Japan sentiment (favorability toward Japan), intent to visit Japan, preferred regions to visit and reasons, as well as interest, awareness, and perceptions of Japan and Japanese products. The survey results are utilized by companies expanding overseas and those domestically advancing services for inbound tourists.

Compared to the previous survey conducted in 2016, we increased travel-related questions to address the growing inbound demand. Going forward, we will not only provide detailed survey results to our client companies but also actively pursue our own business development by selecting strategic areas based on hypotheses derived from this survey.

This release introduces key findings.

*20 countries/regions: China (Group A = Beijing, Shanghai, Guangzhou; Group B = Shenzhen, Tianjin, Chongqing, Suzhou, Wuhan, Chengdu, Hangzhou, Dalian, Xi'an, Qingdao), Hong Kong, Taiwan, South Korea, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, Australia, USA, Canada, Brazil, UK, France, Germany, Italy, Russia

【Key Findings】

Thailand, the Philippines, and Vietnam tied for first place as "Countries/Regions with Favorable Views of Japan." The Philippines ranked highest in visit intent. Vietnam saw a significant increase in its score.

■Favorability Toward Japan

The overall positive sentiment score was 82.8%, up 1.3 points from last year. This year, Thailand, the Philippines, and Vietnam tied for first place. Thailand, which ranked first in 2016, was joined by Vietnam, which ranked first consecutively in 2014 and 2015, and the Philippines, which slightly improved its score from last year. (Reference Data ①)

■Intention to Visit Japan

Continuing from the previous year, approximately 80% of all respondents expressed an intention to visit Japan, a high score. The Philippines ranked first, Vietnam second, and Thailand third, mirroring last year's results and aligning with the level of favorability toward Japan. (Reference Data ②, Chart A)

The number of visitors from the Philippines, which topped the intention to visit Japan, reached a record high of 347,800 in 2016, surpassing 300,000 for the first time in annual totals. Thailand also hit a record high, exceeding 900,000 for the first time. Vietnam likewise reached a record high, surpassing 200,000 for the first time (JNTO survey). Visitor numbers from these top three countries with the highest favorability are growing steadily. Vietnam, in particular, saw its intention to visit Japan rise by 13 points compared to last year, suggesting continued growth in the number of travelers to Japan.

In East Asian countries and regions, redevelopment-driven "Tokyo" is making a comeback. Interest in "Japanese lifestyle" is growing in Europe, America, and Australia, while "tourist spots" draw attention in Asia.

■Prefectures in Japan People Want to Visit

Tokyo remains firmly in first place as the most desired prefecture to visit in Japan. The rankings are as follows: 2nd: Kyoto Prefecture, 3rd: Osaka Prefecture, 4th: Hokkaido, 5th: Okinawa Prefecture. While the rankings are unchanged from last year, Hokkaido is closing in on Osaka Prefecture, trailing by just 0.1 points, and continues to gain popularity. (Reference Data ③)

In East Asian countries and regions, where interest in Tokyo had been declining until last year, Tokyo saw a slight rebound this year. As a prefecture people want to visit, Tokyo ranked 2nd in China (also 2nd last year), 3rd in Hong Kong (5th last year), 1st in South Korea (3rd last year), and 2nd in Taiwan (4th last year). Tokyo is undergoing redevelopment projects ahead of 2020, with the area's largest complex, "GINZA SIX," having just opened in Ginza. This result confirms growing anticipation for Tokyo's transformation. (Reference Data ④)

Popular destinations, particularly in Europe and America, include historically significant places like Hiroshima and Nagasaki, as well as Nagano, noted for its natural beauty. In parts of Asia, interest is growing in locations easily accessible from major cities, such as Nara, Fukuoka, and Kagoshima. (Reference Data ⑤)

■Travel Styles for Visiting Japan

Regarding desired travel experiences in Japan, "Wanting to try things popular among Japanese people" ranked first in Europe and the US (excluding Germany and Russia). In Asia, "Wanting to tour major tourist spots" ranked first, showing differences in preferred activities by region. Other notable preferences include: in Thailand, "visiting places featured by famous people or friends from home on social media" scored highly; in Hong Kong, "staying at resort hotels or similar facilities to relax" was top; and in the Philippines, "creating memories through experiences with family, friends, or acquaintances" ranked highly. These show distinct preferences in how spots are chosen and how time is spent during the stay. (Reference Data ⑥)

The volume zone of Chinese tourists is shifting from the three major metropolitan areas (Beijing, Shanghai, Guangzhou) to growing regional cities. Will there be another "shopping spree"? Travelers from the three major metropolitan areas are heading to more distant countries and regions rather than Japan.

