The Barometer of Spain's Image in Asia reveals a high growth potential despite regional lack of awareness.

 

El Real Instituto Elcano has presented the results of its 13th edition of Spain's Image Barometerfocused on the Asian market. The study concludes that, despite a positive assessment, Spain faces a high level of ignorance in the region, which represents a strategic opportunity for commercial expansion and international influence.

 

Analysis of the perception of Spain in Asian markets

 

The technical report prepared by the Real Instituto Elcano reveals that a significant portion of the population in Asia It lacks sufficient information about our country. In fact, almost a third of the initial respondents were excluded for not having the basic data to make a judgment. Comparatively, Spain ranks in a Intermediate position, behind powers with a greater historical presence in the area such as Alemania, Reino Unido o Francia.

 

In countries like Japón, Corea del Sur y ChinaThe perception of local superiority is dominant, except in specific indicators where Spain excels, such as the quality of lifeEnvironmental respect and gender equality. For its part, Indonesia It is the market that shows a more optimistic view, giving Spain higher scores in economy, science and international power.

 

Barometer Indicator	Sample Details / Result
Study universe	Population aged 18 to 80 in China, Japón, Corea del Sur, India e Indonesia
Sample size	5.007 interviewees
Top-rated leader	Rey Felipe VI (above leaders of EEUU, China y Rusia)
Main identifying feature	Football (mentioned by 50% of respondents)
Most recognized brand	Zara

 

The challenge of "made in Spain" and commercial competitiveness

 

One of the critical points identified is the weakness of the country brand in the productive sector. "Made in Spain" It competes at a disadvantage compared to other European partners. For example, in strategic agri-food sectors, the olive oil Spanish is perceived as inferior to Italian, a trend that is repeated in fashion and capital goods such as household appliances.

 

Nevertheless, the study identifies brands that have managed to break through the barrier of unknowns. Zara It leads in brand recognition, followed by Chupa Chups y LaLigaThere is also a generational relief Remarkably: while those over 55 associate Spain with flamenco or bullfighting, young people link the country with sports and quality tourism.

 

Geopolitical positioning and strategic alliances

 

On the chessboard of geopolitics, the influence of the Unión Europea en Asia It is limited, with barely 28% support as a preferred ally. In this context, Spain ranks fourth in influence among European countries, surpassing Polonia and equating to Italia. Faced with the struggle between EEUU y ChinaMost of the Asian societies analyzed opt for a neutral stance.

 

The report, coordinated with the fieldwork of NETQUESTIt emphasizes that the current limited commercial and cultural exchange is the cause of this low visibility. However, the Roadmap For Spanish companies, the answer is clear: there is room to maneuver to project the technical and scientific level and consolidate strategic relationships in the region with the greatest economic weight in the 21st century.

 

Key points and frequently asked questions about Spain's image in Asia

 

What is the main obstacle for Spanish companies in Asia according to the study?
The high level of general ignorance about the country, which requires additional efforts in promotion and brand positioning to compete with other European countries.

 

Which sectors have the best ratings in Asian markets?
Tourism, sports (especially football), gastronomy and cultural production (painting and literature) are the best positioned assets.

 

How are Spanish institutional figures perceived?
El Rey Felipe VI It obtains a higher average rating than other international leaders evaluated, including Ursula von der Leyen already the leaders of the world's major powers.