Report:

Survey on perception towards Japan tourism
among Indian consumers in Metro cities

September 2023

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* In the event that damages or other troubles occur to the user or a third party due to the reprint or citation,
Intage India Pvt. Ltd/ Intage group shall not be liable for it.

Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.

About the survey

Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.

1

Research design

Objectives

The main objectives of this study are as follows:• To understand what kind of travel plans Indian consumers are making for the 2023 festival season.
• To gauge the awareness of Indian consumers regarding travel to Japan.
• To explore the allure of visiting Japan for Indian travelers.

Methodology

Online survey (Asian panel)

Period of survey

September 2023

Respondent criteria

Sample size

• Male and female aged 20 to 49 years old• Those lives in 8 Metro cities: Delhi NCR, Mumbai, Ahmedabad, Pune, Kolkata, Bangalore, Chennai, Hyderabad
Total 600s
Following questions are covered in this survey:Demographics

Research topics

Travel plan for 2023

Japan tourism

GenderTravel plan

Attractive point traveling to Japan

AgeCountries ever visited

Barrier for traveling to JapanCity

Destination planning to visit

Products to buy in Japan

HH Income level

Purpose of visit

Activities to do in Japan

Personal Income level

Travel arrangement

Awareness of Japanese Cuisines

Veg/Non-veg

Booking site awareness/ usage

Cuisines want to try in Japan

2Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.

Demographics of the respondents

MaleFemale

20s, 1720s, 17Pune, 4Ahmedabad, 4Delhi NCR,Pure22Vegetarian, 13

Kolkata, 8Eggetarian,5Male30s, 17

Genderx AgeHyderabad, 1217(%)(%)

Female1740s, 17(Base: Total(N=600))
Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.

(%)

Mumbai,

Occasional
non-19Bangalore,

Male 40s,

Foodhabits

City

Female 30s,

vegetarian, 25
Non-15
Chennai, 17vegetarian, 57

Average Monthly Personal Income

96,108 INR

Average Monthly Household Income

125,817 INR
3Key findings

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4

Intention to visit Japan among Indian consumersIndian consumers have limited experience visiting Japan, however, there is an anticipated increasein the number of potential visitors to Japan over the next two to three years."Have visited JapanConsider to visit Japan
during festive season 2023

Willing to visit Japan
in next 2-3 years*

12521%%%* % of Top Box out of 11-point scale(Base: Total(N=600))
Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.

5

The reason for visiting Japan among Indian consumers (Top 5)
Indian tourists are thinking of visiting Japan in search of places andexperiences that can only be found in Japan, such as its nature,historical place, culture, and cuisine.

1To see Japan's nature and scenery46%

2

To have exciting experiences in Japan

40%

3

I love Japanese culture and entertainment

40%

4

To enjoy Japanese cuisine

37%

5

To visit specific places or spots in Japan

36%(Base: Total(N=600))
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6

The barriers/ concerns for visiting Japan among Indian consumers (Top 5)
For Indian consumers, language is a significant concern whentraveling to Japan. In addition, they also have worries about aspectsof daily life such as foods, payment methods, customs.

?

1Language Barrier

46%

2

Difficulty Finding Food that Matches Dietary Preferences;33%

3

Differences in Payment Methods

3

Visa and Entry Requirements

32%

5

Limited Availability of English Signage

30%(Vegetarian or Vegan)(e.g., Card Usage Restrictions)(Base: Total(N=600))
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32%

7

Activities Indian consumer are willing to experience in Japan (Top 5)
In addition to shopping, Indian consumers are willing to travel acrossJapan actively to see sightseeing spots.

1

Shopping

2

Historical Landmarks

3

Scenic Views

4

Train Travel

5Relaxation

Explore local markets and shops for unique finds

Explore famous historical sites and architecture

Take in the beauty of nature and landscapes.

Ride on trains and local transportation

Take some time to unwind and relax(Base: Total(N=600))
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49%

48%

44%

44%

42%
8

Products Indian consumer are willing to buy in Japan (Top 5)
Shopping is the one of motivation for visiting Japan. Both female and male have a high intention topurchase clothing and fashion accessories. Women are considering the purchase of beauty
appliances, while men are contemplating the purchase of gadgets.

Female010Male20304050

Clothing

50

Shoes, bags, leather goods

end brand items

Beauty appliances
Folk art and traditional craft
items/ Japanese tableware(Base: Total (Female/ Male=300 each))
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30010203040

Clothing
3838

Audio products

3737

Smartphone

35

Luxury watches and highend brand items

5060

45

Shoes, bags, leather goods

43

Luxury watches and high-60

32

9

Foods/Beverages Indian consumer are willing to have in Japan (TOP 5)

12

Sushi/Sashimi

39429%

5Fruit27(Base: Total(N=600))
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3

Japanese tea/Matcha%

Ramen

28%%

Onigiri

20%

10Detailed charts

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11

TotalQ6_1 Locations have visited (TOP 20)

TOTAL

FemaleMale(%)
45
並び替え：4038
35

TOTALで降順

3532293028242523221920191816161515151415141212105Egypt

Japan

New
Zealand

Other AsianCountries

Qatar

Germany

Sri Lanka

South Africa

FranceSwitzerland

Nepal

Malaysia

ThailandMaldives

CanadaUK

Australia

Singapore

n=USA

UAE

0

TOTAL

600

38

3532

29

28

24

23

22

19

1918

16

16

15

15

15

14

14

12

12Female

300

36

38

33

31

2925

24

22

18

17

17

1616

12

17

15

13

15

10

11

Male

300

40

31

31

27

28

24

23

22

21

21

18

16

15

18

14

15

14

12

14

13

Q6 Please select ALL location you have visited in the past

12Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.

