Report on Image of Products Made in Japan in 14 Asian · PDF fileKorean and Chinese products,...

February 10, 2012 Vol. 1

This year, we analyzed data from the most recent Global HABIT survey (conducted in 2011) from

a variety of perspectives to create a series of 10 reports containing hints for Japanese

companies competing in the global marketplace.

This, the first report in the series, presents results of analysis of the image held by

sei-katsu-sha（“consumers with a heartbeat”) in 14 Asian cities of products made in Japan, the

products and services they associate with Japan, made-in-Japan orientation【Made-in-Japan

orientation is the state where intention to purchase a Japanese product made in Japan (“made in

Japan”) is higher than intention to purchase a like product made by a Japanese company, regardless

of whether it is made in Japan or not (“Japanese brand”)】and more.

14 cities covered: Beijing, Shanghai, Guangzhou, Hong Kong, Taipei, Seoul, Singapore, Bangkok, Jakarta, Kuala Lumpur, Metro Manila, Ho Chi Minh City, Delhi, Mumbai 1. Image of Japanese products as excellent quality Comparing the 14-city average scores for image of Japanese products and American, European,

Korean and Chinese products, Japanese products received the highest score in nine of the 11

image items. The Japanese products score for excellent quality, in particular, was overwhelming.

However, with the growing image score for Korean products, which have been advancing rapidly

in recent years, slightly above that for Japanese products, trends in Korean products will be

watched in the years to come. Comparing data from 2006 and 2011, it should be noted that while

Japanese products’ scores for items indicative of trust in products (excellent quality, established

reputation, etc.) remain stable and high, scores for items indicative of product freshness

(growing image, smart/fashionable image, etc.) have been trending downward.

2. Over 50% associate durable consumer goods, animation/manga with Japan The 14-city average top 3 goods and services and entertainment associated with Japan are: (1)

Household appliances and audio/visual devices (69.2%), (2) digital products (computers, mobile

Report on Image of Products Made in Japan in 14 Asian Cities

• “Made in Japan” has unshakable image as excellent quality

• Over 50% associate digital products; household appliances and audio/visual devices; private

cars; animation/manga with Japan

• Products with strong made-in-Japan orientation: Durable consumer goods, cosmetics

Cities with strong made-in-Japan orientation: Hong Kong, Taipei, Singapore, Seoul

phones, digital cameras) (66.2%), and (3) private cars (59.0%), followed by animation/manga

(51.3%). The top 3 in each city mainly comprises durable consumer goods, but animation/manga

makes the top 3 in Hong Kong, Seoul, Jakarta and Guangzhou.

3. Products with strong made-in-Japan orientation: Durable consumer goods, cosmetics Cities with strong made-in-Japan orientation: Hong Kong, Taipei, Singapore, Seoul The 14-city average top 3 Japanese products respondents would like to purchase or try in future

are: (1) Digital products, (2) household appliances and audio/visual devices, and (3) private cars.

Cosmetics (women only) follows. With all four products, purchase intention is higher for products

made in Japan than products made by Japanese companies regardless of whether they were

made in Japan or not, indicating that these are products that have strong made-in-Japan

orientation. By city, made-in-Japan orientation is high in Hong Kong, Taipei, Singapore and

Seoul. At the same time, there are many products where there is little difference in the scores for

Japanese products made in Japan (“made in Japan”) and products made by Japanese

companies, regardless of whether they were made in Japan or not (“Japanese brand”), and

many cities where made in Japan is not an added value.

Details of the survey findings

1. Image of Japanese products as excellent quality Comparison of image of products made in Japan and those made in other countries (14-city average)

When 14-city average scores are compared, Japanese products received the top scores in nine

of 11 image items, indicating that image of products made in Japan is relatively high compared to

products made in other countries. The top 3 items for Japanese products are: (1) Excellent quality (64.6%), (2) established

reputation (49.0%) and (3) smart/fashionable image. These were followed by safe/secure

(36.0%). In excellent quality, Japanese products enjoy an unassailable score around 20 points

higher than American and European products, and around 40 points higher than Korean

products. Japanese products also score higher than products made in other countries in

smart/fashionable image and safe/secure. The overall image trends for American and European products are similar to that of Japanese

products. Korean products score high in growing image and smart/fashionable image, while

Chinese products score significantly higher than other countries’ products in low cost.

Image of products made in different countries (14-city average)

Q. What image do you have of the following product countries of origin? (Multiple response)

Excellent

quality

Established

reputation

Smart/fashionable image

Safe/secure

Pioneering/

innovative image

Growing image

Unique and clear characteri

stics

Value-for-money

Interesting/

enjoyable

Environmentally

consciousLow-cost

Japanese products 64.6 49.0 45.2 36.0 35.7 35.4 34.8 34.2 31.8 28.0 13.8 American products 44.1 44.0 38.9 32.2 32.1 32.6 30.3 28.0 25.0 24.6 11.4 European products 42.4 39.8 37.0 30.3 30.7 28.8 29.5 22.1 24.1 24.4 11.0 Korean products 25.6 26.1 36.1 17.7 26.5 36.3 24.4 27.2 24.8 15.4 26.8 Chinese products 15.2 16.7 19.7 13.2 18.8 26.7 17.3 24.0 19.6 12.4 58.6

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0 Image of products made in different countries (14-city average)(%)

Time-series comparison of trust and freshness (2006 vs. 2011) The following chart indicates changes in image of products made in each country using three

items indicative of trust in products (excellent quality, established reputation, value-for-money)

and four items indicative of product “freshness” (growing image, smart/fashionable image,

pioneering/innovative image, interesting/enjoyable).

Japanese products are stable in items indicative of trust, with consistently high scores, however

there is a downward trend in items indicative of freshness that should be noted. Among products

made in other countries, there are no significant changes in scores for Korean and European

products, but scores for American products have advanced in both trust and freshness, while the

trust score for Chinese products has dropped significantly.

