[Public Opinion Brief No. 95] International Reputation of 17 Countries as Viewed by Citizens of 27 Nations

BBC · GlobeScan · EAI 2011 Global Poll

The Global Poll, jointly planned by GlobeScan and the University of Maryland's Program on International Policy Attitudes (PIPA) under the auspices of the BBC, selects 17 powerful countries and the EU (a regional union) that exert significant influence or pose threats annually since 2005, and releases their international reputations. South Korea was included in the survey subjects starting in 2010. In 2011, the survey was conducted among 28,619 citizens in 27 countries. The East Asia Institute (EAI) planned and analyzed the survey for South Korea, with Korea Research responsible for fieldwork.

1. [Overall Assessment] 2011 Global Poll of 27 Countries: International Reputation of 17 Powerful Nations

1) 2011 Results

The international reputation survey asks citizens of participating countries whether they view the 17 powerful nations as playing a positive or negative role internationally, and compares the results by averaging them. To understand changes since the 2010 survey, the results from Peru and South Africa, which did not participate in the 2010 survey, are used as reference data, and only the survey results from the remaining 25 countries that participated in both 2010 and 2011 are included in the calculation. After organizing the positive evaluation rates, negative evaluation rates, and unknown/no response rates for the 17 countries, a ranking was established based on the average positive response rate. Among these 17 surveyed countries, 12 countries (excluding the EU, South Africa, North Korea, Iran, and Israel) are both survey subjects and countries where the survey was conducted. To ensure objective evaluation, survey results from these 12 countries were excluded when calculating their reputation rates [See Table 2].

[Table 1] 17 Surveyed Countries and 27 Participating Countries in the 2011 Survey

* Indicates countries included in the survey subjects but not surveyed in this study. The remaining countries are both survey subjects and were surveyed.

** Peru and South Africa did not participate in the 2010 survey; the remaining 25 countries participated in both 2010 and 2011.

South Korea's International Reputation Lags, Ranking 12th Among 17 Countries for Second Consecutive Year - Lowest Among 13 G20 Nations

Although South Korea has emerged on the international stage as the G20 chair in 2010 and has garnered increasing attention in the international community, particularly with high praise from U.S. President Obama, it is not yet perceived as a positive leader globally. The positive evaluation rate of South Korea by citizens of 24 countries was 36%, with a negative evaluation rate of 32% and an unknown/no response rate of 32%. In terms of positive evaluations, it ranked 12th among the 17 surveyed countries. Among the 13 G20 member states included in the survey, it ranked second lowest after Russia. South Korea has yet to demonstrate a distinct presence in public diplomacy on the international stage.

Compared to the survey conducted in early 2010, before the G20 summit, the positive image in these 24 countries has increased by 4 percentage points, but the negative image has also risen by 2 percentage points, making it difficult to consider the overall change significant. This suggests that one-off, short-term events have clear limitations in promoting a favorable national image through public diplomacy abroad. The results underscore the need for sustained, sincere efforts with a long-term investment perspective to gain the trust of citizens in other countries.

[Table 2] Average International Reputation of 17 Countries Among 25 Nations (%)

* These are countries surveyed in this study among the 17 surveyed countries. National evaluations were excluded from the overall average response for these countries. The average response for these countries refers to the average of 24 countries (excluding their own country's survey) out of the 25 countries surveyed in 2010. For the EU, Israel, North Korea, South Africa, and Iran, the average response is based on the results from all 25 countries.

Trusted Leadership: Europe and Japan Show Strength - Germany 1st, UK 2nd, Canada/Japan 3rd, France 6th

G2 and BRICS in Mid-to-Lower Ranks: US/Brazil 7th, China 9th, India 10th, Russia 13th

Table 2, which shows the ranking of powerful countries by global perception, highlights the strength of Europe and Japan. In this survey, Germany received positive evaluations from an average of 62% of citizens in 24 countries (excluding its own), ranking first. The UK followed with 58% (2nd), while Canada, Japan, and the EU each garnered 57% (3rd). France ranked 6th with a positive response rate of 52%, exceeding half of the respondents.

