AWA Session: "Japan's Brand from a Global Perspective: A Report Card on Potential"

Japanese brands have already spread worldwide. Among them, Japanese cuisine is now loved globally not as an "interesting foreign culture," but as "WASHOKU—a familiar taste."This time, from the sessions at Advertising Week Asia 2024 held in September, Part 1 presents a summary of the Japan Brand Survey results, while Part 2 offers insights into "Japanese food" beloved overseas and its future. We share part of the discussion between renowned PR strategist Tetsuya Honda and Dentsu Inc. Japan Brand Survey Team members Hitomi Komatsu and Mingjie.

Japan is the No. 1 country people want to revisit for tourism

Komatsu: Today, I'd like to share the results of Dentsu Inc. conducted 'Japan Brand Survey 2024' and discuss some related anecdotes. First, a brief introduction.

Honda: I usually work in PR, but today I'm not here to talk about PR. Since I actually moved to Singapore last year and now live in two places, I hope to share perspectives on Japan from an overseas viewpoint.

Komatsu: I work as a Strategic Planner at Dentsu Inc. I started as a researcher at an IT systems company, then joined Dentsu Inc. where I handled communication strategies for consumer goods companies. After assignments at a foreign agency and Dentsu Digital Inc. outpost, I was stationed in Thailand for four years starting in 2019. I returned to Japan this January and now work at Dentsu Inc.'s headquarters.

Kai: I work as a Strategic Planner at Dentsu Inc. I grew up in China until age 20 and spent my university years in Japan. Since joining Dentsu Inc., I've focused on branding and marketing work for clients primarily in Japan and Greater China. As part of Dentsu Inc. Japan's Brand Research Team, I'd like to share our latest research findings, particularly regarding inbound trends around Greater China.

Komatsu: The three of us have lived in Thailand, Singapore, and China respectively. In Part 1, we'll present only the top-line findings of the survey. In Part 2, we'll incorporate our personal experiences to provide a more tangible perspective on the survey results.

Dentsu Inc.'s Japan Brand Survey was conducted this year across 15 countries and regions.

To summarize the results briefly: among the 15 target markets, Japan ranked number one as the country or region that tourists who visited once most want to revisit. We've summarized this under five key perspectives.

The first perspective is [Expectations]. Japan ranked first in revisit intent at 34.6%. It holds a significant lead, with a gap of about 20 points over second-place Singapore and third-place USA.

Looking at respondents by region, Japan ranked first in East Asia and Southeast Asia. While the UK and Spain were the top choices in North America and Europe respectively, Japan still ranked 10th in Europe and 2nd in North America, clearly demonstrating its high appeal for repeat visits.

What makes people want to revisit Japan?

Komatsu: When we asked those intending to revisit what they expect from Japan, "Food" ranked first. "Unique culture" followed closely in second place. Next came "Natural landscapes not found elsewhere." "Coexistence of modernity and tradition" and "Cleanliness not found elsewhere" also ranked highly. This shows visitors come to experience Japan's uniqueness in food and culture.

Now, regarding the 【trigger】—what prompted their visit to Japan? As commonly noted in media, the impact of the weak yen is evident. However, even more strongly, "Having visited Japan before and wanting to go again" stands out. The desire to return due to a positive experience is high across all regions. Furthermore, triggers like "Liking Japanese products" or "Wanting to eat Japanese cuisine back home" also scored highly.

What do you want to do in Japan?

Komatsu: Regarding the third perspective, [Interest]. These are the responses to the question, "What would you pay to experience when you come to Japan?" Looking at the overall results, "down-to-earth Japanese restaurants" and "farm stays" rank high. There's also interest in riding the "Shinkansen" and visiting "high-end Japanese restaurants," showing a mix of both accessible and upscale experiences. "Purchasing traditional crafts" is also included.

Looking deeper, we see that beyond "down-to-earth Japanese restaurants," "izakaya" (Japanese pubs) were also chosen, and alongside the "Shinkansen," "taxis" were selected. This shows that dining and transportation are sought across several layers.

