News

Finland has an exceptionally strong and positive country image in Japan

Researchers used an extensive survey to assess Japanese images of the Nordic countries.

An extensive academic survey conducted among the Japanese demonstrated that Finland has an exceptionally strong and positive country image in Japan. Conducted in April 2016, the survey included more than 1 600 Japanese respondents. It was used to compare the images that the Japanese associated with Finland, Sweden and Denmark in several theoretical dimensions. The study reveals a number of interesting facts related to country images.

First of all, the Japanese respondents clearly have a more positive image of Finland than of Sweden or Denmark. Secondly, perception of Finland's country image was very positive in all of the measured dimensions and indicators. Finland is linked with positive images concerning education, well-being and technology competence and Finnish people also inspire trust among the Japanese. The third observation is associated with the fact that Finland is considered particularly attractive among Japanese women and by those under the age of 24 and over 61. The fourth, and perhaps most interesting, observation is that Finland's country image is most positive among Japanese people who have visited Finland.

Japan provides Finnish design and lifestyle entrepreneurs with a lot of opportunities

The study also reveals areas in which Finland still trails Sweden and Denmark. One of these is the appeal of Finnish tourist attractions in comparison to those in Sweden and Denmark. The results indicate that Finland does not have the same kind of clear tourist magnets as in Sweden and Denmark. However, this does not detract from Finnish attractiveness in the eyes of the Japanese.

The results clearly show that offering tourism services to the Japanese now provides entrepreneurs with a lot of opportunities. Visit Finland and Finnair have taken advantage of this opportunity by developing tailored stopover services for Japanese travellers. These kind of solutions make it possible to benefit financially from this positive country image. In addition to developing tourism services, it is also important to see Japan and its 127 million consumers and their purchasing power as a potential market area for Finnish products. Japan now provides Finnish design and lifestyle entrepreneurs with a lot of opportunities. We can assume that Finland's positive country image also reflects on individual Finnish manufacturers and products, thus laying the foundation for commercial success in Japan.

The study was carried out in co-operation with Aalto University, the University of Turku and the University of Tokyo. The embassies of Finland, Sweden and Denmark in Tokyo as well as the Finnish-Japanese Chamber of Commerce and the Finnish Institute in Japan participated in collecting the survey data. The survey was implemented with a grant from the Yrjö Uitto Foundation.

The results will be processed at the Nordic Branding expert seminar being held at the Finnish Embassy in Tokyo on 9 June.

More information:
Arto Lindblom, D.Sc. (Econ.), Professor, Aalto University
Taru Lindblom, D.Sc. (Econ.), Postdoctoral Researcher, University of Turku
Miikka J. Lehtonen, D.Sc. (Econ.), Assistant Professor, University of Tokyo

 

  • Published:
  • Updated:
Share
URL copied!

Read more news

Utuinen ihmishahmo näyttää kävelevän pois päin, varjo heijastuu vaalealle pinnalle
Research & Art, Studies, University Published:

Master's students' exhibition at the Finnish Museum of Photography

The MoA in Photography 23 exhibition by the Master's students of the Department of Photography is on display until 12 March.
Nainen rannalla tuulisella säällä hymyilee, taustalla meri kuohuaa
Appointments, Research & Art Published:

Professor Ranja Hautamäki: ‘Diverse urban nature is key to increasing well-being and carbon sinks’

Professor of Landscape Architecture is tackling the issues of climate change mitigation and urban carbon sinks.
NASAn Curiosity-mönkijä kuvaama pölypyörre Marsin Gale-kraatterissa. Kuvankäsittely: Henrik Kahanpää. Alkuperäinen kuva: NASA / JPL-Caltech
Research & Art, Studies Published:

On Mars the weather varies dramatically, however the planet’s climate is not changing

The doctoral dissertation of Henrik Kahanpää also questions a prevailing perception related to dust devils on Mars. As a researcher, he hopes that humans would never go to Mars.
A portrait of Laureen Mahler.
Research & Art Published:

Laureen Mahler uses origami folding to create bio-based packaging that is also pleasant to look at

Many products of the packaging industry are made of plastic and other fossil-based materials. The Aalto University Bioinnovation Center is developing ecological packaging solutions based on origami folding which also have value as beautiful objects.