Trust and freshness of products made in each country (14-city average): 2006 vs. 2011

• Points for Trust are the sum of scores for:・ Excellent quality・ Established reputation・ Value-for-money

• Points for Freshness are the sum of scores for:・ Growing image・ Smart/fashionable image・ Pioneering/innovative image・ Interesting/enjoyable

Japanese products (2011)

American products (2011)

European products (2011)

Korean products (2011)

Chinese products (2011)

Japanese products (2006)

American products (2006)

European products (2006)

Korean products (2006)

Chinese products (2006)

40

60

80

100

120

140

160

40 60 80 100 120 140 160 180

Trust scores

Freshness scores

2006 2011 Difference 2006 2011 Difference

Japanese products 147.4 147.8 0.4 154.5 148.1 -6.4American products 111.3 116.1 4.8 125.8 128.6 2.8Europen products 103.4 104.3 0.9 119.9 120.6 0.7Korean products 77.7 78.9 1.2 126.7 123.7 -3.0Chinese products 65.7 55.9 -9.8 87.5 84.8 -2.7Average 101.1 100.6 -0.5 122.9 121.2 -1.7

Trust scores Freshness scores

Image of Japanese products (comparison by city)

In a city-by-city comparison, the No. 1 image of Japanese products in all 14 cities is excellent

quality, indicating that Japanese products have a firm reputation for high quality. Established

reputation is also in the top 3 in all 14 cities, and smart/fashionable image top 3 in the seven

cities of Singapore, Bangkok, Metro Manila, Delhi, Shanghai, Beijing and Guangzhou. With top 3

scores for safe/secure in Hong Kong and Taipei, as well, it is clear that there is high trust in the

quality and safety of Japanese products. Environmentally conscious, an image that will become

increasingly important to Japanese companies, ranks a low No. 10 in the 14-city average, but No.

3 in the rapidly developing market of Ho Chi Minh City.

１２３４５６７８９１０１１

14-city averageExcellent

quality(64.6%)

Establishedreputation

(49%)


(45.2%)

Safe/secure(36%)

Pioneering/innovative image

(35.7%)

Growingimage

(35.4%)

Unique andclear

characteristics(34.8%)

Value-for-money(34.2%)

Interesting/enjoyable(31.8%)

Environmentally conscious

(28%)

Low-cost(13.8%)

Hong KongExcellent

quality(82.2%)

Safe/secure(76.9%)

Establishedreputation(71.4%)


(65.2%)


(49.7%)


Unique andclear




(39.8%)

Growingimage

(31.2%)

Low-cost(9.2%)

TaipeiExcellent

quality(90.8%)


Safe/secure(76.4%)


(71.9%)


(64.2%)

Unique andclear


Growingimage

(46.6%)


(45.9%)

Value-for-money(42%)


Low-cost(2.8%)

SingaporeExcellent

quality(82.8%)



(55.7%)


Safe/secure(50%)


(45.6%)

Growingimage

(41.7%)


Unique andclear



(37.4%)

Low-cost(7%)

SeoulExcellent

quality(63.3%)


Unique andclear

characteristics(45%)


(43.9%)


Safe/secure(27%)


(25.7%)



(13.9%)

Growingimage

(10.4%)

Low-cost(1.1%)

Kuala LumpurExcellent

quality(74.4%)


Growingimage

(45.4%)


(44.1%)

Unique andclear



(42.2%)

Safe/secure(42.2%)




(27%)

Low-cost(13.6%)

BangkokExcellent

quality(51.7%)


(39.2%)


Unique andclear



Growingimage

(28.8%)


(24.3%)

Safe/secure(20.6%)



(17.8%)

Low-cost(11.2%)

Metro ManilaExcellent

quality(61.3%)



(46.2%)

Growingimage

(43.9%)


(31.3%)


Safe/secure(24.2%)

Unique andclear



Low-cost(19.6%)


(11.1%)

JakartaExcellent

quality(62.2%)




(22.1%)


(21.7%)

Growingimage

(20.4%)


Unique andclear



(16.2%)

Safe/secure(14.4%)

Low-cost(11.3%)

Ho Chi Minh CityExcellent

quality(73.8%)



(50.6%)


(49.4%)




(49.2%)

Safe/secure(49.2%)

Unique andclear


Growingimage

(39.7%)

Low-cost(28.4%)

DelhiExcellent

quality(66.4%)


(50.8%)




Growingimage

(39.4%)


(33%)

Unique andclear



(32.2%)

Safe/secure(29.8%)

Low-cost(25.2%)

MumbaiExcellent

quality(66.3%)

Growingimage

(52.4%)




(35.6%)


(33.5%)

Unique andclear




(21.7%)

Safe/secure(14.9%)

Low-cost(9.6%)

ShanghaiExcellent

quality(49.9%)


(42%)


Unique andclear


Growingimage

(28.2%)

Safe/secure(27.8%)


(27.1%)


(22.4%)



Low-cost(13%)

BeijingExcellent

quality(44.8%)


(39.9%)


Unique andclear


Growingimage

(30.1%)




(20.2%)

Safe/secure(19.4%)


(17.6%)

Low-cost(15.5%)

GuangzhouExcellent

quality(42%)


(40.6%)



(33.7%)

Unique andclear


Safe/secure(32.7%)


Growingimage

(30.2%)


(25.5%)


Low-cost(18.2%)

Image of Japanese products

Shading indicates 14-city average top 3 item

Reference: American and European products share image trends similar to Japanese products

１２３４５６７８９１０１１


quality(44.1%)


(44%)


(38.9%)

Growingimage

(32.6%)

Safe/secure(32.2%)


(32.1%)

Unique andclear



Interesting/enjoyable(25%)


(24.6%)

Low-cost(11.4%)

Hong Kong Safe/secure(62.4%)


Excellentquality

(51.6%)


(33.3%)


(33.2%)


(29.4%)

Unique andclear




Growingimage

(23.1%)

Low-cost(8.2%)

SingaporeEstablishedreputation(53.9%)

Excellentquality

(48.1%)

Safe/secure(47.8%)


(41.7%)


(36.9%)

Unique andclear


Growingimage

(28.7%)


(28%)



Low-cost(3.1%)

TaipeiSafe/secure

(52.7%)


(50.9%)


(50.7%)

Excellentquality(48%)

Unique andclear




(35.9%)


Growingimage

(29.9%)


Low-cost(6%)

SeoulExcellent

quality(38.9%)


(38.7%)



(33.9%)


Unique andclear


Safe/secure(20.9%)


Growingimage

(16.7%)


(15.9%)

Low-cost(3.9%)


quality(46.3%)


(46.1%)


Safe/secure(32.6%)

Growingimage

(31.2%)


(30.8%)

Unique andclear





(17.6%)

