The document is a survey report on Southeast Asians' perceptions of cherry blossoms. It surveyed 1200 people across Singapore, Thailand, Malaysia, and Indonesia. The survey asked questions about familiarity and consumption of cherry blossom-themed products like snacks, drinks, dishes, cosmetics, and decorative items. It also examined perceptions of Japan as a destination for viewing cherry blossoms and sources of information about cherry blossoms.

1. - Singapore, Thailand, Malaysia, Indonesia ~
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Southeast Asians’ Perceptions Towards
CHERRY BLOSSOMS
Survey 2015

2. Survey Outline
Methodology: Online Questionnaire via GMO Research’s
consumer panel "ASIA Cloud Panel”
Survey Period: 2nd – 6th February 2015
Countries Surveyed: Singapore, Thailand, Malaysia, Indonesia
Sample size: 1,200 (300 samples from each country)
Gender of respondents: Male 50%, Female 50%
Age groups: 20–29 (33%), 30–39 (33%), 16–29 & 40+ (33%)
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3. 1. How much do you like cherry blossoms?
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0% 9% 18% 27% 36% 45%
9%
4%
2%
3%
10%
3%
3%
5%
26%
23%
24%
26%
29%
37%
28%
34%
26%
33%
43%
32%
Mean: 3.87
Mean: 4.05
Mean: 3.92
Mean: 3.53
Very much 5 4 3 2 1 Not at all

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2. Where would you go to see cherry blossoms?
0% 20% 40% 60% 80%
10%
9%
3%
6%
14%
10%
6%
6%
44%
62%
77%
75% Japan
Japan
Japan
Japan
South Korea
Taiwan
Australia
Australia
South Korea
South Korea
Thailand
South Korea
(Top 3 countries)

5. 3. Have you been to Japan for cherry blossom viewing?
0% 25% 50% 75% 100%
70%
80%
61%
78%
30%
20%
39%
22%
Yes No
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4. Where do you think is the best place for cherry blossoms
viewing in Japan?
0% 10% 20% 30% 40%
7%
10%
8%
13%
7%
11%
12%
13%
13%
12%
13%
13%
15%
14%
15%
15%
23%
31%
25%
33% I don’t know
Hokkaido
(top 5 answers)
I don’t know
Hokkaido
Tokyo
Kyoto
Osaka
Kyoto
Osaka
Tokyo
I don’t know
I don’t know
Hokkaido
Hokkaido
Tokyo
Osaka
Kyoto
Tokyo
Osaka
Okinawa

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5. How did you come to find out about places for cherry blossoms
viewing in Japan?
0% 20% 40% 60% 80%
16%
29%
23%
26%
22%
32%
24%
26%
27%
36%
30%
32%
36%
46%
37%
45%
80%
70%
71%
65% Internet
Friends/Family
Television
Flyers/Brochures
Internet
Magazines
Magazines
Books
Television
Friends/Family
(top 5 answers)
**Excluded those who answer “I don’t know” in Q4.
Books
Magazines
Magazines
Television
Books
Television
Friends/Family
Internet
Internet
Friends/Family

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6. How much do you think cherry blossoms would affect
your decision to visit Japan?
0% 9% 18% 27% 36%
14%
4%
11%
8%
9%
6%
8%
8%
25%
27%
25%
30%
26%
35%
28%
30%
26%
28%
28%
24%
5 Very much 4 3 Moderately 2 1 Not at all
Mean: 3.52
Mean: 3.55
Mean: 3.76
Mean: 3.41

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0% 17.5% 35% 52.5% 70%
19%
29%
28%
33%
27%
30%
38%
37%
67%
65%
63%
55% Internet
Friends/Family
Shops/Stores
Internet
Internet
Internet
Shops/Stores
Books
Friends/Family
Shops/Stores
Friends/Family
Books
Top 3 sources of information
45%
55%
Yes No
33%
67%
46%
54%
44%
56%
7a. Do you know the following products (made/flavour) of cherry blossoms?
(i) Desserts/Snacks (e.g. ice cream, cake, macaron, pudding, chocolate, mochi, etc)

10. 7b. Have you purchased the following products (made/flavour) of cherry blossoms?
(i) Desserts/Snacks (e.g. ice cream, cake, macaron, pudding, chocolate, mochi, etc)
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0% 18% 35% 53% 70%
3%
11%
10%
0%
3%
15%
10%
3%
10%
21%
26%
11%
26%
32%
55%
43%
51%
29%
6%
61%
31%
25%
36%
20%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
44%
56%
Yes No
19%
81%
37%
63%
37%
63%
Sources of products
0% 13% 25% 38% 50%
8%
2%
2%
3%
6%
1%
4%
4%
19%
19%
18%
25%
29%
46%
36%
39%
39%
32%
40%
29%
Referral likelihood
Mean: 3.86
Mean: 4.07
Mean: 4.06
Mean: 3.86
Likely Unlikely

