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Insights from Overseas Residents in Their 15th Year: Japan Brand Survey 2025 [1/4]The Expanding and Deepening Global Reach of the Japan Brand
The Japan Brand Survey, launched in 2011, 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, covering areas such as inbound tourism, regional revitalization, the food sector, Japanese products, content, values, lifestyles, and social trends.
In 2025, marking the 15th anniversary of the survey’s launch, we conducted the largest-scale quantitative survey in the survey’s history. The survey covers 20 countries and regions ( Survey Overview ), over 20 industry sectors, and more than 10 themes, enabling the acquisition of insights that are more multifaceted and practical than ever before.
In today’s world, where unpredictability and uncertainty have become the norm, we hope this survey will continue to provide hints for moving forward into the future and a perspective that helps put things into context to avoid cognitive biases, thereby contributing, in our own small way, to the creation of a sustainable society.
| <Table of Contents> ▼Japan’s Competitiveness in International Tourism ▼Visitor Experiences and Consumption Trends ▼Key Issues in Tourism for Regional Revitalization ▼Toward a Sustainable Future |
Japan’s Competitiveness in International Tourism
Among people worldwide who have traveled abroad, Japan was cited most frequently as a country they would like to visit again for tourism purposes, with over half of respondents selecting it. Japan holds a significant lead over South Korea (2nd place) and the United States (3rd place), clearly demonstrating its outstanding popularity compared to other countries. (Chart 01)
Furthermore, when broken down by country and region, Japan ranked first as a desired destination for a return visit in 13 out of the 20 surveyed markets. While the margin of victory varied by market, in every case, Japan significantly outpaced the second-place finisher and those below. This indicates that Japan has firmly established itself as a leading travel destination across a wide range of markets in the Asia-Pacific region. (Chart 02)
Amid the continued increase in foreign tourists, the intention to revisit Japan for tourism purposes is also rising steadily year by year. Certainly, it cannot be denied that the historically weak yen has lowered the barrier to entry for travel to Japan and broadened its appeal. However, the results of this study reveal that, with the exception of Hong Kong and Taiwan, the weak yen is not the primary motivation for visiting Japan.
For many travelers, the reasons for visiting Japan are rooted in essential factors such as experiential value and cultural appeal, rather than simply favorable exchange rates. We view this trend as evidence that tourism to Japan is not a fleeting fad, but is being sustainably embraced as a destination with significant appeal.
While it is believed that accumulated satisfaction with the Japan travel experience naturally increases the intention to revisit, the key challenge moving forward—amidst a growing domestic labor shortage—lies in “how to maintain satisfaction with tourism to Japan.” (Figure 03) 
Furthermore, when comparing Japan with other overseas travel destinations, no significant differences were observed in the fundamental elements sought by travelers. While many people cite “natural scenery,” “culinary culture,” and “traditional culture” as their primary travel objectives, they also appear to place great importance on environmental factors such as “safety and peace of mind,” “healing and relaxation,” “exotic atmosphere,” and “cleanliness.”
This indicates a growing interest in experiential consumption overall. It also suggests that tourism is not merely the consumption of tourist resources, but rather an activity that seeks multifaceted values such as physical and mental recovery and the enjoyment of a break from the everyday—and that we must not lose sight of the essence of travel. (Figure 04)
When viewed by country or region, slight differences in expected values can be observed. Australian travelers are strongly drawn to “unique food culture” and “healing and relaxation,” while in the UK, expectations for “unique traditional culture” and “cleanliness” were highly rated. In contrast, in the U.S., there appears to be no significant bias toward any specific category. (Figure 05)
The inbound tourism market, which has grown to a scale of 8 trillion yen, now rivals the domestic apparel industry and possesses the power to drive external demand equivalent to approximately half of the value of automobile exports (*1). The significance of inbound tourism cannot be fully grasped within the framework of tourism alone.Looking around the world, nearly all of the top countries in terms of visitor numbers and foreign exchange earnings are built on a foundation of strong soft power and possess an intrinsic appeal that attracts people beyond physical constraints such as borders and language.
While concerns and anxieties about over-reliance on tourism are occasionally voiced, the contribution of inbound tourism spending to Japan’s GDP stands at only about 1% as of 2024, remaining at a low level even when compared to G7 nations and OECD member countries.While addressing overtourism is necessary, we must separate this from debates that fear excessive tourism dependence. Instead, we need to calmly organize the key points and promote understanding based on realistic industry ripple effects and economic contribution potential.
