In brief

• In Japan, Luxembourg enjoys strong awareness: 41% of respondents say they know the country (6% very well, 61% moderately, and 33% slightly).
• 12% of those who know the country have already visited it, mainly for tourism purposes (84%), followed by business reasons (19%) and private reasons (visiting a friend or family member, 11%).
• 24% recall having seen media coverage about Luxembourg.

Spontaneous Associations

The spontaneous associations made by Japanese respondents are dominated by the idea of a:

• small country (14%),
• country that is a member of international organizations and intergovernmental groupings (12%),
• country with unique and internationally recognized cultural assets (9%).

In terms of image

• Cultural aspects: Luxembourg is primarily recognized for its rich history and the appeal of its traditions. However, the country is less well known for its prominent personalities.
• Functional aspects: Most functional attributes are evaluated positively. The competence of the government, as well as the high-quality initial and continuing education opportunities, are particularly well rated. However, Luxembourg is less associated with science and research, especially as a leader in space research and space technologies.
• Nature: Japanese respondents have a very positive perception of Luxembourg’s natural environment, including its beautiful landscapes, lakes and rivers, and the preservation of its natural surroundings.
• Normative/ethical aspects: Luxembourg is strongly associated with ethics and values. In particular, it is perceived as a country that contributes more than the international average to maintaining peace and defending human rights, and as a country that welcomes foreigners.
• Emotional aspects: Emotional attributes are generally rated positively. Luxembourg is notably described as a country with welcoming inhabitants and as an overall likeable country.

Behavioral Factors

• The vast majority of Japanese respondents would like to travel to Luxembourg one day.
• However, Luxembourg appears relatively less attractive to Japanese respondents as a place to live and work.
• Nevertheless, the greater the knowledge of the country, the stronger the desire to live and work in Luxembourg.

Implications

• It is recommended to strengthen the cultural and normative dimensions while increasing economic visibility. This could include promoting traditions and gastronomy, as well as developing tailor-made tourism offers that combine Luxembourg’s natural environment with its historical heritage.
• In addition, communication should highlight normative commitments, namely Luxembourg’s initiatives in sustainability and tolerance, which resonate strongly with Japanese values. Finally, Luxembourg should be promoted as a European hub for Japanese companies seeking to expand into Europe.