Japan Sentiment Recovers 15.1 Pts in South Korea, Drops in US; Food and Culture Popular

Key facts

  • Japan Sentiment Recovers 15.1 Pts in South Korea, Drops in US; Food and Culture Popular
  • AUN Consulting surveyed 14 countries on affinity for Japan. Sentiment recovered in South Korea (+15.1 pts) but dropped in the US. Japanese food is the top attraction, while language barrier is the top anxiety.
  • Source: PR Times
  • Date: June 5, 2026

Direct answer

AUN Consulting surveyed 14 countries on affinity for Japan. Sentiment recovered in South Korea (+15.1 pts) but dropped in the US. Japanese food is the top attraction, while language barrier is the top anxiety.

Citation
Japan Sentiment Recovers 15.1 Pts in South Korea, Drops in US; Food and Culture Popular (June 5, 2026), PR Times
Source
PR Times
Date
June 5, 2026
AUN Consulting surveyed 14 countries on affinity for Japan. Sentiment recovered in South Korea (+15.1 pts) but dropped in the US. Japanese food is the top attraction, while language barrier is the top anxiety.
businessNQ 87/100出典：PR Times

📋 Article Processing Timeline

  • 📰 Published: June 5, 2026 at 00:30
  • 🔍 Collected: June 4, 2026 at 15:51
  • 🤖 AI Analyzed: June 6, 2026 at 21:37 (53h 46m after Collected)
AUN Consulting surveyed 14 countries and regions regarding their affinity for Japan and desire to visit. Favorable sentiment remained high globally, exceeding 90% in 11 countries. South Korea saw a significant recovery, increasing by 15.1 points year-on-year to 86.9%, driven by improving relations. Conversely, sentiment in the US dropped by 7.8 points to 84.0%. When asked about the reasons for liking Japan, 'Japanese food' remained the most popular choice, particularly in Asia. This was followed by 'Four seasons/nature', 'High quality of products', and 'History/Culture'. Regarding desired destinations, Tokyo led with 70.1%, followed by Osaka, Kyoto, and Hokkaido. The biggest concern for travelers visiting Japan was the 'inability to communicate with shop staff' (13.63%), highlighting the need for better multilingual support, followed by anxieties about natural disasters like earthquakes.

FAQ

Who conducted the survey?

Aun Consulting, Inc. conducted a survey on affinity toward Japan and travel intentions across 14 countries and regions.

When was the survey conducted?

The survey took place from May 8 to May 12, 2026.

How did the affinity toward Japan change?

In South Korea, it recovered to 86.9% (up 15.1 points from the previous year), while in the US, it declined to 84.0% (down 7.8 points).

What is the most common reason for liking Japan?

'Japanese food' is the top reason, highly supported especially in Asia, followed by 'nature/four seasons', 'high quality of products', and 'history/culture'.

What is the top concern when visiting Japan?

The biggest concern is 'unable to communicate with store staff' (13.63%), highlighting the need for multilingual support.

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