Ranking of Industries and Product Genres That Want to Use Foreign Models in Ads and Promotions!

■ For some reason, don't you feel that an advertisement seems "expensive" or "like a good product" when a foreign model is used?

Advertisements seen on city billboards, in magazines, and on social media.

Depending on the genre of the product or service, casting a foreign model can make it easier to convey a sophisticated impression or a sense of the extraordinary.

So, in what industries and product genres do consumers feel that using foreign models is effective?

Therefore, this time, in collaboration with the Tokyo-based foreign talent and model agency "L'agente", we conducted a survey of 500 men and women nationwide on "Industries and product genres where they would like to use foreign models for advertising and promotion".

* When citing the contents of this press release, please take the following actions.

- State that the source is a "Survey by NEXER Inc. and L'agente"

- Provide a link to L'agente (https://l-agente.com/)

Survey Overview: "Questionnaire regarding industries and product genres where people want to use foreign models for advertising and promotion"

Survey method: Internet questionnaire

Survey period: May 11 to May 14, 2026

Survey target: Men and women nationwide

Valid responses: 500 samples

Question contents:

Question 1: Please select the industry/product genre that most applies when you feel that "effectiveness seems high" or "brand image seems likely to improve" when a foreign model is used in an advertisement or promotion.

Question 2: Please tell us the reason why you chose that industry/product genre.

Ranking of Industries and Product Genres That Want to Use Foreign Models in Ads and Promotions!

◆ 1st Place: Luxury / High-brand (bags, watches, jewelry, etc.) - 182 votes

There were comments like the following from survey respondents.

- Because my admiration grows stronger if a celebrity holds it. (Female in her 20s)

- Because casting beautiful white women or men makes the quality seem good. (Female in her 20s)

- Because items used by beautiful and cool foreign models look beautiful and cool themselves. (Female in her 30s)

- Because I can somehow get the impression that it's a "luxury brand that would be accepted overseas too." (Female in her 30s)

- Because I feel attracted to the style that can wear high brands coolly. (Female in her 40s)

- Because people of European descent fit the models for high brands originating in Europe. (Male in his 40s)

1st place was "Luxury / High-brand".

In the responses, many comments touched on images such as "celebrity feeling", "brands originating overseas", and "good style".

Many high brands were born overseas, and many people seem to feel that as an entity expressing that worldview, a foreign model brings out the brand's sense of luxury and specialness.

◆ 2nd Place: Fashion (apparel, shoes, accessories, etc.) - 73 votes

There were comments like the following from survey respondents.

- It looks cool. (Male in his 20s)

- Because I often see foreigners being used normally. (Female in her 20s)

- Because who is wearing it directly links to the impression of the product. (Male in his 30s)

- Because structurally, fashion suits foreigners, so it seems effective. (Male in his 40s)

- Because I think Europe, such as Italy and France, is the cutting edge of fashion trends, so foreign models from Europe seem to suit it well. (Male in his 40s)

- Because foreigners are taller and have a better body shape, making the fashion they wear look better. (Male in his 60s)

2nd place was "Fashion (apparel, shoes, accessories, etc.)".

Just like the 1st place high-brands, there were many voices feeling that foreign models make it "look cool" and give a "sophisticated impression".

For clothes, shoes, and accessories, the impression changes greatly depending not only on the product itself but on the atmosphere when it is actually worn. Therefore, many people feel that the appeal of the product is more easily conveyed by casting foreign models with good style.

◆ 3rd Place: Cosmetics / Beauty (skincare, makeup, perfume, etc.) - 69 votes

There were comments like the following from survey respondents.

- It looks elegant. (Male in his 20s)

- It feels fashionable. (Female in her 20s)

- Because cosmetics look exceptionally good especially on Westerners with deeply sculpted features. (Female in her 30s)

- I think so because things like perfumes have an overseas image and foreigners suit them. (Female in her 30s)

- I can't be exactly the same, but it seems like I can copy it in the same way. (Female in her 30s)

- It seemed like the image of high-end overseas brands would link up. (Female in her 40s)

3rd place was "Cosmetics / Beauty (skincare, makeup, perfume, etc.)".

In the answers, in addition to opinions on the impression side such as "looks elegant" and "feels fashionable," there were also visual opinions that makeup looks great due to deeply sculpted facial features.

Also, for products like perfumes that are strongly tied to overseas culture and lifestyles, casting foreign models seems to make the brand's worldview easier to convey.

◆ Tied for 4th Place: Hotel / Travel / Bridal - 24 votes

There were comments like the following from survey respondents.

- Because the image of foreign-affiliated travel hotels isn't clear in Japan, so if a famous person (an ambassador or user of that brand) appears there, the image of the brand becomes easier to understand. (Male in his 20s)

- Because traveling is popular among foreigners. (Male in his 30s)

- Because using models in advertising for travel makes me want to travel, and also makes it easier to have a good image of the destination. (Male in his 40s)

- Because it is a field with many foreign-affiliated companies, there is persuasiveness in casting foreigners. (Male in his 40s)

- Because it seems like I can experience the extraordinary. (Male in his 50s)

Tied for 4th place was "Hotel / Travel / Bridal".

In the responses, many comments touched on keywords like "foreign-affiliated" and "extraordinary".

Hotels, travel, and bridal are genres where it's easy to imagine a special time slightly removed from daily life. Because of that, many people feel that casting a foreign model makes it easier to convey an overseas feel, high quality, and a sense of the extraordinary.

◆ Tied for 4th Place: IT / Technology / Gadgets - 24 votes

There were comments like the following from survey respondents.

- Because it has an advanced image. (Female in her 30s)

- I have the image that foreign countries are often superior in tech. (Female in her 30s)

- Because it has an advanced image, I think it suits foreigners. (Male in his 40s)

- Especially in design-dependent fields, using beautiful foreign models gives a sense of high fashion and luxury. (Female in her 40s)

- Because for many IT-related products and services, America is ahead of Japan. (Male in his 40s)

Tied for 4th place was "IT / Technology / Gadgets".

In the responses, comments such as "advanced," "overseas is progressing," and "America is leading" were