クールジャパンの再生産のための外国人意識調査

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1 30 VIPO

2 30 2

3 VIPO 101 7,

4 :45-21:45 VIPO PR 22 8 SNS P&G JWT( ) 17 2

5

6 Weird JapanCool Japan PR PR Authenticity Story

7 30 2 Tohoku North Japan Facebook Funnel Authenticity 5

8 TV 20 6

9 MBA 50

10 TV

11 SNS 9

12 30 2 SNS EC PR PR PR 20 10

13 30 2 Facebook Instagram 30 Authenticity Story 2 Authenticity Story come to village in TohokuPR North Japan North Japan SNS North Japan 11

14 30 2 Wikipedia Awareness % 30 1 YouTuber Snapchat Facebook 12

15 LIVE LCC JTB HIS SNS PR FacebookInstagramTwitter 13

16 This is Japanese Temple Funnel Attention Getting 20 Weird JapanCool Japan YouTuber Attention Getting SNS 14

17

18 SNS Facebook 16

19 30 2 Facebook Attention Getting Retargeting 1 JNTO SNS 1 5 JNTO 20 Weibo 30 JNTO Japan. Endless Discovery

20 PR PR 30 Authenticity

21 IT IT 19

22 PR PR

23 30 2 Questionnaire about Cool Japan %

24 30 2, 4%, 15%, 26%, 43% 43.00% 26.00% 15.00% 4.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00% 1.00%, 7%, 12%, 25%, 17%, 12%, 13% 8% 25.47% 16.98% 13.21% 12.26% 11.79% 6.60% 2.83% 2.36% 2.36% 1.89% 0.94% 0.94% 0.94% 0.47% 0.47% 0.47% 91.67% 8.33% 92% 22

25 30 2 0% 20% 40% 60% 80% 100% 19 0% 20% 40% 60% 80% 100% % 58.49% 54.63% % 66.51% % 14.00% 9.43% 5.56% 49.00% 58.49% 19.44% 24.00% 25.00% 19.44% 4.00% 4.72% 12.96% 4.00% 2.36% 15.74% 5.00% 0.00% 26.85% 37.00% 33.49% 54.63% 63.00% 66.51% 45.37% 0% 20% 40% 60% 80% 100% 41.12% 31.90% 0% 20% 40% 60% 80% 100% 37.00% 38.21% 37.96% 37.00% 33.00% 18.10% 41.12% 2.00% 21.43% 0.00% 5.00% 31.90% 1.87% 0.00% 3.33% 0.93% 1.00% 0.48% 2.80% 37.00% 14.76% 35.51% 22.00% 10.00% 17.76% 37.00% 38.21% 37.96% 4.00% 3.77% 4.63% 1.00% 3.77% 5.56% 4.00% 3.30% 5.56% 10.00% 6.13% 0.93% 9.00% 2.36% 7.41% 29.00% 37.26% 13.89% 3.00% 1.89% 4.63% 3.00% 3.30% 19.44% 23

26 30 2 / US$ 0% 20% 40% 60% 80% 100% % 58.49% % % 0.00% 1.85% 36.00% 58.49% 10.19% 10.00% 13.21% 5.56% 24.00% 16.98% 20.37% 23.00% 8.49% 25.00% 4.00% 1.89% 22.22% 2.00% 0.94% 14.81% 24

27 % 20% 40% 60% 80% 100% 23.15% 56.60% 75.00% 24.00% 22.17% 27.78% 75.00% 56.60% 27.78% 25

28 % 51.85% 33.45% 51.85% 23.15% %

29 % 56.60% 23.15% 12.00% 24.06% 11.11% 9.00% 21.23% 2.78% 0.00% 0.94% 0.00% 27.00% 28.30% 10.19% 11.00% 10.85% 5.56% 7.00% 7.08% 12.96% 13.00% 10.38% 18.52% 10.00% 20.28% 16.67% 24.00% 22.17% 27.78% 12.00% 25.00% 23.15% 23.00% 5.66% 21.30% 23.00% 14.15% 16.67% 6.00% 1.42% 6.48% 9.00% 0.47% 12.96% 6.00% 10.38% 9.26% 0.00% 0.94% 0.93% 3.00% 8.96% 10.19% 3.00% 8.02% 3.70% 11.00% 11.79% 12.04% 0.00% 4.72% 4.63% 3.00% 1.89% 10.19% 27

30 % 20% 40% 60% 80% 100% 15.74% 51.00% 47.17% 42.00% 27.36% 34.26% 32.00% 9.91% 20.37% 51.00% 47.17% 34.26% 22.09% 35.26% 31.43% 28

