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: info@qandme.net

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