Low-cost(9.6%)

BangkokEstablishedreputation(45.2%)

Excellentquality

(37.7%)


(29.2%)


(29%)

Growingimage

(28.7%)

Unique andclear


Safe/secure(22.9%)



(14.9%)


Low-cost(7.1%)


quality(69.6%)



(51.9%)

Growingimage

(50.7%)


(35.2%)

Safe/secure(34.1%)


Unique andclear




(14.4%)

Low-cost(10.3%)

JakartaExcellent

quality(40.1%)



(28.9%)



(19.1%)

Growingimage

(18.3%)

Unique andclear



Safe/secure(12.1%)


(11%)

Low-cost(5.3%)

Ho Chi Minh CitySmart/fashion

able image(61.9%)

Excellentquality

(54.2%)


Safe/secure(49.4%)



(47.6%)


Unique andclear



(41.3%)

Growingimage

(36.9%)

Low-cost(25.1%)

DelhiEstablishedreputation(51.9%)

Excellentquality

(49.4%)


(42%)


Growingimage

(38.1%)

Unique andclear




(33.2%)

Safe/secure(28.6%)

Low-cost(25.5%)


(23.6%)

MumbaiExcellent

quality(50.4%)

Growingimage

(45.5%)




(33.8%)


(31.4%)

Unique andclear




(14.6%)

Safe/secure(11.1%)

Low-cost(7.7%)

ShanghaiEstablishedreputation(43.6%)

Growingimage

(33.1%)


(31.8%)

Excellentquality

(30.8%)

Safe/secure(27.8%)


(25.2%)

Unique andclear



(23.2%)



Low-cost(11.2%)

BeijingGrowingimage

(35.2%)

Unique andclear



(29.5%)



(28.9%)




(18.4%)

Excellentquality

(18.3%)

Low-cost(16.8%)

Safe/secure(15.8%)

GuangzhouEstablishedreputation(35.1%)

Excellentquality

(34.4%)

Safe/secure(33.8%)


(33.3%)

Unique andclear


Growingimage

(32.6%)


(32.5%)


(30.5%)



Low-cost(13.4%)

• Image of American products

１２３４５６７８９１０１１


quality(42.4%)



(37%)


(30.7%)

Safe/secure(30.3%)

Unique andclear


Growingimage

(28.8%)


(24.4%)



Low-cost(11%)

Hong Kong Safe/secure(68.7%)

Excellentquality

(66.9%)



(40.8%)


(35.2%)

Unique andclear



(29.3%)



Growingimage

(27.6%)

Low-cost(6.7%)

SingaporeEstablishedreputation(50.4%)

Excellentquality

(47.4%)

Safe/secure(41.7%)


(39.3%)


(31.7%)

Unique andclear



(30.2%)

Growingimage

(26.1%)



Low-cost(3.1%)

TaipeiExcellent

quality(70%)

Safe/secure(62.6%)


(61.2%)


(59.4%)



(54.7%)

Unique andclear


Growingimage

(37.4%)



Low-cost(1.4%)

SeoulSmart/fashion

able image(52.6%)

Unique andclear


Excellentquality

(36.1%)


(33.5%)



(29.1%)



Safe/secure(18%)

Growingimage

(16.5%)

Low-cost(1.9%)


quality(44.6%)


(37%)


(32.9%)


(32.7%)

Safe/secure(30.7%)

Growingimage

(30.6%)

Unique andclear





(16.2%)

Low-cost(9.6%)

BangkokEstablishedreputation(40.1%)



(31.9%)


(28.6%)

Growingimage

(27.9%)

Unique andclear


Safe/secure(22%)



(16%)


Low-cost(7.9%)


quality(47.2%)


(42.6%)


Growingimage

(36.6%)


(23.9%)

Unique andclear


Safe/secure(20.6%)



Low-cost(12.3%)


(11.4%)

JakartaEstablishedreputation(35.9%)

Excellentquality

(35.3%)


(23.4%)


Growingimage(19%)


(17.8%)

Unique andclear



Safe/secure(10.3%)


(9.6%)

Low-cost(8.3%)


able image(48.6%)

Excellentquality

(46.1%)


(46%)




Unique andclear


Growingimage

(40.4%)

Safe/secure(39%)


(36.2%)

Low-cost(26.8%)

DelhiSmart/fashion

able image(50%)




Growingimage

(35.7%)



(33.5%)

Unique andclear

characteristics

Safe/secure(26.6%)


(24.5%)

Low-cost(21.6%)

MumbaiEstablishedreputation(14.5%)

Growingimage

(13.7%)

Excellentquality

(13.5%)


(11.3%)


Unique andclear



(8.6%)


Low-cost(3.9%)

Safe/secure(3.9%)


(3.6%)

ShanghaiEstablishedreputation(40.9%)

Excellentquality

(40.5%)


(30.9%)

Growingimage(29%)

Unique andclear


Safe/secure(27%)


(26.7%)


(20.9%)



Low-cost(11.1%)

BeijingEstablishedreputation(31.9%)


(31.4%)

Unique andclear



(29.6%)


Growingimage

(27.6%)

Excellentquality

(24.1%)


(22.2%)


Safe/secure(17.7%)

Low-cost(15.8%)

GuangzhouSmart/fashion

able image(39.1%)


Excellentquality

(35.3%)

Safe/secure(35.3%)

Unique andclear




(29.6%)

Growingimage

(28.9%)


(25.4%)


Low-cost(16.8%)

• Image of European products

Reference: Korean products have growing image and smart/fashionable image

Chinese products have low-cost image

１２３４５６７８９１０１１

14-city averageGrowingimage

(36.3%)


(36.1%)


Low-cost(26.8%)


(26.5%)


Excellentquality

(25.6%)


Unique andclear


Safe/secure(17.7%)


(15.4%)

Hong KongGrowingimage

(62.1%)


(53%)


(52.3%)

Low-cost(50.6%)


Excellentquality

(35.6%)

Safe/secure(32.2%)

Unique andclear





(17%)

SingaporeSmart/fashion

able image(49.8%)

Growingimage

(43.9%)




Safe/secure(34.8%)


Unique andclear



(24.8%)


(24.6%)

Low-cost(19.3%)

TaipeiSmart/fashion

able image(54.8%)

Growingimage

(48.4%)

Low-cost(47.1%)