In contrast, the international reputation of the G2, which emerged as two pillars of the international order after the 2008 economic crisis, and the BRICS countries (Russia, Brazil, India, China), which are rapidly expanding their influence as emerging economic powers, were relatively low. The United States ranked 7th with 49%, and China ranked 9th with 42%. Among the BRICS countries excluding China, Brazil received a positive evaluation of 49%, on par with the United States. India ranked 10th with 42%, and Russia was the lowest among the G20 countries surveyed at 32%. South Africa, which hosted the 2010 World Cup, saw its positive evaluation rise from 34% last year to 42% this year, placing it within the top 10.

Lowest Ranks for "Rogue States": North Korea and Iran at the Bottom, Pakistan and Israel Also in Lower Ranks

Rogue states, criticized for nuclear development and instigating various conflicts, occupy the lower ranks. In the 2011 survey, Iran and North Korea received the lowest positive evaluation rate for their international roles, averaging 16% among the 25 surveyed countries. Pakistan and Israel followed with positive evaluation rates of 17% and 21%, respectively. Iran also had the highest negative response rate at 59%, followed by Pakistan at 56% and North Korea at 55%, indicating that negative perceptions are widespread among more than half of the citizens in the 25 surveyed countries.

2) Comparison with 2010 Survey Results

South Korea: Both Positive and Negative Evaluations Increased - Positive Evaluations Up 4%p, Negative Evaluations Also Up 2%p

South Korea saw an increase in both positive and negative evaluations, resulting in no significant overall change. Positive evaluations rose from 32% in the 2010 survey to 36% in the 2011 survey (a 4 percentage point increase), while negative evaluations also increased from 30% to 32% (a 2 percentage point increase). Despite self-assessments of strengthening its international image through the successful hosting of the G20 summit and rapid economic recovery, the survey results appear to fall short of expectations. Frequent military clashes between North and South Korea in 2010 may have also offset the increase in positive evaluations.

Countries with Significantly Improved Reputation Compared to Last Year: Brazil for Economic Growth and South Africa for Hosting the World Cup

Countries with Significantly Deteriorated Reputation Compared to Last Year: North Korea and Pakistan Saw Negative Evaluations Increase by 6%p and 5%p, Respectively

Compared to the 2010 results, the overall positive evaluation rate has increased, with Brazil and South Africa showing the most significant gains. Brazil's positive evaluation rose from 40% in 2010 to 49% in 2011 (a 9 percentage point increase). South Africa, which gained international recognition by successfully hosting the World Cup, saw its positive evaluation increase by 7 percentage points from 35% in 2010 to 42%. Brazil's peaceful transition of power from former President Lula to current President Dilma Rousseff and its high economic growth rate despite the global economic crisis have earned it admiration worldwide. Additionally, India and Russia saw their positive evaluations increase by 6 and 5 percentage points, respectively, indicating an improving image for these emerging powers.

North Korea and Pakistan are among the countries whose negative image has expanded compared to last year. North Korea, which raised international concerns due to the 2009 North Korean nuclear test and the 2010 Cheonan and Yeonpyeong Island incidents, saw its critical evaluation increase from 49% last year to 55% this year (a 6 percentage point increase). Pakistan, which had a negative evaluation rate of 51% in the 2010 survey, saw it increase to 56% (a 5 percentage point increase). Iran's negative evaluation rose from 56% in 2010 to 59% in 2011 (a 3 percentage point increase).

2. Global Perception of South Korea: Anti-Korean Sentiment in China, Increased Pro-Korean Sentiment in the US

South Korea's International Reputation: Positive 36%, Negative 32%, Unknown/Reserved 32%

Pro-Korea Countries: Positive Evaluations in Order of Philippines (54%) > US (53%) > Indonesia (51%) > Australia (50%)

Anti-Korea Countries: Negative Evaluations in Order of Germany (51%) > China (50%) > France (47%)

Warning on Anti-Korean Sentiment in China!!! Positive Evaluations Down 21% Points, Negative Evaluations Up 30% Points Compared to 2010

The 2011 international reputation survey results for South Korea highlight the urgent need for a strategic approach to public diplomacy. While South Koreans themselves overwhelmingly view South Korea's international role positively (84%), perceptions of South Korea vary significantly by country.

First, the survey necessitates differentiating between countries that are favorable, unfavorable, or unaware of South Korea's presence, and developing tailored public diplomacy strategies for each based on their specific characteristics. Examining the average across the 24 countries excluding South Korea, positive evaluations stood at 36%, negative evaluations at 32%, and unknown/reserved at 32%. The significant proportion of undecided or unaware responses suggests that South Korea's presence is not clearly recognized in the international community.

