Japan Ranks First for the First Time in the 2023 Anholt-Ipsos Nation Brands Index (NBI)

Japan Tops the 2023 Anholt-Ipsos Nation Brands Index (NBI) for the First Time"

The 2023 Anholt-Ipsos Nation Brands Index (NBI) evaluates the reputation of 60 countries based on six key indicators: Exports, Tourism, Culture, People, Governance, and Immigration & Investment. This global survey assesses changes in international soft power and how a nation's brand image influences trade, tourism, and investment.

Founded by Simon Anholt in 2005, the NBI is conducted through online surveys in 20 countries, gathering insights from over 60,000 respondents. The 2023 survey was conducted between June and August, providing a comprehensive analysis of global perceptions of national brands.

In the 2023 Anholt-Ipsos Nation Brands Index (NBI), Japan secured the top position for the first time, marking a historic achievement as the first Asia-Pacific country to lead the ranking. Japan has steadily climbed from 5th place in 2019, earning recognition for its contributions to science and technology, creativity, and product excellence, securing 1st place in the "Exports" category. Additionally, Japan ranked highly in the "People" and "Tourism" categories, with strong evaluations for urban vibrancy and talent appeal.

Germany, which held the top spot for six consecutive years, dropped to 2nd place, though it remains highly rated in "Exports," "Governance," and "Culture". Canada maintained 3rd place, leading in "People" and "Immigration & Investment".

The UK rose to 4th place from 6th last year, demonstrating stable global perception, while France fell to 8th place, its lowest ranking in history. The United States showed signs of recovery, climbing to 6th place.

Conversely, Ukraine saw its ranking drop to 57th due to the ongoing war. Overall, interest in travel and investment rebounded in 2023, with many countries seeing an increase in attractiveness for visitors and investors. These shifts highlight changing dynamics in global soft power, with Japan's rise symbolizing what some analysts call “the dawn of the Asian era.”

Reference Link: https://www.ipsos.com/en/nation-brands-index-2023