Dentsu Inc. Conducts "Japan Brand Survey 2019"

The text of the Dentsu Inc. news release distributed on April 15 is as follows.

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April 15, 2019

Osaka/Kansai Expo Significantly Contributes to Foreign Visitors' Intent to Visit Japan (Approx. 50% Awareness, Approx. 40% Visit Intent)

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) conducted the "Japan Brand Survey 2019" in December 2018 across 20 countries and regions(*) as part of its "Cool Japan" initiatives, which promote products and services leveraging Japanese culture and strengths overseas.

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. This marks the ninth survey. Its purpose is to collect detailed data and insights regarding pro-Japan sentiment (favorability toward Japan), intention to visit Japan, preferred regions and reasons for visiting, and interest/concerns and perceptions regarding Japanese products.The survey results are utilized by companies expanding overseas and those domestically advancing services for inbound visitors.

This year's survey newly included Turkey, a country gaining attention in the inbound tourism sector, as a target country. While the total number of countries and regions surveyed remained the same as last year at 20, the survey yielded new discoveries.

① Across all 20 countries/regions, Japanranks No. 1 as a "desired travel destination."Intent to visit Japan shows particularly strong growth among European countries.

② Awareness of the 2025 Osaka-Kansai Expo is alreadyaround 50%,withabout40%intending to visit or wanting to visit.

③Topbarriers to visiting Japanacross all 20 countries/regionsare"cost," "language," and "distance."In East Asia,the top threeare"Concerns about the impact of the earthquake disaster (e.g., radiation)", "Concerns about natural disasters like earthquakes and heavy rain",and "Cost".

④ The competitive advantages in the image of Japanese products are "High-tech", "High performance", and "Reliable".Compared to 2015, "Attention to detail" and "Unique ( Only one )" have significantly increased.

⑤ Among categories of Japanese brandsrespondentswould like to try in the future,"Health Foods/Beverages," "Cosmetics," and "Pharmaceuticals" ranked high. "Health Foods/Beverages" drew particularly strong interest in Taiwan, Hong Kong, and Italy.

⑥The top 3 countriesrespondents perceive as "easier for women to live in/where women thrive"are Indonesia, Turkey, and India. The top 3 countries perceived as such for people with disabilities are Turkey, Thailand, and Indonesia.

※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, United States (Northeast, Midwest, South, West), Canada, United Kingdom, France, Germany, Italy, Russia, Turkey

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＜Overview of the 2019 Japan Brand Survey＞
・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, United States (Northeast, Midwest, South, West), Canada, United Kingdom, France, Germany, Italy, Russia, Turkey
*This time, Brazil—which showed little change in past survey trends—was excluded, while Turkey, gaining attention for inbound tourism, was added.
・Survey Method: Online survey
・Respondent criteria: Men and women aged 20–59 *Middle-income 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: 300 respondents each for A and B groups (total 600); USA: 600 respondents; Other regions: 300 respondents each (total 6,600)
・Survey Period: December 2018 - January 2019
・Survey agency: Video Research Ltd.

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<Reference: Target Regions for Japan Brand Survey 2018 and 2017>

◇Japan Brand Survey 2018 (conducted January–February 2018)
・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 (Northeast, Midwest, South, West), Canada, Brazil, UK, France, Germany, Italy, Russia

◇Japan Brand Survey 2017 (Conducted February–March 2017)
・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 (East Coast/West Coast), Canada, Brazil, UK, France, Germany, Italy, Russia

*For details (reference data), please refer to the Dentsu Inc. News Release [PDF].

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0415-009801.html