The highest pro-Japan rating is found in Thailand, Vietnam and Philippine among 20 target countries

The Japan Brand Survey 2017, conducted by Dentsu’s Team Cool Japan, finds that the highest pro-Japan rating were found in Thailand, Vietnam and Philippine. Vietnam and Philippine moved up to the top from second and third respectively last year. The reputation rating for Japan was 82.8% as a whole, 1.3 higher points than a year earlier.

The annual survey targeted 20 countries and regions to research reputation for Japan, interests in Japan or images of Japan.

Top ten pro-Japan countries and regions are (last year’s ranking in parentheses):

1. Thailand (1)

1. Vietnam (2)

1. Philippine (3)

4. Hong Kong (6)

5. Taiwan (7)

6. Malaysia (5)

7. Indonesia (9)

8. Russia (-)

9. India (8)

10. Singapore (4)

The most desirable region in Japan to go was Tokyo, followed by Kyoto, Osaka, Hokkaido and Okinawa in the same manner as a year earlier. In China, Hong Kong, and Taiwan, however, the top was Hokkaido.

The table below shows desirable prefectures to go in Japan for people in East Asia.


The most desirable travel style was to tour major tourist spots for people in Asia and to do the same things as trends among Japanese for people in Europe, except Germany and Russia, and U.S.

The survey also finds awareness of traveling in Japan varied with areas in China and U.S. In U.S., people in west coast had higher reputation rating and intention to visit than people in east coast. The most interested experience was drinking sake, followed by shopping both for people in east coast and west coast.

In China, popularity to travel in Japan tended to shift from three major cities (Beijing, Shanghai and Guangzhou) to emerging cities (Shenzhen, Tianjin, Chongqing, Suzhou, Wuhan, Chengdu, Hangzhou, Dalian, Xian and Qingdao). In three major cities, the most popular destination was U.S., and the same result was found in Korea and India.

In Japanese

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