Q5 What kind of travel style do you want for your visit to Japan?

How is Japan, constantly changing moment by moment, perceived by the world? How is the "Japan Brand" – its tourism, food, products, and more – evaluated overseas?

This report introduces findings from the "Japan Brand Survey 2017," conducted in 20 countries and regions worldwide from February to March 2017. This section focuses on "Desired Travel Styles for Visiting Japan."

A. "Want to try things popular among Japanese people" tops the list in Europe and America; "Want to tour major tourist spots" tops the list in East Asia and ASEAN

In European countries (excluding Germany and Russia) and North America, "I want to try things that are popular among Japanese people" ranked first. In East Asia and ASEAN, "I want to tour major tourist spots" ranked first.

Looking at the top items beyond second place by country: Indonesia ranked "Want to visit places featured by famous people or friends from my country on SNS" (2nd), the Philippines and Russia ranked "Want to create memories through experiences with family, friends, or acquaintances" (both 2nd), and Hong Kong ranked "Want to stay at facilities like resort hotels and relax" (2nd) highly. These results reveal distinct travel style characteristics by country.

This was the first year this item was surveyed, and the results reaffirmed the high level of interest in Japanese life itself and the power of social media in inbound tourism.

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<Overview of the Japan Brand Survey 2017>
● Purpose: To understand overseas consumers' perceptions and actual behaviors 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
●Respondent criteria: 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

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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.