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"

1. “Cool Japan” among Vietnamese
- Technology and Food are the categories of high interests

2. Survey Information
• “Cool Japan” among Vietnam
• Conducted on Oct 4-6
• 500 Vietnamese male and female above 18 years old

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Do you know the word “Kawaii”?
I do not know,
13.80%
No, 30.70% Yes, 55.50%
More than half know “Kawaii”

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. What is the image of Japanese? (Gender breakdown)
Female has even more positive image toward Japanese

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. 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. 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

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