[Report] Understanding the Current State of the "Japan Brand" Through 8 Key Points

Launched in 2011, the Japan Brand Survey is Dentsu Inc.’s proprietary knowledge-based initiative designed to regularly assess the perceptions and actual behaviors of overseas residents regarding the Japan brand as a whole, including inbound tourism, the food sector, Japanese products, content, and values.

Now in its 14th year, this survey continues to evolve its target regions and survey items in line with changing times. It not only contributes to corporate activities that are becoming increasingly data-driven, diverse, and complex, but also continues to disseminate insights to Japanese society.

In 2024, we conducted a large-scale survey covering 15 countries and regions (the United States, Australia, the United Kingdom, Germany, France, India, the United Arab Emirates, Indonesia, Singapore, Thailand, Vietnam, Mainland China, Hong Kong, Taiwan, and South Korea). (For a summary of the survey, please see here ).

As marketing professionals and as individual consumers, we sincerely hope that all of our members will continue to make small but meaningful contributions to cross-cultural understanding.

Introduction

Until now, Western countries have dominated the top spots in various rankings measuring national power and popularity. Amidst this trend, Japan stands out as one of the few Asian countries to have become a regular fixture in rankings of the most attractive nations. According to the latest statistics from the Japan National Tourism Organization (JNTO), the number of foreign visitors to Japan exceeded 3 million for four consecutive months from March to June 2024.Furthermore, the number has continued to exceed the figures for the same months in 2019—when a record number of visitors was recorded—for nine consecutive months (*Note: Figures for November 2023 and January 2024 were nearly on par with the same periods in 2019). [Chart 0]

In this series, we will analyze Japan’s popularity from this macro perspective, drawing on the latest Japan Brand Survey and applying Dentsu Inc.’s unique multifaceted approach. We will also explore the challenges hidden beneath this popularity phenomenon and seek insights that can help expand its potential.

In the first installment of this series, we will introduce the key findings of the latest survey through eight key points, and we hope this will help you grasp the current state of the Japan brand.

Point 01: Expectations

When we surveyed people who had traveled abroad in 2023 (post-pandemic) about their intention to revisit a destination, Japan ranked first. Moreover, it surpassed second-place Singapore and third-place America by nearly 20 percentage points. [Chart 1]

When viewed by region rather than by country, Japan ranked first in revisit intentions in both East Asia and Southeast Asia. The gap with Hong Kong (13.1%), which ranked second in East Asia, was 45.2 percentage points, and the gap with Singapore (28.7%), which ranked second in Southeast Asia, was 23.8 percentage points, indicating a significant lead over the runners-up.

In contrast, Japan’s ranking dropped slightly in Europe and North America, placing 10th in Europe (with Spain in first place) and second in North America (with the United Kingdom in first place). This clearly shows that Japan’s popularity as a tourist destination is overwhelmingly supported by Asian travelers. [Chart 2]

Regarding Japan, which is recognized as an attractive travel destination, overseas residents had the following five main expectations:

① Diverse cuisine
② A unique culture distinct from other countries
③ Natural landscapes not found in other countries
④ The coexistence of modernity and tradition
⑤ A sense of cleanliness not found in other countries

In terms of regional characteristics, East Asia and Southeast Asia share a common expectation for “diverse cuisine.” However, expectations for “a sense of security” and “satisfying material desires” are particularly high in East Asia, while expectations for “natural landscapes found nowhere else” are notably high in Southeast Asia.

On the other hand, Europe, the U.S., and Australia show relatively high interest in “unique cultures distinct from other countries,” while the Middle East tends to expect not only “natural landscapes found nowhere else” but also “hospitality,” “creativity,” and “inspiration.” [Figure 3]

Point 02: Motivations

While the historically weak yen is often seen as the primary driver of the boom in inbound tourism, the biggest trigger for visiting Japan across all regions is “previous experiences in Japan,” and positive past experiences are undoubtedly creating opportunities for repeat visits.

These survey results have reminded us once again just how satisfying the pre-pandemic tourism experience in Japan was for foreign visitors. Looking at it another way, this highlights the urgent need for both the public and private sectors to consider what approaches should be taken to maintain this level of satisfaction.

Next, when comparing the East Asian market—the largest source of visitors—with the European, American, and Australian markets, which have seen relatively large increases in visitor numbers, we found that the reasons for visiting Japan differed significantly beyond the top two factors. While “a weak yen” is a key motivator in East Asia, it is presumed that Online Travel Agents (OTAs) have a greater influence in Europe, America, and Australia.

