Japan FLY MEDIA - Survey on the Recognition of Chinese Classic Foods
Company overview
FLY MEDIA Co., Ltd. is a well-known media planning and market research company headquartered in Tokyo, Japan. The company specializes in providing overseas market strategies, content gathering, market research, and brand promotion services for Japanese enterprises and media organizations. It maintains long-term cooperative relationships with major Japanese television networks and media groups and excels in the planning and execution of cross-cultural content. With extensive experience and resources in the Chinese market, FLY MEDIA is the preferred partner for Japanese media seeking to develop content featuring Chinese elements.
Research background
In recent years, as Chinese culinary culture continues to gain global traction, the visibility of regional Chinese street foods on international social media and food platforms has increased significantly. Japanese audiences have shown a growing interest in traditional Chinese cuisine, and viewership for food programs has also been on the rise. In this context, a prominent Japanese food program plans to launch a special series titled 'A Tour of Famous Regional Street Foods in China,' aiming to attract wider audiences through authentic and in-depth reporting. To ensure the accuracy and appeal of the content, the client urgently needs to understand the actual popularity of various representative Chinese snacks and the distribution of well-known restaurants, enabling effective topic selection and filming planning.
Research scope
In January 2021, CEIDEA Research was commissioned by FLY MEDIA Co., Ltd. to conduct a focused study on Chinese regional street foods. The research covered four representative traditional snacks: Chongqing's 'Dandan Noodles,' Yangzhou's 'Yangzhou Fried Rice,' Qingdao's 'Fish Skin Jiaozi,' and Chengdu's 'Mapo Tofu.' The study employed a mixed-method approach combining quantitative consumer surveys and in-depth interviews, focusing on local residents and tourists' word-of-mouth evaluations, restaurant recommendations, consumption frequency, and the potential for food-related content to go viral. Survey participants included local residents, food influencers, restaurant operators, and out-of-town visitors, with the aim of systematically identifying the most popular restaurants in each region and uncovering the most shareable food-related scenes from the audience's perspective.
Expected outcomes
This research will provide FLY MEDIA with comprehensive restaurant ranking data and consumer preference insights, enabling more localized and differentiated content presentation in program selection, content curation, filming planning, and guest interview design. By combining data-driven analysis with authentic user feedback, the production team will gain a deeper understanding of the cultural contexts and market perceptions behind each dish, enhancing the authenticity and appeal of the program. As a result, the program is expected to achieve greater visibility and viewership within Japan, while also fostering cultural exchange and mutual understanding between China and Japan.
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