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Last updatedcalendar_monthApr 01, 2026Positioning of ”Made in Japan" 5 Countries Survey Report

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Description

Made in Japan” brands once dominated the world.
Today, many Japanese brands are expanding their business globally, and opportunities to purchase their products through cross-border e-commerce are increasing. So, how is “Made in JAPAN” currently evaluated in the world?

This time, INTAGE conducted a survey to find out to what extent overseas consumers are willing to purchase “Made in JAPAN” and what kind of image they have of the brand, in order to confirm the power of the Japanese brand and its current position.

Summary

Made in ○○ (brand nationality)” is important information at the time of purchase
In all five countries surveyed, more than half of respondents check “Made in ○○” at the time of purchase.
Especially in Asia, more than 70% of respondents answered that it has an influence on their purchase decisions.

The countries with the highest “Made in Japan” purchase intention are Thailand and Vietnam.
In passenger cars, Indonesia, Thailand, and Vietnam were selected first, outperforming other countries, revealing the superiority of Japanese car brands.
In the cosmetics category, the dominance of Japanese brands was recognized in Thailand and Vietnam, followed closely by Korean brands.

The strength of “Made in Japan” is “good quality. On the other hand, the image that should be strengthened in the future is “suits one's taste.
While “suitability” is important to consumers in many categories, the image of “Made in Japan” is still weak.
In addition to “good quality,” localization based on a deep understanding of the needs of local consumers in each country is required.
 

Translated with DeepL.com (free version)

Research design

・Survey area: U.S.A. / China / Thailand / Indonesia / Vietnam
・Survey method: Online survey
・Target population: Men and women aged 20-59, excluding “overseas product rejectors
・Sample size: 100 samples from each country.

Report Detail

Survey start date: August 2024
# of pages: 104
Agency: Intage Inc.
Report price: Free
Target countries: China, Indonesia, Thailand, United States of America, Viet Nam