The intention to revisit, which we are focusing on, functions not only as a quantitative evaluation metric for inbound tourism but is also positioned as a highly sensitive indicator that simply and clearly visualizes the fundamental human desire to “visit again.”Furthermore, this study has reaffirmed that the strength of “sustainable competitiveness in international tourism”—which inspires the desire to revisit—is supported not only by tourism resources but also by a broader range of cultural and social factors, such as interest in Japanese food culture and trust in Japanese products.
*1 Source: Ministry of Finance, “Trade Statistics” (2024)
Visitor Experiences and Consumption Trends
Experiences that attract high interest among visitors to Japan include “Japanese cuisine” and “natural scenic spots”—which can be considered symbols of Japanese culture—as well as “experiencing the four seasons,” “strolling through downtown areas,” and “experiencing traditional culture.” Among these, “shopping at convenience stores,” while seemingly an everyday activity, garners significant interest, with particularly high popularity evident in Asian regions.
These results suggest that the appeal of travel experiences in Japan extends beyond the extraordinary; Japan’s refined everyday culture and infrastructure also hold strong appeal. Naturally, preferences for these experiences tend to vary by cultural region. As the inbound market expands and the number of repeat visitors from neighboring regions increases, it will be necessary to consider region-specific approaches when planning future business expansion, product and service development, and marketing strategies. (Figure 06)
Let us now further subdivide the experiences of visiting Japan.
Among nature-based experiences, “cherry blossom viewing” stands out as by far the most popular, having established a firm position as an experience that symbolizes tourism in Japan. We can also see that the diversity and appeal of Japan’s natural resources are widely recognized through other activities such as “hot spring bathing,” “nature walks,” and “autumn foliage viewing.” (Figure 07)
Regarding cultural experiences, there is a strong tendency toward interest in events and spiritual culture unique to Japan, such as “seasonal traditional events,” “the tea ceremony,” and “watching festivals.” The top-ranked areas were those that are relatively easy for people living overseas to understand as symbolic of Japan and where they can easily perceive a sense of the extraordinary. (Figure 08)
Furthermore, in response to questions regarding symbols of “Japanese-ness,” “sushi,” “cherry blossoms,” and “Mount Fuji” were cited as representative examples. These images are believed to influence the overall planning of a trip, including motivations for visiting Japan, the selection of destinations, and preferences regarding the timing of the visit.However, these symbols are not uniform. For example, in Vietnam, elements such as “the tea ceremony,” “udon,” and “automobiles” are cited as representative of Japan, while in France, “judo,” “bonsai,” and “soy sauce” are highlighted. These differences in cultural reception across markets offer important insights not only for inbound tourism but also for the overseas export of Japanese products and services. (Figure 09)
Differences across generations are also noteworthy. Among Generation Z, interest in “manga and anime” was observed to exceed that in “Mount Fuji” and “sushi” in some cases.Furthermore, as the number of visits to Japan increases, sensitivity to Japanese culture—such as “autumn foliage,” “hot springs,” and “festivals”—grows, while interest in “cherry blossoms” shows a relative decline. This suggests that the deepening of experiences is linked to the evolution of interests. (Figure 10)
Regarding purchasing intentions at commercial facilities, convenience stores showed a relatively high selection rate, with Japanese snack culture familiar to foreigners—such as “sushi,” “ice cream,” and “rice balls and sweets”—garnering attention. At drugstores, interest focused on product categories such as “skincare,” “makeup,” and “body care and supplements.”Furthermore, indicators such as selection rates and the number of items selected reveal a marked willingness to consume in the Asian market, suggesting active consumer behavior and significant potential. (Figures 11 and 12)
Regarding intentions to purchase souvenirs, items that blend tradition and modernity—such as "Japanese sweets" and "crafts"—are gaining popularity. Depending on the country or region, clear differences in preferences for "Japanese-brand clothing," "tea (Japanese tea, matcha)," and "cosmetics" are evident, making country-specific marketing strategies—the very foundation of product promotion—essential. (Figure 13)
Key Issues in Tourism for Regional Revitalization
On the other hand, the Matthew Effect (*2) is at work, creating a structural challenge of “concentration due to strength.” The multifaceted nature of this issue has become clear from multiple perspectives, including disparities in regional recognition, uneven distribution of visitation periods, biases in understanding what constitutes “Japanese-ness,” and regional disparities in awareness of and intent to visit commercial facilities.