Furthermore, a common finding across all regions is that “Japanese products” and “Japanese cuisine”—elements with which visitors have had contact in their daily lives—also serve as significant motivators that provide a definite nudge toward visiting. In other words, the “Japan brand” as broadly promoted locally contributes to the promotion of inbound tourism, and the two can be viewed as two sides of the same coin. [Figures 4-A, 4-B]

Point 03: Interest

One of the items given the highest priority in this survey is “experiences in Japan that respondents are interested in.”

By regularly observing what people want to do, see, and buy when visiting Japan, we can identify various trends—such as what changes and what remains constant, as well as what aligns with our perceptions and what feels out of place—and gain valuable insights.

First, let’s look at the nature and culture categories. Experiencing the four seasons, nature tourism, Japanese gardens, and visiting World Heritage sites are all items that consistently attract high levels of interest.

Southeast Asia showed the highest interest in farm stays. It is clear that Europe, the U.S., and Australia have a high selection rate for park-related activities, which contrasts sharply with East Asia. Interest in farm stays is exceptionally high in Southeast Asia, with a gap of more than double that of East Asia and Europe, the U.S., and Australia.

Furthermore, regarding traditional cultural experiences—such as theme parks, hot spring visits, kimono and tea ceremony, and festivals, which are staple activities for tourists visiting Japan—significant differences were observed between East Asia and Europe, the U.S., and Australia. [Figure 5-A]

Next, regarding the shopping, dining, accommodation, and transportation categories: Japanese-brand food products and Japanese cuisine-related items are consistently high-interest items. Japanese cuisine ranks among the top choices for experiences regardless of region, and its popularity is undeniable. Furthermore, Asia is expected to remain a key target market for Japanese-brand cosmetics. It is immediately apparent that over-the-counter (OTC) medicines (medicines available without a prescription) are gaining support among consumers in East Asia.

Regarding accommodation, which accounts for a significant portion of spending, there are notable regional differences in interest in hot spring inns. As for transportation, the results show a high intention to use urban transit (trains, subways, buses) and the Shinkansen. [Figure 5-B]

Now that we have reviewed general interest in the Japan travel experience, in today’s climate where the goal is to increase per-person spending (i.e., boost on-site consumption), visualizing “what visitors are willing to pay for during their stay in Japan” is also considered a key priority.

Therefore, this report visualizes nearly 30 paid experiences essential to tourism in a ranking format by country and region. In addition to standard offerings such as dining and hot springs, we believe that “Japanese convenience store foods,” “traditional Japanese crafts,” “agritourism experiences,” and “Shinkansen travel” also have the potential to become high-value offerings that contribute to increased spending.

Furthermore, when viewed by country and region, izakaya (Japanese pubs) rank highly in South Korea, Hong Kong, and Taiwan—where repeat visit rates are high—indicating a trend toward seeking deeper, more authentic Japanese experiences. [Figures 6-A, 6-B]

Point 04: Regional Areas

Attracting visitors to regional areas is believed to contribute not only to regional revitalization but also to curbing overtourism in urban areas. Along with refining the tourism resources each region possesses, it is necessary to regularly assess the current state of awareness, such as the extent to which these regions are recognized. The Japan Brand Survey regularly collects data on awareness, visit experience, and visit intention for each prefecture to aid in preliminary analysis, and has been closely monitoring changes in these trends from an early stage.

The latest data shows that, regardless of region, “Tokyo” significantly outpaces the runners-up in all three indicators, demonstrating an overwhelming presence. When viewed by region, it is clear that Asia and Europe, the U.S., and Australia are in distinctly different phases across all indicators. [Figure 7-A]

On the other hand, prefectures other than the relatively well-known Hiroshima, Nagasaki, Fukushima, Fukuoka, Okinawa, and Chiba share a fundamental challenge: a lack of awareness. This polarization is by no means a recent phenomenon. A review of past surveys in this series revealed largely similar trends. The top five in terms of awareness remained unchanged: Tokyo, Osaka, Kyoto, Hokkaido, and Hiroshima. [Chart 7-B]

