MUSASHI JAPAN, a wa-bocho (Japanese knife) brand, has achieved top recognition as the most well-known knife brand across seven countries in Europe, the Americas, and Australia (United States, United Kingdom, Australia, France, Germany, Italy, and Spain) according to a global brand survey conducted by GMO Internet Corporation.
Japanese Tradition Makes Its Mark in Global Markets
In the survey, MUSASHI JAPAN achieved a recognition rate of 22.5%, exceeding competing brands by 1.1 percentage points. The brand also received impressive scores with a favorability rating of 91.7% and purchase intent of 71.0%. These results demonstrate that MUSASHI JAPAN's wa-bocho knives have established a solid presence in overseas markets, with Japanese craftsmanship seamlessly integrated into daily life. The brand's presence across markets covering approximately 365 million people in Europe, the Americas, and Australia provides strong momentum for future brand development.
Global Appreciation for MUSASHI JAPAN's Value
The brand image survey revealed that MUSASHI JAPAN is highly regarded for being "high quality and reliable," "highly designed," and "modern and sophisticated." Other evaluation metrics also scored at high levels, confirming that the brand is recognized in overseas markets as a modern, refined global brand.
Additionally, the brand's recognition primarily comes through SNS and online advertising, indicating that digital marketing strategies have contributed significantly to brand penetration in overseas markets.
Future Brand Strategy
Based on the survey results, key strategic initiatives will include:
- Strengthening global brand marketing in Europe, the Americas, and Australia
- Expanding SNS strategies, including TikTok, to increase recognition and favorability
- Expanding locations and store openings both domestically and internationally
- Continuous brand investment aiming to achieve 49% recognition rate
Through these efforts, wa-bocho knives as a traditional Japanese craft aim to achieve further development as a global cultural industry.
Survey Overview
Survey Period: November 27 to December 2, 2025
Survey Company: GMO Internet Corporation
Survey Method: Online survey
Survey Target: Men and women aged 20 to 60
Target Countries: United States, United Kingdom, Australia, France, Germany, Italy, Spain
Sample Size: 963 respondents
Total Estimated Population of Target Countries: 365,749,756 people
Main Survey Items: Basic attributes, cooking habits, knife ownership, purchase motivation, brand recognition, brand image, favorability, purchase intent