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0% 17.5% 35% 52.5% 70%
21%
29%
25%
29%
21%
33%
30%
33%
69%
59%
57%
57% Internet
Friends/Family
Shops/Stores
Internet
Internet
Internet
Books
Shops/Stores
Shops/Stores
Friends/Family
Radio/Television
Books
7a. Do you know the following products (made/flavour) of cherry blossoms?
(ii) Drinks (e.g. sake, tea, cocktail, soft drink, latte, etc)
Top 3 sources of information
48%
52%
Yes No
38%
62%
48%
52%
45%
55%

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0% 18% 35% 53% 70%
3%
13%
15%
0%
5%
12%
9%
7%
16%
18%
25%
21%
29%
26%
49%
43%
53%
36%
12%
58%
17%
18%
26%
11%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
7b. Have you purchased the following products (made/flavour) of cherry blossoms?
(ii) Drinks (e.g. sake, tea, cocktail, soft drink, latte, etc)
Sources of products
0% 13% 25% 38% 50%
3%
6%
4%
0%
8%
2%
5%
1%
22%
31%
22%
25%
27%
36%
30%
37%
40%
25%
39%
37%
Referral likelihood
53%
47%
Yes No
39%
61%
44%
56%
53%
47%
Mean: 4.10
Mean: 3.93
Mean: 3.72
Mean: 3.95
Likely Unlikely

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0% 17.5% 35% 52.5% 70%
19%
25%
28%
31%
20%
33%
31%
32%
64%
65%
63%
54% Internet
Shops/Stores
Newspaper
Internet
Internet
Internet
Shops/Stores
Books
Newspaper
Friends/Family
Billboards/Posters
Radio/Television
7a. Do you know the following products (made/flavour) of cherry blossoms?
(iii) Dishes (e.g. burger, sushi, bento, etc)
Top 3 sources of information
72%
28%
Yes No
45%
55%
74%
26%
62%
38%

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0% 18% 35% 53% 70%
3%
0%
14%
2%
3%
16%
7%
5%
9%
18%
24%
21%
34%
26%
57%
52%
49%
37%
9%
33%
20%
24%
26%
12%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
7b. Have you purchased the following products (made/flavour) of cherry blossoms?
(iii) Dishes (e.g. burger, sushi, bento, etc)
Sources of products
0% 13% 25% 38% 50%
4%
5%
2%
0%
7%
5%
3%
7%
26%
26%
28%
26%
27%
34%
31%
33%
36%
29%
37%
33%
Referral likelihood
55%
45%
Yes No
29%
71%
51% 49%
39%
61%
Mean: 3.93
Mean: 3.99
Mean: 3.76
Mean: 3.83
Likely Unlikely

15. Copyright © 2015 MicroAd
0% 17.5% 35% 52.5% 70%
22%
32%
27%
27%
29%
35%
29%
42%
69%
64%
58%
55% Internet
Newspaper
Shops/Stores
Internet
Internet
Internet
Books
Radio/Television
Newspaper
Shops/Stores
Newspaper
Radio/Television
7a. Do you know the following products (made/flavour) of cherry blossoms?
(iv) Cosmetics/Fragrances
Top 3 sources of information
42%
58%
Yes No
38%
62%
28%
72%
29%
71%

16. Copyright © 2015 MicroAd
0% 18% 35% 53% 70%
7%
16%
13%
0%
1%
20%
10%
10%
15%
19%
19%
21%
11%
24%
47%
26%
44%
28%
10%
65%
43%
29%
41%
14%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
7b. Have you purchased the following products (made/flavour) of cherry blossoms?
(iv) Cosmetics/Fragrances
Sources of products
0% 13% 25% 38% 50%
4%
3%
2%
1%
6%
0%
4%
4%
25%
21%
23%
27%
27%
37%
32%
39%
39%
40%
39%
29%
Referral likelihood
56%
44%
Yes No
37%
63%
47%
53%
34%
66%
Mean: 3.90
Mean: 4.03
Mean: 4.11
Mean: 3.91
Likely Unlikely

17. Copyright © 2015 MicroAd
0% 17.5% 35% 52.5% 70%
22%
37%
26%
27%
29%
39%
30%
42%
64%
63%
61%
54% Internet
Friends/Family
Shops/Stores
Internet
Internet
Internet
Shops/Stores
Radio/Television
Newspaper
Shops/Stores
Books
Radio/Television
7a. Do you know the following products (made/flavour) of cherry blossoms?
(v) Skin/Body Care
Top 3 sources of information
45%
55%
Yes No
32%
68%
28%
72%
39%
61%

