Opinion Poll: Image of Japan in Five Central and South American Countries
(Mexico, Brazil, Colombia, Chili, Trinidad and Tobago)
March 11, 2015
Public Diplomacy Strategy Division
Ministry of Foreign Affairs
The Ministry of Foreign Affairs commissioned IPSOS to conduct an opinion poll on the image of
Japan in five countries in Central and South America (Mexico, Brazil, Colombia, Chile and Trinidad
and Tobago) between last December and February this year. The results of the poll in order of
questionnaire are as follows.
１. Institution Contracted
IPSOS
２. Sample Size
Approximately 300-400 people who are literate and aged 18 or over in each county.
(Mexico: 407, Brazil: 400, Colombia: 300, Chili: 300, Trinidad and Tobago: 300)
３. Methodology
Telephone interviews in Mexico, Brazil, Colombia and Chili, and a combination of CLT (Central
Location Test) and face-to-face interviews in Trinidad and Tobago
Q1. What is your impression of Japan? MA
(%)
A country…
A country with a strong economy and high
technology
A country that has great tradition and culture
A country that has shown leadership in global
society
A country that disseminates new culture to the
world such as animation, fashion, and cuisine
A country with beautiful nature
A consistently peaceful country after the war
A country that is conservative and closed
A country that is difficult to understand
A country that currently shares the same values
with your country, such as democracy and
liberalism
A country that people should be wary of
Total
Mexico
Brazil
Colombia
Chili
T＆T
77
82
74
83
81
65
65
63
76
64
73
46
38
43
34
43
41
27
35
33
40
28
41
32
32
22
18
13
36
16
13
7
34
33
30
10
28
18
15
10
40
23
17
13
23
17
15
27
6
5
8
4
7
7
3
2
6
4
3
3
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
Q2. Which aspects of Japan would you like to know more about?
MA
(%)
Total
Technology
Culture/ Art
Japanese food
Science/Education
Tourist information
Japanese language
History
Nature/ Climate
Economy/ Business
Effort toward environment and climate change
Politics/ Foreign policy
Military affairs/ Security
Other
71
59
48
45
44
43
41
36
34
29
10
6
1
Mexico
71
62
56
50
46
46
45
39
36
32
13
7
1
Brazil
Colombia
74
75
59
58
51
42
49
54
60
48
41
52
45
40
46
35
30
49
35
36
12
12
7
8
1
1
Chili
T＆T
69
64
51
47
49
51
46
41
37
32
10
4
2
64
50
36
24
10
25
25
14
20
10
3
3
2
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
Q3. Which area of Japanese culture are you interested in? MA
(%)
Total
Japanese food
Architecture/ Garden
Bonsai
Arts (pictures, crafts)
Sumo, Martial arts (Karate，Judo，Kendo, etc)
Videogames
Flower arrangement (Ikebana)
Japanese animation
Fashion
Tea ceremony
Calligraphy (Shodo)
Japanese literature/ Haiku
Japanese comics (Manga)
Japanese movies and dramas
Traditional theater (Kabuki, Noh, Kyogen)
Traditional music (Gagaku, Koto)
Japanese pop music (J-POP)
48
37
30
30
25
24
20
19
18
17
15
13
12
11
8
8
5
Mexico
55
41
30
29
20
22
19
21
21
18
15
15
12
9
7
12
8
Brazil
Colombia
49
40
37
46
39
31
25
31
20
26
29
28
19
21
24
21
14
20
13
15
15
18
13
12
15
14
8
15
7
9
4
4
4
6
Chili
T＆T
47
40
36
28
25
19
22
17
18
27
16
9
12
7
11
11
4
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
44
18
14
36
35
18
21
12
16
11
12
14
4
15
8
8
2
Q4. From which of the following sources have you heard information about Japan? MA
(%)
Total
TV/ Radio
Website
Movies
Magazines/ Books
Restaurants of Japanese food
Social Networks
Japanese animation/ comics (Manga)
Newspapers
Stores of Japanese products
Conversations with relatives, friends and
acquaintances
People of Japanese origin (Nikkei)
Japanese people
School
Events
Experience in Japan
58
51
50
32
30
30
29
24
21
Mexico
46
51
49
34
42
37
33
13
26
Brazil
Colombia
54
58
55
57
47
62
32
36
32
29
34
32
23
38
26
25
21
21
19
16
19
15
14
13
11
4
16
21
16
12
5
23
10
15
14
7
Chili
T＆T
59
62
58
32
38
34
41
23
32
80
32
37
25
3
9
10
35
4
20
27
13
15
17
13
14
5
13
15
11
11
4
3
7
9
2
0
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
Q5. Do you feel sympathy for Japan?
