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Overseas Consumer Insights 2017: A 1-Minute Overview [3/9]Q3 Which Japanese prefecture would you like to visit?
How is today's rapidly changing Japan perceived by people around the world? What kind of reputation do Japan's tourism, food, products, and other "Japan brands" enjoy overseas?
This article introduces results from the "Japan Brand Survey 2017," conducted in 20 countries and regions worldwide from February to March 2017. This time, we focus on "Japanese Prefectures People Want to Visit."
A. Tokyo remains firmly in 1st place. Interest diverges: Tokyo's comeback in East Asia, Hiroshima in Europe and America
Overall, Tokyo remains firmly in 1st place. Kyoto ranked 2nd and Osaka 3rd, reversing last year's 2nd and 3rd positions. Hokkaido followed in 4th place, and Okinawa in 5th.
In East Asia, Hokkaido remains popular as last year, while Tokyo saw a slight rebound. Points increased in Hong Kong (3rd this year, 5th last year), South Korea (1st this year, 3rd last year), and Taiwan (2nd this year, 4th last year).
Furthermore, in Europe and America, "Hiroshima" entered the top five. This likely reflects its historical significance and the impact of former President Obama's visit to Hiroshima last year.
<Japan Brand Survey 2017 Overview>
● Purpose: To understand overseas consumers' perceptions and actual behavior regarding the overall "Japan Brand"—including Japanese food, tourism, and products—and support corporate marketing activities.
●Target Areas: 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
※East Asia (China, Hong Kong, Taiwan, South Korea)
※ASEAN (Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines)
●Survey Method: Internet survey
● Target Population: Men and women aged 20–59 in the middle-income bracket and above
※Definition of "middle-income": Conditions set per country based on national average income (OECD statistics) and social class classification (SEC)
●Sample size: China: 200 respondents each for A and B groups, total 400 respondents; USA: 400 respondents; Other regions: 200 respondents each, total 4,400 respondents
●Survey Period: February 13 to March 10, 2017
Dentsu Inc. Team Cool Japan
A cross-functional project team established by Dentsu Inc. 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 for overseas expansion, media and content specialists, overseas subsidiary network managers, producers, and planners to work on initiatives promoting Japan's appeal globally.
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Author
Tomoko Matsumoto
Dentsu Inc.
Third Integrated Solutions Bureau
Planner
Joined Dentsu Inc. in 2012. After three years in the Digital Strategy and Media Planning department, transitioned to Strategic Planner. Handles broad planning across marketing strategy, digital initiatives, PR, promotions, events, and other communication domains. Primarily responsible for consumer goods, food, and retail sectors.
