#Japan #Tokyo #Cross Marketing #Name Survey

The Intriguing Attachment to Names: Insights from a Recent Survey

A recent survey conducted by Cross Marketing, a prominent marketing research firm based in Shinjuku, Tokyo, highlights an intriguing perspective on names among Japan's population. The research, conducted between September 12 and 15, 2025, gathered responses from 1,100 individuals aged 20 to 69 across all 47 prefectures in Japan. As discussions around the traditional practice of using the same surname for married couples grow more prevalent, this survey sheds light on the feelings individuals harbor towards their names and their views on the option of separate surnames.

The survey reveals that a substantial 63.2% of respondents feel a sense of attachment to their names. This attachment stems from various reasons, with many indicating that it is linked to parental influence or the uniqueness of their names. On the flip side, around 12.8% reported having little to no affection for their names. Common reasons for such discontent include preferences for different styles, perceptions of commonality or antiquity of the names, and difficulties in pronunciation.

An additional finding highlights the evolving nature of names in Japan. Over 20% of participants expressed concern that names are increasingly difficult to read or are becoming overly creative, potentially leading to negative experiences for children with unconventional names. Only 6.9% viewed unique names positively, as identifiers of individuality and strength. Interestingly, there appears to be generational divergence in perceptions, with older individuals leaning more towards negative associations regarding originality in names.

When it comes to how individuals refer to their partners, the survey found that names are often accompanied by affectionate honorifics such as