cool japan among vietnamese
DESCRIPTION
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"TRANSCRIPT
“Cool Japan” among Vietnamese
- Technology and Food are the categories of high interests
Survey Information
• “Cool Japan” among Vietnam
• Conducted on Oct 4-6
• 500 Vietnamese male and female above 18 years old
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
What cultures are you interested?
12%
23%
25%
27%
58%
9%
24%
21%
38%
23%
14%
22%
23%
14%
6%
21%
20%
22%
15%
7%
44%
11%
7%
6%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
China
Europe
USA
Korea
Japan
Highly interested Interested Average Less interested Not interested at all
Japanese culture gathers more interest than Korea, US and others
What Japanese cultures are you interested?
16%
17%
18%
23%
32%
34%
40%
62%
64%
25%
19%
21%
21%
25%
30%
29%
19%
18%
18%
24%
21%
23%
14%
11%
10%
7%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Fashion
Showbiz
Literature
Game
Traditonal arts
Animation, Manga
Travel
Food
Technology
Highly interested Interested Average
Technology and food are the two most interested categories, followed by Travel, animation/ manga.
What Japanese cultures are you interested? (Gender
breakdown)
16%
18%
18%
28%
32%
37%
39%
59%
65%
20%
23%
18%
20%
22%
31%
25%
18%
18%
21%
18%
23%
21%
15%
9%
11%
8%
4%
30%
33%
25%
23%
21%
15%
18%
9%
9%
14%
8%
17%
8%
10%
8%
8%
5%
4%
0% 20% 40% 60% 80% 100%
Literature
Fashion
Showbiz
Game
Traditional Art
Animation, Manga
Trip
Food
Technology
Highly interested Interested Average
Less interested Least interested
23%
13%
13%
13%
33%
27%
45%
70%
64%
22%
32%
22%
25%
32%
27%
40%
21%
19%
21%
18%
26%
29%
13%
13%
6%
4%
4%
21%
30%
26%
24%
14%
28%
6%
3%
11%
13%
6%
13%
9%
9%
5%
3%
3%
1%
0% 20% 40% 60% 80% 100%
Literature
Fashion
Showbiz
Game
Traditional Art
Animation, Manga
Trip
Food
Technology
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
Male Female
What Japanese foods do you know?
17%
17%
18%
20%
20%
22%
24%
26%
28%
33%
72%
47%
41%
44%
42%
41%
46%
40%
58%
43%
41%
26%
36%
42%
38%
38%
39%
32%
36%
17%
29%
25%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Sukiyaki
Okonomi-yaki
Oden
Shabu-Shabu
Takoyaki
Tempura
Onigiri
Sashimi
Ramen
Udon
Sushi
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
Which Japanese food do you know? (Gender Breakdown)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
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)
Which Japanese food are you interested?
15%
16%
17%
18%
18%
21%
21%
22%
22%
23%
66%
17%
16%
16%
17%
12%
15%
18%
15%
20%
31%
14%
18%
19%
25%
18%
21%
17%
21%
18%
16%
18%
8%
13%
13%
15%
14%
14%
14%
15%
17%
14%
6%
4%
16%
14%
6%
10%
11%
10%
6%
10%
7%
7%
2%
21%
22%
21%
23%
23%
23%
18%
18%
20%
16%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Oden
Shabu-shabu
Sukiyaki
Takoyaki
Okonomiyaki
Onigiri
Tempura
Ramen
Udon
Sashimi
Sushi
Highly interested Interested Average Less interested Least interested Do not know
Sushi has far higher interests than other Japanese food
What is the image of Japanese food?
8%
22%
27%
35%
38%
48%
50%
64%
13%
27%
40%
32%
31%
29%
28%
20%
22%
14%
12%
9%
14%
7%
8%
5%
18%
28%
18%
19%
13%
11%
12%
8%
40%
9%
3%
4%
3%
4%
2%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Many chemicals
Expensive
Trendy
Beautiful looking
Gorgeous
Delicious
Safe
Healthy
Strongly Agree Agree Average Disagree Strongly Disagree
Japanese food has a strong federation with “healthy” and “safe”
Please rank the food you like
2.2
4.0
3.3
5.1 4.7
5.5
4.2
6.9
0
1
2
3
4
5
6
7
8
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Japanesefood
Vietnamesefood
Korean food Chinesefood
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
Which Manga character do you know?
21%
33%
38%
44%
76%
79%
88%
90%
94%
97%
51%
45%
45%
40%
16%
17%
8%
7%
4%
2%
28%
22%
17%
17%
8%
4%
4%
2%
1%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Neon Genesis Evangelion
Bleach
Death Note
Fairy Tail
One piece
Naruto
Pokemon
Dragon Ball
Doraemon
Conan
Yes No I do not know
Conan, Doraemon etc, the ones with TV animation got the better recognitions
Where do you get information about Manga and
Animation?
86%
49%
42%
35%
26%
3%
81%
46%
40%
43%
33%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Internet
TV
Friends
Magazine
Others
Female
Male
Internet are the major information source of manga and animaiton
Which country do you think most fashionable?
31%
45%
17%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Japan Korea US Vietnam
Korea exceeds Japan in terms of fashionable image
Which country do you think most fashionable? (gender
breakdown)
34%
40%
17%
9%
21%
56%
17%
5%
0%
10%
20%
30%
40%
50%
60%
Japan Korea US Vietnam
Male
Female
Female has a strong federation of fashionable = Korea
Do you know the word “Kawaii”?
Yes, 55.50%No, 30.70%
I do not know, 13.80%
More than half know “Kawaii”
What is the image of Japanese?
6%
6%
6%
6%
8%
8%
19%
20%
23%
49%
50%
50%
56%
57%60%61%
71%
73%
8%
8%
9%
11%
7%
9%
20%
22%
27%
27%
27%
27%
24%
26%23%20%
23%
16%
14%
15%
19%
16%
11%
15%
19%
27%
30%
14%
14%
10%
10%
9%9%
8%3%
5%
14%
16%
21%
21%
14%
18%
17%
25%
18%
8%
7%
9%
5%
6%6%
5%2%
3%
58%
55%
44%
45%
60%
51%
25%
6%
3%
2%
2%
4%
5%
3%3%
6%2%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Unreliable
Cunning
Talkative
Noisy
Ineffective
Noisy
Picky
Humorous
Fashionable
Reliable
Kind
Quiet
Creative
Effective
Clever
Polite
Hardworking
Intelligent
Strongly agree Agree Average Disagree Strongly Disagree
“Intelligent” and “hard-working” are the two strong images of Japanese
What is the image of Japanese? (Gender breakdown)
Female has even more positive image toward Japanese
<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)
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
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