*2 Cumulative advantage. A phenomenon in which favorable evaluations of outstanding individuals or organizations tend to lead to further success.
When comprehensively examining the awareness, visitation experience, and future visit intentions of inbound travelers by prefecture, “Tokyo” stands out as overwhelmingly high, followed by widely known tourist destinations such as Hokkaido, Osaka Prefecture, and Kyoto Prefecture. It is particularly noteworthy that there have been no significant changes in this top tier over the past 10 years, suggesting that brand power at the prefectural level has, to a certain extent, become fixed. (Figure 14)
A more detailed analysis at the city level reveals that Sapporo, Osaka, and Kyoto stand out with significantly higher recognition, setting them apart from other government-designated cities and core cities.While other cities enjoy a certain level of recognition, there is a clear gap in terms of visitation experience compared to the top-ranked cities, and no significant differences are observed within the same group. This highlights the dilemma between awareness and action: while mere awareness does not directly lead to a visit, if a destination is not recognized in the first place, it will not even be considered as a potential destination. (Figure 15)
The percentage of travelers who visited regional areas outside the so-called “Golden Route” major cities (Tokyo, Nagoya, Osaka, and Kyoto) on their own remains low. Furthermore, there is significant variation in this percentage across countries and regions.
On the other hand, the satisfaction level of travelers who visited regional areas is extremely high, with over 90% expressing a desire to return, highlighting the exceptional value of the experience. This serves as a prime example of the continued high potential of regional tourism. (Figure 16)
Regarding hot spring resorts, which are a symbolic resource of regional tourism, there are significant differences in awareness levels by country and region.
In particular, in English-speaking and Western cultural regions, a high percentage of respondents were unaware of any of the hot spring resorts presented; in Canada, this figure was approximately 75%. In Australia and Spain as well, results showed that around half were unfamiliar with them, suggesting challenges in the dissemination of information. (Figure 17)
Travelers who have actually visited regional areas cited a wide range of challenges, including communication infrastructure, Wi-Fi availability, lack of multilingual support, and accessibility. Furthermore, there are clear differences in the specific challenges perceived depending on the country or region. (Figure 18)
Given that the total volume of visitors to regional areas (based on total foreign overnight stays) is limited (about 30% of the total) and skewed (with East Asia accounting for about 50%*3), strategic market selection is necessary to expand business opportunities for regional tourism.By conducting a comparative analysis of cultural receptivity and the maturity of inbound tourism, it is essential to accurately identify markets that should be cultivated over the medium to long term and those that can contribute to the regional economy in the short term. Furthermore, the courage and drive to proactively formulate and execute a vision—including measures to expand local spending—are required.
*3 Source: Japan Tourism Agency, “Statistical Survey on Overnight Travel” (2024)
Toward a Sustainable Future
In this study, we aim to balance economic and social value, believing that value creation for a sustainable future can only be achieved through collective intelligence. This year, we have visualized the insights of overseas residents from multiple perspectives, focusing on three key elements: “overtourism,” “reuse value,” and “well-being.”
None of these are simple themes that can be resolved quickly. Given the constraints of report preparation, we present a selection of insights focused on consumer data as the research subject. We hope these will serve as useful hints for the thoughts and actions of those in various industries and positions who collectively support the foundation of social life.
Consideration 1: Overtourism
To avoid the concentration of tourism demand and achieve sustainable inbound tourism, it is essential to spread out travel dates and destinations. However, currently, the desired travel period is heavily skewed toward “cherry blossom season,” with many travelers citing a desire to “enjoy the scenery unique to that season” as the reason. While this speaks to the high symbolic appeal of Japan’s four seasons, it also contributes to the issue of overtourism. (Figure 19)
On the other hand, regarding the timing of visits to Japan following the cherry blossom season, there is a tendency for interest to be dispersed depending on the country or region. Particularly for those with extensive experience visiting Japan—the so-called “Japan fans”—the “autumn foliage season” has the potential to become the next core driver of demand. Furthermore, in the U.S. market, the intention to visit Japan during the “summer vacation season” is relatively high, revealing a demand pattern distinct from that of the Chinese market. (Figure 20)
It is generally recognized that this concentration of demand in inbound tourism—both in terms of specific destinations and specific times of year—is not a problem unique to Japan, but rather a common challenge for leading tourism nations worldwide that is still in the process of being resolved. (Figure 21)
When considering demand leveling, I believe the “three perspectives”—insect, fish, and bird—are indispensable.