Countries viewing South Korea's international role favorably include the Philippines (57%), the United States (53%), Indonesia (51%), and Australia (50%), primarily countries in the Asia-Pacific region. Although not reaching a majority, Canada (46%) and Turkey (46%), which is facing difficulties in securing nuclear power plant orders, also showed more favorable evaluations than negative or unknown/no response rates.

Countries with a predominantly negative perception of South Korea include Western European nations such as Germany (51%), France (47%), Spain (46%), and Italy (45%), as well as China (50%). In these countries, the negative image of South Korea is stronger than the positive image. While South Korea's trade structure, historically reliant on the US and Japan, is diversifying towards China and the EU, the low reputation in these countries presents a pressing challenge for public diplomacy.

In emerging power countries like Brazil, Russia, and India, there are many negative assessments of South Korea's international leadership or a weak perception of its presence. In Brazil, positive evaluations (39%) and negative evaluations (38%) were closely matched, with 23% undecided. In Russia, positive evaluations were 26% and negative evaluations were 23%, but a significant 51% were undecided or did not respond. In India, positive evaluations were 19%, negative evaluations 23%, and undecided/no response was 58%. Among African countries, only Ghana (43%) and Nigeria (42%) showed a majority positive evaluation, while Kenya, South Africa, and Egypt had a high proportion of undecided responses.

Furthermore, among neighboring Asian countries, Japan and Pakistan had a high percentage of respondents who were unsure about South Korea's role, at 56% and 62%, respectively. In Latin American countries such as Peru, Chile, and Mexico, the proportion of those who were unsure or reserved their response was also relatively high.

Despite our self-satisfaction stemming from the successful hosting of the G20 Seoul Summit last year, the continued spread of the Korean Wave, the expansion of high-tech IT and automobile exports, increased support for the globalization of Korean cuisine, and the success of sports stars, a significant portion of countries, excluding some in the Asia-Pacific region, hold negative perceptions or are largely unaware of South Korea's international presence. This situation highlights the need for a more meticulous and long-term public diplomacy strategy, considering South Korea's foreign policy priorities and the characteristics of public opinion in each country.

[Figure 1] International Reputation of South Korea: Response Results (%)

Note: Korean results are excluded from the overall average.

Trend Compared to 2010: Changes in Perceptions of South Korea by the G2, Sharp Increase in Anti-Korean Sentiment in China. Pro-Korean Sentiment in the US

China: Positive Evaluations Decreased from 57% to 36%, Negative Evaluations Sharply Increased from 20% to 50%. Japan and Russia Show No Signs of Improvement, Remaining Indifferent.

US: Positive Evaluations Increased from 46% to 53%. First Time Since 2005 Survey That Positive Evaluations of South Korea Exceeded 50%

Compared to the 2010 survey results, the perceptions of South Korea by citizens of the four major neighboring countries show significant changes. Most notably, perceptions of South Korea among Chinese citizens are deteriorating sharply. In the 2010 survey, positive evaluations of South Korea were 57%, but in the 2011 survey, this figure dropped by 21 percentage points to 36%. Conversely, negative evaluations of South Korea increased from 20% to 50%, a rise of 30 percentage points. Even considering the margin of error inherent in Chinese public opinion surveys compared to other countries, these results are noteworthy. Recent increases in friction in bilateral political and economic relations, and growing disagreements between the two countries over the North Korean issue, are contributing factors. Following the Cheonan and Yeonpyeong Island incidents last year, the US and South Korea conducted joint military exercises, causing considerable tension with China. The intensification of conflict between the younger generations of both countries, particularly through cyberspace, also appears to be a contributing factor.

In contrast, perceptions of South Korea are improving in the United States. The 2011 US survey showed that 53% of respondents viewed South Korea positively. This is a 7 percentage point increase from 46% in the 2010 survey. While negative opinions also rose from 28% to 32% (a 4 percentage point increase), this result is significant as it marks the first time since the 2005 survey that positive evaluations of South Korea have surpassed the 50% mark. Since President Obama took office, the US has shown a tendency to prioritize South Korea over Japan in the process of building new international governance, represented by the G20, and in pursuing its Asia-Pacific strategy. Furthermore, frequent media reports highlighting President Obama's praise for South Korea's educational enthusiasm and democratic achievements have contributed positively to improving South Korea's image.