Breaking it down by country/region reveals significantly different rankings, confirming distinct national differences. This shows characteristics specific to each country/region that aren't apparent from the overall score.

Barriers to Visiting Regional Areas

Komatsu: The fourth factor is [regional areas]. When examining prefectural recognition over time, the top five rankings actually fluctuate, but the prefectures themselves remain consistently the same. The same prefectures fluctuate in the rankings but remain established. The rankings from sixth to tenth also show little change, indicating that when it comes to regional areas, the range of options available is still quite limited.

Analyzing barriers to regional tourism, the clear conclusion is "lack of awareness." Some people simply don't know what kind of tourist destinations exist there. Others lack information about what activities are available in that region or don't know how to get there or the transportation network.

However, the highest-ranked concern by category is "anxiety about communication due to language barriers." Language concerns can be seen as one of the barriers to regional tourism.

Popular Japanese Cuisine Varies by Region

Komatsu: Finally, we have 【Japanese Cuisine】. The frequency of eating Japanese food varied by region. In East Asia and Southeast Asia, eating out and takeout/delivery were common, while home cooking was less frequent compared to those options. For Europe, America, and Australia, the overall frequency was lower than in those two regions, and there wasn't much difference between eating out, takeout/delivery, and home cooking.

*Regarding the definition of consumption situations
・Prepared meals (purchasing pre-cooked foods, takeout like bento boxes or side dishes, delivery, etc. – consuming food prepared outside the home at home or work)
・Home-cooked meals (Meals prepared at home and eaten there)

When asked which Japanese food they wanted to try in their home country after returning from Japan, ramen was the overwhelming top choice. Regionally, Southeast Asia led the scores, followed by East Asia. The Middle East, however, scored lower. Again, rather than focusing on overall scores, it's important to see what specific foods people from each region want to eat.

Looking at the top rankings by region in this table, the order is clearly different at a glance.

Sushi is the most popular Japanese food in China

Komatsu: Now, I'd like to hear your opinions. We'll discuss the five perspectives – [Expectations], [Opportunities], [Interest], [Regional], and [Washoku (Japanese Cuisine)] – in reverse order from earlier, starting with [Washoku].

The results showed ramen is extremely strong. Based on my experience living in Thailand, ramen is indeed hugely popular there, and I feel a "Japanese-style ramen culture" is developing in Thailand. How about in China?

Kai: What we're focusing on is "sashimi and conveyor-belt sushi." This is because, while ramen ranked first overall in the survey at 26.1%, when focusing solely on China, the top spot wasn't "ramen" (18%) but "sashimi" (20.1%). Looking at gender × generation, the consumption intent for "sashimi and conveyor-belt sushi" is high among young people in their 20s, surpassing ramen for both.Specifically, the desire to eat "conveyor belt sushi" among women in their 20s and the desire to eat "sashimi" among men in their 20s were both about 8% higher than ramen. While one might naturally assume ramen would be popular among men in their 20s, surprisingly, in China, it's sashimi and conveyor belt sushi. This shows the popularity of sushi, so I'd like to expand a bit on sushi in China.

During a recent business trip to Beijing, a hot topic locally was Sushiro opening its first store in the city. Seeing the news coverage of its bustling crowds really drove home just how popular "sushi" has become in China. Sushiro first entered mainland China in 2021, starting its expansion in southern Guangdong Province before moving inland to cities like Chengdu and Wuhan. This time, it expanded northward, opening its first store in the capital, Beijing.

The story of how sushi gained popularity in China is fascinating, so let me share it. China traditionally had no culture of eating raw foods. Initially, sushi began to catch on in high-end Japanese restaurants frequented by Japanese expatriates. Back then, sushi establishments seemed quite polarized. While some offered ultra-premium, ultra-fresh sushi, others served what was technically sushi but, frankly, wasn't very tasty (laughs) – the cheap kind.