■ "Countries/Regions People Want to Visit" in Asian Countries

When asked about desired destinations, "Japan" ranked top in most Asian countries. However, "America" topped the list in China, South Korea, and India. Notably, Western countries and Australia dominated the top choices in South Korea, with Japan ranking 9th. Conversely, in China's three major metropolitan areas (Beijing, Shanghai, Guangzhou), Japan ranked second, but in the emerging regional growth cities (Shenzhen, Tianjin, Chongqing, Suzhou, Wuhan, Chengdu, Hangzhou, Dalian, Xi'an, Qingdao), Japan ranked first. This suggests the potential for the volume of inbound tourists to Japan to shift away from the three major metropolitan areas. (Reference Data ⑦)

■ What Chinese Visitors Want to Do in Japan

The top three "things to do in Japan" in the traditional volume zone of the three major metropolitan areas are "eating Japanese food," "visiting natural and scenic spots," and "bathing in hot springs." "Shopping" ranks fifth, following "experiencing the four seasons (cherry blossoms, autumn leaves, snow, etc.)," indicating a growing preference for experiential consumption over material consumption.

The top three activities desired by residents of growing regional cities—expected to become the next major source of visitors—are "eating Japanese food," "visiting natural and scenic spots," and "shopping." These cities are anticipated to become the new source of the "spending spree" phenomenon, which currently appears to have subsided. (Reference Data ⑧)

In the U.S., the West Coast is more Japan-friendly than the East Coast and shows higher interest in visiting Japan. Regarding activity interests, "food" scores consistently high across regions, with the East favoring active pursuits and the West leaning toward nature-related experiences.

■Comparison of the U.S. East Coast and West Coast

Differences in perceptions of Japan were observed between the East and West Coasts of the United States. For example, both favorability and intention to visit Japan were higher on the West Coast than the East Coast.

Regarding interest in Japanese activities, "Eating Japanese food" ranked first on both coasts, followed by "Shopping." However, looking at other items, the East Coast showed a stronger preference for active pursuits like "Exploring downtown areas" and "Driving/Cycling." (Reference Data ⑨)

Regarding activities actually undertaken during visits to Japan, "eating Japanese food" ranked first for both regions. However, "driving/cycling" was more popular in the East. Conversely, in the West, "experiencing the four seasons," "attending live performances (Kabuki, theater, music, etc.)," "visiting natural/scenic spots," and "theme parks" scored over 10 points higher than in the East, showing a stronger preference for diverse activities centered around "nature." (Reference Data ⑩)

Japanese cuisine is a shared interest across regions, with "tempura" topping the list of desired foods in both areas. Overall, the West shows higher scores for interest in Japanese food, surpassing the East by over 10 points for items like "bento" and "okonomiyaki," indicating broad interest in diverse Japanese dishes. (Reference Data 11)

The largest regional difference in interest in Japanese things was "Japanese cosplay," with the West scoring 11 points higher than the East. Conversely, the East showed about 9 points higher interest in "Japanese robotics" than the West. This reveals distinct differences in perceptions and interests regarding Japan between the East and West, even within the same country. (Reference Data 12)

*East/West distinctions are based on states. East Coast: Connecticut, Delaware, Florida, Georgia, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, North Carolina, Pennsylvania, Rhode Island, South Carolina, Vermont, Virginia, Washington, D.C. West Coast: California, Oregon, Washington.

<Japan Brand Survey 2017 Overview>

・Purpose: To understand overseas consumers' perceptions and actual behavior regarding the overall "Japan Brand," including food, tourism, and Japanese products

・Target Areas: 20 countries and regions
China (Group A = Beijing, Shanghai, Guangzhou; Group B = Shenzhen, Tianjin, Chongqing, Suzhou, Wuhan, Chengdu, Hangzhou, Dalian, Xi'an, Qingdao), Hong Kong, Taiwan, South Korea, 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 *Middle-income and above

・Definition of "Middle-Income Group" (Income Criteria): Criteria set per country based on national average income (OECD statistics) and social class classification (SEC)

・Sample size: China: 200 respondents each for Groups A and B (total 400); United States: 400 respondents; Other regions: 200 respondents each (total 4,400)

・Survey Period: February 13 to March 10, 2017

・Survey agency: Video Research Ltd.

<Reference: Target Regions for Japan Brand Surveys 2014, 2015, 2016>

◇Japan Brand Survey 2016 (conducted April–May 2016)

・20 countries/regions: China (Beijing, Shanghai), Hong Kong, Taiwan, South Korea, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, Australia, USA, Canada, Brazil, UK, France, Germany, Italy, Russia

◇Japan Brand Survey 2015 (conducted in April 2015)

・20 Countries/Regions: China (Beijing, Shanghai), Hong Kong, Taiwan, South Korea, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, Australia, USA, Canada, Brazil, UK, France, Germany, Italy, Russia

◇Japan Brand Survey 2014 (conducted in April 2014)

・18 countries/regions: China (Beijing, Shanghai), Hong Kong, Taiwan, South Korea, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, United States, Brazil, United Kingdom, France, Germany, Italy, Russia

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/0517-009291.html