[Figure 2] Changes in Favorable Evaluation Rates of South Korea by Citizens of Four Major Neighboring Countries (2010-2011)

Perceptions of South Korea by citizens of Japan and Russia show no signs of improvement. In Japan, the proportion of respondents who viewed South Korea's role positively was 36% in the 2010 survey and remained at 33% in the 2011 survey. Russian citizens' perceptions are even more indifferent, with positive evaluations at 28% in 2010 and 26% in 2011. Overall, with the exception of the United States, perceptions of South Korea by neighboring countries have either worsened or remained stagnant in 2011. Therefore, it appears necessary to develop countermeasures for the four major neighboring countries when formulating future public diplomacy policies.

Countries where perceptions of South Korea have worsened include Mexico, Germany, and Chile, in addition to China. Perceptions declined by 16, 9, and 8 percentage points, respectively, compared to the 2010 survey. On the other hand, Australia, with a 15 percentage point increase from the previous year, and Turkey, with a remarkable 29 percentage point increase, stand out as countries where South Korea's image has significantly improved. The increase in positive opinions from African countries like Egypt and Nigeria, and from major European countries where negative perceptions of South Korea were previously strong, is encouraging. Egypt and Nigeria saw increases of 10 and 11 percentage points, respectively, compared to 2010. While negative evaluations of South Korea are prevalent in Europe, the improvement in image among major European countries is noteworthy. Positive evaluations increased by approximately 11 percentage points in France, 11 percentage points in Italy, and 13 percentage points in the UK.

[Table 3] Trend of Changes in International Reputation of South Korea (2010-2011) (%)

3. International Leadership as Viewed by South Korean Citizens

Changes in Perceptions of the Four Major Neighboring Powers: "Favorable Towards the US and Japan, Negative Towards China and North Korea"

95% of South Korean Citizens View North Korea's International Role Negatively

Conversely, how have South Korean perceptions of major global powers changed? The most significant characteristic is the divergent shifts in perceptions of the four major powers surrounding the Korean Peninsula and North Korea. While pragmatic attitudes have increased since the end of the Cold War, with a strengthening of pro-China and anti-US sentiments, a pattern of pro-US/Japan and anti-China/North Korea sentiment has recently become prominent.

[Figure 3] Changes in Favorable Evaluation Rates of the International Roles of the US and China by South Koreans (2005-2011)

Notably, pro-US sentiment has surged among South Koreans. As shown in Figures 3 and 4, 74% of South Korean citizens viewed the United States' international role positively, with only 19% responding negatively. Looking at the time series, the Bush administration's assertive foreign policy weakened favorable perceptions of the US among South Koreans, causing positive evaluations to drop from 52% in 2005 to 44% in 2006 and 35% in 2007. However, since the emergence of President Obama in the US, positive public opinion towards the US has risen to 50% in 2008 and 57% in 2009 and 2010. In the 2011 survey, conducted after the Cheonan and Yeonpyeong Island incidents in 2010, South Koreans' positive evaluation of the US increased by a significant 17 percentage points from the previous year to 74%.

Conversely, negative perceptions of China, which has recently seen a sharp increase in anti-Korean sentiment, are strong, with 38% positive evaluations and 53% negative evaluations. Looking at the time series, China's image has been steadily deteriorating since the Northeast Project in 2004. While the image of China among South Koreans worsened continuously from 2005 to 2008, it generally declined in tandem with the US. However, since 2009, while the US has succeeded in improving its image in South Korea, China has remained stagnant, leading to a divergence in perceptions of the two countries among South Koreans.

Similar to the United States, South Korean perceptions of Japan's international role have become increasingly favorable. Despite the persistent strong anti-Japanese sentiment in South Korean society, the growing positive public opinion regarding Japan's international role suggests a multidimensional differentiation in perceptions of Japan among South Koreans and an increase in pragmatic thinking. In fact, favorable evaluations of Japan by South Koreans increased from 60% in the 2009 survey to 64% in the 2010 survey, and further to 68% in the 2011 survey, showing a consistent increase of 4 percentage points each year.

Regarding North Korea, only 3% held a positive view of its international role, while a staggering 95% responded that North Korea's international role is negative. In the 2010 survey, positive evaluations were 5% and negative responses were 89%. The extreme cooling of perceptions towards North Korea can be attributed to the highest level of threat posed by North Korea since the end of the Cold War, including casualties from military clashes between North and South Korea in 2010, such as the Cheonan incident and the Yeonpyeong Island shelling.