Let’s also examine the situation by country. Comparing South Korea—Asia’s largest source market—with the United States—the largest source market in Europe and the Americas—we see that while awareness of the so-called “Golden Route” and the Kyushu region is high in South Korea, Tokyo dominates in the U.S., far outpacing other destinations. Furthermore, in both countries, visitation intent correlates with awareness, and the vast majority of prefectures that are not well-known continue to have low visitation intent. [Figure 7-C]

While awareness does not necessarily guarantee a strong desire to visit, a destination is unlikely to even be considered if it is unknown. Each municipality has its own vision and unique assets, and the target markets that local governments aim to attract often vary significantly.When comparing the “ideal” (To be) with the “current reality” (As is), a gap inevitably exists. Which countries should we attract to our regions? Which countries should we be attracting? In the gap between ideal and reality, we are called upon to make calm analyses and passionate decisions.

Point 05: Obstacles

Another factor to understand when attracting visitors to regional areas is the barriers to regional tourism. In this survey, we examined these barriers while deliberately formulating some hypotheses, and it became clear that (1) language issues and (2) lack of information are the two major challenges for overseas residents.

The heat map below (where darker colors indicate higher scores) clearly shows that language is by far the biggest barrier. This trend is particularly pronounced among the potential segment—those who have never visited Japan.

The second major barrier is a lack of information across various levels. There is a fundamental issue where people are simply unaware of regional tourist destinations outside of well-known cities, or lack the sources of information to learn about them. Furthermore, a lack of information regarding secondary transportation—the means of reaching these regional areas—is also a challenge.We surmise that the lack of understanding regarding Japan’s road conditions and traffic rules poses a greater obstacle than the means of transportation themselves—such as connecting transit (trains, buses, rental cars, etc.) or supplementary transportation (ride-sharing, etc.). [Figure 8]

As a side note regarding regional tourism, I would also like to briefly touch on the issue of overtourism, which has become a growing concern in recent years. This is not limited to Japan; famous tourist destinations around the world are almost universally plagued by the problem of overtourism.

Currently, taking the pandemic-induced reset as an opportunity, destinations are embarking on a variety of solutions, both large and small. The tourist experience, the quality of life for local residents, and the burden on social infrastructure and the natural environment are beginning to be reevaluated on a global scale. Each tourist destination is forced to make difficult decisions regarding what should be its top priority. And what can be said universally is that nowhere has yet found the optimal solution.

Point 06: Japanese Cuisine

Starting this fiscal year, we have introduced a survey item measuring the frequency of Japanese cuisine consumption by situation as one of the indicators to gauge the penetration of Japanese cuisine.

Regarding dining out and takeout, the rate of Japanese cuisine consumption at least once a month is in the 70% range in Asia and less than 60% in Europe, the U.S., and Australia. For home-cooked meals, the rate is less than 70% in Asia and less than 60% in Europe, the U.S., and Australia.

In Asia, the consumption rate for dining out and takeout is 10 percentage points higher than for home-cooked meals, whereas in Europe, the U.S., and Australia, this ratio remains virtually unchanged. This may reflect the food culture in Asia, where dining out is well-established. [Figure 9]

*Definition of eating situations

• Takeout/Delivery (purchasing prepared foods, or taking home or to the workplace takeout items such as boxed lunches and side dishes, or food prepared outside the home for consumption at home or at work)

• Eating at home (cooking and eating at home)

Next, we surveyed people who have visited Japan to find out what dishes they ate during their stay and which ones they would like to eat again after returning home. While there were no significant differences in the specific items themselves, ramen consistently ranked at the top both during their stay in Japan and after returning home.

Furthermore, “Japanese-style curry” ranked among the top 20 choices for both during the stay and after returning home, suggesting the significant global potential of curry, a staple of Japanese cuisine. [Figure 10]

Food is a category with significant regional variations, and when examined by region, several findings emerged. For example, it became clear that there are large differences between regions regarding items such as karaage, yakiniku, ramen, tempura, udon, and sashimi. While karaage ranked first in the Middle East, Europe, the U.S., and Australia, interest in East Asia was not particularly high, placing it at 25th. [Figure 11]

Furthermore, the food trends observed in the top rankings of each region offer valuable insights. Items that garner high interest across Asia, Europe, the U.S., and Australia include ramen, sashimi, tempura, tonkatsu, and udon.

In East Asia, where there are many Japanese restaurants compared to other regions (*) and where Japanese cuisine is relatively accessible, the range of dishes that travelers wish to try again after returning home is broad.

