Global Market Surfer | Global Market Research Knowledge Hub

Let’s Get to Know the “Average” Indonesian! Understanding the Lifestyle Through Climate, Culture, Halal, and Gen Z

sellCulture/Habit
sellGeneration Z
sellIndonesia
sellTypical
sellUsage and altitude

calendar_monthMay 07, 2026

Smart Home Trends Around the World: Values and Adoption Rates in India and Vietnam

sellConsumer Electronics
sellEnvironment & Energy
sellIndia
sellVietnam

calendar_monthApr 27, 2026

Japan: “Discovery”; South Korea: “Connection to Purchase”; China: “Immediate Purchase”—The Structural Roles of Social Media in Cosmetics Purchasing Across Japan, China, and South Korea

sellBeauty & Personal Care
sellChina
sellJapan
sellKorea
sellSocial Media
sellUsage and altitude

calendar_monthApr 16, 2026

National Character of Countries Around the World Taiwan: The “Speed” Behind the Calm—“Assari” as the Foundation of Efficient Consumption

sellBeverages
sellConsumer Electronics
sellCulture/Habit
sellFood
sellNational Traits
sellTaiwan

calendar_monthApr 13, 2026

のんびりとした空気感の中にも、効率やスピードを重視する場面が多く見られる——それが台湾という国の特徴である。親日的な国として知られる台湾には、優しく親切な人が多い。困っている人を放っておけない国民性は、日本人にとってもなじみ深い。東日本大震災の際に約250億円もの義援金が集まったエピソードは、その象徴的な出来事といえるだろう。日常会話でも、「ゆっくりでいいよ」を意味する「慢慢來（マンマンライ）」や、「大丈夫、問題ないよ」を意味する「沒關係（メイグァンシー）」といった言葉が頻繁に使われる。こうした表現からも、穏やかで寛容な気質がうかがえる。一方で、実際に長く生活してみると、その和やかな雰囲気の裏側に、意思決定や行動の速さを重視する一面があることに気づかされる。台湾では、物事を進める際に「効率よく、素早く進めること」を意味する「阿莎力（アッサーリー）」という言葉が使われる。この言葉は日本語の「あっさり」に由来しており、日本統治時代の影響が現在も言語の中に残っていることを示している。中国語（台湾華語）を中心としながらも、閩南語（びんなんご：中国・福建省南部で話される言葉）に由来する台湾語が併用される台湾では、日本語由来の単語も数多く残っている。「りんご」や「おしぼり」などもその一例だ。特に筆者は、日本人と台湾人のビジネスシーンにおいて、この「阿莎力」という言葉を頻繁に耳にしてきた。正確性を重視し慎重に進める日本人に対し、台湾人はよりスピード感のある意思決定を求める傾向がある。この違いは、両者の国民性の違いを象徴している。こうした台湾人の特性に寄り添うかたちで、ヒットしている商品やサービスも数多く存在する。本記事では、穏やかさとスピードを併せ持つ台湾の国民性を、具体的なトレンドを通じて読み解いていく。

National Character of Countries Around the World India:An Adaptive Society Born of the “Jugaad” Spirit—The Ability to Make Things Work

sellCulture/Habit
sellIndia
sellNational Traits
sellUsage and altitude

calendar_monthApr 14, 2026

What does the future hold for the growing adoption of smart devices?

sellAsia
sellHong Kong
sellKorea
sellMalaysia
sellSingapore
sellUnited States of America

calendar_monthApr 13, 2026

[Japan and China] How Consumers Drink Coffee

sellBeverages
sellChina
sellJapan
sellUsage and altitude

calendar_monthApr 24, 2026

The “Next Step Beyond Cosmetics” in Southeast Asia: Analyzing the Demand for Aesthetic Medicine in Vietnam

sellBeauty & Personal Care
sellUsage and altitude
sellVietnam

calendar_monthApr 20, 2026

Let’s Get to Know the “Average” Taiwanese Person! A Comprehensive Guide to the Typical Consumer Profile and the Latest Trends

sellCulture/Habit
sellFood
sellGeneration Z
sellTaiwan
sellTypical
sellUsage and altitude

calendar_monthApr 09, 2026

The Values and Lifestyle of India's Generation Z　Part 2: The State of Anime Among India’s Gen Z

sellAnime
sellCulture/Habit
sellGeneration Z
sellIndia
sellUsage and altitude

calendar_monthMar 27, 2026

How “THR Bonuses” Are Changing Purchasing Behavior: A Mechanism for Stimulating Consumption Unique to Indonesia

sellApparel
sellBeverages
sellCulture/Habit
sellIndonesia
sellMuslim
sellVehicle

calendar_monthMar 17, 2026

National Character of Countries Around the World United States: The Reality of LA-Style Lifestyle Consumption Reflected in “Visible Health”

sellApparel
sellBeverages
sellCulture/Habit
sellFood
sellHealth
sellNational Traits
sellUnited States of America
sellUsage and altitude

calendar_monthMar 18, 2026

The Values and Lifestyle of India's Generation Z Part 1: What Are the Values of India's Generation Z?

