[Vivid Creations Japan Co., Ltd.] Younger generations in Singapore enjoy Japanese food “at least once a week”!
Vivid Creations Japan Co., Ltd. Press release: October 31, 2024 Younger generations in Singapore enjoy Japanese food “at least once a week”! ～Independent survey of Singapore market x Japanese food～
https://prcdn.freetls.fastly.net/release_image/13433/20/13433-20-62fb9e937cd8e41bf1f252303f4725b2-1920×1005.png
hereinafter referred to as GMO Research & AI (abbreviation:
GMO-R&AI), we conducted a joint voluntary survey regarding Japanese food among Singapore residents. [Survey Summary] • More than 90% of people in Singapore have eaten Japanese food, regardless of generation. • The frequency of eating Japanese food in Singapore exceeds 40% among 20-29 year olds who eat Japanese food “at least once a week” • The most common reason for eating Japanese food was “I like Japanese food” (45.0%), followed by a high proportion of “Because my family and friends like Japanese food” and “Because it’s suitable for special occasions and celebrations.” strong> • Facebook is an important source of information when choosing a restaurant, especially among young people aged 20-39. [Background of the survey] There are a variety of Japanese restaurants in Singapore, from fast food to high-end restaurants, creating an environment where you can easily enjoy Japanese food. Additionally, in 2023, the number of tourists visiting Japan from Singapore reached 591,267 people (*1), a record high. This means that approximately one-tenth of the total population visited Japan. With this background in mind, we conducted this survey with the aim of exploring the preferences and points of contact with Japanese food among Singapore residents. (*1) Source: Japan National Tourism Organization (JNTO) “2023 Number of foreign visitors to Japan by nationality/purpose (confirmed value)” [Survey overview] Survey theme: Singapore survey on Japanese food Research method: Online research Number of respondents: 368 people Survey target: Extract the subjects based on the following conditions 1) Resident of Singapore 2) Male and female aged 20-69 3) Household monthly income of SGD10,000 (approximately 1,130,000 yen) or more 4) Experience in visiting Japan *Including business Survey period: September 12th to September 13th, 2024 Survey method: Online survey [Survey results] ■Experience eating Japanese food The rate of people in Singapore who have eaten Japanese food was extremely high, exceeding 90%, regardless of age group or annual household income. By generation, those aged 50 and over (100.0%) had the highest rate of experience of eating Japanese food, followed by those aged 30-39 (93.1%).
https://prcdn.freetls.fastly.net/release_image/13433/20/13433-20-222bfb1f6c5573a8f42eef7947291712-1200×667.png ■How often do you eat Japanese food in Singapore Of those who have eaten Japanese food in Singapore, more than half eat Japanese food “about once or twice a month,” and about one in three eat Japanese food “more than once a week.” It was found that people enjoy Japanese food more often than not. In particular, more than 40% of people aged 20-29 answered that they eat Japanese food “at least once a week,” indicating that they enjoy Japanese food more frequently than other generations.
https://prcdn.freetls.fastly.net/release_image/13433/20/13433-20-a95ffa8cde6788908f2e52dd08864de0-1200×667.png ■Reasons for eating Japanese food When we conducted a survey on the reasons for eating Japanese food, the most common answer was “Because I like Japanese food” (45.0%), followed by “Because my family and friends like Japanese food” (34.2%). Furthermore, one in three people think that it is suitable for special occasions and celebrations, suggesting that it is often used for special occasions. In addition, looking at the results by generation, 20-29 year olds had a very high percentage of respondents who answered “because the service and customer service at Japanese restaurants is good” (43.4%), indicating that they rate not only the food but also the accompanying services highly. I did.
