What Japanese think of Japan

Four seasons in Japan

Macromill Research recently conducted a survey looking at Japan’s image.

The old chestnut of the four seasons appears at number two of the favourite things about Japan; at a superficial level it seems such a silly thing as many other countries have four distinct seasons, but Japan marks them much more clearly than certainly the UK. We maybe have summer holidays, autumn Halloween, winter Christmas and New Year, and spring Easter, but in Japan both equinoxes are public holidays, each season has their specific foods, everyone goes to view cherry blossoms and autumn leaves, return home for the New Year, and visit family graves over summer, and the television dutifully reports… Hmm, I’m not explaining this very well, so I’ll quit now! Anyway, here’s Japan’s four seasons in one image:

Research results

Q1: Do you like or hate Japan? (Sample size=1,000)

Love it 48.6%
Like it 41.9%
Can’t say either way 7.7%
Don’t really like it 1.3%
Hate it 0.5%

Q2: What do you like about Japan? (Sample size=1,000, multiple answer, top five)

Rank Percentage
1 Good public safety 77.4%
2 Has four seasons 76.7%
3 Food, drink 74.7%
4 Clean toilets 59.8%
5 Onsens (hot springs) 58.8%

Do you like the following categories regarding Japan? (Sample size=1,000)

Q2A: Anime, manga

Twenties
N=199
37.7%
Thirties
N=251
32.3%
Forties
N=297
22.2%
Fifties
N=253
18.2%

Q2B: Japanese clothing (kimono, yukata, etc)

Twenties
N=199
39.2%
Thirties
N=251
35.1%
Forties
N=297
29.0%
Fifties
N=253
29.2%

Q2C: Rich nature

Twenties
N=199
46.7%
Thirties
N=251
47.4%
Forties
N=297
53.9%
Fifties
N=253
62.8%

Q2D: Japanese temperament, character

Twenties
N=199
34.7%
Thirties
N=251
33.1%
Forties
N=297
41.4%
Fifties
N=253
47.8%

Q2E: Shrines, temples

Twenties
N=199
25.1%
Thirties
N=251
30.7%
Forties
N=297
33.7%
Fifties
N=253
38.3%

Q2F: Traditional sports (Sumo, karate, etc)

Twenties
N=199
14.6%
Thirties
N=251
19.1%
Forties
N=297
19.2%
Fifties
N=253
21.3%

Q3: What do you think are the features of the Japanese character? (Sample size=1,000, multiple answer, top five)

Very much so To some degree Can’t say Not really, not at all
Punctuality 45.8% 38.8% 12.6% 2.8%
Studious 38.6% 45.2% 13.5% 2.7%
Conscientious work 36.9% 43.1% 16.9% 3.1%
Courteous 34.5% 45.5% 17.1% 2.9%
Kindness 32.9% 47.1% 16.5% 3.5%

Q4: What are the likeable features of the Japanese character? (Sample size=800, multiple answer, top five)

Likeable Somewhat likeable Other
Kindness 76.0% 23.4% 0.6%
Conscientious work 72.5% 26.1% 1.4%
Keeps their promises 73.2% 25.2% 1.6%
Courteous 71.5% 26.8% 1.7%
Punctuality 70.4% 27.9% 1.7%

…continue reading