31 % 51.00% % 32.48% 26.07% % 32.80% 26.88% % % % 42.61% % 20 29

32 % 47.17% 15.74% 7.00% 24.06% 1.85% 6.00% 17.45% 0.93% 0.00% 1.42% 0.93% 17.00% 24.06% 11.11% 8.00% 12.74% 6.48% 3.00% 8.02% 21.30% 19.00% 14.15% 24.07% 18.00% 21.70% 24.07% 42.00% 27.36% 34.26% 13.00% 25.94% 33.33% 20.00% 9.43% 29.63% 32.00% 9.91% 20.37% 12.00% 1.89% 8.33% 4.00% 2.36% 15.74% 6.00% 10.38% 9.26% 2.00% 0.00% 2.78% 5.00% 8.49% 7.41% 3.00% 9.43% 4.63% 23.00% 10.38% 16.67% 3.00% 5.66% 0.93% 4.00% 1.42% 2.78% 30

33 % 20% 40% 60% 80% 100% % 33.96% 67.59% 45.00% 33.96% 67.59% 9.00% 16.98% 7.41% 6.00% 5.66% 8.33% 4.00% 4.72% 0.93% 17.00% 25.47% 6.48% 19.00% 13.21% 9.26% 45.00% 33.96% 67.59% 31

34 % 20% 40% 60% 80% 100% % 66.67% 62.50% % % % % 6.25% 29.41% 0.00% 12.50% 23.53% 66.67% 62.50% 35.29% 20.00% 10.42% 11.76% 0.00% 8.33% 0.00% 32

35 % 20% 40% 60% 80% 100% 20.00% 60.42% 29.41% 20.00% 60.42% 29.41% 33

36 % 4.17% 5.88% 0.00% 2.08% 0.00% 6.67% 0.00% 0.00% 0.00% 0.00% 11.76% 0.00% 0.00% 5.88% 20.00% 4.17% 0.00% 0.00% 10.42% 0.00% 0.00% 2.08% 0.00% 6.67% 0.00% 5.88% 13.33% 4.17% 17.65% 6.67% 60.42% 17.65% 0.00% 2.08% 0.00% 6.67% 0.00% 0.00% 13.33% 0.00% 0.00% 6.67% 4.17% 0.00% 13.33% 0.00% 29.41% 6.67% 6.25% 5.88% 34

37 % 20% 40% 60% 80% 100% (N1 ) (N2 N3 ) (N4 N5 ) 33.33% 43.75% 29.41% 33.33% 29.41% 33.33% (N2 N3 ) (N4 N5 ) 43.75% (N2 N3 ) 29.41% (N2 N3 ) (N4 N5 ) 6.67% 8.33% 0.00% 20.00% 22.92% 17.65% 33.33% 43.75% 29.41% 33.33% 18.75% 29.41% 6.67% 6.25% 23.53% 35

38 TV 0% 20% 40% 60% 80% 100% SNS 12.96% 43.00% 35.85% 48.15% 73.00% 79.25% 23.00% 46.23% 27.78% 73.00%SNS 79.25%SNS 48.15%SNS % 30.04% 31.10%SNS 3 SNS TV 36

39 % 50.47% 42.59% 36.00% 32.55% 32.41% 32.00% 42.45% 34.26% 46.00% 24.53% 47.22% 37.00% 29.25% 18.52% 43.00% 35.85% 12.96% 73.00% 79.25% 48.15% 10.00% 7.55% 1.85% 43.00% 31.60% 14.81% 9.00% 10.85% 11.11% 23.00% 46.23% 27.78% 6.00% 0.47% 6.48% 37

40 SNS Facebook Instagram YouTube Twitter WeChat Weibo 0% 20% 40% 60% 80% 100% 50.93% 87.00% 84.43% LINE Snapchat 13.00% 25.47% 9.26% SNS 87.00%Facebook 84.43%Facebook 50.93%Facebook %LINE 36.07%Facebook 33.50%Facebook 3 SNS Facebook SNS 3 LINE LINE SNS 38

41 % 84.43% 50.93% 48.00% 44.81% 17.59% 68.00% 67.92% 48.15% 42.00% 33.49% 12.96% 0.00% 3.30% 0.00% 0.00% 3.77% 0.00% 13.00% 25.47% 9.26% 8.00% 0.47% 2.78% 1.00% 3.30% 27.78% 3.00% 6.13% 7.41% 39

42 SNS 0% 20% 40% 60% 80% 100% 57.00% 50.94% 45.37% 46.00% 37.26% 21.30% SNS 57.00% 50.94% 45.37% % 24.70%SNS 15.96%SNS 3 SNS SNS SNS 40

43 % 37.74% 27.78% 57.00% 50.94% 45.37% 12.00% 22.17% 8.33% 46.00% 37.26% 21.30% 51.00% 41.98% 43.52% 41

