Japanese brands win US favour but struggle for visibility

Nexxen has published research on how US consumers perceive Japanese brands, pointing to a gap between positive sentiment and brand visibility.

The study suggests many Japanese brands enter the US market with consumer goodwill but still struggle to gain recognition in some sectors. It examines brand discovery and perception across television, streaming, mobile and social platforms, alongside the views of Japanese marketing decision-makers on localisation and media strategy.

Among US consumers surveyed, 61% said they find Japanese brands appealing. Gen Z respondents were 1.3 times more likely to describe them as very appealing.

Perceptions of innovation and quality were also strong. The research found that 67% of US consumers see Japanese brands as more innovative than other international brands, while 62% associate them with higher quality and durability.

That favourable view did not translate evenly across product categories. Electronics and cars showed the strongest visibility, with 48% and 47% of respondents, respectively, able to identify Japanese brands in those areas.

Other categories were much weaker. Fashion recorded 22% visibility, while travel stood at 14%. Overall, 73% of US consumers said they could not identify a Japanese travel brand.

Local relevance

The study also highlighted a disconnect between what US consumers say makes a foreign brand feel locally relevant and what Japanese advertisers prioritise. Consumers pointed to product availability and clear English-language communication, each cited by 52% of respondents.

By contrast, only 33% of Japanese advertisers said store and channel availability was a key localisation factor. A larger share, 48%, said pricing and promotions were a greater priority.

The results are intended to help Japan-based advertisers assess where existing interest can be turned into broader recognition, with a focus on audience targeting, creative localisation and planning across multiple media channels.

The research was conducted with PureProfile and included responses from 1,008 US consumers and 262 marketing decision-makers based in Japan. It was designed to capture both consumer attitudes and advertiser assumptions about entering or expanding in the US market.

Masatsune Shironishi, Vice President, Country Manager for Japan at Nexxen, outlined the central argument of the findings.

"Japanese brands have strong advantages in the U.S., but growth depends on turning that interest into consistent recognition and engagement. Our report gives Japanese advertisers a clearer view of receptive audiences, category-level visibility gaps and the signals U.S. consumers associate with local relevance. Those insights can strengthen market entry strategy across audience selection, creative localisation and cross-screen media planning," said Shironishi.

Market challenge

The results reflect a broader challenge for international consumer brands expanding in the US, where attention is fragmented across a wide range of media and familiarity often depends on repeated exposure, retail access and messaging that feels native to the market. For Japanese companies, the data suggests a positive national brand image alone may not be enough to secure consumer recall in less established sectors.

Japanese electronics and automotive brands have had decades of exposure in the US, which may help explain the stronger scores in those categories. Travel and fashion, by comparison, appear to have far less visibility despite the broader appeal associated with Japanese products and culture.

The contrast between advertiser priorities and consumer expectations may also have practical implications for spending decisions. If marketers focus more heavily on promotions than on access and communication, they may miss the factors consumers say most affect whether a brand feels relevant in the local market.

Nexxen operates a demand-side platform, a supply-side platform and a data platform, with offices across North America, Europe and Asia-Pacific. The company is headquartered in Israel and listed on Nasdaq under the ticker NEXN.