(%)
Total
Feel sympathy/sympathy moderately for Japan
Not feel sympathy/very much sympathy for Japan
No idea
80
8
12
Mexico
86
7
7
Brazil
Colombia
92
86
3
6
5
8
Chili
T＆T
87
6
7
45
20
35
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
Q6.1 What is the reason you feel that way towards Japan? MA
(%)
Total
Japan is a developed country
Japan is a country that has history and a traditional
culture
Japanese products are excellent
I like Japanese Pop Culture (Animation, Manga,
Video games, etc.)
I like Japanese food
Japanese (or people of Japanese origin) have
contributed to the development of my country
I have Japanese (or people of Japanese origin
“Nikkei”) acquaintances
Other
67
Mexico
61
Brazil Colombia
69
75
67
67
65
47
43
34
Chili
T＆T
68
63
70
76
49
51
50
45
49
35
41
34
30
16
34
42
39
25
33
11
12
13
19
10
8
4
11
9
20
6
9
4
4
1
5
3
6
7
Base: 1374, those who are in sympathy with Japan
Q6.2. Would you like to learn Japanese language?
(%)
Total
1
33
45
14
7
I have already studied it
I would love to study it
I would love to study it if I had a chance
I am not interested very much in studying it
I have no interest in learning it
Mexico
－
36
51
11
2
Brazil
3
29
40
17
11
Colombia
1
35
47
13
4
Chili
T&T
－
39
49
11
1
－
19
36
25
20
Base: 1374, those who are in sympathy with Japan
Q6.3 Why do you feel like that?
*Only main answers are shown
OPEN-ENDED-QUESTION
(%)
Because…
They have different ideas / customs to me
I don't know it very well
I don't like their culture / traditions
They are a strict community
I'm not very interested in knowing about it
Their culture is difficult to understand
I don't like the country
I don't like Japanese food
Because of the language
Poor workers safety / labor exploitation
The way they treat women / children
Total
23
20
10
9
8
5
4
3
3
3
3
Mexico
11
32
11
4
4
7
4
4
4
Brazil
9
27
27
18
9
9
-
Colombia
16
21
5
5
11
11
5
Chili
T&T
5
32
21
11
11
5
11
43
10
5
13
8
2
8
5
3
-
Base: 137, those who are not in sympathy with Japan
Q7. What do you expect from Japan? MA
(%)
Total
Transfer of techniques, science and technology for
the improvement of your country’s industrial
technology
Export of good quality and low-priced products from
Japan
Cultural interchange
Contribution to the economic development through
investment
Contribution to peace
Creation of employment through the construction of
factories
Cooperation in the prevention from disasters
Expansion of the imports from your country
Solution for global issues (development,
environment, population, health, etc)
Increase of Japanese tourists
Cooperation in the international arena such as the
reform of the United Nations Security Council
Other
Mexico
Brazil
Colombia
Chili
T&T
65
64
62
62
70
69
51
47
52
53
57
47
49
53
41
61
57
34
42
40
45
47
43
37
41
45
59
42
42
8
33
36
32
38
30
26
33
32
23
26
49
31
31
35
45
36
12
36
25
21
29
27
32
18
20
17
18
25
15
28
20
20
29
17
20
8
3
3
5
4
3
0
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
Q8: What do you think about the advance of Japanese companies in your country?
