When searching online for information about Indonesia, one frequently encounters the phrase “Indonesia is a pro-Japanese country.” In fact, if you visit Indonesia and interact with local Indonesians, you may be surprised by how friendly they are.

This article introduces the various ways in which Indonesia can be considered “pro-Japanese” and explores the general perception of Japan and Japanese people among Indonesians. It also discusses important points to consider when Japanese companies expand into the Indonesian market.

After reading the first half of this article, you may come to see Indonesia as a country that indeed holds a favorable image of Japan. However, to be more precise, it might be more appropriate to describe Indonesia as “a country where many people have a positive impression of Japan” rather than simply labeling it as “pro-Japanese.”

Since the term “pro-Japanese” lacks a clear definition, its usage can sometimes feel arbitrary. For those who feel uneasy about the loosely used term “pro-Japanese” in such contexts, we encourage you to interpret it as “a country where many people have a positive impression of Japan” as you read on.

Indonesia as a Pro-Japanese Nation Through Data

Number of Indonesian Visitors to Japan Increased 2.8 Times in Five Years

According to a survey by the Japan National Tourism Organization (JNTO), the number of Indonesian visitors to Japan was approximately 120,000 in 2014, which increased to about 340,000 by 2019. This represents an approximately 2.8-fold increase over five years.

Additionally, a 2019 survey conducted by Dentsu revealed that 95.3% of Indonesians responded “I plan to visit Japan within a year” or “I have not decided the dates, but I would like to visit someday” to the question, “Do you plan to travel to Japan within the next year?”

With economic growth, Indonesia’s middle-income class has expanded, and more people are enjoying overseas travel. For these travelers, Japan—with its distinct climate and culture, geographic proximity, and active promotion of inbound tourism—has become one of the most attractive and accessible travel destinations abroad.

References:

1. JNTO, “Statistics on Visitors to Japan (Press Release)”
2. Dentsu, “Dentsu Conducts the ‘Japan Brand Survey 2019’”

Indonesia Has the Second Largest Number of Japanese Language Learners in the World

Reference: The Japan Foundation, “2018 Survey on Japanese-Language Education Abroad”

Indonesia ranks second globally in terms of the number of Japanese language learners, with approximately 710,000 individuals studying the language.

However, this data alone may raise some doubts. Given that Indonesia has the fourth largest population in the world and that many high school students study Japanese as part of their curriculum, it is reasonable to question whether this truly reflects a widespread affection for Japan or the Japanese language.

To provide further insight, a 2020 survey by Duolingo revealed that among foreign languages popular with Indonesians, English ranked first, Korean second, and Japanese third. This indicates that Japanese remains a highly popular foreign language among Indonesians who choose to study languages voluntarily.

Reference: Duolingo, “2020 Duolingo Language Report”

Japan Ranks Third Among Countries Where Indonesians Wish to Study Abroad

According to a 2019 survey by UNESCO, Japan was the third most popular destination for Indonesian international students, following Australia and Malaysia. Among developed countries, Japan’s geographical proximity makes it one of the main destinations for Indonesian students. In fact, prior to the COVID-19 pandemic, approximately 6,800 Indonesian students were studying in Japan in 2019.

References:

1. UNESCO, “Global Flow of Tertiary-Level Students”
2. JASSO, “2019 Status Survey of International Students in Japan”

Perception of Japan Among Indonesians

Indonesians hold a very positive image of Japan. Common perceptions of Japan among Indonesians include the following:

Image of Japan

• Clean and tidy cities
• Four distinct seasons with scenic beauty throughout the year
• Punctual public transportation
• High quality of products and services
• Advanced technological capabilities

Some also find unique aspects of Japanese culture appealing, such as the abundance of vending machines and the vibrant cosplay culture.

Image of Japanese People

• Punctual and time-conscious
• Value rules and manners
• Polite and respectful
• Clean and orderly
• Health-conscious
• Harmony-seeking and avoid conflict
• Overworked and centered around work life

As shown above, many of the perceptions Indonesians have about Japan are quite stereotypical. Among these impressions, the quality and technological superiority of Japanese products are likely the most tangible for Indonesians who have not yet visited Japan.

The difficulty of finding negative opinions about Japan—either through online searches or conversations with acquaintances—might be one reason why many Japanese perceive Indonesia as a pro-Japanese nation.

Indonesian Aspiration Toward Foreign Products

In Indonesia, it is not uncommon for the president to publicly encourage the consumption of domestically made products. Sometimes, he explicitly advocates for choosing local products over imports for the sake of national market development.

In reality, many Indonesians still favor foreign products over domestic ones. Reasons for this preference include perceptions such as “higher quality,” “more attractive packaging,” and “advanced technology.” There is also a significant aspect of social status, where owning more expensive and brand-recognized foreign products is seen as more fashionable than using Indonesian-made items.

However, in recent years, the number of high-quality, stylish, and modern Indonesian products has been increasing. Some Indonesian brands now possess international competitiveness and have gained a solid domestic fan base.

A 2021 survey by French market research company Ipsos found that 59% of Indonesians responded, “I don’t think foreign products are better than Indonesian products,” and 87% said they “tend to buy Indonesian products rather than imported ones.”

While Indonesians may like foreign products, that does not mean that being imported or foreign-branded alone guarantees admiration or leads directly to consumption.

References:

1. TIMES INDONESIA, “Why Do People Prefer Foreign Products Over Local Ones?”
2. LIPUTAN6, “Evidence That Indonesians Prefer Local Products Over Imports”

In fact, there are not a few Japanese companies that initially entered the Indonesian market but later withdrew. Although Indonesia is often described as a pro-Japanese nation, it becomes evident that there are various challenging aspects for Japanese companies that go beyond the general sentiments of the population.

Keys to Success for Expanding into “Pro-Japanese” Indonesia

As introduced, Indonesians hold positive perceptions of Japan, Japanese people, and Japanese products. From that perspective, it is fair to describe Indonesia as a pro-Japanese nation. However, this does not necessarily mean that “all Japanese companies are warmly welcomed.”

When expanding into Indonesia, Japanese companies must conduct detailed research on local laws, regulations, environments, values, and consumer behaviors. It is also crucial to differentiate from competitors and, if necessary, find reliable local partner companies.