What is the image of Japan? ~Exploring Perceptions of Japan~

Many people overseas seem to hold images of Japan as "diligent," "polite," and "high-quality" (according to the Japan Brand Survey 2016).

Stories about Japan that spread widely, like how people act calmly during major disasters or the speedy cleaning service on the Shinkansen, I think increasingly reinforce that image.

You might think, "People have such high regard for Japan and such a positive image. Could it be that Japan is seen as an incredibly great country?" But is that really the case?

This series explores insights for future inbound business based on the "Japan Brand Survey 2019," conducted in 20 countries and regions in December 2018. Part 2 delves deeper into impressions of Japan from multiple perspectives.

Japan and Diversity: Are "Women," "Elderly," and "Foreigners" Thriving?

While awareness of diversity has grown in Japan in recent years, leading to various initiatives, how is this perceived overseas? We asked about impressions from the perspectives of "women," "the elderly," and "foreigners."

First, "women." In the World Economic Forum's "Gender Gap Index 2018," which measures the degree of gender disparity worldwide, Japan ranked 110th out of 149 countries surveyed. Among the G7 nations, it ranked last.

Despite this, 55.4% of respondents overall believed Japan is a country where "women can live comfortably and thrive." While ASEAN countries, which generally hold a favorable view of Japan, scored high, the result was significantly lower in East Asia—particularly in Taiwan, where familiarity with Japan is high and where positive sentiment and visitation rates are strong—at just 36.7%. This lower Taiwanese assessment likely reflects a more accurate understanding of the actual situation.

On the other hand, while Japan is also known for its aging population, 64.0% of respondents believe it is a country where "the elderly can live comfortably and actively participate," a higher result than the perception regarding "women." By region, ASEAN countries again gave the highest rating at 76.4%, followed by Europe at 61.3%.The high rating from Europe, which also grapples with aging, may stem from its recognition of Japan as the world's most rapidly aging nation. Against the backdrop of Japan's high-quality healthcare, Europeans likely see Japanese seniors actively working and living vibrant lives.

Finally, "foreigners." While the number of foreign residents has increased annually, reaching about 2% of Japan's total population (as of the end of June 2018), only 52.9% of respondents believe Japan is "easy for foreigners to live and work in." This result is even lower than that for "women."

By country, Germany has the lowest score (38.0%). By region, North America scores 43.8%. While Japan is growing in popularity as a travel destination, it still doesn't seem to be perceived as an attractive country to live in.

How influential is Japan globally?

The G20 Summit was held in Osaka at the end of June, but how influential is Japan perceived to be globally?

A significant 73.9% of respondents believe "Japan contributes to global economic development." This score was particularly high in ASEAN (85.5%), a region Japan has cooperated with and supported for many years.

Furthermore, scores in the European region were also high at 74.1%, likely influenced by the high ratings from Italy, Russia, and Turkey, where many respondents stated they "like Japan." This suggests that expectations and recognition of Japan's influence in the economic sphere remain high.

So, what about cultural influence, including the booming food scene?

67.1% of respondents believe "Japanese culture is loved by people around the world," with particularly high scores among the generations shaping the future—those in their 20s and 30s (20s: 69.4%, 30s: 72.2%). Interest in Japanese culture is growing, suggesting it will increasingly take the world by storm and enhance its cultural influence.

What about Japan's future potential?

Following the discussion on global influence, let's briefly examine assessments of Japan's future potential.

First, regarding economic growth potential, 79.2% of respondents feel "Japan will continue to grow economically," indicating high expectations remain.

Looking at regional breakdowns, ASEAN and Europe showed high scores, while East Asia—where Japan is located—showed relatively lower expectations (61.6%). This likely reflects China's significant presence in East Asia. Crucially, assessments of Japan's technological prowess—essential for discussing growth potential—also scored very high: 82.3% agree "Japanese products are excellent," and 86.5% agree "Japan has high technological capabilities."

Let's also examine Japan's content strength, which has gained significant global popularity in recent years.

74.2% of respondents believe "Japanese content can be enjoyed by people worldwide." Scores are high not only in ASEAN but also in North America at 72.4%.

By country, Thailand stands out with a particularly high score of 91.3%, meaning nearly 90% of respondents there feel this way.

