#Japan #Tokyo #Kanagawa #Hakodate #Regional Brand

Overview of Regional Brand Survey 2025

The 20th edition of the "Regional Brand Survey 2025" by the Brand Research Institute (located in Minato City, Tokyo) has unveiled shifts in the rankings of the most attractive regional brands in Japan. For 17 consecutive years, Hokkaido has been recognized as the most appealing prefecture, while Kanagawa has achieved an unprecedented 4th position. In contrast, Tokyo has fallen to 5th place. Notably, Hakodate City retains its top rank for the second year, along with significant changes in other municipalities.

This large-scale survey assesses a total of 1,000 municipalities and 47 prefectures on 90 different criteria including awareness, appeal, and image. With valid responses from 33,449 consumers across various age groups ranging from 20s to 70s, the institute conducts this study annually, having commenced in 2006, marking this year's survey as the 20th edition for municipalities and 17th for prefectures.

Key Findings

Prefectural Rankings

The survey indicates shifting dynamics in attractiveness across prefectures. Notably, Kanagawa's rise to 4th place is highlighted as it has traditionally ranked lower in previous surveys. Meanwhile, Osaka, where the Kansai Expo is taking place, dropped one spot, contrasting with adjacent Nara and Hyogo prefectures, which have improved their standings.

City Rankings

Hakodate City has shown remarkable consistency, clinching the #1 position for two consecutive years. Other municipalities like Kamakura have also seen notable increases in their rankings, illustrating a competitive landscape among local governments.

Year-by-Year Comparison

A review of the average attractiveness scores of these 1,000 municipalities over the years reveals significant impact from major events on regional revitalization. The survey outlines five distinct phases beginning with the nascent stage in 2005, followed by recovery post the Great East Japan Earthquake, local revitalization starting in 2015, pandemic effects from 2020, and a new phase commencing in 2023. Data shows that appeal trends have changed across these various phases.

Generation Analysis

An analysis of average attractiveness scores by age group indicates that older generations rated municipalities higher during the early recovery phases, while younger generations (20s and 30s) began to gain more influence on overall scores during the periods of local revitalization and pandemic recovery. This trend suggests that younger and older demographics may perceive regional appeals differently, necessitating tailored strategies for regional development that consider these varying dispositions.

Regions on the Rise

In terms of specific regions, Kumamoto Prefecture has risen significantly from 19th to 16th place, credited to advancements in IT and the anticipated opening of a major semiconductor facility. Meanwhile, Ise and Izumo Cities saw a surge in their rankings due to upcoming cultural events like the Shikinen Sengu ceremony at Ise Shrine in 2033, enhancing tourism appeal.

Residential Appeal

The survey didn't only cover regional attractiveness but also delved into willingness to reside in specific areas, where Kanagawa scored the highest for the fourth time since 2021. Kamakura City also reported an impressive increase in both tourism and residential appeal.

Conclusion

The findings from the 2025 Regional Brand Survey reveal evolving consumer perceptions and appeal landscapes across various municipalities in Japan. The shifts in ranking underscore the ongoing need for localized strategies that cater to diverse age demographics. As the survey moves forward, careful consideration of generational preferences will be critical in shaping effective regional branding and revitalization strategies.

For further insights, please refer to the special website for the Regional Brand Survey 2025 and press releases available in PDF format.