On the other hand, the Middle East shows trends that differ significantly from other regions. As the Middle East gains attention as a source of high-value-added travelers, understanding the culinary preferences of this region will become increasingly essential for restaurants in tourist destinations. [Figure 12]

*Based on calculations using data from the Export Planning Division, Export and International Affairs Bureau, Ministry of Agriculture, Forestry and Fisheries, “Survey Results on the Number of Japanese Restaurants Overseas (2023),” Japanese restaurants in East Asia account for approximately 57% of the global total. [Chart X]

Point 07: Appeal

Last year’s Japan Brand Survey 2023 examined Japan’s overall appeal across four categories: residence, employment, study abroad, and travel. The results revealed a disparity in favorability, with Japan rated as “Excellent” from an Asian perspective and “Good” from a Western perspective.

In this year’s Japan Brand Survey, we decided to attempt a comparative analysis with four countries (Singapore, South Korea, the United States, and the United Kingdom) by adding a new perspective.

In evaluations from East Asia, the UK, the US, and Singapore are neck-and-neck across all five categories (intention to live, work, study, travel, and serve as a business partner), with Singapore holding a slight edge over Japan. In evaluations from Southeast Asia, the situation is closely contested across all countries except South Korea. When viewed as a place to live and as a business partner, Japan ranks at roughly the same level as Singapore.

The differences between Europe, the U.S., and Australia and Asia are clear. There is almost no difference in various intentions toward the U.S. and the U.K., suggesting characteristics unique to the same cultural sphere. Japan ranks in the middle across all indicators and can be said to have a slight advantage over Singapore and South Korea. [Figure 13]

Point 08: Employment

As competition between nations intensifies—particularly in the battle for talent—chronic labor shortages are becoming increasingly apparent across various industries. In addition to promoting women’s participation and re-employing older workers, this is an area where the utilization of foreign talent is also expected. Currently, various policies targeting foreign nationals, such as the Special Highly Skilled Professional Program (J-Skip) and the Training and Employment Program, are in effect. In this survey, we analyzed not only intentions to work in Japan but also the reasons behind them.

[Groups Unwilling to Work in Japan]
The primary reasons cited for not wanting to work in Japan are “I am satisfied working in my home country” and “I cannot speak Japanese and have significant concerns about communication.” The scores for these two items are significantly higher than those for the third-ranked reason and below.

Next, when viewed by region, while there is no apparent dissatisfaction with working in their home countries among respondents from Europe, the U.S., and Australia, concerns about the Japanese language are particularly prominent in Asia. Furthermore, East Asia has the lowest expectations for Japan’s economic outlook. [Figure 14-A]

[Those Who Want to Work in Japan]
Overall, the top reasons cited are “improved quality of life,” “good public safety,” “salary,” “expectations for Japan’s future economy and market,” and “the appeal and potential of Japanese companies.”

When broken down by region, “improved quality of life” is consistently the top reason across all regions. This likely reflects the widespread recognition of Japan’s high standard of living.

Among the three regions, Southeast Asia is satisfied with “salaries” and “good public safety,” while in East Asia, “convenience and livability” and “the appeal and potential of Japanese companies” were the main factors driving the intention to work in Japan. In Europe, the U.S., and Australia, “expectations for Japan” and “confidence in understanding different cultures” ranked highly. Additionally, items showing significant variation between regions include salaries and human resource development systems. [Figure 14-B]

Reflecting on these results, it is clear that the Western countries—which consistently rank highly in various indices reflecting national power and appeal—are all nations with a high quality of life. Attracting talent from these countries is inherently difficult, and when language barriers are added to the mix, it is easy to imagine that the available talent pool shrinks dramatically.

On the other hand, regarding Asia, while Japan’s popularity in Southeast Asia is undeniable, when compared to countries that share Japan’s high quality of life and where English is widely spoken, the question of where Japan’s competitive advantage lies is starkly raised. As already evident from the aforementioned employment intentions, not only the U.S. and the U.K. but also Singapore emerges as a formidable competitor.

As environmental changes continue to unfold, I believe we cannot avoid engaging in a fundamental discussion about what we need to put in place to attract talent capable of contributing to the nation’s strength, while simultaneously maintaining Japan’s unique character and attention to detail.

Conclusion

Finally, I would like to conclude this report with two key concepts.

The first is the “Matthew Effect,” a concept proposed by American sociologist Robert King Merton approximately 55 years ago.

