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In six Southeast Asian countries, Japan ranked first as the “country consumers want to visit within the next year,” reflecting a high level of interest in Japanese products.
This article provides a glimpse into the consumer profile in the Southeast Asian market by comparing the interests and purchasing intentions of consumers in each country.
We invite you to take a look.

Expectations of Southeast Asian Residents Toward Japan and Their E-Commerce Shopping Environment: Consumer Profiles Revealed Through Intent to Visit Japan and Online Purchasing Behavior
・There are high expectations for product categories known for their quality and reliability, such as food, pharmaceuticals, and daily necessities.
・Online shopping has become an established part of daily life, and word-of-mouth and reviews have a significant influence on purchasing decisions.

Reference
Japan National Tourism Organization
Retrieved Apr 08th, 2025, from here