The document analyzes consumer insights data from INTAGE Vietnam and statistical sources on Japanese and Korean brand lovers in Vietnam. It finds that Vietnamese prefer Japanese/Korean products and services to other countries' offerings, with travel to Japan and Korea increasing over 130% in recent years. The data is used to identify key values of Japanese and Korean brand lovers in different industries and implications for cross-promotion between Japanese and Korean brands.

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VIEVIEW REPORT
“Statistical data & INTAGE Vietnam data”
= Vietnam Consumers’ insights

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J a p a n e s e B r a n d
K o r e a n B r a n d
P a r t 1
Japanese
Brand
Korean
Brand

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Many Japanese Lovers/Korean Lovers in Vietnam
*Statistical data:
https://baomoi.com/chuong-du-lich-nuoc-nuoc-ngoai-nguoi-viet-dang-giau-len-nhanh-chong/c/25384629.epi
https://www.jnto.go.jp/jpn/index.html
The Popular travel destination used to be ASEAN Area. But now, Korea and Japan is the hottest travel areas
for Vietnamese because Vietnamese prefer Japanese/Korean products/Service than others.
Japan Travel(2017)
Around 300,000 people by JNTO data
(132% UP)
Korea Travel (2017)
Around 330,000 people by KTO data
(130% UP)

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PANESE LOVERs

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Japanese Fashion Lovers wish to be “Not like everyone else”
Also, Japanese Process Food Lovers value “Connection with Society”
Value of Japanese Lover for each industry
*INTAGE VN Data (INTAGE Asia Insight Research)
by CHAID Analysis
AutomobileAlcoholTourism
Time for Hobby
Fashion
Not like
everyone else
Restaurant
Content Healthcare
Processed Food
Home ElectronicsPersonal Care
Down-to-earth life
Fulfill current life
rather than preparing future
Rational life
Cosmetic
Female
Alone Time
Connection
w/ society
Have to
get married

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OREAN LOVERs

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Value of Korean Lovers for Each industry
*INTAGE VN Data (INTAGE Asia Insight Research)
by CHAID Analysis
CosmeticFashion
Home Electronics
Alcohol
Private life is more
important than work
Automobile Restaurant
HealthcareContent
Live Surrounded
by nature
Rational life
More friends,
More Happier
Tourism
Female
Challenge new
things proactively
Processed
Food
Korean Automobile Lovers value not being “like everyone else”
Also, Korean Fashion/HomeElectronics/Cosmetic Lovers value “Connection with society”
Not like
everyone else
Connection
w/ society
Personal
Care

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Implication: Cross-industry cooperation between Japanese and Korean brands
*INTAGE VN Data (INTAGE Asia Insight Research)
“Connection with society” Processed Food
CosmeticFashion
Home
Electronics
“Not like Everyone else’s”
AutomobileFashion
Vietnamese People
who value… Japanese Brands’ Korean Brands’

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Decision Trees CHAID (Chi-Squared Automatic Interaction Detector)
-It is one of the oldest tree classification methods originally proposed by
Kass in 1980
-The first step is to create categorical predictors out of any continuous
predictors by dividing the respective continuous distributions into a
number of categories with an approximately equal number of
observations
-The next step is to cycle through the predictors to determine for each
predictor the pair of (predictor) categories that is least significantly
different with respect to the dependent variable
-The next step is to choose the split the predictor variable with the
smallest adjusted p-value, i.e., the predictor variable that will yield the
most significant split
-Continue this process until no further splits can be performed

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W h a t i s
INTAGE VN Mobile Panel
Mobile Panel is a group of pre-recruited respondents to participate in market research survey using their smartphone.
Respondents can access and answer the survey anytime, anywhere.
Mobile Panel allows respondents to answer survey
quickly by phone app instead of paper.
At home, at work, at school, at supermarket, on the
street, etc. Mobile panel enables respondents to be
flexible when answering survey.
PANEL
SAMPLE SIZE
146,000 ss
If you are interested in this service
contact@intage.com.vn
As of Nov 2018

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The perfect blend of experts with 7-20 years’ experience in various industries & intensive
knowledge in business consulting, marketing & research
Nationwide field force with over 800 well-trained interviewers for data collection
Commitment of Quality Control (QC) pursuant to ISO 20252, Japanese Standard &
ESOMAR/MRSA code of conduct
Intensive experiences across wide range of industries & categories with huge client base
from local to overseas
Using advanced software & system for data processing & project management
Appling newest technology & solutions into research to add values for clients
INTAGE Vietnam
In Brief
Leadership in Japan
No.1
Global Position
No.9
Overseas Expansion
10
Countries
and
Regions
Sales Growth
24
Years
of Sales
Increases
INTAGE Group
Snapshot

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Get in touch with us
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contact@intage.com.vn
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