SPS Survey on Theaters and Concert Halls in Japan Shows Growing Interest among Foreign Visitors in Japanese Performances

TOKYO, June 30, 2025 /Kyodo JBN/ —

Suntory Publicity Service Ltd. (hereinafter “SPS”), which operates and provides consulting services for cultural and corporate facilities, has announced the results of its survey on the usage of Japanese theaters and concert halls by foreign visitors to Japan.

Survey overview: https://kyodonewsprwire.jp/attach/202506170689-O2-52mMq2T2.pdf

The survey covered 750 people from South Korea, China, Taiwan, the United States and the United Kingdom who had visited Japan over the past three years. To ensure the accuracy of the data, weighted sampling was conducted based on the 2024 statistics of foreign visitors to Japan, as provided by the Japan National Tourism Organization (JNTO).

The survey results revealed that among foreign visitors who enjoyed performances in Japan, 81.2% had planned to do so before arriving in the country. This indicates that cultural facilities, such as theaters and concert halls, are not merely part of an itinerary but a major reason for motivating people abroad to visit Japan.

Furthermore, when asked about the types of performances they attended, “musicals” emerged as the most popular genre overall. However, preferences varied by country: Chinese visitors favored “opera,” Taiwanese tourists preferred “kabuki,” and travelers from the United States showed a strong interest in “pop music.” This highlights the diverse cultural expectations among foreign visitors to Japan.

When it comes to finding information about performances in Japan, YouTube and other streaming services were the most common sources for visitors from Taiwan and South Korea. In contrast, search engines were the preferred method for tourists from the United States and the United Kingdom. Social networking services and word-of-mouth recommendations were particularly influential among travelers from China.

Moreover, asked what should be done to attract more foreign visitors to Japanese theaters and concert halls, many respondents, especially from English-speaking countries, pointed out the need to simplify ticket-purchasing procedures.

SPS has been conducting these surveys regularly since 2020 to assess the needs of visitors and to contribute to the development of more accessible cultural facilities. SPS will continue to leverage its operational experiences and expertise to help enhance the experiential value of cultural facilities.

About Suntory Publicity Service Ltd.: https://kyodonewsprwire.jp/attach/202506170689-O1-ZBLSo2C7.pdf

Website: https://www.sps.sgn.ne.jp

Source: Suntory Publicity Service Ltd.