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Dentsu Conducts Japan Brand Survey 2018

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PDF (282 KB)

April 27, 2018

Dentsu Inc. (Tokyo: 4324; ISIN: JP3551520004; President & CEO: Toshihiro Yamamoto; Head Office: Tokyo; Capital: 74,609.81 million yen), conducted the "Japan Brand Survey 2018" in 20 countries and regions* from January to February 2018 as part of its business related to the overseas development of "Cool Japan" products and services utilizing Japan's culture and strengths.

This survey, conducted by the Company-wide project "Team Cool Japan," has been ongoing since 2011 while expanding into new target areas, increasing sample numbers and adding new questions. The survey aims to accumulate detailed data and knowledge regarding the degree of familiarity with (and goodwill toward) Japan, intentions of traveling to Japan, areas visited and reasons why, as well as interests, concerns and impressions of Japanese products. The results of this survey are used by Japanese companies operating overseas as well as domestic companies developing tourist support businesses in Japan.

This latest survey was expanded from the previous version conducted in 2017 with the addition of questions corresponding to the ongoing rise in inbound tourist demand while increasing the number of countries and regions sampled. Furthermore, with regard to the United States, which is one of the countries targeted in this survey, the East and West coastal regions were separated from the previous survey to provide a more detailed analysis focusing on four separate regions in that country.

Looking at the cumulative results of surveys from past years, Taiwan, Thailand, the Philippines and Vietnam were all tied in first place as "Countries/regions that like Japan". Once again this year, the Philippines ranked highest in terms of intention to visit Japan, with Asian countries occupying the top positions.
In addition, for the second year in a row, survey respondents indicating they wanted to "visit many places to take photos to post on social media" ranked third in terms of trip style, with trends such as "photogenic" and "looks good on Instagram" appearing in the scores.

This release focuses mainly on newly added items and the three most significant findings understood for the first time in this latest survey.
Please see the attached PDF file for details.

* 20 countries and regions: China (Group A = Beijing, Shanghai, Guangzhou; Group B = Shenzhen, Tianjin, Chongqing, Suzhou, Wuhan, Chengdu, Hangzhou, Dalian, Xian and Qingdao); Hong Kong; Taiwan; South Korea; India; Singapore; Thailand; Indonesia; Malaysia; Vietnam; the Philippines; Australia; the United States (Northeast, Midwest, South, West); Canada; Brazil; England; France; Germany; Italy; and Russia.


Media-related enquiries:
Shusaku Kannan
Managing Director, Corporate Communications Division
Telephone: (813) 6216-8042

Japan Brand Survey-related enquiries:
Team Cool Japan



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