#2
Japan
Japan combines an ancient culture and tradition with an ability to reinvent itself. It’s synonymous with such contrasts as the ancient tea ceremony and the bullet train.
Modern Japan rose from the ashes of World War Two to become, by the 1970s, an economic super-power, one of the most technically advanced countries, and is now the fourth-biggest economy in the world. It is still a major manufacturing nation – of vehicles, electronic equipment and steel – but today, the service sector makes up the largest part of the economy.
Distinctive and dynamic, Japan is perceived as being the most innovative country in the world, and as having the most well-developed digital infrastructure.
Its strong performance on the Best Countries survey results from a combination of a wide range of strengths, most of them rooted in perceptions around Entrepreneurship and Cultural Influence. It is seen as having one of the most educated and skilled workforces in the world, being dynamic, and being modern and fashionable.
Men tend to see Japan as happier and more friendly than women do, while women are more likely to say Japan stands out from other countries as different.
The 10 factors that determine a country’s brand
Why is Japan seen as the 2nd best country in the world in 2026?
People surveyed for Best Countries were asked how closely they associated 73 attributes with a range of countries. These attributes were then grouped into 10 categories that were used to calculate the Best Countries ranking.
The weighting of each category in the final index is determined by the strength of its correlation to per capita GDP and forecast GDP for 2030.
Japan's top and bottom attributes
Each factor is made up by combining a selection of 73 attributes that track how people perceive each country. These are Japan's top and bottom ones.
#1
Innovative
#1
Technological expertise
#1
Well-developed digital infrastructure
#66
Has wildlife attractions
#64
Sexy
#61
Gender equality
The percepions of Japan have changed over time
Japan has not always been seen as the #2 best country in the world. Explore how the perceptions of Japan have changed over time.
How do people in Japan see the world?
If we were to only ask people in Japan how they see the world the Best Countries ranking would be different. This is how they see it.
