Iran Tensions Hit APAC Consumer Sentiment; Ipsos Releases 'Understanding Asia' Report on Brand Trends
Market research giant Ipsos released a report analyzing the impact of the US-Iran conflict on the APAC economy, consumer sentiment, and brand perception. The study reveals a sharp drop in consumer confidence, the lowest since the pandemic, alongside a structural shift from US brand dominance to rising influence of Chinese and regional Asian brands.
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- 📰 Published: May 19, 2026 at 22:10
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Ipsos K.K. (Minato-ku, Tokyo; Representative Director: Shunichi Uchida), one of the world's largest market research firms, has released its latest report titled 'Understanding Asia: Regional Brand Trends Amidst Iran Tensions.'
The report highlights how the US-Iran conflict, now entering its third month, is impacting the economy, energy security, consumer sentiment, and brand perceptions across the Asia-Pacific (APAC) region. Amid rising energy costs and inflation concerns, consumers are becoming more cautious and price-sensitive, being extremely selective about which brands they trust.
### Report Highlights
**Sharp Decline in Consumer Confidence**
The Ipsos Global Consumer Confidence Index dropped 2.7 points this month to 46.7. Asia witnessed a particularly steep decline, the largest since the COVID-19 pandemic.
**Declining Trust in 'Brand America' and Rising Chinese Influence**
Due to geopolitical tensions, the US's reputation is on a downward trend. Among 29 countries surveyed, only 39% view the US as a 'positive presence for the world.' Conversely, Chinese influence is growing, with positive sentiment exceeding 70% in ASEAN nations such as Malaysia, Indonesia, Thailand, and Singapore. This marks a tectonic shift where US brands face headwinds while Asia-born brands gain trust.
**Implications for Brands: Nationality as an 'Active Signal'**
The historical advantage of being an 'American brand' symbolizing innovation and quality is eroding. Today, a brand's country of origin is no longer a passive label but an 'active signal' interpreted through geopolitical and economic lenses. In an environment of uncertainty, consumers favor brands that offer affordability, resilience, sustainability, and practical value.
### Impact on the Japanese Market (Comment from Shunichi Uchida, Country Manager, Ipsos Japan)
'Japan is highly dependent on energy imports, with over 90% of its crude oil coming from the Middle East. This conflict demonstrates the difficult trade-off between energy security and climate commitments, leading to high fuel prices, inflation, and supply risks that pressure both companies and consumers. While the government considers fuel subsidies, companies are raising prices and reviewing supply chains, and consumers are cutting discretionary spending.'
Founded in 1975 in France, Ipsos operates in 90 markets and has been listed on Euronext Paris since July 1, 1999.
The report highlights how the US-Iran conflict, now entering its third month, is impacting the economy, energy security, consumer sentiment, and brand perceptions across the Asia-Pacific (APAC) region. Amid rising energy costs and inflation concerns, consumers are becoming more cautious and price-sensitive, being extremely selective about which brands they trust.
### Report Highlights
**Sharp Decline in Consumer Confidence**
The Ipsos Global Consumer Confidence Index dropped 2.7 points this month to 46.7. Asia witnessed a particularly steep decline, the largest since the COVID-19 pandemic.
**Declining Trust in 'Brand America' and Rising Chinese Influence**
Due to geopolitical tensions, the US's reputation is on a downward trend. Among 29 countries surveyed, only 39% view the US as a 'positive presence for the world.' Conversely, Chinese influence is growing, with positive sentiment exceeding 70% in ASEAN nations such as Malaysia, Indonesia, Thailand, and Singapore. This marks a tectonic shift where US brands face headwinds while Asia-born brands gain trust.
**Implications for Brands: Nationality as an 'Active Signal'**
The historical advantage of being an 'American brand' symbolizing innovation and quality is eroding. Today, a brand's country of origin is no longer a passive label but an 'active signal' interpreted through geopolitical and economic lenses. In an environment of uncertainty, consumers favor brands that offer affordability, resilience, sustainability, and practical value.
### Impact on the Japanese Market (Comment from Shunichi Uchida, Country Manager, Ipsos Japan)
'Japan is highly dependent on energy imports, with over 90% of its crude oil coming from the Middle East. This conflict demonstrates the difficult trade-off between energy security and climate commitments, leading to high fuel prices, inflation, and supply risks that pressure both companies and consumers. While the government considers fuel subsidies, companies are raising prices and reviewing supply chains, and consumers are cutting discretionary spending.'
Founded in 1975 in France, Ipsos operates in 90 markets and has been listed on Euronext Paris since July 1, 1999.
FAQ
イプソスの最新レポート「アジアを理解する」の主なテーマは何ですか？
米イラン間の紛争が、アジア太平洋地域（APAC）の経済、エネルギー安全保障、消費者心理、およびブランド認識にどのような影響を与えているかを分析しています。
調査における消費者信頼感の変動について教えてください。
「世界消費者信頼感指数」は今月2.7ポイント低下し46.7となりました。特にアジアでの下落幅は、新型コロナウイルス流行期以来の規模となっています。
「ブランド・アメリカ」と中国のブランドに対する消費者の見方はどう変化していますか？
米国の評判が低下傾向にあり「世界にとって前向きな存在」と見なす割合は39%に止まる一方、中国に対してはASEAN諸国の70%以上が肯定的な見方を示しており、アジア発ブランドへの信頼が高まっています。
イラン情勢の悪化は、日本市場にどのような具体的な影響を及ぼすと予測されていますか？
日本は中東産原油への依存度が90%以上と高いため、燃料価格高騰やインフレ、供給リスクが企業や消費者に圧力をかけており、消費者は支出削減、企業は価格引き上げやサプライチェーン見直しを進めています。
消費者が不安を感じる環境下で、どのようなブランドが支持されるとレポートは示唆していますか？
漠然としたブランドの約束よりも、手頃な価格、強靭性、持続可能性、そして実用的な価値を具体的に提供するブランドが支持を集める傾向にあります。