Expectations are rising not only for products but also for content, and overall, it feels like there is still considerable hope for Japan's growth potential.

While this survey suggests Japan still has room for improvement from a diversity perspective, its global influence and future growth potential are highly regarded, revealing the significant expectations placed on Japan worldwide.

However, a disappointing trend emerged: overall evaluations were not particularly high in East Asia, the region closest to Japan and most familiar with it.

Japan is often perceived as "diligent" and "polite," but as more foreign visitors come and understanding of Japan deepens, this image is likely to evolve significantly. Going forward, it seems increasingly important to be mindful of "how Japan is seen from abroad."

【Contact for Inquiries Regarding This Matter】
Dentsu Inc. Japan Brand Project Team
japanbrand@dentsu.co.jp

Japan Brand Survey Hub Page
https://www.dentsu.co.jp/knowledge/japan_brand/

[Purpose of the Dentsu Inc. Japan Brand Survey]
Dentsu Inc.'s proprietary survey initiated in 2011 to understand how the Japan Brand was perceived globally when reputational damage occurred to Japanese agricultural and marine products and inbound tourism following the Great East Japan Earthquake. In 2022, it evolved into a cross-company project activity to enhance expertise through a fundamental restructuring of the survey design, analytical approach, and outputs.In 2025, it will newly plan and build a public knowledge portfolio, aiming to create social value grounded in consumer insights.
The Japan Brand Survey regularly gauges the awareness and actual attitudes of overseas consumers regarding the Japan Brand as a whole, covering areas such as inbound tourism, regional revitalization, food, Japanese products, content, values, lifestyles, and social trends. It visualizes the changing sentiments of consumers and the challenges and potential of the Japan Brand, contributing to increasingly complex corporate activities while also promoting cross-cultural understanding within Japanese society.

【Dentsu Inc. Japan Brand Survey 2019: Survey Overview】
・Target Areas: 20 countries/regions (Mainland China, Hong Kong, Taiwan, South Korea, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, Australia, USA, Canada, UK, France, Germany, Italy, Russia, Turkey)
・Sample Size: 6,600 (Breakdown: United States 600, Mainland China 600, Other countries/regions 300 each)
・Survey Period: December 2018
・Respondent criteria: Men and women aged 20–59 (middle-income and above)
・Survey Method: Internet survey
・Research Organizations: Dentsu Inc. (Principal Investigator), Video Research Ltd. (Implementation Support)

[Notes and Disclaimers]
※1: Mainland China coverage primarily limited to Tier 1 cities; Australia limited to the Sydney metropolitan area; Southeast Asia primarily limited to metropolitan areas.
※2: Definition of middle-income level: Criteria set per country based on national average income (using OECD statistics, etc.) and social class classification (SEC).
※3: Samples were collected with equal allocation by gender and age group for each country/region, then weighted to match the population composition.
※4: Proportions in this survey are rounded to the second decimal place (or first decimal place for some integer values), so totals may not add up to 100%.
※5: Country and region names used in this survey report and on the website follow the longstanding views of the Japanese government, Japanese social norms, and business practices.
※6: In creating the charts and graphs for this survey, the names of the countries and regions analyzed use the international standard ISO Country Code (ISO 3166-1 alpha-2/3), with some exceptions.
United States/US/USA, Canada/CA/CAN, Australia/AU/AUS, United Kingdom/UK/GBR, Germany/DE/DEU, France/FR/FRA, Italy/IT/ITA,Spain/ES/ESP, Finland/FI/FIN, United Arab Emirates/UAE, Saudi Arabia/SA/SAU, India/IN/IND, Indonesia/ID/IDN, Singapore/SG/SGP, Malaysia/MY/MYS, Philippines/PH/PHL, Thailand/TH/THA,Vietnam/VN/VNM, Mainland China/CN/CHN, Hong Kong/HK/HKG, Taiwan/TW/TWN, South Korea/KR/KOR, Turkey/TR
※7: Country and region names used in this survey are for statistical or analytical convenience only and do not indicate any political stance or viewpoint.
※8: The maps used in this survey (world map and Japan map) have been partially modified and cropped to suit the analysis content and page layout. They do not necessarily accurately reflect national borders or territorial boundaries.