44 % 20% 40% 60% 80% 100% 15.74% 33.00% 37.74% 33.00% 22.64% 26.85% 19.00% 35.38% 33.33% 27.00% 8.49% 24.07% 33.00% 37.74% 33.33% 42

45 % 17.26% 22.00%

46 % 37.74% 15.74% 3.00% 19.34% 2.78% 4.00% 18.87% 0.93% 2.00% 1.42% 0.93% 15.00% 21.23% 11.11% 10.00% 16.98% 5.56% 14.00% 8.96% 15.74% 33.00% 22.64% 26.85% 19.00% 17.92% 25.93% 26.00% 24.06% 30.56% 19.00% 35.38% 33.33% 27.00% 8.49% 24.07% 24.00% 11.79% 15.74% 8.00% 2.36% 8.33% 9.00% 2.36% 12.96% 7.00% 10.38% 12.04% 2.00% 0.00% 1.85% 4.00% 7.08% 5.56% 3.00% 11.32% 2.78% 15.00% 7.55% 12.04% 8.00% 8.02% 4.63% 6.00% 0.94% 2.78% 44

47 % 20% 40% 60% 80% 100% 61.00% 53.77% 49.07% 17.59% 40.00% 47.64% KAWAII 26.00% 10.85% 30.56% 61.00% 53.77% 49.07% 15.15% 22.41% KAWAII 30.05% KAWAII 45

48 KAWAII %60.22% KAWAII % % % %13 KAWAII % % % 20.27% 46.81% 46

49 % 27.36% 22.22% 36.00% 22.17% 44.44% 40.00% 50.94% 37.04% 7.00% 8.49% 5.56% 61.00% 53.77% 49.07% 15.00% 16.51% 21.30% 40.00% 47.64% 17.59% 13.00% 7.08% 12.96% 24.00% 31.60% 22.22% 31.00% 36.32% 24.07% 5.00% 14.15% 14.81% 14.00% 16.98% 10.19% 37.00% 27.36% 33.33% 24.00% 20.75% 25.00% 26.00% 10.85% 30.56% 5.00% 2.83% 2.78% 47

50 % 20% 40% 60% 80% 100% 11.11% 33.00% 34.91% 25.93% 42.00% 65.57% & 43.52% 61.00% 53.77% 49.07% 48

51 % 21.89% 39.64% 49

52 % 34.91% 11.11% 16.00% 33.49% 5.56% 28.00% 33.96% 18.52% 40.00% 57.55% 26.85% 42.00% 65.57% 25.93% 24.00% 33.02% 19.44% 26.00% 22.17% 14.81% 16.00% 13.21% 8.33% 5.00% 8.02% 5.56% 14.00% 24.06% 12.04% 11.00% 27.83% 15.74% 14.00% 30.19% 4.63% 2.00% 1.89% 1.85% 10.00% 5.66% 11.11% 35.00% 26.89% 18.52% 6.00% 8.49% 10.19% 10.00% 4.72% 10.19% 3.00% 5.19% 4.63% 2.00% 6.60% 2.78% 28.00% 5.19% 43.52% 50

53 % 20% 40% 60% 80% 100% 8.00% 17.92% 8.33% & 21.30% 26.85% 43.00% 46.23% 43.00% 46.23% 26.85% -9.92% 21.70% 24.93% 51

54 % 25.26% 11.00% 10.85% 12.04% 8.00% 10.85% 13.89% 10.00% 8.96% 16.67% 10.00% 10.38% 14.81% 9.00% 13.68% 12.96% 8.00% 17.92% 8.33% 12.00% 13.68% 11.11% 12.00% 12.26% 12.04% 13.00% 8.96% 16.67% 10.00% 7.08% 10.19% 8.00% 9.43% 10.19% 11.00% 8.49% 12.96% 7.00% 14.62% 8.33% 8.00% 8.49% 9.26% 10.00% 8.02% 8.33% 5.00% 7.08% 7.41% 20.00% 24.06% 12.96% 17.00% 10.85% 12.04% 43.00% 46.23% 21.30% 17.00% 8.96% 26.85% 52

55 Jpop YouTube, Facebook Instagram Vlog 20 Netflix 40 YouTube YouTube 20 53

56 JR RAIL PASS JR 40 Facebook Czech-Japanese Association

57

58 ,869 1, %JNTO % 56.60% 27.78% 51.00%47.17% 34.26% 24 5

59 % % % 11.54% % 24.19% 3 SNS 73.00% Facebook % 53.77% 49.07% 29 KAWAII 47.44% % % 14.10% % 26.34% 57

60 % 25.26% 58

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