(33.1%)

Unique andclear





Safe/secure(12.8%)



(7.2%)

SeoulGrowingimage

(59.4%)

Excellentquality

(51.5%)




(34.3%)

Safe/secure(26.5%)

Low-cost(19.6%)

Unique andclear



(15.4%)



(10%)

Kuala LumpurGrowingimage

(33.7%)



(27.8%)

Unique andclear


Excellentquality

(25.7%)


(25.7%)


Safe/secure(19.1%)


Low-cost(18.9%)


(11.8%)

BangkokSmart/fashion

able image(35.9%)

Growingimage

(33.7%)




(22.6%)

Unique andclear



Low-cost(20%)

Excellentquality

(17.7%)

Safe/secure(12.1%)


(8.6%)

Metro ManilaLow-cost(41.9%)


(32.6%)

Growingimage

(27.1%)



Excellentquality

(19.7%)

Unique andclear



(18%)


(15%)

Safe/secure(12.8%)


(7.9%)

JakartaGrowingimage

(26.6%)

Low-cost(25.6%)


(19.2%)



(16.1%)

Excellentquality

(15.8%)

Unique andclear





(9.6%)

Safe/secure(5.3%)


able image(54.3%)

Low-cost(43.4%)


Growingimage

(42.7%)



(39.4%)

Unique andclear



Excellentquality

(33.1%)


(32%)

Safe/secure(22.1%)

DelhiEstablishedreputation(46.7%)

Excellentquality

(44.2%)


(41.3%)


Growingimage

(36.6%)

Unique andclear




(31.5%)

Low-cost(28.6%)


(24.8%)

Safe/secure(24.5%)

MumbaiGrowingimage

(10.5%)


(10%)


(9.1%)


Unique andclear



Excellentquality(7.9%)


(7.2%)

Low-cost(4.7%)

Safe/secure(4.7%)


(2.8%)

ShanghaiSmart/fashion

able image(32.2%)

Growingimage(30%)


(27.1%)




(22.7%)

Excellentquality

(22.5%)

Unique andclear



Safe/secure(17.7%)

Low-cost(15.5%)

BeijingValue-for-

money(30.6%)

Growingimage

(29.9%)



(28.7%)


Unique andclear



(24.3%)

Excellentquality

(18.3%)

Low-cost(17.5%)


(16.5%)

Safe/secure(13.8%)

Guangzhou-Smart/fashion

able image(38.9%)

Growingimage

(36.6%)



(29.3%)


Excellentquality

(26.8%)

Unique andclear




(22%)

Safe/secure(19.7%)

Low-cost(17.1%)

• Image of Korean products

１２３４５６７８９１０１１

14-city averageLow-cost(58.6%)

Growingimage

(26.7%)



(19.7%)



(18.8%)

Unique andclear



Excellentquality

(15.2%)

Safe/secure(13.2%)


(12.4%)

Hong KongLow-cost(87.3%)

Growingimage

(34.9%)


(22.8%)


Safe/secure(6.8%)


Unique andclear



(4.3%)



(4%)


(2.6%)

SingaporeLow-cost

(63%)

Growingimage

(33.7%)


(24.1%)



Unique andclear


Safe/secure(15.4%)

Excellentquality

(14.1%)



(12%)


(8.3%)

Taipei Low-cost(91%)

Growingimage

(17.2%)



Unique andclear



(2.6%)


(1.3%)


(0.9%)

Safe/secure(0.9%)


(0.8%)


SeoulLow-cost(88.3%)

Growingimage

(14.8%)


Unique andclear




(0.7%)


(0.7%)


(0.6%)



(0.2%)

Safe/secure(0.2%)

Kuala LumpurLow-cost(47.6%)


Growingimage

(24.7%)



(20.6%)

Unique andclear



Excellentquality

(15.8%)


(14.3%)


(11.2%)

Safe/secure(9.9%)

Bangkok Low-cost(48.1%)

Growingimage

(29.1%)



(19.2%)


(19.2%)



Excellentquality

(15.7%)

Unique andclear



(11%)

Safe/secure(10.2%)

Metro ManilaLow-cost

(72%)


(24.4%)



Growingimage

(16.9%)

Unique andclear


Excellentquality

(12.3%)


(12%)

Safe/secure(9.4%)


(9.1%)


(6.3%)

JakartaLow-cost(38.6%)



(20.6%)

Growingimage

(20.6%)



(16.1%)

Excellentquality

(15.8%)

Unique andclear



(11%)


(8.7%)

Safe/secure(7.1%)

Ho Chi Minh City Low-cost(67.3%)



(30.4%)

Growingimage

(28.3%)

Unique andclear





(21.4%)


(16.3%)

Excellentquality

(13.7%)

Safe/secure(7.3%)

DelhiLow-cost(58.4%)


(45.5%)

Growingimage

(44.1%)


Excellentquality

(37.9%)


Unique andclear




(28.8%)


(20.6%)

Safe/secure(19.6%)

MumbaiLow-cost(74.1%)

Growingimage

(21.7%)



(15.6%)




(9%)


Unique andclear



(6.5%)

Safe/secure(4%)

ShanghaiValue-for-

money(36.8%)

Low-cost(33.7%)

Safe/secure(27.4%)


(26.8%)

Unique andclear


Growingimage

(25.9%)


(23.3%)


(22.5%)

Excellentquality

(21.9%)



BeijingSafe/secure

(35.6%)Low-cost(33.8%)

Growingimage

(29.4%)


(29.4%)


(28.9%)


Unique andclear





(26.5%)

Excellentquality

(22.7%)

GuangzhouValue-for-

money(37.3%)


(36.7%)

Low-cost(31.5%)

Growingimage

(30.8%)


Safe/secure(25.9%)

Unique andclear


Excellentquality

(23.7%)



(22.1%)


(17.9%)

2. Goods, services and entertainment associated with Japan

The 14-city average top 3 are: (1) Household appliances & audio/visual devices (69.2%), (2)

digital products (computers, mobile phones, digital cameras) (66.2%) and (3) private cars

(59.0%). Including No. 4, animation/manga (51.3%), the top 4 have high scores of at least 50%.

These are followed by food (38.0%), sightseeing (35.8%) and fashion products (apparel)

(35.5%).

