Steinway Leads Brand Awareness for Imported Pianos! Approx. 43% Interested in Trial Playing if Opportunity Exists
NEXER Co., Ltd. and Imported Piano Japan conducted a survey of 141 piano enthusiasts regarding imported piano brands. Steinway ranked first in awareness at 52.5%, followed by Bösendorfer and Bechstein. While over 40% are unaware of these brands, there is significant interest in trial playing, highlighting a strong latent demand for high-quality instruments among music lovers.
📋 Article Processing Timeline
- 📰 Published: May 25, 2026 at 22:00
- 🔍 Collected: May 25, 2026 at 13:31
- 🤖 AI Analyzed: May 27, 2026 at 01:08 (35h 36m after Collected)
■ Is the World of Imported Brands Still Distant Even for Piano Enthusiasts?
When people think of pianos in Japan, domestic manufacturers like Yamaha and Kawai are widely familiar. However, numerous imported piano brands with long histories exist globally. Some are used in world-renowned concert halls, while others are handcrafted by artisans. 'Imported Piano Japan,' a comprehensive hub for musical instruments and culture, collaborated with NEXER to survey 141 individuals nationwide who expressed interest or experience in piano.
■ 52.5% Have Heard of 'Steinway'
When asked about familiar imported brands, 'Steinway' was the most recognized at 52.5%. This was followed by 'Bösendorfer' (14.9%), 'Bechstein' (13.5%), 'Pleyel' (7.1%), and 'Petrof' (3.5%). Interestingly, 42.6% replied they had heard of none of these, suggesting that even among enthusiasts, awareness of imported brands is not yet fully widespread.
■ 79.7% Associate Steinway with Being 'World-Famous'
Among those aware of Steinway, 79.7% perceived it as 'world-famous.' Other top associations included 'luxurious' (66.2%), 'for professionals' (37.8%), 'for concert halls' (36.5%), and an 'aspirational brand' (29.7%). Steinway's position is firmly established as a prestigious instrument for the stage.
■ 61.9% Associate Bösendorfer with 'Artistic Tone' and 'History/Tradition'
For Bösendorfer, the most common associations were 'artistic tone' and 'history and tradition' (both at 61.9%). These were followed by 'suitable for classical music' (57.1%), 'luxurious' (52.4%), and 'deep, profound sound' (38.1%). Unlike Steinway's focus on fame, Bösendorfer's image centers more on its intrinsic qualities and heritage.
■ Approx. 43% Would Like a Trial Session
Finally, when asked if they would like to try playing an imported piano if given the chance, 42.6% responded affirmatively. This indicates that a significant number of people harbor an admiration for imported brands and desire opportunities to experience them firsthand.
When people think of pianos in Japan, domestic manufacturers like Yamaha and Kawai are widely familiar. However, numerous imported piano brands with long histories exist globally. Some are used in world-renowned concert halls, while others are handcrafted by artisans. 'Imported Piano Japan,' a comprehensive hub for musical instruments and culture, collaborated with NEXER to survey 141 individuals nationwide who expressed interest or experience in piano.
■ 52.5% Have Heard of 'Steinway'
When asked about familiar imported brands, 'Steinway' was the most recognized at 52.5%. This was followed by 'Bösendorfer' (14.9%), 'Bechstein' (13.5%), 'Pleyel' (7.1%), and 'Petrof' (3.5%). Interestingly, 42.6% replied they had heard of none of these, suggesting that even among enthusiasts, awareness of imported brands is not yet fully widespread.
■ 79.7% Associate Steinway with Being 'World-Famous'
Among those aware of Steinway, 79.7% perceived it as 'world-famous.' Other top associations included 'luxurious' (66.2%), 'for professionals' (37.8%), 'for concert halls' (36.5%), and an 'aspirational brand' (29.7%). Steinway's position is firmly established as a prestigious instrument for the stage.
■ 61.9% Associate Bösendorfer with 'Artistic Tone' and 'History/Tradition'
For Bösendorfer, the most common associations were 'artistic tone' and 'history and tradition' (both at 61.9%). These were followed by 'suitable for classical music' (57.1%), 'luxurious' (52.4%), and 'deep, profound sound' (38.1%). Unlike Steinway's focus on fame, Bösendorfer's image centers more on its intrinsic qualities and heritage.
■ Approx. 43% Would Like a Trial Session
Finally, when asked if they would like to try playing an imported piano if given the chance, 42.6% responded affirmatively. This indicates that a significant number of people harbor an admiration for imported brands and desire opportunities to experience them firsthand.
FAQ
輸入ピアノブランドの中で最も認知度が高いのはどこですか？
「スタインウェイ」が52.5％で最も高く、次いでベーゼンドルファー（14.9％）、ベヒシュタイン（13.5％）となっています。
スタインウェイに対してどのようなイメージを持つ人が多いですか？
「世界的に有名」（79.7％）や「高級感がある」（66.2％）といったブランドイメージが突出しています。
ベーゼンドルファーのブランドイメージの特徴は何ですか？
「芸術的な音色」と「歴史と伝統がある」がともに61.9％で最多となり、音色や歴史を重視する傾向があります。
輸入ピアノを実際に弾いてみたいと考える人の割合は？
調査対象者の約43％が、実際に試弾できる機会があれば「弾いてみたい」と回答しています。
調査の対象者と期間を教えてください。
ピアノに関心がある全国の男女141名を対象に、2026年4月27日から5月7日までインターネットで実施されました。