TotalQ6_2 Location will visit or consider to visit during this festival season in 2023
(TOP 20)

TOTAL

FemaleMale(%)
1614

並び替え：

1413

TOTALで降順
1211111099888876655555544442

Indonesia

TurkeySri LankaJapan

ThailandFranceGermany

Egypt

Malaysia

Qatar

South Africa

Maldives

Singapore

CanadaSwitzerland

New
Zealand

Australia

UK

n=USA

UAE

0

TOTAL

600

1413

11

11

9988876555555444Female

300

14141211117106884656463654Male300

1313

1010710710757555757344Q6 Please select ALL location you will visit or consider to visit during this festival season in 2023

13Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.

Total

Q10 Intention to visit the following countries in next 2-3 years: Japan0 Would not want to go at all

12n=

3

4

5 Can’t say either way

670%

8910 Absolutely would want to go

50%

TOTAL

600

5Female300

3 3 3 3Male300

73 3 43 3565413710156131097100%

14

BOTTOM21621378171936

738

101215TOP21523

Q10 To what extent would you want to visit the following countries in next 2-3 years? [Japan]

14Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.

Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.
171011Nothing in particular

17

I'm en route toanother country

20

To meet friends andfamily in Japan24

I thought the travel
costs would becheaper than othercountries

FemaleTo speak, try, or learnJapanese

24

Friends or familyrecommended it

27

To buy items available
only in Japan28

To interact withJapanese people

30

Good safety

TOTAL

I admire Japan

30

Japan is a hygieniccountry

31

To relax and unwind inJapan32

To discover something
new in Japan37

To experience urbanlife in Japan40

To visit specific placesor spots in Japan40

To enjoy Japanesecuisine40

To have exciting
experiences in Japan50

I love Japanese culture
and entertainment

TOTALで降順

To see Japan's natureand scenery

n=TotalQ11 Attractive points or reasons of traveling to JapanMale(%)
60

並び替え：

4636

23
15

802

TOTAL6004640403736323130
2827242423171715
1182Female
300
483638363932322928262324241716151051Male
300
44454237343129312729262321
1718
1512103

Q11 As per your opinion, what are the attractive points of traveling to Japan?

15Language Barrier

Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.
1515

12

Nothing in particular

16

OthersFemaleSizing Discrepancies inClothing and Shoes

20

Access to Healthcare
Facilities

24

Local Etiquette

24

Complex Traffic Rules

30

Complex Transportation
Network30Local Laws and Regulations

TOTAL

Weather and Climate

30

Communication
Infrastructure (Wi-Fi andSIM)

32

High Cost of Living

32

Cultural Differences andCustoms

33

Limited Availability ofEnglish Signage

50

Visa and Entry
Requirements

TOTALで降順

Difficulty Finding Food that
Matches Dietary
Preferences like Vegetarianor VeganDifferences in Payment
Methods (e.g., Card UsageRestrictions)n=Total

Q12 Challenges or barrier for traveling to Japan
Male(%)
60

並び替え：

4640

28

22

10
11040

TOTAL
600
46333232303028242422161515
121104Female
300
45323032273028252622
171414121203Male
300
48
3433
3133
2928
23222115
16
16
11110
5

Q12 What are the challenges or barrier for traveling to Japan?

16Home appliances (rice cookers, vacuumcleaners, etc.)
Folk art and traditional craft items/Japanese tableware
Goods related to Japanese idols orcelebrities

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94
12
11

58
8

5

TOTAL
600
47
41
35
232032
30
2928
21
2925
21
21
20
119452827
13121188522138
1Female300
50433828212725
3724
22
30
25
1725
19874329
25
1411956526
19
80Male300
45
38
32
18193735
2232
20
28
26
24
1720
13
123727
29
1213
12
11
9618
87
1Q13 Please tell me what you would like to buy if you would visit to Japan

17

None of the above

20

Medicines and daily necessities

Foods & beverages

Makeup products

10

Skincare products

11

13

Shochu

28

Sake

21

BeerFemale

Wine

25

Whiskey

Hobbies & traditional works

Fruit liqueurs (such as plum wine andyuzu liqueur)

29

Japanese tea, matcha21Food

20
21Tobacco, electronic cigarettes, cigars

28

Pet goods

29

Camping and outdoor equipment

TOTAL

Character goods

30Books, magazines, manga

23

Antiques and vintage items

Electrical Appliances

Game software and hardware

32

Camera and lenses

30

Beauty appliances (facial devices, facialrollers, etc.)

