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Q&Me is online market research provided by Asia Plus Inc.
How Vietnamese recognize Korean cultures
Asia Plus Inc.
Overview
The Korean Wave increases in global popularity of
South Korean culture, especially in Vietnam in
recent years. This survey was made to explore
how popular Korean Wave is in Vietnam in terms
of K-Pop, dramas/movies, Korean food, Korean
brands…
This survey was conducted among 917
Vietnamese, who are above 18 years old, across
nationwide in May 2019.
How much do you like Korea?
37%
39%
20%
2%3%
I like it very much I like it Average I don't like it I don't like it at all
Q. How much do you like Korea?
76% have positive feeling about Korea, including 37% of
those who like Korea very much
What comes up for Korea?
Korean cuisine 42%
K-Pop 21% Korean movies 11%
Beautiful landscape 10%
Kimchi 28%
Friendly / beautiful 6%
Korean cuisine, especially kimchi is a Korea’s signature in
Vietnamese’s perception.
Q. When you hear Korea, what comes up on your mind?
How much do you like K-Pop?
20%
31%
36%
6%3%
I like it very much I like it Average I don't like it I don't like it at all
Q. How much do you like K-Pop?
51% like K-Pop, including 20% of those who like it very
much
Black Pink
(9%)BTS
(15%)
T-ara
(7%)
Big Bang
(12%)
SNSD
(8%)
Popular K-POP Artists
G-Dragon
(12%)
EXO
(5%)
Q5. Who are your favorite K-POP artist(s)?
How much do you like
Korean drama / movies?
25%
43%
26%
1%3%
I like it very much I like it Average I don't like it I don't like it at all
Q. How much do you like Korean dramas / movies?
68% like Korean drama / movies, including 25% of those
who like it very much
Empress Ki
(7%)Descendants Of The Sun
(13%)
Autumn in My Heart
(4%)
Boys over flowers
(13%)
Glass Slippers
(5%)
Popular korean Dramas/ Movies
Unstoppable High Kick
(7%)
City Hunter
(4%)
Q5. What are your favorite Korean drama(s) and movie(s)?
How much do you like Korean food?
32%
36%
24%
2%1%
I like it very much I like it Average I don't like it I don't like it at all
Q. How much do you like Korean foods?
68% like Korean foods, including 32% of those who like it
very much
Popular Korean Food
Q. What is your favorite Korean food?
Kimchi 58%
Topokki 13% Bibimbap 6%
Bulgogi 6%
Kimbap 21%
Spicy Korean noodles 4%
Famous Korean brands
29%
3%
4%
4%
5%
5%
7%
38%
Others
Hyundai
The Face Shop
Ohui
Innisfree
LG
Lotte
Samsung
Samsung is dominant brand followed by Lotte, LG
and Innisfree
Q. When you hear "Korean brand", what name comes up on
your mind?
Respondent profile (N=917)
Male, 43%
Female, 57%
Gender
18-24, 33%
25-29, 36%
30+, 31%
Age
23%
34%
43%
Less than 10M
10 - 20M
Above 20M
Household income
HCM, 35%
Hanoi, 35%
Others, 30%
Area
Q&Me – About Online Market Research Services
Provide the research services driven by the technologies
Our research solutions
Consumer research app
Admin platform
Traditional market research Collect surveys from online consumers Effective retail audit or data collection
Plan, Manage and Analyze data
Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 500,000 members as of May, 2019
0%1%
18%
31%
22%
14%
7%
3% 3%1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City
Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI
Our quality assurance process
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.
Contact Us
URL: http://www.qandme.net
Contact: [email protected]
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3,
HCM City, Vietnam
Tel. +84 2839 100 043