China
Japanese Don’t Care About the Olympics
A survey released by Mindshare shows Asia - Japan especially - is not so excited about the Olympics as China.
- For Japan, Thailand, Vietnam, Singapore, Australia, Taiwan and Hong Kong, the FIFA World Cup is more exciting than the Olympics.
- Japan is the least enthusiastic about the Olympics, with 33% saying they would not watch any events live.
- 38% of Japanese say they are likely to watch less of Olympics this year than in 2004.
- Vietnam and Malaysia follow China in enthusiasm for the opening ceremonies, according to the below graph.
The survey was carried out by mConsult – MindShare’s consulting division this year’s first quarter. They conduct a study every quarter. This survey is conducted online amongst 3000 respondents who are 15-35 years of age and captures their opinions on many things including brands, foreign brands, fads in technology, sports, sports events etc. It aims to capture amongst other things, the movement in consumer preferences by tracking favourite celebrities, gadgets, sportspeople, up and coming events and many other social issues.
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4 comments for “Japanese Don’t Care About the Olympics”
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Would be interesting to see what are the results for europeans countries.
But I do not think it’s wise to compare the OG with the FIFA WC…It’s differents ideas & culture.
Interesting, appears to be some loose correlation with economic development. Alternate entertainment options? Development bringing with it a change in consumer tastes?
Indonesia is low but Japan is even lower. I’m guessing a rising China unsettles the Japanese in light of history and the rape of Nanjing. Just a thought.
I don’t know how accurate that graph is, but I’m in Japan situated near Nagoya and the olympics is huge, everyone gathers to bars or goes home to watch the games. They even arrange huge halls to watch it and cheer together.