(%)
Total
54
26
8
2
10
I welcome it
I rather welcome it
I don´t welcome it very much
I don´t welcome it
No idea
Mexico
54
31
9
2
4
Brazil
Colombia
59
50
30
30
5
10
1
3
5
7
Chili
T&T
60
23
6
1
10
43
11
8
7
31
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
Q9: Reasons for welcoming/not welcoming the advance of Japanese companies in the country
OPEN-ENDED-QUESTION
*Only main answers are shown
Q 9-1 Reasons for welcoming
(%)
Total
More and better-paid employment sources
They provide technologies
To strenghten the economy in the country
To increase foreign investment
To promote the development of the country
Cultural exchange, to learn from Japanese labor
culture
Good-quality products
Japanese products are cheaper
They are disciplined and organized
Firms are managed and work efficiently
They have prestigious and worldwide leader
companies
54
22
12
7
6
Mexico
68
18
19
5
3
Brazil
Colombia
42
58
22
30
8
11
9
6
6
5
6
-
10
6
4
3
3
6
3
3
2
3
Chili
T&T
56
20
9
7
8
42
22
13
9
6
1
3
21
6
3
1
5
3
10
3
4
7
5
4
5
2
2
-
4
4
-
Base: 917, those who welcome the advance of Japanese companies
Q 9-2 Reasons for rather welcoming
(%)
Total
More employment sources
Competition, less opportunities for local
entrepreneurs
To strenghten the economy in the country
They provide new technologies
To promote the development of the country
To increase foreign investment
Promotes diversity and cultural exchange
More unemployment, they won't use local workforce
Good-quality products
Negative effects on national investments
To learn from other countries
They are disciplined and organized
Labor conditions would not be good
24
Mexico
36
Brazil
Colombia
9
31
20
9
28
11
11
6
6
5
4
4
3
3
2
2
14
4
8
8
2
5
9
2
2
2
3
6
8
3
3
2
4
4
4
-
Base: 438, those who rather welcome the advance of Japanese companies
Chili
T&T
23
22
12
14
-
9
18
9
5
7
5
5
4
2
7
2
10
11
4
1
7
1
3
4
6
1
1
28
25
9
13
22
3
3
-
Q 9-3 Reasons for not welcoming very much
(%)
Total
Lack of support for national companies
Their low prices affect the economy of the country
Reduced opportunities for national workforce
My country has to develop its own companies
There are many foreign people in the country
Affects national producers and merchants
Negative impact on environment/ use our resources
Products / technology are not good-quality
Labor conditions would not be good
They offer low wages
They wouldn't allow us having a leader company
26
19
12
6
5
5
5
4
4
3
3
Mexico
28
17
17
8
6
3
6
3
6
Brazil
Colombia
10
45
5
16
5
3
15
3
5
3
10
6
5
10
5
3
Chili
T&T
28
17
17
8
6
3
6
3
6
4
44
16
20
12
8
4
-
Base: 131, those who do not welcome very much the advance of Japanese companies
Q 9-4 Reasons for not welcoming
(%)
Total
They invade the country
Limit the development of national products
The country and the economy would not grow
New technologies will replace workforce and
increase unemployment
I don't like foreign companies
They damage the environment
There would be bad consequences
29
27
20
17
5
2
2
Mexico
25
13
Brazil
Colombia
13
100
38
25
Chili
T&T
50
-
43
24
24
-
-
25
-
24
13
-
-
13
50
-
5
-
Base: 41, those who do not welcome the advance of Japanese companies
Q10. How do you think is the current state of the relationships between Japan and your country, in all
terms?
(%)
Total
Very friendly
Somewhat friendly
Not very friendly
Not friendly at all
I cannot generalize
No idea
41
33
3
1
8
14
Mexico
43
39
3
6
9
Brazil
Colombia
54
41
28
35
3
3
1
4
9
10
12
Chili
T&T
47
35
7
11
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
16
28
5
4
16
31
Q11. Prime Minister Shinzo Abe visited your country at the end of July (from the end of July to the
start of August in Brazil) as “diplomacy that takes a panoramic perspective of the world map”. How
do you evaluate this visit of Prime Minister?
