Asia
Asia is home to a handful of strongly defined and highly regarded countries in the eyes of global consumers, as well as a lot of countries that are seen as offering the world broadly the same strengths and weaknesses.
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 China taking taking second place and Japan in third.
Almost every country in Asia ranks higher within the region than it does to the rest of the world, with India a particularly strong contender among Asian respondents to Best Countries compared to the wider world (it ranks 23rd overall in this region, but 33rd to a global audience). Malaysia, Indonesia and Vietnam see a similar gap of around 10 places, with the regional view more favourable in each case.
Singapore leads regional perceptions of offering an excellent quality of life, social purpose, agility, and business openness, while Japan excels in power, cultural influence, and heritage. China, up four places this year on Best Countries overall, to #16, is recognised globally and within the region for its economic influence and power. It ranks third globally for innovation. Regional respondents perceive China as being more friendly and responsive than a global audience currently does.
Asian respondents see Singapore as having greater political influence and economic stability than global observers do, as well as being more culturally accessible. Japan, meanwhile, is perceived globally to have more stringent bureaucracy that is not seen as such an issue within the region. Both countries are seen by Asians as offering religious freedom and a sense of safety that is not yet well reflected outside the region.
With over 2,000 distinct ethnic groups and languages, Asia is a remarkably diverse region, home to 60% of the world’s population and three of the five largest economies. Global consumers rank Japan, South Korea, China, and Singapore among the top five most innovative countries in the world, underscoring their vital contributions to innovation and technology, exemplified by prominent brands like Samsung, LG, Sony, Huawei, Nintendo, and Alibaba.
However, global respondents perceive every Asian country in our study as less culturally accessible than regional respondents do, as well as less friendly, which has big implications for Asian brands seeking global growth as well as global brands coming into the region.
One Asian country to have successfully bridged this cultural gap is South Korea, which has risen from #27 in 2016 to #7 in 2024 on our Cultural Influence measure. This reflects Seoul’s long-term investment in Hallyu, or the Korean Wave of popular culture. Korean pop music and TV dramas have helped promote the country’s cultural ideals and aesthetic values globally. In 2020, the South Korean film Parasite made history as the first non-English language film to win the Best Picture Oscar, and in 2022, boy band BTS achieved a record-breaking 12th win at the Billboard Music Awards, overtaking Destiny’s Child from the US.
Ultimately, fostering deeper cultural connections will be essential for any Asian brand looking to succeed in an increasingly interconnected world. By embracing cultural nuances and promoting understanding, stronger relationships can be built, paving the way for new opportunities for collaboration and growth.
Jane Raynandi
Head of BAV – Asia
hailand has a strong international identity with little variation between the global and regional perspective on the biggest metrics. Within the region, though, Thailand is seen as having greater religious freedom, having a stronger sense of social purpose, particularly regarding human rights being more family-friendly, and having a much more skilled workforce than global consumers expect. The country has an opportunity to improve perceptions within the region relating to technical expertise and the level of bureaucracy people face in Thailand.
India is another country that within the region is seen as having a bigger battle with bureaucracy than global audiences perceive. And while global respondents see the country as more scenic than regional respondents, the view within the region is of India being a stronger performer on happiness, innovation, commitment to climate goals and economic stability.
Indonesia and Malaysia take seventh and eighth places in both global and regional rankings and are separated by just a few places. Indonesia has the edge among a regional audience, with global consumers believing Malaysia is the better country overall. Malaysia is perceived globally as being more Entrepreneurial and Open for Business than Indonesia; both rank high for affordability, both are mid-table on economic stability and influence, and they’re neck and neck as attractive tourist destinations.
To Asian respondents, though, Indonesia is seen as having more to offer on the Movers measure (reflecting difference and dynamism), and as being more culturally accessible, offering more racial equality, and being more fun.