By city, household appliances and audio/visual devices and digital products are top 3 in 13 cities,

• Image of Chinese products

indicating that durable consumer goods are the first goods and services most associate with

Japan. Animation/manga is also top 3 in Hong Kong, Seoul, Jakarta and Guangzhou.

Top 10 goods, services and entertainment associated with Japan

Q. What types of goods, services and entertainment do you associate with Japan? (Multiple

response) １２３４５６７８９１０

14-city average

Householdappliances,audio/visual

devices(69.2%)

Digital products(computers,

mobile phones,digital cameras)

(66.2%)

Private cars(59%)

Animation,manga,

cartoons,comics(51.3%)

Food(38%)

Sightseeing(35.8%)

Fashionproducts(apparel)(35.5%)

Luxury brands(29.3%)

Movies(25.7%)

Music(22.2%)

Hong Kong


devices(88.8%)



(88.3%)

Animation,manga,


Food(77.8%)

Private cars(75.9%)

Sightseeing(72.4%)


Music(55.9%)

Movies(49.9%)


Taipei



(90.7%)


devices(90.4%)

Sightseeing(82.6%)

Food(76.3%)

Animation,manga,


Private cars(71.9%)


Music(57.3%)

Movies(47.2%)

Sports(27.4%)

Singapore


devices(88%)

Private cars(79.1%)



(78.3%)

Sightseeing(58.1%)

Food(54.3%)

Animation,manga,


Fashionproducts(apparel)

(48.7%)

Movies(42%)

Music(35%)

Medical care(29.3%)

Seoul


devices(73.7%)

Animation,manga,




(71.9%)

Sightseeing(45.2%)

Food(37.2%)

Private cars(36.1%)

Movies(17%)


(15.2%)

Music(15%)

Luxury brands(9.3%)

Kuala LumpurPrivate cars

(77.2%)


devices(70.7%)



(61.3%)

Animation,manga,



Sightseeing(30.8%)


Food(22.8%)

Furniture,interior goods

(21.7%)

Sports(21%)

Bangkok


devices(53.9%)

Private cars(49.1%)



(45.9%)

Animation,manga,


Food(31.7%)


Sightseeing(30.7%)


Movies(18.6%)

Music(15.2%)

Metro Manila


devices(76.9%)



(74.1%)

Private cars(52.8%)

Animation,manga,


Food(48%)



Sightseeing(25.3%)


(16.8%)

Movies(16.4%)

JakartaPrivate cars

(58.2%)



(46.3%)

Animation,manga,


Food(39.2%)


devices(37%)

Movies(25.8%)


Sports(14.1%)


Medical care(12%)

Ho Chi MinhCity


devices(84.6%)



(67%)

Private cars(57.4%)

Animation,manga,


Medical care(50.2%)


Food(42%)


(41.4%)


(39.6%)

Sightseeing(38.9%)

Delhi



(66.8%)


devices(61.9%)

Private cars(57.6%)

Animation,manga,




(30.6%)

Sightseeing(29.6%)


(28.2%)

Sports(25.3%)

Movies(24.7%)

Mumbai


devices(68.1%)



(65.4%)

Private cars(55.1%)


Animation,manga,



Sports(22.6%)


(18.8%)

Movies(12.2%)

Sightseeing(10.1%)

Shanghai


devices(66.6%)



(64.7%)

Private cars(56.7%)

Animation,manga,


Sightseeing(30.3%)


Food(18.5%)

Movies(17.8%)


Music(15.7%)

Beijing



(67.1%)


devices(66.8%)

Private cars(55.8%)

Animation,manga,



Food(22.1%)

Sightseeing(18%)



(15.6%)

Movies(14.5%)

Guangzhou


devices(51.2%)



(46.7%)

Animation,manga,


Private cars(42.2%)

Food(38.5%)


Sightseeing(29.8%)


Movies(26.5%)

Medical care(25.1%)

１２３４５６７８９１０１１

Japan


devices(69.2%)



(66.2%)

Private cars(59%)

Animation,manga,


Food(38%)

Sightseeing(35.8%)



Movies(25.7%)

Music(22.2%)


(20%)

AmericaPrivate cars

(43.8%)Movies(43.7%)


devices(41.7%)




(40.7%)

Sightseeing(36%)

Sports(35.8%)

Music(34.9%)


Food(25.8%)

Medical care(25.4%)

GermanyPrivate cars

(46.7%)Luxury brands

(32.5%)


devices(30.8%)



(27.8%)

Sightseeing(27.4%)

Sports(23.5%)



(20.9%)

Food(15.2%)

Medical care(15.1%)

Movies(12.8%)

FranceLuxury brands

(48.3%)


Sightseeing(35%)

Private cars(25.2%)

Food(21.8%)


(20.9%)



(20.2%)


devices(19%)

Movies(18.6%)

Sports(18.1%)

Music(15.7%)

Korea



(40%)


devices(37.1%)


Private cars(30.3%)

Sightseeing(30.2%)

Food(29.3%)

Movies(28.7%)

Music(25.3%)


Sports(17.4%)


(16%)

ChinaFood

(46.1%)Sightseeing

(38%)



(34.9%)


devices(31.6%)

Sports(28%)

Movies(27.8%)


(25.3%)


Private cars(21.5%)

Music(21%)

Animation,manga,


3. “Made in Japan” vs. “Japanese brand”

From analysis so far, we know that Japanese products have an unshakable reputation for

excellent quality and that digital products, household appliances and audio/visual devices,

private cars and other durable consumer goods are the goods, services and entertainment most

associate with Japan. Since advanced technology, functions and quality are important

benchmarks for evaluating durable consumer goods, it appears that as a result of producing and

offering quality durables over many years Japanese companies have succeeded in creating an

image of excellent quality in the minds of Asian sei-katsu-sha.

Amidst the continuing record-high yen, Japanese companies are increasingly moving their

manufacturing bases overseas, so we wondered what Asian sei-katsu-sha think about where

Japanese products are produced. To find out, we compared Japanese products made in Japan

(made in Japan)n and products made by Japanese companies regardless of the place of

production (Japanese brand).

We asked about Japanese products--both made in Japan and Japanese brand--that

Reference: Goods, services and entertainment associated with each country (14-city average)

respondents would like to purchase or try in the future. In both categories, the 14-city average

top 3 are: (1) Digital products, (2) household appliances and audio/visual devices and (3) private

cars--all durable consumer goods--followed by cosmetics (women only). For these four products,

the scores for made in Japan are around 10 points higher than those for Japanese brand.