18. 0% 18% 35% 53% 70%
6%
17%
14%
1%
2%
17%
16%
9%
14%
19%
19%
15%
11%
19%
35%
24%
43%
31%
7%
67%
40%
27%
44%
17%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
7b. Have you purchased the following products (made/flavour) of cherry blossoms?
(v) Skin/Body Care
Sources of products
0% 13% 25% 38% 50%
5%
2%
1%
1%
6%
3%
9%
2%
19%
23%
25%
29%
27%
37%
30%
43%
42%
36%
36%
25%
Referral likelihood
46%
54%
Yes No
33%
67%
39%
61%
38%
62%
Mean: 3.88
Mean: 3.89
Mean: 4.02
Mean: 3.95
Likely Unlikely
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19. 0% 14% 28% 42% 56% 70%
8%
19%
12%
2%
5%
12%
11%
9%
12%
19%
18%
13%
22%
20%
44%
35%
33%
33%
7%
55%
40%
27%
39%
24%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(i) Clothes/Shoes
Sources of products
0% 11% 22% 33% 44% 55%
8%
1%
0%
2%
6%
3%
6%
0%
25%
27%
28%
44%
27%
42%
36%
26%
34%
27%
30%
29%
Referral likelihood
Mean: 3.80
Mean: 3.90
Mean: 3.90
Mean: 3.74
82%
18%
Yes No
59%
41%
70%
30%
66%
34%
Likely Unlikely
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20. Copyright © 2015 MicroAd
0% 14% 28% 42% 56% 70%
9%
17%
13%
2%
3%
18%
16%
7%
10%
20%
19%
20%
20%
20%
37%
29%
41%
28%
14%
52%
36%
28%
36%
29%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(ii) Jewelries/Other Accessories
Sources of products
0% 11% 22% 33% 44% 55%
5%
1%
2%
2%
11%
0%
5%
2%
20%
38%
32%
25%
32%
31%
32%
39%
32%
30%
29%
32%
Referral likelihood
Mean: 3.98
Mean: 3.80
Mean: 3.87
Mean: 3.76
81%
19%
Yes No
72%
28%
76%
24%
66%
34%
Likely Unlikely

21. Copyright © 2015 MicroAd
0% 14% 28% 42% 56% 70%
9%
20%
21%
2%
3%
21%
12%
11%
12%
20%
17%
18%
16%
13%
35%
33%
38%
18%
7%
47%
35%
29%
34%
11%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(iii) House decorations/Furniture
Sources of products
0% 11% 22% 33% 44% 55%
4%
1%
3%
2%
10%
2%
4%
5%
28%
27%
31%
26%
28%
43%
35%
39%
29%
26%
28%
28%
Referral likelihood
Mean: 3.86
Mean: 3.80
Mean: 3.90
Mean: 3.68
81%
19%
Yes No
52%
48%
72%
28%
61%
39%
Likely Unlikely

22. Copyright © 2015 MicroAd
0% 14% 28% 42% 56% 70%
9%
22%
20%
0%
4%
20%
13%
10%
7%
12%
15%
14%
19%
14%
33%
27%
44%
36%
6%
64%
31%
20%
39%
10%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(iv) Tablewares/Teawares
Sources of products
0% 11% 22% 33% 44% 55%
3%
3%
4%
2%
10%
4%
6%
10%
30%
27%
32%
38%
28%
38%
29%
22%
29%
29%
29%
29%
Referral likelihood
Mean: 3.67
Mean: 3.74
Mean: 3.86
Mean: 3.69
79%
21%
Yes No
52%
48%
74%
26%
68%
32%
Likely Unlikely

23. Copyright © 2015 MicroAd
0% 14% 28% 42% 56% 70%
10%
20%
17%
3%
7%
14%
13%
12%
18%
18%
19%
18%
18%
19%
42%
28%
38%
28%
7%
52%
30%
27%
30%
12%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(v) Collectibles/Arts
Sources of products
0% 11% 22% 33% 44% 55%
3%
3%
4%
2%
10%
4%
6%
10%
30%
27%
32%
38%
28%
38%
29%
22%
29%
29%
29%
29%
Referral likelihood
Mean: 3.63
Mean: 3.85
Mean: 3.72
Mean: 3.79
80%
20%
Yes No
57%
43%
68%
32%
67%
33%
Likely Unlikely

24. 0% 14% 28% 42% 56% 70%
9%
20%
21%
2%
3%
21%
12%
11%
12%
20%
17%
18%
16%
13%
35%
33%
38%
18%
7%
47%
35%
29%
34%
11%
Online
Shops in your country
Shops in Japan
From friends in Japan
From other countries
Others
8. Have you purchased the following products (with design) of cherry blossoms?
(vi) Toys/Children Products
Sources of products
0% 11% 22% 33% 44% 55%
6%
2%
3%
3%
10%
7%
9%
7%
27%
26%
29%
28%
22%
44%
34%
31%
35%
22%
26%
31%
Referral likelihood
Mean: 3.79
Mean: 3.69
Mean: 3.76
Mean: 3.70
90%
10%
Yes No
67%
33%
82%
18%
71%
29%
Likely Unlikely
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