Later, as the middle class grew wealthier with the times, their spending power and awareness about food increased. I believe this was influenced by people discovering the deliciousness of Japanese cuisine during trips to Japan around 2014-15, as well as the popularity of Japan-themed content like "Midnight Diner" that featured Japanese food.According to surveys by JETRO (Japan External Trade Organization) and the Ministry of Agriculture, Forestry and Fisheries, the number of Japanese restaurants in China, which stood at about 15,000 nationwide in 2013, increased more than fivefold over the decade, reaching approximately 79,000 by 2023. The Japanese food boom in China is remarkably visible. Riding this wave, so-called Japanese itamae-style sushi became popular in China's coastal cities.It became possible to enjoy sushi prepared by a chef at an affordable price of around ¥20,000 to ¥30,000.

Then, around 2020 when travel to Japan became impossible due to the pandemic, conveyor-belt sushi brands accelerated their opening pace in China one after another.Hamazushi opened its first Shanghai location in 2014 and expanded from 12 stores at the end of 2020 to 60 stores. Behind this growth is the "smartification of sushi." In other words, a business model has emerged that ensures quality while offering affordable sushi, covering areas like ingredient procurement, quality control, and service delivery.

Honda: That's interesting. This slide from China is also about sushi, right?

Kai: Yes, this is local sushi from Sichuan Province and Chongqing City.It features abundant local creations like generous amounts of chili peppers on the toppings, tripe sushi, pork brain sushi, and eel rice bowls topped with kimchi. While sushi is commonly associated with major cities along the southeast coast like Shanghai and Guangzhou, it has also penetrated inland hubs such as Chengdu and Wuhan. A key characteristic is the significant localization by store due to regional peculiarities.

Honda: It's quite different from what's eaten in Japan.

Komatsu: How about Singapore?

Honda: Well, Singapore truly gathers cuisine from all over—Asia, Europe, America, India—and the level is exceptionally high. Amongst it all, Japanese food remains very popular. Sushiro has quite a few locations in Singapore now; you practically need a reservation to get in.

Komatsu: Thailand is the same, right?

Kai: Japanese cuisine has now established a global brand image as "delicious, healthy, visually appealing, and trustworthy." In China, a local brand achieved success by building a comprehensive marketing strategy—from product development and packaging design to distribution channels and communication—inspired by this image of Japanese food and beverages. While there are several success stories, the most typical example is a certain beverage brand.

It's a truly fascinating success story, but explaining the background of their product development would take too long. Simply put, they cultivated an image evoking "health, style, deliciousness, and youthfulness" – qualities associated with Japanese beverages – at both the branding and marketing layers.

In the Marcom (Marketing Communications) domain, they implemented a thorough communication strategy targeting young people. At the top of the funnel, they maximized the use of social media to expand awareness among young people and foster brand image.Simultaneously, we avoided supermarkets—where major existing manufacturers held strong positions—and focused capital investment on convenience stores and e-commerce. This "vertical" marketing approach—combining full-scale brand image cultivation via SNS with partnerships in distribution channels (convenience stores and e-commerce) frequently used by our target youth—achieved rapid success. The brand became a major growth star in its category, drawing significant attention.

Japanese Food Trends in Thailand and Singapore

Komatsu: I'd also like to touch on Thailand. Among Japanese restaurants in Thailand, I get the impression yakiniku (grilled meat) restaurants are proliferating rapidly. In rural areas of Thailand's northeast, people sometimes eat beef raw, but outside that region, Thais didn't consume much beef. When I asked Thai acquaintances, they explained that people come to Japan, discover delicious beef, and then return to Thailand. As more people became familiar with that delicious meat flavor, yakiniku restaurants began increasing within Thailand itself.

Honda: Are these yakiniku restaurants primarily run by Thai capital? Or is it Japanese capital?

Komatsu: I think most are Thai-owned. While some cater to Japanese customers, the ones Thais really frequent tend to be Thai-owned. I'm impressed by how well researched they are.