There is little difference between the two for other products, indicating that made in Japan does

not spell added value in those cases. This phenomenon appears to be prevalent in products

where the presence of Japanese products is not yet high, and those where national preferences,

such as flavor, come into play.

Japanese products would like to purchase or try in the future: 14-city average

Q. Select the Japan

ese products made in Japan you would like to purchase or try in the future (Multiple response)

Q. Select the products made by Japanese companies regardless of the place of production you

would like to purchase or try in the future (Multiple response)

Household

appliances,

audio/visual

devices

Digital product

s

Private cars

Cosmetics

(women only)

Skincare

products

Feminine

hygiene product

s (women only)

Fresh food

Confectionery, snacks

Fashion product

s

Alcoholic

beverages

Non-alcoholi

c bevera

ges

Processed

foods

Paper diapers

Furniture,

interior goods

Made-in-Japan orientation index (A-B) 11.4 10.7 8.2 8.1 4.1 3.4 3.4 2.6 1.9 1.3 1.2 1.1 0.7 0.7 "Made in Japan"(Japanese products made in Japan) (A) 66.8 68.4 45.7 37.1 22.5 15.3 18.8 19.9 25.1 11.8 13.6 18.6 4.1 18.7 "Japanese brand" (Products made by Japanese companies

regardless of place of production) (B) 55.4 57.7 37.5 29.0 18.4 11.9 15.4 17.3 23.2 10.5 12.4 17.5 3.4 18.0

11.4 10.7

8.2 8.1

4.1 3.4 3.4 2.6

1.9 1.3 1.2 1.1 0.7 0.7

0.0

10.0

20.0

30.0

0

10

20

30

40

50

60

70

80

90

100

Made-in-Japan orientation index (A-B)

"Made in Japan"(Japanese products made in Japan) (A)

"Japanese brand" (Products made by Japanese companies regardless of place of production) (B)

Note: Made-in-Japan orientation index: Difference between made in Japan and Japanese brand.

By product: Comparison of made-in-Japan orientation indexes for each city (for four products

with strong made-in-Japan orientation)

24.9 24.3

21.5

18.0

14.2 13.5

11.1 10.8 10.0

6.9 5.6

4.9

2.1

0.6

0.0

10.0

20.0

30.0

Guangzhou

Singapore

Seoul

Taipei

Shanghai

Jakarta

Kuala Lum

pur

Ho C

hi Minh C

ity

Hong K

ong

Metro M

anila

Delhi

Bangkok

Beijing

Mum

bai

Home appliances, audio/visual devices(%)

27.6

23.5

21.7

15.1

13.7

10.3 10.0 9.6

7.3 6.0 5.9

4.2

2.7 2.0

0.0

10.0

20.0

30.0

Guangzhou

Seoul

Singapore

Taipei

Hong K

ong

Jakarta

Shanghai

Beijing

Ho C

hi Minh C

ity

Metro M

anila

Kuala Lum

pur

Delhi

Bangkok

Mum

bai

Digital products(%)

21.5 20.6

18.9

11.3 11.1 10.5 10.0

8.2 7.3

5.7

2.5

0.8 -0.8 -2.9

-10.0

0.0

10.0

20.0

30.0

Taipei

Singapore

Seoul

Jakarta

Delhi

Ho C

hi Minh C

ity

Hong K

ong

Kuala Lum

pur

Shanghai

Metro M

anila

Guangzhou

Beijing

Mum

bai

Bangkok

Private cars(%)28.7

27.1

21.4 20.8

8.7

5.8

4.2 4.0 3.5 3.1 1.8

0.9

-1.1 -3.5

-10.0

0.0

10.0

20.0

30.0

Singapore

Seoul

Hong K

ong

Taipei

Ho C

hi Minh C

ity

Metro M

anila

Beijing

Bangkok

Shanghai

Kuala Lum

pur

Delhi

Guangzhou

Mum

bai

Jakarta

Cosmetics (women only)(%)

•Cities with strong made-in-Japan orientation The table below shows the product scores for made in Japan minus Japanese brand in each city. Adding the differences between the two in each city, it becomes clear that scores are much higher than the 14-city average in the four cities of Hong Kong, Taipei, Singapore and Seoul. In these four cities, and particularly in Taipei, the desire for Japanese products made in Japan is comparatively strong. As Japanese companies compete with global companies in the coming years, they should protect and fully leverage the advantage that made in Japan offers them in cities where it is already an added value.

Householdappliances,audio/visua

l devices

Digitalproducts

(computers, mobilephones,digital

cameras)

Private carsCosmetics

(womenonly)

Skincareproducts

Fresh food(fruits,

vegetables,rice, etc.)

Femininehygieneproducts(women

only)



Alcoholicbeverages

Non-alcoholic

beverages

Processfood

(instantfood, retortpouches,

seasonings)

Paperdiapers

Furniture,interiorgoods

Sum ofdifference

s

14-city average 11.4 10.7 8.2 8.1 4.1 3.4 3.4 2.6 1.9 1.3 1.2 1.1 0.7 0.7 58.8

Taipei 18.0 15.1 21.5 20.8 24.3 20.4 3.4 19.4 4.0 12.6 12.3 15.7 4.2 4.3 196.0

Seoul 21.5 23.5 18.9 27.1 10.6 2.2 10.4 8.9 3.7 10.5 4.8 9.7 3.0 3.7 158.5

Hong Kong 10.0 13.7 10.0 21.4 16.6 16.5 14.6 13.2 7.5 5.6 11.1 7.4 2.2 1.6 151.4

Singapore 24.3 21.7 20.6 28.7 8.6 4.6 23.8 6.1 0.5 -3.2 -7.2 0.6 -4.6 6.5 131.0

Kuala Lumpur 11.1 5.9 8.2 3.1 1.5 1.7 0.9 2.5 2.5 1.4 0.3 1.0 -0.1 3.3 43.3

Guangzhou 24.9 27.6 2.5 0.9 -1.1 2.3 0.7 -1.2 -3.2 -5.1 0.3 -0.5 0.0 -6.9 41.2

Delhi 5.6 4.2 11.1 1.8 1.2 2.3 2.0 1.0 3.5 1.3 1.2 2.3 0.0 3.0 40.5

Metro Manila 6.9 6.0 5.7 5.8 3.9 3.6 -0.2 3.8 3.3 -1.2 1.0 1.9 -0.2 -1.6 38.7

Shanghai 14.2 10.0 7.3 3.5 -1.0 -0.8 2.0 -1.8 1.6 1.2 -0.2 -2.8 4.2 -0.5 36.9

Bangkok 4.9 2.7 -2.9 4.0 5.4 2.9 0.3 -0.3 7.7 3.5 1.1 -1.7 2.3 2.5 32.4

Jakarta 13.5 10.3 11.3 -3.5 -3.3 -0.5 -3.5 -2.3 0.1 2.0 -2.0 -2.7 -0.7 -1.9 16.8

Ho Chi Minh City 10.8 7.3 10.5 8.7 -1.6 -2.7 0.7 -4.1 -2.3 -5.0 -4.1 -4.5 0.1 1.6 15.4

