Korean and Japanese entertainment contents are both enjoyed by many people around the world and by Asian people in particular. This survey was conducted to find out how popular Korean and Japanese entertainment contents among the Vietnamese. The survey results was collected nation-wide among over 600 males and females of the age 18-39 in July 2020.

1. Q&Me is online market research provided by Asia Plus Inc.
Korean / Japanese entertainment popularity in Vietnam
Asia Plus Inc.

2. Overview
Korean and Japanese entertainment contents
are both enjoyed by many people around the
world and by Asian people in particular. This
survey was conducted to find out how popular
Korean and Japanese entertainment contents
among the Vietnamese.
The survey results was collected nation-wide
among over 600 males and females of the
age 18-39 in July 2020.

3. Entertainment content consumption of Vietnamese

4. Entertainment content consumption on online channels
Other than YouTube, nearly 80% also watch entertainment contents on websites and
mobile apps. FPTplay.net & MyTV are the most popular website & mobile app respectively.
43%
36%
21%
Online channels usage
Yes, via websites Yes, via apps No
Q. Do you watch any online video channel other than YouTube?/ If yes, what are the websites/ apps that you watch contents on? (N=653)
58%
35%
31%
30%
30%
29%
28%
21%
20%
15%
phimmoi.net
tv.zing.vn
bilutv.com
vtv.vn
phim14.net
ftpplay.net
vtvgiaitri.vn
phimbathu.com
cliptv.vn
xemphimso.com
Top 10 popular websites
39%
29%
22%
20%
13%
12%
11%
10%
9%
9%
FPT play
VTV Go
Netflix
K+
HTV online
MyTV Net
Viettel TV
MobiTV
ClipTV Box
VTV Plus
Top 10 popular apps

5. Paid TV subscription
Nearly half subscribe to a paid TV service. K+ followed by Netflix and Fim+ (now Galaxy
Play) are the most popularly used services.
45%
55%
Paid TV subscription
Yes No
Q. Do you subscribe to any subscription TV? (N=653)/ What are the subscription TV services that you subscribe? (N=283)
46%
45%
18%
17%
12%
10%
8%
8%
5%
4%
K+
Netflix
Fim+ (Galaxy Play)
HBO Go/ HBO Now
Apple TV
Disney+
iFlix
Other
Prime Video
Viki
Popular websites

6. Music & Movies preference
Vietnamese contents are consumed the most, followed by UK/US for music and China for
movies/ dramas.
64%
51%
51%
49%
25%
21%
4%
1%
Vietnam
China
Korea
UK/ US
Other Asian countries
Japan
Latin
Other
Movies/ dramas watched
83%
44%
39%
32%
20%
16%
6%
Vietnam
UK/ US
Korea
China
Other Asian countries
Japan
Latin
Music listened to
Q. What kind of music do you listen to?/ What kind of dramas/ movies do you watch? (N=653)

7. Korean versus Japanese entertainment contents

8. 96%
4%
Yes No
13%
33%
43%
8%
3%
Absolutely don’t like it Don’t like it
Neither Like it
Absolutely like it
94%
6%
Yes No
Entertainment content consumption & Likeness
Both Korean and Japanese entertainment contents are enjoyed popularly by the
Vietnamese. However, Korean contents are liked more.
Q. How much do you enjoy Korean entertainment contents in general?/ How much do you enjoy Japanese entertainment contents in general? (N=653)
Korean content consumption & Likeness Japanese content consumption & Likeness
9%
23%
47%
14%
7%
Absolutely don’t like it Don’t like it
Neither Like it
Absolutely like it
Content consumption Likeness

9. Entertainment content likeness - Details
Korean entertainment has better popularity in all aspects, except for the games where
Korea and Japan is neck to neck
Q. How much do you enjoy Korean entertainment contents? (N=629) / How much do you enjoy Japanese entertainment contents? (N=614)
12%
6%
34%
23%
39%
43%
10%
22%
5% 8%
Korea Japan
Music
Absolutely don’t like it
Don’t like it
Neither
Like it
Absolutely like it
14% 8%
40%
22%
33%
45%
8%
18%
5% 6%
Korea Japan
Drama
Absolutely don’t like it
Don’t like it
Neither
Like it
Absolutely like it
15% 10%
37%
26%
36%
42%
9%
16%
4% 6%
Korea Japan
Movies
Absolutely don’t like it
Don’t like it
Neither
Like it
Absolutely like it
12% 10%
26% 26%
43%
42%
14% 16%
4% 6%
Korea Japan
Game
Absolutely don’t like it
Don’t like it
Neither
Like it
Absolutely like it

