SPS Survey Reveals Rising Interest in Japanese Cultural Performances Among International Travelers

Growing Enthusiasm for Japanese Cultural Performances

In a recent survey conducted by Suntory Publicity Service Ltd. (SPS), significant insights were unveiled regarding the interests of foreign visitors to Japan in cultural performances. The research focused on the usage of theaters and concert halls and revealed that a sizeable 81.2% of respondents had planned to attend such performances prior to their arrival in Japan. This data underscores the integral role that cultural facilities play in motivating international travelers to explore Japan, confirming that these venues are much more than mere attractions but rather major draws for tourism.

Survey Overview

This survey encompassed responses from 750 individuals hailing from South Korea, China, Taiwan, the United States, and the United Kingdom, all of whom have visited Japan in the last three years. To enhance the accuracy of findings, weighted sampling was employed based on 2024 data from the Japan National Tourism Organization (JNTO). A variety of cultural preferences were uncovered, indicating diverse expectations from different countries.

Preferences for Performance Types

Among the types of performances attended, musicals emerged as the favorite overall, yet intriguing variations were present based on nationality. Chinese respondents leaned towards opera, while visitors from Taiwan showed a particular affinity for kabuki. Those coming from the United States expressed a robust interest in pop music, reflecting a rich tapestry of cultural preferences. Such findings emphasize the necessity of tailoring experiences and marketing strategies to better suit the varied interests of foreign audiences.

Information Sources for Performances

Another focal point of the survey was how visitors discover performances in Japan. YouTube and various streaming platforms were favored sources among travelers from Taiwan and South Korea, signifying the influence of digital media on cultural exploration. In contrast, respondents from the United States and the United Kingdom predominantly utilized search engines as their means of information gathering. Interestingly, travelers from China noted the significant impact of social networking services and personal recommendations, showcasing the importance of community and peer influence in cultural engagement.

Suggestions for Improvement

When asked about possible improvements to increase the appeal of Japanese theaters and concert halls, many participants, especially from English-speaking countries, highlighted the need for simplified ticket purchasing processes. This concern points to the necessity for cultural venues in Japan to enhance accessibility and streamline customer experiences, making it easier for international audiences to enjoy performances.

Conclusion

SPS has made it a priority to conduct regular surveys since 2020 to gauge visitor needs and contribute to the development of more accessible cultural institutions. By leveraging their expertise and experience in operating cultural facilities, SPS aims to continue enhancing the experiential value these venues offer. The findings from this survey provide a roadmap for cultural organizations aiming to attract more foreign visitors, fostering a deeper connection through the transformative power of the performing arts.