Mumbai 0.6 2.0 -0.8 -1.1 -1.4 0.9 -0.9 0.3 0.3 -1.1 -0.3 -0.6 -0.3 -0.4 -2.8

Beijing 2.1 9.6 0.8 4.2 -1.5 -6.3 -3.7 -5.2 -2.7 -2.0 -3.7 -6.8 -0.4 -2.9 -18.5

14-city total 168.4 159.6 124.7 125.4 62.2 47.1 50.5 40.3 26.5 20.5 14.6 19.0 9.7 12.3 62.9

Reference: Made in Japan vs. Japanese brand

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

14-city average 66.8 55.4 11.4 68.4 57.7 10.7 45.7 37.5 8.2 37.1 29.0 8.1 22.5 18.4 4.1 15.3 11.9 3.4 18.8 15.4 3.4

Hong Kong 79.7 69.7 10.0 84.3 70.6 13.7 44.9 34.9 10.0 79.8 58.4 21.4 57.7 41.1 16.6 44.4 29.8 14.6 60.2 43.7 16.5

Taipei 86.6 68.6 18.0 86.3 71.2 15.1 58.1 36.6 21.5 43.0 22.2 20.8 60.9 36.6 24.3 20.4 17.0 3.4 43.4 23.0 20.4

Seoul 55.0 33.5 21.5 62.6 39.1 23.5 37.0 18.1 18.9 51.5 24.4 27.1 20.6 10.0 10.6 17.8 7.4 10.4 4.8 2.6 2.2

Singapore 88.0 63.7 24.3 71.1 49.4 21.7 62.6 42.0 20.6 80.0 51.3 28.7 26.9 18.3 8.6 46.7 22.9 23.8 23.7 19.1 4.6

Kuala Lumpur 53.4 42.3 11.1 45.8 39.9 5.9 56.8 48.6 8.2 14.2 11.1 3.1 6.9 5.4 1.5 3.3 2.4 0.9 4.7 3.0 1.7

Bangkok 54.2 49.3 4.9 48.6 45.9 2.7 43.0 45.9 -2.9 39.3 35.3 4.0 33.1 27.7 5.4 18.7 18.4 0.3 18.6 15.7 2.9

Metro Manila 77.8 70.9 6.9 78.1 72.1 6.0 50.0 44.3 5.7 49.8 44.0 5.8 31.7 27.8 3.9 11.8 12.0 -0.2 22.2 18.6 3.6

Jakarta 45.1 31.6 13.5 49.3 39.0 10.3 34.6 23.3 11.3 13.8 17.3 -3.5 10.6 13.9 -3.3 6.7 10.2 -3.5 7.8 8.3 -0.5

Ho Chi Minh City 68.7 57.9 10.8 73.0 65.7 7.3 40.9 30.4 10.5 37.6 28.9 8.7 17.7 19.3 -1.6 13.1 12.4 0.7 22.0 24.7 -2.7

Delhi 55.2 49.6 5.6 66.0 61.8 4.2 43.7 32.6 11.1 24.3 22.5 1.8 10.8 9.6 1.2 9.8 7.8 2.0 9.4 7.1 2.3

Mumbai 62.1 61.5 0.6 66.2 64.2 2.0 47.6 48.4 -0.8 10.9 12.0 -1.1 10.5 11.9 -1.4 5.1 6.0 -0.9 3.7 2.8 0.9

Shanghai 79.1 64.9 14.2 71.5 61.5 10.0 37.4 30.1 7.3 30.1 26.6 3.5 12.1 13.1 -1.0 10.1 8.1 2.0 12.7 13.5 -0.8

Beijing 60.8 58.7 2.1 76.7 67.1 9.6 46.9 46.1 0.8 23.2 19.0 4.2 5.1 6.6 -1.5 0.9 4.6 -3.7 6.7 13.0 -6.3

Guangzhou 72.9 48.0 24.9 76.6 49.0 27.6 39.7 37.2 2.5 29.8 28.9 0.9 12.6 13.7 -1.1 9.0 8.3 0.7 19.8 17.5 2.3

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

Made inJapan

(A)

Japanesebrand

(B)A-B

14-city average 19.9 17.3 2.6 25.1 23.2 1.9 11.8 10.5 1.3 13.6 12.4 1.2 18.6 17.5 1.1 4.1 3.4 0.7 18.7 18.0 0.7

Hong Kong 58.3 45.1 13.2 50.6 43.1 7.5 24.6 19.0 5.6 35.9 24.8 11.1 39.3 31.9 7.4 6.1 3.9 2.2 28.7 27.1 1.6

Taipei 41.8 22.4 19.4 42.7 38.7 4.0 27.9 15.3 12.6 29.1 16.8 12.3 34.9 19.2 15.7 6.6 2.4 4.2 22.1 17.8 4.3

Seoul 19.1 10.2 8.9 16.5 12.8 3.7 18.3 7.8 10.5 7.2 2.4 4.8 18.0 8.3 9.7 6.3 3.3 3.0 11.1 7.4 3.7

Singapore 29.4 23.3 6.1 29.6 29.1 0.5 8.3 11.5 -3.2 6.3 13.5 -7.2 21.9 21.3 0.6 6.1 10.7 -4.6 21.9 15.4 6.5

Kuala Lumpur 5.8 3.3 2.5 11.6 9.1 2.5 2.8 1.4 1.4 1.7 1.4 0.3 4.9 3.9 1.0 0.1 0.2 -0.1 9.1 5.8 3.3