https://prcdn.freetls.fastly.net/release_image/13433/20/13433-20-b2691a52ace6b8a57ad2018f31010153-1200×667.png ■Source of information when searching for Japanese restaurants Overall, Facebook (43.9%) is the most used information source when searching for Japanese restaurants, especially among the younger generation aged 20-39. Among SNS, the percentage was higher than Instagram (27.2%) and TikTok (30.4%), indicating that it is a powerful information source. In addition to SNS, local online media EatBook.sg, which provides gourmet food information from Singapore and abroad, is popular among 20-29 year olds and 40-49 year olds, and Singapore’s popular gourmet blog DanielFoodDiary has gained strong support among 30-39 year olds.
https://prcdn.freetls.fastly.net/release_image/13433/20/13433-20-a221e14554c8ada0bc54b278d3fab4e4-1200×667.png [General] Through this survey, we found that the rate of people who have eaten Japanese food is extremely high in Singapore as a whole. In addition, 45.0% of respondents answered “I like Japanese food” as a reason for eating Japanese food, which is a high percentage among all generations. Regarding the frequency of eating Japanese food, overall, the most common response was “about once or twice a month,” but 43.4% of young people aged 20-29 said “more than once a week,” indicating that they do not eat Japanese food on a daily basis. It seems like they are enjoying it. In addition, Facebook is the most popular social networking site as a source for gathering information about
restaurants, and apart from social media, EatBook.sg and
DanielFoodDiary are highly popular, although there are differences by generation. The results of this survey confirmed that Japanese food is well received by a wide range of generations in Singapore. On the other hand, many Japanese food-related services and products have already entered the market, making it an extremely competitive market. In order to succeed in developing Japanese food-related services and exporting products in Singapore, it is important to grasp the latest situation in the Singapore market and differentiate our services and products from those of other companies.
About Vivid Creations Pte Ltd We are a marketing company based in Singapore and Japan that connects Japan and the world. Utilizing the know-how we have accumulated over 15 years in Singapore and our network of local knowledge, we have created an event production business for the purpose of promoting overseas from Japan to overseas, from overseas to Japan, and as marketing support to support the development of overseas sales channels. We provide marketing solution services such as PR business to the media and creative production that is highly appealing to consumers overseas. We are also involved in many overseas promotion activities in partnership with administrative agencies and local governments, and in Japan, we are creating business that connects the two countries by taking advantage of our bases in Singapore and Tokyo, such as marketing for inbound business. Company name: Vivid Creations Pte Ltd Representative Director: Maho Saito Singapore Head Office Address: 6 Eu Tong Sen St. #05-13 SOHO1 @The Central Singapore 059817 Japanese corporation (Vivid Creations Japan Co., Ltd.): 2nd floor, Kuwano Building, 6-23-4 Jingumae, Shibuya-ku, Tokyo 150-0001 URL: https://www.vivid-creations.biz/ About GMO Research & AI GMO Research & AI has a philosophy of “Bringing our thoughts to the world” and is developing a business that popularizes new marketing solutions and platforms that help rebuild the relationship between companies and consumers. Utilizing a panel network and AI technology that enables internet research among consumers in more than 130 countries and regions around the world (*2), we receive research requests from companies not only in Japan but all over the world. (*2) As of July 2024 Including affiliated panels [GMO Research & AI Co., Ltd.] 】 (URL: https://gmo-research.ai/ ) Company name: GMO Research & AI Co., Ltd. (TSE Growth Market Stock Code: 3695) Address: Cerulean Tower, 26-1 Sakuragaoka-cho, Shibuya-ku, Tokyo Representative: Shinichi Hosokawa, President and Representative Director Business content: Internet research business Capital: 299.03 million yen [GMO Internet Group, Inc.] (URL: https://www.gmo.jp/ ) Company name: GMO Internet Group, Inc. (TSE Prime Market Stock Code: 9449) Address: Cerulean Tower, 26-1 Sakuragaoka-cho, Shibuya-ku, Tokyo Representative: Representative Director and Group Representative Masatoshi Kumagai Business details: ■Internet infrastructure business ■Internet advertising/media business ■Internet financial business ■Crypto asset business Capital: 5 billion yen