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Cool Japan among Vietnamese

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How does Vietnamese recognise Japanese cultures. What cultures are they interested and what Japanese food do they know? Here is the full report of Vietnamese view of "Cool Japan"

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Cool Japan among Vietnamese

  1. 1. “Cool Japan” among Vietnamese - Technology and Food are the categories of high interests
  2. 2. Survey Information • “Cool Japan” among Vietnam • Conducted on Oct 4-6 • 500 Vietnamese male and female above 18 years old
  3. 3. Executive Summary • Japanese cultures receives much higher interests than Korea, US and other cultures • High interests rise in “Technology” and “Food”. Those who are interested in those are more than 80%. • When it comes to Japanese food, 98% of Vietnamese knows Sushi, which is more than double of the other categories including 2nd-ranked Udon and 3rd-ranked Ra-men. • Japanese animation has high recognition. “Conan” and “Doraemon” has highest score. • On the other hand, Korea is more federated with fashion • Japanese people is considered to be “hard-working” and “intelligent” among Vietnamese
  4. 4. What cultures are you interested? 12% 27% 25% 23% 58% 9% 21% 24% 38% 23% 14% 23% 22% 14% 6% 21% 22% 20% 7% 15% 44% 6% 6% 7% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Japan Korea USA Europe China Highly interested Interested Average Less interested Not interested at all Japanese culture gathers more interest than Korea, US and others
  5. 5. What Japanese cultures are you interested? 23% 18% 17% 16% 40% 34% 32% 64% 62% 21% 21% 19% 25% 30% 25% 29% 18% 19% 23% 21% 18% 24% 4% 10% 11% 14% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Technology Food Travel Animation, Manga Traditonal arts Game Literature Showbiz Fashion Highly interested Interested Average Technology and food are the two most interested categories, followed by Travel, animation/ manga.
  6. 6. What Japanese cultures are you interested? (Gender breakdown) 39% 32% 28% 18% 18% 16% 37% 65% 59% 18% 23% 20% Male Female 25% 22% 20% 31% 18% 18% 23% 18% 21% 11% 15% 21% 9% 4% 8% 9% 9% 18% 21% 23% 25% 33% 30% 15% 4% 5% 8% 8% 10% 8% 17% 8% 14% 0% 20% 40% 60% 80% 100% Technology Food Trip Animation, Manga Traditional Art Game Showbiz Fashion Literature Highly interested Interested Average Less interested Least interested 27% 13% 33% 13% 13% 23% 64% 45% 70% 25% 22% 32% 27% 22% 32% 19% 40% 4% 21% 29% 26% 18% 21% 13% 13% 11% 1% 4% 6% 28% 14% 24% 26% 30% 21% 3% 3% 6% 3% 5% 9% 9% 13% 6% 13% 0% 20% 40% 60% 80% 100% Technology Food Trip Animation, Manga Traditional Art Game Showbiz Fashion Literature Highly interested Interested Average Less interested Least interested Female are more interested in food and trip, while male have strong interests in animation/manga, and game
  7. 7. What Japanese foods do you know? 33% 26% 24% 22% 20% 20% 18% 17% 17% 28% 72% 40% 46% 41% 42% 44% 41% 47% 41% 58% 43% 26% 36% 25% 32% 39% 38% 38% 42% 36% 17% 29% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sushi Udon Ramen Sashimi Onigiri Tempura Takoyaki Shabu-Shabu Oden Okonomi-yaki Sukiyaki I have tried it I know it, although I have never tried I do not know it 98% of Vietnamese know about Sushi, and 72% of them have eaten it before
  8. 8. Which Japanese food do you know? (Gender Breakdown) 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 80% 70% 60% 50% 40% 30% 20% 10% 0% I have tried it (M) I know it although I have never tried (M) I have tried it (F) I know it although I have never tried (F) Female has eaten Sushi, Udon and Sashimi more than male has (M=Male, F=Female)
  9. 9. Which Japanese food are you interested? 23% 22% 22% 21% 21% 18% 18% 17% 16% 15% 66% 12% 20% 15% 18% 17% 16% 16% 17% 15% 31% 14% 18% 17% 18% 19% 18% 25% 21% 16% 21% 18% 8% 14% 17% 14% 14% 13% 13% 15% 14% 15% 6% 4% 10% 11% 14% 16% 7% 7% 10% 6% 10% 6% 2% 16% 20% 18% 18% 23% 23% 23% 21% 22% 21% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sushi Sashimi Udon Ramen Tempura Onigiri Okonomiyaki Takoyaki Sukiyaki Shabu-shabu Oden Highly interested Interested Average Less interested Least interested Do not know Sushi has far higher interests than other Japanese food