[Figure 4] South Korean Perceptions of the International Roles of 17 Countries (%)

Pro-Western sentiment among Koreans is strong: UK (85%) > Canada (84%) > France (82%)

82% favorable towards Germany, which is reserved in its assessment of Korea

The survey also revealed that favorable views of European countries remain strong among the Korean public. Major Western European countries such as the UK, Canada, Germany, and France all recorded favorable assessments of their international roles in the 80% range. Even Germany, which was reserved in its assessment of Korea with only 19% viewing Korea's role favorably, received a positive assessment from a remarkable 82% of Koreans. Following European countries, the US (74%) and Japan (68%) also received high favorable ratings. Among non-Western countries, India (66%), Brazil (58%), South Africa (54%), and Russia (47%) followed in order of favorability. In contrast, negative responses significantly outnumbered positive ones for China (38%) and for risky countries in the Middle East and Asia such as Israel, Pakistan, and Iran.

[Table 3] Trend of change (%) in the international reputation of 17 countries by Koreans, 2010-2011

4. International Reputation of Major Countries

Simultaneous rise in international reputation for the US and China

Clear divergence in positive and negative perceptions of the G2

Comparing the global reputation of the G2, namely the US and China, reveals an improvement in the US's international reputation since the advent of the Obama administration. During the Bush administration, which pursued a unilateral foreign policy based on neoconservatism, favorable public opinion towards China surpassed that towards the US. It was during this period that voices of self-reflection regarding the crisis of American soft power emerged. However, since the Obama administration took office, emphasizing alliance diplomacy and cooperative diplomacy with the international community, positive assessments of the US's international role have been increasing in 2010 and 2011.

In contrast, while the international community has increasingly recognized China as a member of the G2 following the advent of the Obama administration and the economic crisis of late 2008, concerns about the "China threat" have also grown in proportion to China's increasing influence in the international arena. Although assessments of China's international role improved somewhat in 2011, it still lags behind the US.

This chapter will examine in more detail the responses regarding the surveyed countries, including the US and China, as well as North Korea and Japan.

[Figure 5] Change in the percentage of positive evaluations of the G2's international role (Global Poll 2005-2011; %)

Note: The number of participating countries is in parentheses.

[United States] International Reputation Remains Divided

Positive evaluations of the United States: Philippines (90%) > Ghana (84%) > Nigeria (76%) > South Korea (74%)

Positive evaluations by American citizens: Canada (82%) > United Kingdom (80%) > Germany (76%) > Japan (69%)

Among the populations of 24 countries, 49% held a positive view of the United States, 31% held a negative view, and 20% were unsure or reserved their opinion. Favorable views of the United States were predominantly very high in African and Latin American countries. In Africa, where competition for resource diplomacy with China is ongoing, favorable public opinion regarding the international role of the United States was strong in Ghana (84%), Nigeria (76%), Kenya (68%), and South Africa (54%), with the exception of Egypt. In Latin America, positive evaluations exceeded 50% in Brazil (64%), Chile (62%), and Peru (53%). In Asia, the Philippines (90%), South Korea (74%), and Indonesia (58%) expressed positive views on the international leadership of the United States.

However, opinions are divided regarding the role of the United States in Canada and Mexico, which share a border with the U.S., and in Western European countries, which have traditionally been U.S. allies. In Canada, 40% held a positive view of the United States, while 47% held a negative view. In Mexico, 23% held a positive view, 38% held a negative view, and 39% were unsure or reserved their opinion. Meanwhile, in Europe, the percentage of positive evaluations did not reach 50% in most countries, with the exception of Italy (62%), and the proportions of positive and negative evaluations were largely similar. In Russia, Germany, and Turkey, negative perceptions actually outweighed positive ones. In Asia, excluding the aforementioned countries favorable to the United States, positive evaluations of the U.S. did not exceed a majority in Australia (45%), India (42%), Japan (36%), China (33%), and Pakistan (16%). Notably, in Egypt, where former President Mubarak resigned following the February democratic protests, positive evaluations were 26% and negative evaluations were 50%, indicating a predominantly negative public opinion.

