The Branding Potential And Japanese Popular Culture Overseas

There has been a surge in the interest in Japanese popular culture worldwide. The objective of this paper was to explore the extent to which products, images, and activities associated with Japanese popular culture are achieving the status of recognizable and sustainable consumer brands overseas. A specially designed survey was used to examine the levels of awareness, interest, and participation in Japanese popular cultural activities of individuals from different national backgrounds. Regression analysis and other statistical techniques were used to evaluate the empirical findings. The results strongly supported the view that Japanese popular culture products and services have tremendous branding potential overseas. By breaking down popular culture into recognizable components, it was possible to explore the underlying branding potential trends and gain insights into areas for further market development. This approach can be generally applied to the study of the development and marketing of popular culture products & services