10. Korean and Japanese entertainment recall
Korean entertainment is recalled more than Japanese one. Among the 3 categories,
movies/ dramas were recalled the most.
46%
15%
54%
85%
Korea Japan
Singers
Name recalled Others
Q. What names came up when you hear Korean singers/ actors/ actresses/ dramas/ movies (N=629)?/ What names came up when you hear Japanese singers/ actors/
actresses/ dramas/ movies (N=614)?
48%
19%
52%
81%
Korea Japan
Actors / Actress
Name recalled Others
57%
30%
43%
70%
Korea Japan
Movies / Dramas
Name recalled Others

11. Popular Korean singers among Vietnamese
Q. What singer names came up when you hear “Korean singers”? (N=629)
1. Bi Rain 2. IU 3. G Dragon 4. Black Pink 5. BTS
7. T-ARA 8. Hari Won 9. SNSD 10. Jang Nara6. Big Bang
46%
54%
I do not know any/ I cannot
think of any
I can recall singer names
Recall of Korean
singers
Popular singers

12. Popular Japanese singers among Vietnamese
Q. What singer names came up when you hear “Japanese singers”? (N=614)
15%
85%
I do not know any/ I cannot
think of any
I can recall singer names
Recall of Japanese
singers
Popular singers
1. Aimer 2. Utada Hikaru 3. Miwa Yoshida 4. AKB48 5. Goose House
7. Hatsune Miku 8. Sakura Miyawaki 9. Kenshi Yonezu6. Kana Nishino

13. Popular Korean actors/ actresses among Vietnamese
Q. What actor/ actress names came up when you hear “Korean actors/ actresses”? (N=629)
48%
52%
I do not know any/ I cannot
think of any
I can recall actors/
actresses names
Recall of Korean
actors/ actresses
Popular actors/ actresses
1. Lee Min-Ho 2. Song Hye-Kyo 3. Kim Tae-Hee 4. Bi Rain 5. Jang Dong-Gun
7. Son Ye-Jin 8. Kim So-Hyun 9. Jeon Ji-Hyun 10. Ji Chang-Wook6. Song Joong-Ki

14. Popular Korean movies/ dramas among Vietnamese
Q. What names came up when you hear “Korean movies/ dramas”? (N=629)
57%
43%
I do not know any/ I cannot
think of any
I can recall movie/drama
names
Recall of Korean
movies/ dramas
Popular movies/ dramas
1. Descendants of the
sun (2016)
2. Boys over flowers
(2009)
3. Full house (2004) 4. Autumn in my Heart
(2000)
5. Train to Busan
(2016/ 2019)
7. Parasite (2019) 8. High kick (2019) 9. Glass slippers
(2002)
10. Winter Sonata
(2002)
6. Crash landing on
you (2019)

15. Popular Japanese movies/ dramas among Vietnamese
Q. What names came up when you hear “Japanese dramas/ movies”? (N=614)
30%
70%
I do not know any/ I cannot
think of any
I can recall movie/drama
names
Recall of Japanese
movies/ dramas
Popular movies/ dramas
1. Oshin (1983) 2. Doraemon 3. Adult movies 4. 1 Litre of Tears
(2005)
5. Grave of the
Fireflies (1988)
7. Battle Royale
(2000)
8. The Taste of Tea
(2004)
9. An Incurable Case of
Love / Love Lasts
Forever (2020)
10. Hoshi no Kinka
(Die Sterntaler) (1995)
6. Stewardess
Monogatari (1983)

16. Summary
Better recognition for Korean
entertainment
Latest Korean entertainment
vs traditional Japanese
Trigger by social media
and online streaming
Korean entertainment is more
popular than Japanese
entertainment both in terms of the
recognitions and popularity. Korean
entertainment is most popular after
domestic entertainment.
Unlike Vietnamese recall some of
latest Korean drama, most
Japanese drama that they recall are
the old ones and animation.
Japanese entertainment might had
been known for years but not
updated since then.
Korean drama has wide spread due
to higher exposures online including
social media and online streaming
like Netflix. Some of the drama they
recall are from Netflix only.

17. Male, 49%
Female, 51%
Gender
Respondent profile (N=653)
18-24, 27%
25-29, 29%
30-39, 44%
Age

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20. Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 500,000 members as of July, 2020
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

21. Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI

22. Our quality assurance process
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

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