Fashion items

Smartphone

35

Audio products (speakers, headphones,earphones, etc.)

40

Interior decor

50

Jewelry and Golds

60

Luxury watches and high-end brand items

並び替え：Shoes, bags, leather goods

TOTALで降順

Clothingn=Total

Q13 Products would like to buy if you would visit to Japan(%)

Male47

FMCG

41

27

20
2213801

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Hiking and Climbing: Explore thegreat outdoors through hiking andclimbing.
Wellness and Beauty: Visit spas,salons for treatments likemassages, waxing, and nail care.
Events: Attend sports events,concerts, anime conventions,gaming expos, and more.
Outdoor Sports: Engage inoutdoor activities like skiing,
camping, and water sports.

30
33
33
33
32
30

20
23TOTAL
600
4948
44
44
4241
39373633333332302823
23
160Female
300
4849444239383435
363334343130
2721
21
140Male300
4946434545
44444036
33323133
2930
2524
180

Q14 Please tell me what activities you would like to do if you would visit to Japan

18Others

36

Medical Tourism: Travel for
medical treatments andprocedures.

37

Arcades: Have fun playing games
at arcades.

39

Online Content Creation: Sharevideos on social media andstreaming.

FemaleEnjoying Drinks: Savor local
alcohol and cocktails.

TOTAL

Culinary Delights: Taste the localcuisine.

41

Amusement Parks: Have a blast atamusement parks and themeparks.

42

Cultural Immersion: Immerse
yourself in the local culture.

40

Nightlife: Experience the vibrantnightlife of the area.

44

Religious Sites: Visit temples,churches, and other religious
places.

44

Relaxation: Take some time tounwind and relax.

49

Train Travel: Ride on trains andlocal transportation.

50

Scenic Views: Take in the beautyof nature and landscapes.

TOTALで降順

Historical Landmarks: Explore
famous historical sites andarchitecture.

並び替え：Shopping: Explore local markets
and shops for unique finds.

n=Total

Q14 Activities you would like to do if you would visit to JapanMale(%)
60
48

28
23

16

1000

Sushi and sashimi

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15
14
14

Q15 Please select ALL Japanese foods you have heard about.

19

Nothing in particular

10

Others17

Robatayaki

18

Okonomiyaki

19

Tonkatsu (breaded porkcutlet)

21

UdonFemale

Shabu-shabu

21

Tempura

22

Soba

20

Sukiyaki

22

Yakiniku (grilled meat,Korean style BBQ)

22

Japanese Shochu

23

Hamburg steak

23

Japanese whiskey

TOTALJapanese Beer

24

Yakitori (grilled chickenskewers)

25

Japanese Sake

26

Wagashi (Japanese sweets)

29

Karaage (fried chicken)

30

Fruit liqueurs (such asplum wine and yuzuliqueur)

30

Steak

30

Juice and soft drinks

31

Japanese Wine

31

Japanese-style curry

35

Onigiri (rice balls)

41

Pickles40

Ramen

TOTALで降順

Fruits

並び替え：Japanese tea and matcha

n=Total

Q15 Japanese foods heard about(%)

Male

60

50
51

41
35

12
700
1TOTAL
600
51
41
41
35
35
31
31
30
30
29
26
25
24
23232222222121
19
18
1715
14141270
1Female300
52424333373028293027272321212219192120
22
1914
17
14111212
70
1Male
300
5040383732323330
293125272725242525
2322
191921
1715
17
15
11
70
1

Sushi and sashimi

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99

5
8
8
7
5

Q16 Please tell me the Japanese foods you'd like to try and drinks you'd like to have in Japan

20

Nothing in particular

10

Others10

Robatayaki

12

Okonomiyaki

12Shabu-shabu

12

Tonkatsu (breaded porkcutlet)

FemaleSukiyaki

10

Tempura12Soba

13Udon14

Hamburg steak

14

Yakitori (grilled chickenskewers)

15

Japanese Shochu

16

Yakiniku (grilled meat,Korean style BBQ)TOTALJapanese Beer

17

Japanese Sake

15

Japanese whiskey

17

Wagashi (Japanese sweets)

18

Steak

19

Fruit liqueurs (such asplum wine and yuzuliqueur)

19

Japanese Wine20

Karaage (fried chicken)

20

Pickles

28

Japanese-style curry

29

Juice and soft drinks

30

Onigiri (rice balls)

40

FruitsTOTALで降順

Ramen

並び替え：

Japanese tea and matcha

n=Total

Q16 Japanese foods you'd like to have in Japan(%)

Male45

39

35

25

270

304TOTAL
600
3929282720
19191817171615141413121212121010998875304Female
300
383125271818152015161711121110912111079796775304Male
300
39273027
21
1922
17191715
19171715
15
1213
14131012911975303

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