Analyst: Masayuki Dobashi, PT. INTAGE INDONESIA

Overview

• 54.4% of Indonesian women living in Jakarta have eaten Japanese food when dining out during the past three months.
• The top two countries they want to travel to most are neighboring countries; Japan ranks third.
• Their interest in Japan is growing thanks to the tourist visa exemption program, etc.

Analysis

1.The Japanese food market is rapidly growing in Indonesia

When asked what foreign food they ate when dining out during the past three months, 54.4%—more than half—of female Indonesians (citizens of Jakarta) answered "Japanese food." Compared to data from 2012, the figure increased by 35.4 points (from 19.0% to 54.4%), which is also the highest among the five Asian cities surveyed. This trend stems not only from Indonesian womensut during the past three months, 54.4%—more than half—of female Indonesians (citizens of Jakarta) answered "Japanese food." Compared to data from 2012, the figure increased by 35.4 points (from 19.0% to 54.4%), which is also the highest among the five Asian cities surveyed. This trend stems not only from Indonesian womens’ growing interest in Japan, but also because many Japanese food chains have opened restaurants in Indonesia, providing easier access to Japanese food. The following are examples of Japanese food chains operating in Indonesia:

"Ootoya" (Japanese home cooking):

Opened its first restaurant in 2008 and now operates 8 restaurants.

"Yoshinoya" (Gyudon: Beef Bowl):

Opened its flagship restaurant in Jakarta in June 2010 and now runs 30 restaurants nationwide in Indonesia.

"Marugame Udon" (Noodles):

Has opened 11 branches, starting with the launch of its first restaurant in March 2013.

"Tenya" (Tendon: Tempura Bowl):

Opened its first restaurant in June 2014 and the second in October 2014, both in Jakarta.

"Ippudo" (Ramen):

Opened its first restaurant in October 2014 in Jakarta.

[Figure 1] Percentage of respondents who have eaten Japanese food when dining out during the past three months (Multiple answers allowed)

2.The top two countries Indonesian women want to travel to most are neighboring countries; Japan ranks third

When asked what country they want to travel to most, Indonesian women ranked Japan third, following their neighboring countries, Singapore and Malaysia. Possible factors include the Japanese visa exemption program for Indonesian tourists that starts in December 2014. In anticipation of this program, a number of events are being held in Jakarta to introduce Japan’s various tourist sites. Indonesians are more and more exposed to information on Japan.

[Figure 2] What country do you want to travel to most? : Top 8 Countries (Multiple answers allowed)

Conclusions

Indonesian people have been highly interested in Japan through Japanese food and subculture (music, animation, etc.) for quite a long time. Looking ahead, because many Indonesian tourists will visit Japan due to the visa exemption, and as Japanese food chains will open more branches in Indonesia, it is thought that an increasing number of Indonesians will actually experience true Japanese culture instead of simply "Japanese-style" or "Japanese-inspired" alternatives, and that they will become more selective. It will be consistently more important to appeal to consumers by providing them with a genuine and real experience in the future.

Survey Overview

ASIA INSIGHT REPORT

INTAGE Inc. publishes the "Asia Insight Report" based on independent surveys conducted in the Asian region in collaboration with overseas INTAGE subsidiaries to identify trends in attitudes and behavior on a variety of themes.
Part 11 of the Report features the "Indonesian Women’s Interest in Japan - Interest in Japan is growing thanks to Japanese food and easier visa processes"
This Report draws upon analysis of the Indonesian market based on the results of the "Third Asia Insight Research,¹" which was conducted jointly by INTAGE Inc. and other overseas Group companies in July 2014.

• ¹Asia Insight Research A series of independent surveys jointly conducted every year by INTAGE Inc. and INTAGE Group companies outside Japan. The research collects data such as consumer opinions, evaluations and perceptions in several Asian cities by studying their lifestyle and consumption habits.