The top timing of past travel to Japan is "4 years ago or before", and almost 70% of respondents have visited Japan before.
＜ TOPICS ＞
- The top timing of past travel to Japan is “4 years ago or before”, and almost 70% of respondents have visited Japan until now.
- Nearly 60% of those who have never visited Japan plan to visit Japan “within the next 1 year”.
- Over 70% of respondents agree that depreciation of the yen is (or was) a trigger for them to visit Japan, and over 30% responded, “Yes, very much so”.
- “Bathing in hot springs” is the activity respondents look/looked forward to the most, followed by “eating Japanese cuisine/drinking Japanese sake”.
Survey outline
| Research name | Survey on Foreign Visitors (Tourists) to Japan 【South Korea】 |
|---|---|
| Target criteria | 【Gender】 Males and females 【Age]】20-49 years old 【Region】 South Korea 【Other conditions】 Those who meet either of the following criteria: ・Those who have visited Japan within the past 6 months; ・Those who have never visited Japan but are planning to visit it |
| Subjects | 【Screener】 ・Experience of travel to Japan 【Main survey】 ・Those who have visited Japan within the past 6 months: Number of visits to Japan until now ・Those who have visited Japan within the past 6 months: Accompanying travelers when visiting Japan ・Those planning to visit Japan: Planned timing of visit to Japan ・Things you looked forward to (or are looking forward to) when visiting Japan (TOP2) ・Things you looked forward to (or are looking forward to) when visiting Japan (TOP1) ・Those who have visited Japan within the past 6 months: Activities in Japan ・Those who have visited Japan within the past 6 months: Satisfaction with activities in Japan (overall) ・Those who have visited Japan within the past 6 months: Products purchased when shopping in Japan ・Those who have visited Japan within the past 6 months: Amount spent on products purchased in Japan by category (by country) ・Those who have visited Japan within the past 6 months: Purchase locations when shopping in Japan ・Those who have visited Japan within the past 6 months: Sources of information about shopping in Japan (all sources) ・Those who have visited Japan within the past 6 months: Sources of information about shopping in Japan (main source) ・Those who have visited Japan within the past 6 months: Had you decided what to buy before visiting Japan? ・Those who have visited Japan within the past 6 months: Triggers for switching from the product you had planned to buy ・Impressions of Japanese products (overall) ・Impressions of Japanese products: Daily necessities/household goods ・Impressions of Japanese products: Home electric appliances ・Impressions of Japanese products: Fashion ・Impressions of Japanese products: Cosmetics ・Impressions of Japanese products: Food ・Planned priority for expenditure when visiting Japan (overall) ・Amount of expenditure when visiting Japan (overall) ・Impact of yen depreciation on visit to Japan ・Change of behavior during visit to Japan due to impact of yen depreciation ・Lifestyle (TOP2) ・Lifestyle (TOP1) ・Values (TOP2) ・Values (TOP1) ・Wants (all) ・Wants (want the most) |
| Sample size | 300 samples |
| Quota | "Equal allocation across genders and age groups " |
| Research period | December 26, 2022 (Mon) to December 28, 2022 (Web) |
| Research method | Online questionnaire |
| Research institution | ASMARQ Co., Ltd. |
Experience of Travel to Japan
- Question
-
- SC1. Have you ever visited Japan? If you have, please indicate when you visited most recently. (Select one only) *Do not include business trips.
Have you ever visited Japan?
The top timing of past travel to Japan is "4 years ago or before", and almost 70% of respondents have visited Japan before.
Looking by gender and age, we see that a large proportion of "males in their 20s" and "males in their 30s" visited Japan within the past 6 months than other ages.
Those planning to visit Japan: Planned timing of visit to Japan
- Question
-
- Q3. The following question is for those who answered that they have never visited Japan but have plans to go in future. Around when do you plan to visit Japan? Please select out of the following. (Select one only)
When do you plan to visit Japan?
Nearly 60% of those who have never visited Japan plan to visit Japan "within the next 1 year".
Looking by gender, a larger proportion of males plan to visit Japan within the next 6 months than females.
Impact of yen depreciation on visit to Japan
- Question
-
- Q16. The following questions are for those who have visited or are planning to visit Japan. Will depreciation of the yen be a trigger for you to visit Japan? (Was it a trigger?) (Select one only)
Is depreciation of the yen a trigger for you to visit Japan?
Over 70% of respondents agree that depreciation of the yen is (or was) a trigger for them to visit Japan, and over 30% responded, "Yes, very much so".
Looking by gender, we see that yen depreciation is a greater trigger to visit Japan among males than females and particularly among "males in their 30s and 40s".
Things you looked forward to (or are looking forward to) when visiting Japan (TOP2)
- Question
-
- Q4. When you visited Japan, how much did/do you look forward to the following? (Select one only for each item)
What are you (or were you) looking forward to doing in Japan?
Looking at TOP1 responses for what respondents looked/look forward to when visiting Japan (= "I looked forward to it very much/I look forward to it very much"), we see that "bathing in hot springs" is the most anticipated activity, followed by "eating Japanese cuisine/drinking Japanese sake".
Looking by gender, the score for "theme parks" is higher among females than males.
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In the past, the economic effect of inbound consumption approached 5 trillion yen and was typified by the buzzword “bakugai” (“explosive shopping spree”). However, consumption plummeted to around 1/40th of its peak with the outbreak of the COVID-19 pandemic, and companies relying on inbound consumption struggled through a difficult period. Finally, in January 2023, the Japan National Tourism Organization (JNTO) announced an 8327.9% year-on-year increase in the number of foreign visitors to Japan in January to 1,497,300 (estimate), so we can see that inbound demand is recovering in earnest.
So, our company conducted a questionnaire survey on travel to Japan targeting the United States, China, South Korea and Vietnam, which are regions for which we receive many inquiries about surveys involving other countries. The survey consisted of 20 questions about content such as motivations for visiting Japan, shopping situation, and impressions of Japanese products.
This is the survey data for South Korea.