Asia
Asia is home to several stars on the global stage across a range of measures. Japan, Singapore, China and South Korea are all well-defined in the minds of consumers not just for one particular strength but for a unique blend of qualities.
The Asian countries perceived to be best in the world both by people in this region and the rest of the world are Japan, China and Singapore. Japan is seen as the leader by global respondents, and among a regional audience it’s Singapore that’s considered the best, with South Korea taking second place, China third, and Japan in fourth position.
There’s broad agreement globally and within the region on what makes the best of the best stand out: Singapore is widely seen as being an agile country that’s Open for Business, and is modern, technologically advanced, and has good infrastructure and a world-class education system. Locally, it’s also seen as having a great job market and offering the best Quality of Life anywhere in the world.
China is best known for power, leadership, being economically influential, being entrepreneurial, and as a site for cheap manufacturing. The global audience ranks China much higher for being Open for Business (a 41-place gap on the ranking of 85 countries) than local observers do; within the region, China is the lowest-ranked country out of the 16 we measure in Asia.
Today, Asia serves as a critical engine of global growth, driven by vast consumer markets, leading manufacturing capabilities, and rapidly evolving innovation ecosystems. Yet perceptions of the region vary significantly depending on where those views are formed.
In the eyes of global consumers, Japan stands out, ranking #2 in the world, trailing only Switzerland. However, regional perceptions tell a different story. Asian respondents place Singapore at the top, while Japan falls to #11. Japanese consumers rank the US first, placing their own nation eighth — immediately following Singapore.
When it comes to product preference, Japan remains the top choice for both regional and global consumers, outperforming all other countries. Japanese goods continue to be strongly associated with quality, reliability, and innovation across industries, from electronics and automobiles to fashion and food. That reputation has proved resilient, even as competitors across Asia rise.
China and South Korea, in particular, are gaining recognition, supported by globally known brands and companies expanding across sectors and markets. China now ranks 6th globally (up from 12th in 2022) and South Korea 10th globally (up from 13th in 2022). Regionally, preference for Chinese goods has surged even more dramatically: China now places 4th among Asian consumers, a significant rise from 16th in 2022.
These shifts highlight an important reality: in a region as dynamic and diverse as Asia, global reputation does not always translate locally. Markets across the region evaluate countries through their own lenses, shaped by economic ties, cultural familiarity, and strategic partnerships.
Understanding local and regional perceptions, consumer preferences, and brand influence is essential. By aligning strategic insights with deep cultural understanding and targeted market approaches, companies can position themselves to fully capitalise on the region’s next phase of growth.
Jane Raynandi
Director of Consumer Psychology & Strategy
Head of BAV – Asia
South Korea shines for cultural influence and being fashionable, as well as having a range of attributes linked to high-tech business and development. It’s seen around the world as a dynamic and entrepreneurial country with vibrant cities and strong consumer brands.
Japan is a slight anomaly in that the global view of it, particularly on the Movers metric, is much stronger than it is when assessed by people who live in Asia. Within Asia, consumers see almost every other country in the region as stronger on Movers (uniqueness and dynamism) than Japan. India, China, Sri Lanka and Vietnam are seen as particularly good Movers.
Within the region, Sri Lanka and Azerbaijan are perceived to be the most different, and Malaysia and Indonesia are thought to be the most adaptable. Respondents in Asia view the countries around them as much happier and more family-friendly than the rest of the world considers them to be. India, in particular, is seen as much more family-friendly by observers within Asia, and this partly explains the 40-place difference in ranking (local vs global) when people are asked whether India is somewhere they’d like to live.