sellGeneration Z
sellIndia

calendar_monthMar 13, 2026

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Featured articles

Let’s Get to Know the “Average” Indonesian! Understanding the Lifestyle Through Climate, Culture, Halal, and Gen Z

[Japan and China] How Consumers Drink Coffee

The “Next Step Beyond Cosmetics” in Southeast Asia: Analyzing the Demand for Aesthetic Medicine in Vietnam

National Character of Countries Around the World India:An Adaptive Society Born of the “Jugaad” Spirit—The Ability to Make Things Work

How Do Countries Differ in How They Choose Sweets? - Understanding Consumers in Japan, South Korea, and the United States -

National Character of Countries Around the World United States: The Reality of LA-Style Lifestyle Consumption Reflected in “Visible Health”

What's the average American's life like? Understanding the “average” of America's diversifying consumers

Top 3 Popular Articles

What's the average American's life like? Understanding the “average” of America's diversifying consumers

[India] Cultural practices and preferences - pregnancy, childbirth, and new-born care

<Report from overseas office> [Thailand] Do Thais like scents?　The situation of scented products in Bangkok

[U.S: World Residence Tour] The U.S-style parenting with a high sense of independence

Latest Articles

Let’s Get to Know the “Average” Indonesian! Understanding the Lifestyle Through Climate, Culture, Halal, and Gen Z

Smart Home Trends Around the World: Values and Adoption Rates in India and Vietnam

Japan: “Discovery”; South Korea: “Connection to Purchase”; China: “Immediate Purchase”—The Structural Roles of Social Media in Cosmetics Purchasing Across Japan, China, and South Korea

National Character of Countries Around the World Taiwan: The “Speed” Behind the Calm—“Assari” as the Foundation of Efficient Consumption

National Character of Countries Around the World India:An Adaptive Society Born of the “Jugaad” Spirit—The Ability to Make Things Work

What does the future hold for the growing adoption of smart devices?

[Japan and China] How Consumers Drink Coffee

The “Next Step Beyond Cosmetics” in Southeast Asia: Analyzing the Demand for Aesthetic Medicine in Vietnam

Let’s Get to Know the “Average” Taiwanese Person! A Comprehensive Guide to the Typical Consumer Profile and the Latest Trends

The Values and Lifestyle of India's Generation Z　Part 2: The State of Anime Among India’s Gen Z

How “THR Bonuses” Are Changing Purchasing Behavior: A Mechanism for Stimulating Consumption Unique to Indonesia

National Character of Countries Around the World United States: The Reality of LA-Style Lifestyle Consumption Reflected in “Visible Health”

The Values and Lifestyle of India's Generation Z Part 1: What Are the Values of India's Generation Z?

financeStatistics

folder_openEconomics & Infrastructure

folder_openSocial Structure

folder_openConsumer Attitudes and Behavior

SERIES

Report

Health

Beauty & Personal Care

Usage and altitude

Featured articles

Let’s Get to Know the “Average” Indonesian! Understanding the Lifestyle Through Climate, Culture, Halal, and Gen Z

[Japan and China] How Consumers Drink Coffee

The “Next Step Beyond Cosmetics” in Southeast Asia: Analyzing the Demand for Aesthetic Medicine in Vietnam

National Character of Countries Around the World India:An Adaptive Society Born of the “Jugaad” Spirit—The Ability to Make Things Work

How Do Countries Differ in How They Choose Sweets? - Understanding Consumers in Japan, South Korea, and the United States -

National Character of Countries Around the World United States: The Reality of LA-Style Lifestyle Consumption Reflected in “Visible Health”

What's the average American's life like? Understanding the “average” of America's diversifying consumers

Top 3 Popular Articles

What's the average American's life like? Understanding the “average” of America's diversifying consumers

[India] Cultural practices and preferences - pregnancy, childbirth, and new-born care

<Report from overseas office> [Thailand] Do Thais like scents? The situation of scented products in Bangkok

[U.S: World Residence Tour] The U.S-style parenting with a high sense of independence

Latest Articles

Let’s Get to Know the “Average” Indonesian! Understanding the Lifestyle Through Climate, Culture, Halal, and Gen Z

Smart Home Trends Around the World: Values and Adoption Rates in India and Vietnam

Japan: “Discovery”; South Korea: “Connection to Purchase”; China: “Immediate Purchase”—The Structural Roles of Social Media in Cosmetics Purchasing Across Japan, China, and South Korea

National Character of Countries Around the World Taiwan: The “Speed” Behind the Calm—“Assari” as the Foundation of Efficient Consumption

National Character of Countries Around the World India:An Adaptive Society Born of the “Jugaad” Spirit—The Ability to Make Things Work

What does the future hold for the growing adoption of smart devices?

