Observed Signal · Aug 11, 2026 · Research Report · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Neutral
Nexxen Report: Japanese Brands' U.S. Visibility Gaps
Nexxen released research examining how Japanese brands are discovered, perceived and evaluated by U.S. consumers, identifying category- and channel-level visibility gaps to guide U.S. growth strategies. The report—conducted with PureProfile and surveying 1,008 U.S. consumers and 262 Japan-based marketing decision-makers—finds broad appeal for Japanese brands (61% of U.S. consumers), high perceptions of innovation (67%) and quality (62%), but uneven category awareness (electronics 48%, cars 47%, fashion 22%, travel 14%) and low travel-brand recognition (73% cannot identify a Japanese travel brand). The research highlights localisation factors U.S. consumers value (availability and clear English communication at 52%) and contrasts advertiser priorities (33% cite store/channel availability; 48% prioritise pricing/promotions). Nexxen positions the findings to inform audience selection, creative localisation and cross-screen media planning.
Vendor research report providing actionable market and audience insights for advertisers and MarTech teams; informative for market entry and campaign planning but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Nexxen released a new research report analyzing U.S. consumer discovery and perception of Japanese brands.
- The study was conducted in partnership with PureProfile and surveyed 1,008 U.S. consumers and 262 Japan-based marketing decision-makers.
- 61% of U.S. consumers find Japanese brands appealing; Gen Z is 1.3x more likely to find them very appealing.
- Category visibility varies: electronics 48%, cars 47%, fashion 22%, travel 14%; 73% of U.S. consumers cannot identify a Japanese travel brand.
- 52% of U.S. consumers define local relevance by availability and clear English-language communication; only 33% of Japanese advertisers cite store/channel availability as a key localisation factor while 48% prioritise pricing and promotions.
Connected Companies & Entities
5 Entities mapped“Nexxen, the advertising technology platform powered by unique data and media, today released new research examining how Japanese brands are ...”
“MarTech Series (MTS) is a business publication dedicated to helping marketers get more from marketing technology through in-depth journalism...”
“As part of the iTech Series network, it acts as a "Brand to Demand" partner....”
“Marketing Technology News: MarTech Interview with Mark Listes, CEO @ Pendulum Intelligence (linked in the article)....”
“Headquartered in Israel, Nexxen maintains offices throughout North America, Europe and Asia-Pacific and is traded on Nasdaq (NEXN)....”
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