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Sweetness Preferences Diverge – Vietnamese consumers differ significantly on sweetness levels: some value moderate balance (Dorayaki, Shiroi Koibito), while others enjoy richer chocolates like Royce. Overly sweet products often divide opinion, showing the importance of balanced taste.
Anime and Media Impact – Popular culture plays a clear role. Dorayaki’s recognition and desirability are strongly tied to Doraemon, while Maneki Neko shapes expectations of Japanese souvenirs alongside traditional crafts, showing cultural icons boost product recall.
Top Awareness Products – In aided awareness, KitKat leads strongly (73%), followed by Dorayaki (53%) and Pocky (44%). Local availability drives familiarity, while premium sweets like Royce (39%) and Shiroi Koibito (18%) still achieve notable recognition despite limited distribution.
Product Testing Standouts – In taste tests, Shiroi Koibito ranked highest (25% top pick) with elegant sweetness, followed by KitKat (22%) and Royce (19%). These brands were seen as refined and highly suitable as gifts compared to others.
Top-of-Mind Souvenirs – When asked openly, traditional items such as kimono and fans were most recalled, followed by food and beverages (mochi, matcha, KitKat, sake) and figurines or charms, confirming both cultural and consumable souvenirs carry strong relevance.
Gifting Appeal as a Driver – Beyond taste, gift suitability—luxurious packaging, novelty, or cultural symbolism—was decisive. Shiroi Koibito and Royce especially scored high as refined gifts, while everyday products like KitKat were valued for accessibility and versatility.
Based on 300 people in HCM and Hanoi for quantitative survey. 40 people for product testing