- Observation and analysis through the “insect’s eye”: Refining our understanding of the current situation by deciphering the deep-seated psychology of consumers, taking stock of existing assets, and identifying challenges.
- Mutual understanding through the “fish’s eye”: Researching other countries and best practices, and co-creating a vision for the future through repeated consultation with local residents.
- Guidance and support through the “bird’s-eye view”: Government monitoring and strategic policy formulation to support the early detection of issues and the development of constructive solutions.
Furthermore, recognizing that the pursuit of economic rationality alone has its limits, a combination with sociological and psychological approaches will likely be required in various contexts.
Consideration 2: Reuse Value
From the perspective of the circular economy, the reuse of secondhand goods is a key element. This survey revealed that interest in secondhand goods in Japan is very high overall and is attracting attention regardless of region or location.
In particular, the “excellent condition” and “high durability” of Japanese products are highly valued by consumers, and these characteristics contribute to product competitiveness backed by Japan’s unique reliability and values. Such evaluations can also serve as a foundation for the creation and expansion of circular industries and for differentiation strategies that are difficult to imitate. (Figure 22)
The Japanese secondhand market strongly reflects the inherent product values of Japanese goods, such as high quality and durability. The ability to acquire reliable Japanese products at affordable prices compared to new items is a major advantage that attracts global attention.Furthermore, particularly in Southeast Asian countries, cultural elements unique to Japan—ranging from the cultural heritage value of items like kimonos, antiques, and traditional crafts, to distinctive fashion styles such as Harajuku and street fashion, the fashion appeal of vintage clothing, and even pop culture goods related to anime, manga, and video games—are driving increased interest in secondhand goods.
Thus, when considering the reuse value of secondhand goods, there is no doubt that product value forms the backbone of the market. However, to expand the customer base over the medium to long term, it is essential to strategically embrace the following dimensions in addition to product value.
- Experiential value: Providing user experiences that incorporate Japanese culture, and creating new meanings through collaborations and upcycling.
- Social Value: Achieving a shift in value from a sustainability perspective and gaining social empathy through education and awareness campaigns regarding the circular economy.
This encompasses both a defensive strategy—"environmentally conscious reuse"—and an offensive strategy—"cultural and market expansion to further elevate brand and business value." By combining these two approaches, the Japanese secondhand market is expected to evolve beyond a mere "marketplace for goods" into a "sustainable ecosystem connecting culture, society, and the economy."
Consideration 3: Well-being
Regarding values prioritized in daily life, a notable emphasis on quality of life was observed, including “ensuring work-life balance,” “maintaining a desired standard of living,” and “a comfortable, low-stress living environment.”
These factors tend to be highly valued, particularly among Gen Z, suggesting a shift in the values of younger generations. (Figure 23)
Furthermore, among socially relevant themes, topics related to technology, health, and sustainability—such as “the utilization of generative AI,” “renewable energy,” “health tech,” and “mental health”—ranked highly. Notably, Gen Z women showed particularly high interest in “mental health,” and it is worth noting that areas of interest vary by generation and gender. (Figure 24)
Throughout this survey, it is evident that the global landscape—shaken by rapid environmental changes such as geopolitical shifts and the exponential evolution of technology—is having a profound impact on consumers’ mindsets. The use of generative AI as a tool for obtaining daily information has already become an irreversible trend, and it has become clear that, among the various elements that constitute well-being, career aspirations, economic stability, quality of living environment, and mental fulfillment are particularly emphasized.
In a world where predictions often fail to materialize, we will continue to explore, based on consumer insights, clues as to how the flutter of a butterfly’s wings in Brazil might ripple across the future of Japanese brands.
Data Visualization, Charts, and Visuals: Li Shunshi
Dentsu Inc. Official Data & Knowledge: Japan Brand Survey Hub Page
WEB Dentsu-ho Special Content: Japan Brand Weekly Chart 
| [Contact Information for Inquiries Regarding This Matter] Dentsu Inc. Japan Brand Project Team japanbrand@dentsu.co.jp |
[Purpose of the Dentsu Inc. Brand Survey] [Dentsu Inc. Brand Survey 2025: Survey Overview] [Notes and Disclaimers] |
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Author
Li Shunshi
Dentsu Inc.
First Business Transformation Bureau
Planner, Producer
Guided by the mottos "Everything flows" and "A blessing in disguise," I engage in diverse projects while transcending specializations in marketing, research, media, global operations, and project management.
