Japan, Korea and China look at each other
This is a survey from the start of March that I only got round to translating now, but the information is hopefully worth the wait! The survey was conducted by Yahoo! Japan Value Insight in Japan, Embrain.co.ltd in South Korea, and INFO BRIDGE CHINA Co., Ltd in Japan, South Korea, and China awareness.
Demographics
Between the 29th of February and 4th of March 2008 500 Japanese, 547 South Koreans, and 524 Chinese took part in a closed internet-based questionnaire. All respondents were aged between 20 and 59, but a detailed breakdown was not provided. The Chinese respondents were from all over China, but given availability of internet access, there was perhaps a significant bias towards middle-class city dwellers in their sample.
Note that from now on I will use just Korea, but I always mean South Korea.
Q2A is interesting, in that there is a very noticable lack of pride in their own products amongst young Japanese. The reason for this disaffection would be well worth investigating – I cannot think of any particular issue that would make youths and youths only react in this way. Indeed, given the number of scandals last year involving Japanese products, foodstuffs in particular, I am very surprised that there is no real lack of pride amongst older people, although perhaps given the context of the survey, people were thinking internationally, so stale biscuits don’t really affect Japan as a global brand.
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