#Japan #Cultural Experience #Performing Arts #Koto City #Suntory Publicity

Foreign Visitors Increasingly Engaged in Japan's Arts Scene

Recent findings from a survey conducted by Suntory Publicity Service Co., Ltd. (also known as SPS) show a significant trend among foreign travelers to Japan. The research specifically focused on tourists from South Korea, China, Taiwan, the USA, and the UK who visited Japan within the last three years, revealing that more than 81% of these individuals included performance observation, such as theater or concerts, in their travel plans.

Importance of Cultural Experiences

The survey underscores an essential factor in the inbound tourism market: the desire for cultural experiences. With travelers increasingly valuing activities related to the arts, Japan's position as a cultural destination is reinforced. Among the respondents who reported visiting cultural facilities, the statistics indicate an unwavering demand for exceptional artistic experiences.

Data Sources for Performance Information

To obtain information about performances, 41.6% of respondents relied on platforms like YouTube and streaming services, particularly in Taiwan and South Korea. In contrast, American and British tourists preferred traditional internet searches. Additionally, in China, social media channels and recommendations from friends played a vital role in discovering events. This trend emphasizes the different approaches taken by visitors based on their home countries and the platforms they utilize.

Genre Preferences Varying by Country

Survey participants were asked about the types of performances they attended during their visits, and the data showcased notable preferences across nations. Musicals emerged as the most popular genre overall, capturing interest from 36% of respondents across all five countries. However, distinct country-specific trends were evident, such as opera being favored by an astounding 55% of Chinese respondents, positioning it as a dominant choice.

In Taiwan, kabuki attracted 41% of attendees, while pop music was the preferred genre for 37% of Americans. The variance between genres illustrates how cultural background influences individual preferences, reinforcing the need for the performing arts industry to tailor experiences to diverse audiences.

Enhancing Accessibility to Theaters

One of the critical aspects that would facilitate greater attendance at theaters and concert halls is a straightforward ticket purchasing process. The survey disclosed that 35.9% of respondents regarded the simplicity of buying tickets as crucial when planning their visits. This is especially true for visitors from the USA and the UK, where simpler ticketing options are desired. Many international travelers find Japan's ticket purchasing procedures complex compared to other countries, indicating that improvements in this area could enhance visitor satisfaction and engagement.

Moreover, the allure of performance content, enriched website resources for facilities, and initiatives promoting diversity had significant mentions among participants as areas ripe for development. Given this feedback, it is clear that foreign visitors possess a strong desire for enhanced cultural experiences, urging facilities to cultivate the overall value of these experiences through better access, complementary offerings, and enriching interactions.

Conclusion: The Future of Cultural Engagement

Since 2020, SPS has committed to ongoing surveys about theaters and concert halls to gather actionable insights from performance attendees. Moving forward, these findings will aid in the continuous improvement of cultural facility operations within Japan.

For those interested in the full survey or how to utilize cross-data insights, SPS encourages direct inquiries.

Survey Overview

• - Purpose: Understanding the use of theaters and concert halls by foreign visitors to Japan.
• - Methodology: Online quantitative survey conducted with a cross-marketing panel.
• - Target Audience: Men and women aged 20-60 from South Korea, China, Taiwan, the USA, and the UK who visited Japan in the last three years.
• - Sample Size: 100 users and 50 non-users per country, weighted for accuracy.
• - Period: January 9-16, 2025.
• - Conducted by: Suntory Publicity Service Co., Ltd. in collaboration with Cross Marketing.