[Japan and China] How Consumers Drink Coffee

The “Next Step Beyond Cosmetics” in Southeast Asia: Analyzing the Demand for Aesthetic Medicine in Vietnam

Let’s Get to Know the “Average” Taiwanese Person! A Comprehensive Guide to the Typical Consumer Profile and the Latest Trends

The Values and Lifestyle of India's Generation Z Part 2: The State of Anime Among India’s Gen Z

How “THR Bonuses” Are Changing Purchasing Behavior: A Mechanism for Stimulating Consumption Unique to Indonesia

National Character of Countries Around the World United States: The Reality of LA-Style Lifestyle Consumption Reflected in “Visible Health”

The Values and Lifestyle of India's Generation Z Part 1: What Are the Values of India's Generation Z?

financeStatistics

folder_openEconomics & Infrastructure

folder_openSocial Structure

folder_openConsumer Attitudes and Behavior

SERIES

Report

Health

Beauty & Personal Care

Usage and altitude

Editor’s Recommended TagssellNational Traits

National Character of Countries Around the World Taiwan: The “Speed” Behind the Calm—“Assari” as the Foundation of Efficient Consumption

National Character of Countries Around the World India:An Adaptive Society Born of the “Jugaad” Spirit—The Ability to Make Things Work

National Character of Countries Around the World Vietnam: A Positive Drive for Advancement Fueled by a Victorious Nation Mindset

【National Character of Asian Countries】The Surprising Side of the Generous and Tolerant Thai People

National Character of Countries Around the World United States: The Reality of LA-Style Lifestyle Consumption Reflected in “Visible Health”

Editor’s Recommended TagssellMuslim

Why Ramadan Sparks Indonesia's Biggest Car-Buying Season

Malaysian Women's Fashion: What Makes Muslim-Style Outfits Unique?

Halal Playbook: 4 Surprising Types of Indonesian Middle-class Muslim You Should Know

How “THR Bonuses” Are Changing Purchasing Behavior: A Mechanism for Stimulating Consumption Unique to Indonesia

[Indonesia] Virtual Home Tour Capturing the Insights of Muslim Women

Editor’s Recommended TagssellTypical

Let’s Get to Know the “Average” Indonesian! Understanding the Lifestyle Through Climate, Culture, Halal, and Gen Z

Let’s Get to Know the “Average” Taiwanese Person! A Comprehensive Guide to the Typical Consumer Profile and the Latest Trends

How Do “Marriages” Differ Across Asian Countries!? And the Consumption Behaviors That Come With Marriage ~ Bride Price? Groom Price? What About the Funds? ~

Understanding the Average Vietnamese Consumer A Rapidly Growing Market Where “Youth” and “Practicality” Coexist: Decoding the Fundamentals of Vietnamese Consumers Through Data

From Stocking Up on Ingredients to Cleaning Up: Home Cooking in 8 Asian Countries ～Three Trends Revealed Through Food Culture～

Editor’s Recommended TagssellGeneration Z

Understanding Generation Z Around the World: Country-Specific Trends Through Values and Daily Life

The Values and Lifestyle of India's Generation Z Part 2: The State of Anime Among India’s Gen Z

The Values and Lifestyle of India's Generation Z Part 3:Beauty Trends Among Indian Gen Z Women

Data Reveals Generation Z Across 10 Countries: What Are the Values of the Youth Shaping the World? ~ Unraveling Generation Z Lifestyles Through Country Comparisons ~

Generation Z in Asian countries] Characteristics of Generation Z in each country: Generation Z's view of their own future.

Editor’s Recommended TagssellReport

【中国ECトレンドウォッチャー】健康食品・サプリメント市場レポート2025

FOODIAL 2026年3月号 Vol.115 Food Trend Report March 2026

Global Viewer Report_アジア5カ国生活者 ハウスホールドケアに関する基礎実態把握レポート

Global Viewer Report_アジア5カ国生活者 ビューティ・パーソナルケアに関する基礎実態把握レポート

Global Viewer Report_アジア5カ国生活者 飲食に関する基礎実態把握レポート

<Report from overseas office> [Thailand] Do Thais like scents?　The situation of scented products in Bangkok

The Values and Lifestyle of India's Generation Z　Part 2: The State of Anime Among India’s Gen Z

The Values and Lifestyle of India's Generation Z　Part 2: The State of Anime Among India’s Gen Z

The Values and Lifestyle of India's Generation Z　Part 3:Beauty Trends Among Indian Gen Z Women

FOODIAL　2026年3月号　Vol.115　Food Trend Report March 2026

Global Viewer Report_アジア5カ国生活者ハウスホールドケアに関する基礎実態把握レポート

Global Viewer Report_アジア5カ国生活者ビューティ・パーソナルケアに関する基礎実態把握レポート

Global Viewer Report_アジア5カ国生活者飲食に関する基礎実態把握レポート