Bangkok 19.1 19.4 -0.3 33.6 25.9 7.7 14.6 11.1 3.5 12.1 11.0 1.1 26.6 28.3 -1.7 6.4 4.1 2.3 18.3 15.8 2.5

Metro Manila 28.7 24.9 3.8 34.7 31.4 3.3 20.1 21.3 -1.2 15.7 14.7 1.0 19.2 17.3 1.9 8.0 8.2 -0.2 30.1 31.7 -1.6

Jakarta 11.7 14.0 -2.3 12.2 12.1 0.1 4.4 2.4 2.0 2.6 4.6 -2.0 14.7 17.4 -2.7 7.6 8.3 -0.7 9.7 11.6 -1.9

Ho Chi Minh City 20.9 25.0 -4.1 22.4 24.7 -2.3 15.8 20.8 -5.0 20.3 24.4 -4.1 26.6 31.1 -4.5 1.9 1.8 0.1 37.4 35.8 1.6

Delhi 7.7 6.7 1.0 21.0 17.5 3.5 4.0 2.7 1.3 7.7 6.5 1.2 12.1 9.8 2.3 1.4 1.4 0.0 15.8 12.8 3.0

Mumbai 9.1 8.8 0.3 11.2 10.9 0.3 1.6 2.7 -1.1 5.3 5.6 -0.3 3.7 4.3 -0.6 1.9 2.2 -0.3 6.8 7.2 -0.4

Shanghai 10.9 12.7 -1.8 22.6 21.0 1.6 9.9 8.7 1.2 15.4 15.6 -0.2 13.8 16.6 -2.8 5.8 1.6 4.2 17.6 18.1 -0.5

Beijing 2.3 7.5 -5.2 10.1 12.8 -2.7 4.7 6.7 -2.0 4.3 8.0 -3.7 5.9 12.7 -6.8 0.3 0.7 -0.4 8.4 11.3 -2.9

Guangzhou 17.2 18.4 -1.2 30.8 34.0 -3.2 9.6 14.7 -5.1 21.4 21.1 0.3 20.4 20.9 -0.5 1.1 1.1 0.0 22.5 29.4 -6.9

Fresh food (fruit, vegetables,rice, etc.)

Paper diapers Furniture, interior goodsFashion products (apparel) Alcoholic beverages Non-alcoholic beveragesProcessed foods (instant

foods, retort pouches,seasonings)


Skincare productsDigital products (computers,

mobile phones, digitalcameras)

Household appliances,audio/visual devices

Private cars Cosmetics (women only) Feminine hygiene products(women only)

1

Report on Image of Products Made in Japan in 14 Asian Cities: Survey outlineCities surveyed (14 cities):(1) Beijing, (2) Shanghai, (3) Guangzhou, China; (4) Hong Kong; (5) Taipei, Taiwan; (6) Seoul, Korea; (7) Singapore; (8) Bangkok, Thailand; (9) Jakarta, Indonesia; (10) Kuala Lumpur, Malaysia; (11) Metro Manila, Philippines; (12) Ho Chi Minh City, Vietnam; (13) Delhi, (14) Mumbai, IndiaTarget population: Males and females aged 15-59Samples: 11,908 (540-900 samples per city)Survey period: Late May-early August 2011

Global HABIT is a comprehensive Hakuhodo survey and database that has grown to cover 34 major cities worldwide since 2000. Survey data is collected every year, enabling not only comparisons between cities, but also time-series comparison of single cities. Single-source Global HABIT surveys probe individual sei-katsu-sha’s lifestyles, values, media contact, purchase attitudes and use and perceptions of brands in many categories. This enables analysis not only of brand users, but of brand supporters at differing levels of perception (would consider purchasing, favor brand, brand fans, etc.).

Overview of Global HABIT 2011 surveyCities surveyed: Shanghai, Beijing, Guangzhou (China); Hong Kong; Taipei (Taiwan); Bangkok (Thailand); Seoul (Korea); Singapore; Kuala Lumpur (Malaysia); Metro Manila (Philippines); Jakarta (Indonesia); Ho Chi MinhCity (Vietnam); Delhi, Mumbai (India); Moscow (Russia)

Note: Dalian, Shenyang, Wuhan, Chengdu, Hangzhou, Ningbo, Xian, Fuzhou (China); Sydney (Australia); Frankfurt am Main, Berlin (Germany); Paris (France); Milan (Italy); Madrid (Spain); New York, Los Angeles, Chicago (USA); London (UK); and Sao Paulo (Brazil) were surveyed in 2010 or earlier.

Respondents: Either 540 or 900 males and females aged 15-59 per city

Note: In Shanghai, Beijing and Guangzhou, an additional 2,100 male and female Chinese Power Sei-katsu-shaaged 25-59 with incomes of at least 15,000 RMB were also surveyed. In Delhi and Mumbai, an additional 1,200 male and female Indian Power Sei-katsu-sha aged 25-59 from SEC A2 with monthly household incomes of at least 30,000 INR were also surveyed.

Responses were obtained from persons in the middle/high income bracket of each city (50-90% of the urban population) based on screening by household income.

Survey period: Late May-early August 2011

Survey method: In-home interviews (Asian cities other than Hong Kong, Taipei, Seoul; Moscow)Individual interviews at a central location (Hong Kong, Taipei, Seoul)

Main items surveyed (some apply only to China and other Asian countries):

Demographics and lifestyle

Demographics, lifestyles, environmental awareness, country-of-origin image, media/information contact, shopping, hobbies, sports, durable consumer goods ownership, category perceptions, travel, housing

Product & service usageInsurance, credit cards, convenience stores, airlines, passenger cars, motorcycles, AV products, home appliances, mobile phones & smart phones, computers & printers, digital cameras & digital video cameras, copiers, watches, game consoles, alcoholic & non-alcoholic beverages, foodstuffs (instant foods, snack foods), toiletries, cosmetics, personal care products, sanitary products & disposable diapers

Y. Ono, M. Yamano, Corporate Public Relations Div., Hakuhodo Tel: +81-(0)3-6441-6161K. Takatsuki, R&D Div., Hakuhodo Tel: +81-(0)3-6441-6153

Contacts

Global HABIT Ⓒ 2012 Hakuhodo Inc. All rights reserved.

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