(%)
Total
51
25
4
1
19
Valuable
Rather valuable
Rather not valuable
Not valuable at all
No idea
Mexico
51
34
3
12
Brazil
Colombia
70
47
14
29
3
3
1
13
20
Chili
T&T
47
24
5
24
32
23
6
6
33
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
Q12. Which of the following countries is the most reliable?
(%)
Total
Japan
U.S.A.
Germany
Australia
UK
Spain
France
Italy
China
Portugal
Other
20
16
10
7
6
3
3
3
2
2
4
Mexico
23
15
9
6
5
5
2
4
1
0
2
Brazil
Colombia
23
19
8
22
12
11
5
5
6
6
3
4
3
5
3
2
1
0
8
4
3
Chili
T&T
23
13
18
9
6
2
1
2
3
4
7
25
3
10
10
1
3
1
6
1
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
Q13. Which of the following countries is an important partner to your country? MA
(%)
Total
U.S.A.
Japan
China
Spain
Germany
UK
France
Portugal
Italy
India
Australia
South Korea
Russia
Other
No idea
70
33
29
20
16
15
12
9
8
8
6
5
4
3
13
Mexico
77
31
17
25
12
9
11
1
5
1
2
3
3
2
11
Brazil
Colombia
53
85
42
31
29
9
14
31
21
15
10
13
17
18
32
2
18
5
10
3
5
4
6
5
10
3
7
4
20
7
Chili
T&T
66
37
35
26
22
22
9
1
7
4
13
7
2
4
13
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
73
23
56
5
7
27
7
1
2
24
7
3
1
1
12
Q14. Which of the following countries will become an important partner to your country in
the future. MA
(%)
Total
Japan
U.S.A.
China
Germany
UK
France
India
Spain
Italy
Australia
Russia
South Korea
Portugal
Other
No idea
42
31
30
23
20
16
15
14
12
11
11
11
7
3
21
Mexico
47
33
27
23
18
16
8
18
12
7
13
10
6
3
16
Brazil
Colombia
33
54
24
38
23
27
21
36
11
27
16
24
17
11
12
19
15
15
12
11
13
10
10
13
12
7
3
3
31
11
Chili
T&T
45
31
39
27
21
15
15
14
9
20
14
18
5
4
19
35
31
34
8
25
9
23
5
5
7
3
3
2
1
25
Base: 1707 for all countries, 407 for Mexico, 400 for Brazil, and 300 for Colombia, Chili, and T&T
Q15. What do you think about the people of Japanese origin (Nikkei) in your country?
MA
(%)
Total
Are diligent and efficient
53
Are kind and polite
51
Are proud
42
Are reliable
31
Are honest and they keep promises
27
Are calculating
14
Have a closed sense of collectiveness and are unsociable
8
Others
9
Mexico
56
54
39
29
25
14
6
5
Brazil
Colombia
35
59
54
48
50
38
36
33
37
21
10
16
12
5
9
9
Chili
66
48
38
27
24
15
7
4
All 1407 respondents for 4 countries (Mexico, Brazil, Colombia, Chili), excluding T&T where there is
no citizens of Japanese origin.
Q16. Do you think that the Japanese who immigrated to your country and the people of Japanese
origin (Nikkei) are contributing to the development of the community?
(%)
Total
They are contributing
They are contributing moderately
They are not contributing very much
They are not contributing
No idea
58
29
5
1
8
Mexico
55
30
7
1
7
Brazil
Colombia
68
47
23
37
2
6
0
2
7
8
Chili
59
27
5
0
9
All 1407 respondents for 4 countries (Mexico, Brazil, Colombia, Chili), excluding T&T where there is
no citizens of Japanese origin.
Q17. Do you think that the people of Japanese origin (Nikkei) are contributing to strengthen the
relations between Japan and your country?
(%)
Total
They are contributing + They are contributing
moderately
They aren´t contributing very much + They aren´t
contributing
No idea
Mexico
Brazil
Colombia
Chili
79
80
85
77
73
11
11
5
12
17
10
9
10
11
10
Base: All 1407 respondents for 4 countries (Mexico, Brazil, Colombia, Chili), excluding T&T where
there is no citizens of Japanese origin.