  10. 10. What is the image of Japanese food? 8% 27% 22% 38% 35% 50% 48% 64% 13% 27% 32% 40% 31% 28% 29% 20% 22% 14% 9% 14% 12% 8% 7% 5% 18% 28% 12% 11% 13% 19% 18% 8% 40% 3% 2% 4% 3% 4% 3% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Healthy Safe Delicious Gorgeous Beautiful looking Trendy Expensive Many chemicals Strongly Agree Agree Average Disagree Strongly Disagree Japanese food has a strong federation with “healthy” and “safe”
  11. 11. Please rank the food you like 2.2 4.0 3.3 5.1 4.7 5.5 4.2 6.9 8 7 6 5 4 3 2 1 0 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Japanese food Vietnamese food Korean food Chinese food Italian food US food Thai food Indian food Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Average
  12. 12. Which Manga character do you know? 21% 38% 33% 44% 79% 76% 97% 94% 90% 88% 51% 45% 45% 40% 17% 16% 7% 8% 2% 1% 4% 17% 22% 28% 17% 1% 2% 4% 4% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Conan Doraemon Dragon Ball Pokemon Naruto One piece Fairy Tail Death Note Bleach Neon Genesis Evangelion Yes No I do not know Conan, Doraemon etc, the ones with TV animation got the better recognitions
  13. 13. Where do you get information about Manga and Animation? 86% 49% 43% 42% 35% 26% 3% 81% 46% 40% 33% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Others Magazine Friends TV Facebook Internet Female Male Internet are the major information source of manga and animaiton
  14. 14. Which country do you think most fashionable? 31% 45% 17% 8% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Japan Korea US Vietnam Korea exceeds Japan in terms of fashionable image
  15. 15. Which country do you think most fashionable? (gender breakdown) 34% 40% 17% 9% 21% 56% 17% 5% 60% 50% 40% 30% 20% 10% 0% Japan Korea US Vietnam Male Female Female has a strong federation of fashionable = Korea
  16. 16. Do you know the word “Kawaii”? I do not know, 13.80% No, 30.70% Yes, 55.50% More than half know “Kawaii”
  17. 17. What is the image of Japanese? 8% 8% 6% 6% 6% 6% 23% 20% 19% 61% 57% 56% 50% 50% 49% 60% 73% 71% 9% 7% 11% 9% 8% 8% 22% 20% 27% 27% 27% 27% 20% 23% 26% 24% 16% 23% 15% 16% 19% 11% 15% 14% 19% 27% 30% 8% 9% 10% 10% 14% 14% 9% 5% 3% 3% 16% 14% 21% 21% 14% 18% 17% 25% 5% 18% 2% 2% 6% 6% 6% 5% 9% 7% 8% 2% 55% 58% 45% 44% 60% 51% 25% 3% 3% 5% 4% 2% 2% 3% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Intelligent Hardworking Polite Clever Effective Creative Quiet Kind Reliable Fashionable Humorous Picky Noisy Ineffective Noisy Talkative Cunning Unreliable Strongly agree Agree Average Disagree Strongly Disagree “Intelligent” and “hard-working” are the two strong images of Japanese
  18. 18. What is the image of Japanese? (Gender breakdown) Female has even more positive image toward Japanese
  19. 19. <Reference> Interview of Japanese impression Q&Me has interviewed with two Vietnamese who has been to Japan trip (The interveiw was conducted through Chat Survey of Q&Me)
  20. 20. Interview with Vietnamese about Japan trip (1) • Male in 20’s • Monthly income: 5M-7M VND ($250-350) • Visited Japan twice • Last time was in 2013, and with 6 of his friends/brothers • Tour package is 39M VND ($1450) and spent additionally about 20M VND ($1000), Total 59M VND ($2450). His family has paid for tour and he paid 20M part only. • Used Saigon tourist • Tour of Osaka-Kobe-Kyoto-Nagoya-Fuji-Tokyo in 6 days • Interested in Japan because of food, traditional culture • Especially fan of sushi, Taco rice, hot-pot • Impressed Japanese being helpful and friendly (his bag was returned while left on the way) • Bought Maneki neko, Omikuji and china as sourvenir • Likes: people being friendly, kind and diciplined, interesting traditional culture, beautiful scenery and delicious food • Dislikes: Communication (English), cost and WIFI unavailability
  21. 21. Interview with Vietnamese about Japan trip (2) • Female in early 30’s • Her income from Quality control job is 8M VND ($400) while family income is 15M VND-20M VND ($750-$1000) • Lives in private house in HCM, with his husband and 2 year old baby • She was 31 year old lady. • Have visited Thailand, Singapore and Cambodia, other than Japan • Visited Japan as company trip (80 people) for 7 days • As a tour from Dai Viet travel agency • He spending is 15M-20M VND (excluding the tour pricing) • Bought fashion items (jacket, scarf, shoes, cosmetics) and sweets • Fan of Maki sushi, sea food tempura • Like: hospitality, a mix of modern and traditions, Japanese comedy • Dislike: communication (English), WIFI
  22. 22. http://www.qandme.net info@qandme.net

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