As for Thai ramen, I'm originally from Kanazawa City. For people from Ishikawa Prefecture, "8-ban Ramen" is soul food; I've been eating it since I was a kid. A Thai businessman came to Ishikawa Prefecture, tried this ramen, and thought, "I want to do this in my country." He started expanding it in Thailand in 1992.

Honda: There are a huge number of stores in Thailand!

Komatsu: Exactly. More than in Japan. So when I visited Thailand, I was thrilled to share soul food with the locals. As shown in the center photo, Japanese-owned ramen shops here are high-end, yet packed with Thai reservations. The right photo shows a Thai-owned shop. They've researched meticulously, creating ramen so delicious even Japanese people rave about it. It's truly evolved. What about Singapore?

Honda: I was genuinely surprised when I visited Singapore myself. When discussing the relationship between Singapore and Japanese brands, "Don Quijote" is indispensable. It's completely different from the perception Japanese people have of Donki; it's a supermarket specializing in fresh produce. Under the brand "DON DON DONKI," they operate 16 stores.

No matter which shopping mall you go to, Donki is there, just like Uniqlo. As a Japanese person, it's something to be proud of, but it operates in a completely different way than in Japan. Honestly, I never imagined going to Donki to buy ingredients for dinner. When points of contact with Japan become this accessible locally, it sparks interest in Japan among locals too. They might think, "I'll try eating the things I bought at Donki when I go to Japan." I believe this kind of opportunity exists.

That concludes the AWA session introduction by members with experience living in Asia. Finally, Ryunosuke Tsuzuki, also a member of the Dentsu Inc. Japan Brand Research Team, will share insights on Japanese food trends in the U.S., where he has lived.

Even on the West Coast of the U.S., where I spent my student years, Japanese food was extremely popular and developed its own unique food culture adapted to the needs of the times.

When I first arrived in the U.S. in 2001, Japanese food options were limited. Even ramen, now hugely popular, was mostly found in small shops frequented by local Japanese residents and their neighbors.

Gradually, growing interest in Japanese culture driven by soft power via the internet led to Japanese brands landing one after another, primarily in shopping centers. While the prices were 3 to 4 times higher than in Japan, it wasn't uncommon to see long lines.

After that, the shift in awareness towards healthier eating habits post-COVID led to a greater emphasis on the "freshness" of food, which I feel has strengthened the association between Japanese cuisine and health.

Particularly, raw dishes like sushi and sashimi, being readily accessible, are gaining acceptance among a broader demographic. Japanese cuisine, once considered a niche "ethnic food," now enjoys enduring popularity as a prime example of healthy dining.

【Contact 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. Japan Brand Survey】
Dentsu Inc.'s proprietary survey launched in 2011 to understand how the Japan brand was perceived globally when reputational damage affected Japanese agricultural and marine products and inbound tourism following the Great East Japan Earthquake. In 2022, it evolved into a cross-company project activity with enhanced expertise through a fundamental restructuring of its survey design, analytical approach, and outputs.In 2025, it will newly plan and build a knowledge portfolio for the general public, aiming to create social value grounded in consumer insights.
The Japan Brand Survey regularly gauges the perceptions and realities 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 2024 Overview]
・Target Areas: 15 countries/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: USA 960, India 900, Mainland China 800, Other countries/regions 400 each)
・Survey Period: January 19 to March 26, 2024
・Respondent criteria: Men and women aged 20–59 (middle-income and above)
・Survey Method: Online survey
・Research Organizations: Dentsu Inc. (Principal Investigator), Video Research Ltd. (Implementation Support)

[Notes and Disclaimers]
※1: Mainland China coverage areas: Shanghai and Beijing; India coverage areas: Delhi, Mumbai, and Bengaluru; Australia: Greater Sydney metropolitan area; Southeast Asia: Primarily metropolitan areas.
※2: Definition of middle-income class: Criteria set per country based on national average income (e.g., OECD statistics) 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
※7: The names of countries and regions 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.