30 VIPO
30 2
30 2 24 12 2025 2030 VIPO 101 7,242 2017 12 1
30 2 2017 11 7 18:45-21:45 VIPO 5 1 3 5 3 30 PR 22 8 SNS 30 3 50 12 20 3 20 4 P&G JWT( ) 17 2
30 2 3 90 2
30 2 4 Weird JapanCool Japan PR PR Authenticity Story
30 2 Tohoku North Japan Facebook Funnel Authenticity 5
30 2 30 20 50 20 90 TV 20 6
30 2 7 30 2 MBA 50
30 2 30 20 TV 20 5 8
30 2 30 20 30 SNS 9
30 2 SNS 50 30 EC PR PR PR 20 10
30 2 Facebook Instagram 30 Authenticity Story 2 Authenticity Story come to village in TohokuPR North Japan North Japan SNS North Japan 11
30 2 Wikipedia Awareness 2015 9% 30 1 YouTuber 30 18-22 Snapchat Facebook 12
30 2 20 LIVE 3 50 20 LCC JTB HIS SNS PR FacebookInstagramTwitter 13
30 2 30 This is Japanese Temple Funnel 30 30 Attention Getting 20 Weird JapanCool Japan YouTuber Attention Getting SNS 14
30 2 30 20 30 30 30 20 15
30 2 50 30 20 SNS 30 30 30 Facebook 16
30 2 Facebook Attention Getting Retargeting 1 JNTO SNS 1 5 JNTO 20 Weibo 30 JNTO Japan. Endless Discovery. 30 17
30 2 2 20 20 30 PR PR 30 Authenticity 20 30 50 18
30 2 30 20 30 20 IT 30 20 20 30 IT 19
30 2 30 PR PR 30 30 20
30 2 Questionnaire about Cool Japan 2017 12 15 2018 1 4 3 100 420 100 212 108 95% 1.410.0 http://www.mofa.go.jp/mofaj/area/index.html 1. 2. 3. 4. 5. 3 3 7 912 21
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
30 2 0% 20% 40% 60% 80% 100% 19 0% 20% 40% 60% 80% 100% 2029 3039 49.00% 58.49% 54.63% 4049 5059 63.00% 66.51% 60 26.85% 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
30 2 / US$ 0% 20% 40% 60% 80% 100% 5 36.00% 58.49% 51 13 36 610 25.00% 10 50 50 1.00% 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
30 2 7 3 0% 20% 40% 60% 80% 100% 23.15% 56.60% 75.00% 24.00% 22.17% 27.78% 75.00% 56.60% 27.78% 25
30 2 26 18.40% 51.85% 33.45% 51.85% 23.15% 2 75.00%
30 2 75.00% 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 2 8 3 3 0% 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
30 2 7 75.00% 51.00%24 7 8 7 3 5 5 29 55.98% 32.48% 26.07% 30 35.48% 32.80% 26.88% 3 47.14% 3 22.76% 25 39.02% 42.61% 10 37.84% 20 29
30 2 51.00% 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
30 2 9 0% 20% 40% 60% 80% 100% 10 29 1 45.00% 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
30 2 10 9 0% 20% 40% 60% 80% 100% 10 510 15 35.29% 66.67% 62.50% 31 3 66.67%1 5 62.50%1 5 35.29%1 5 13.33% 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
30 2 11 9 0% 20% 40% 60% 80% 100% 20.00% 60.42% 29.41% 20.00% 60.42% 29.41% 33
30 2 0.00% 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
30 2 12 9 0% 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
30 2 13 5 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 -23.23% 30.04% 31.10%SNS 3 SNS TV 36
30 2 29.00% 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
30 2 14 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 -12.47%LINE 36.07%Facebook 33.50%Facebook 3 SNS Facebook SNS 3 LINE LINE SNS 38
30 2 87.00% 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
30 2 15SNS 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% -10.17% 24.70%SNS 15.96%SNS 3 SNS SNS SNS 40
30 2 33.00% 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
30 2 16 3 0% 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
30 2 43 18.51% 17.26% 22.00% 8 8 3 8 25.94
30 2 33.00% 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
30 2 17 5 0% 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
30 2 3 KAWAII 29 30 49.57%60.22% KAWAII 29 47.44% 30 26.34%20 10 3 15.82% 3 28.46%13 KAWAII 3 45.79% 3 19.51%25 28.70% 20.27% 46.81% 46
30 2 31.00% 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
30 2 18 5 0% 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
30 2-23.57% 21.89% 39.64% 49
30 2 33.00% 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
30 2 19 18 5 0% 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
30 2 2 3 17.92 20 50.43% 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
30 2 20 420 338 Jpop 30 80 20 10 YouTube, Facebook Instagram Vlog 20 Netflix 40 YouTube YouTube 20 53
30 2 20 20 30 JR RAIL PASS JR 40 Facebook Czech-Japanese Association 30 20 30 54
30 2 20 20 6 2 2018 20 55
30 2 56 2017 2,869 1,000 19.3%JNTO 1964 3 75.00% 56.60% 27.78% 51.00%47.17% 34.26% 24 5
30 2 29 55.98% 30 19.89% 36 29 16.24% 11.54% 30 35.48% 24.19% 3 SNS 73.00% Facebook 3 8 25.94 3 61.00% 53.77% 49.07% 29 KAWAII 47.44%30 26.34% 20 29 27.35% 14.10% 30 36.02% 26.34% 57
30 2 17.92 20 50.43% 25.26% 58