Whether it be nations, organizations, cities, or rural areas; tourism or employment—resources tend to concentrate even more in well-known or outstanding places, and these concentrated resources enable further evolution to even greater heights. Conversely, those that do not attract such resources are likely to follow a path of decline, with even their original resources at risk of being lost.

This is a phrase that confronts us with various realities, and it seems to be a truly spot-on and universal observation.

The second is “Idola.” Idola is a Latin word meaning “idol” or “illusion.” It is said that humans primarily have four types of biases. According to the “Four Idols” theory by Francis Bacon, the greatest intellectual of 16th-century England,

① The Idols of the Tribe (Illusions)
② The Idols of the Cave (preconceptions stemming from environment or personal experience)
③ The Idols of the Marketplace (gossip and conspiracy theories in the workplace or online)
④ The Idols of the Theater (blind faith in authority)

These are the primary assumptions and prejudices that plague our social lives.

We cannot escape the theory of idols described above, not only in cross-cultural understanding but also in highly homogeneous societies. The same applies to all market research and data analysis.

Assuming that biases cannot be completely eliminated in various aspects of work and life, I encourage you to consider what it means to be “Japanese,” what sustainable prosperity entails, and what is necessary when engaging with the global community and other cultures.

[Contact Information for Inquiries Regarding This Matter]
Dentsu Inc. Dentsu Japan Brand Research Project Team
japanbrand@dentsu.co.jp

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

[About the Dentsu Inc. Brand Survey]
Launched in 2011 to assess how the Japan brand was perceived globally following the reputational damage suffered by Japanese agricultural and marine products and inbound tourism due to the Great East Japan Earthquake, this is Dentsu Inc.’s proprietary survey. In 2022, the survey underwent a fundamental restructuring of its design, analytical approach, and outputs, evolving into a company-wide cross-functional project aimed at enhancing its expertise.In 2025, we plan to develop a new knowledge portfolio for the general public, aiming to create social value grounded in consumer insights.
The Japan Brand Survey regularly assesses the perceptions and actual behaviors of consumers overseas regarding the Japan brand as a whole, covering areas such as inbound tourism, regional revitalization, the food sector, Japanese products, content, values, lifestyles, and social trends. By visualizing the evolving sentiments of consumers and the challenges and potential of the Japan brand, the survey contributes to increasingly complex corporate activities while also promoting cross-cultural understanding within Japanese society.

[Overview of the Dentsu Inc. Brand Survey 2024]
・Target Areas: 15 countries and regions (United States, Australia, United Kingdom, Germany, France, India, United Arab Emirates, Indonesia, Singapore, Thailand, Vietnam, Mainland China, Hong Kong, Taiwan, South Korea)
・Sample Size: 7,460 (Breakdown: U.S. 960, India 900, Mainland China 800, Other Countries/Regions 400 each)
・Survey Period: January 19–March 26, 2024
・Eligibility criteria: Men and women aged 20–59 (middle-income bracket and above)
・Survey Method: Online survey
・Research Organizations: Dentsu Inc. (Principal Investigator), Video Research Ltd. (Implementation Partner)

[Notes and Disclaimers]
*1: Target areas in mainland China are Shanghai and Beijing; in India, Delhi, Mumbai, and Bengaluru; in Australia, the Sydney metropolitan area; and in Southeast Asia, primarily metropolitan areas.
*2: Definition of middle-income group: Criteria were established for each country based on average national income figures (such as OECD statistics) and socio-economic classification (SEC).
*3: Samples were collected using equal allocation by gender and age group in each country and region, and the data was weighted to reflect the population distribution.
*4: Since the composition ratios in this survey are rounded to the second decimal place (or to the first decimal place where displayed as whole numbers), the total may not add up to 100%.
*5: The names of countries and regions used in this survey report and on the website are based on the Japanese government’s established views, as well as Japanese social norms and business practices.
*6: With a few exceptions, the names of countries and regions used in the charts and tables in this survey follow the international ISO country code standard (ISO 3166-1 alpha-2/3).
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
*7: The names of countries and regions used in this survey are provided for statistical or analytical convenience only and do not imply any political stance or opinion.
*8: The maps used in this survey (world map and map of Japan) have been partially modified and cropped to fit the analysis content and page layout, and therefore do not necessarily accurately reflect national borders or territorial boundaries.