Regarding the evaluations of 17 surveyed countries by American citizens, countries with a high percentage of positive evaluations included Canada (82%), the United Kingdom (80%), Germany (76%), and Japan (69%). Following these were Brazil (60%), France (56%), India (56%), South Korea (53%), and South Africa (50%). More than 50% of American citizens held a positive view of these countries. In contrast, positive evaluations of Russia and China were significantly below a majority, at 38% and 36% respectively. For Iran (6%), North Korea (7%), and Pakistan (12%), which are challenging the U.S.-led international order, positive evaluations were around 10%, with overwhelmingly negative evaluations.

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[China] High favorable ratings in Asia, South America, and Africa; low in North America and Europe

Positive evaluations were observed in Canada, Germany, the United Kingdom, Russia, and France, in that order.

Chinese public: Negative evaluations for Japan (71%), the United States (53%), North Korea (51%), and South Korea (50%) in order.

Regarding China's international reputation, 44% held a positive view, while 38% held a negative view. 18% were unsure or reserved their opinion. Continentally, the proportion of positive responses was higher in Asia, South America, and Africa compared to Europe and the Americas.

In Africa, in particular, positive evaluations of China significantly surpassed negative evaluations in all five surveyed countries. Positive evaluations were high in Nigeria (85%), Kenya (82%), and Ghana (73%), while 55% in Egypt and 53% in South Africa held positive views.

In the Asia-Pacific region, the Philippines (62%), Indonesia (63%), and Pakistan (66%) showed a predominantly favorable image of China. Conversely, positive evaluations of China did not exceed 50% in Japan (12%), India (28%), South Korea (38%), and Australia (43%).

In North America, positive evaluations in the United States and Canada were 36% and 35% respectively, with negative evaluations at 51% and 49%, indicating a relatively higher proportion of negative views. In Latin America, only Mexico showed a low positive evaluation rate of 23%; however, Chile (61%), Brazil (57%), and Peru (55%) reported high positive evaluations. In Europe, with the exception of Russia, negative evaluations of China outnumbered positive evaluations in the remaining countries.

Conversely, the Chinese public holds positive views of Western developed countries that evaluate China with indifference. Positive evaluation rates were high in the order of Canada (56%), Germany (50%), the United Kingdom (48%), Russia (47%), and France (46%). This was followed by Brazil (45%), South Africa (41%), and India (40%), all fellow BRICS nations. While it is true that public opinion regarding Iran (38%) and Pakistan (37%), countries perceived as risky, falls short of positive opinions compared to other nations, the relatively high rate compared to other countries is a notable characteristic.

On the other hand, Japan, Israel, the United States, North Korea, and South Korea were identified as countries with strong negative images among the Chinese public. Japan was the country with the strongest negative image, with positive evaluations at only 18% and negative evaluations reaching a significant 71%. The countries with the next lowest positive public opinion were Israel (32%), the United States (33%), North Korea (34%), and South Korea (36%). It is noteworthy that public opinion towards North Korea, with which China maintains a long-standing alliance, was low, with negative evaluations exceeding 50% at 51%.

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[North Korea] 16% favorable, 55% unfavorable, 29% unsure/no response

Ghana is the only country with high positive evaluations; 51% of the Chinese public considers North Korea to play a negative role.

Given the negative international reputation of North Korea, the reputation within individual countries is no different. Only an average of 16% across 27 countries assessed it positively, while 55% assessed it negatively, and 29% were unsure or did not respond. Ghana was the only country where positive assessments (37%) outnumbered negative assessments (21%). Even in China, North Korea's staunchest ally, negative assessments stood at 51%, while positive assessments remained at 34%.

[Figure 10] Response Results for the International Reputation of North Korea (%)

[Japan] Receives positive international reputation; lukewarm views in neighboring Asian countries

91% of Japanese citizens have a negative view of North Korea.

Japan's international reputation appears to be generally positive. Positive responses accounted for 57%, while negative responses were limited to 20%. 23% were unsure or reserved their opinion. Across continents, positive response rates were relatively high and evenly distributed in the Americas, Europe, and Africa. In Asia, views on Japan varied significantly by country. While Indonesia and the Philippines reported high positive evaluation rates of 85% and 84% respectively, the rates in China and Pakistan were only 18% and 34%. However, Mexico and China were the only countries out of the 27 surveyed where negative evaluations exceeded positive ones; in most countries, positive evaluations of Japan's international role were relatively higher than negative evaluations.

Two characteristics emerge when examining the Japanese public's evaluation of other countries. First, the high proportion of 'unsure/reserved' responses suggests caution is needed when directly comparing the positive and negative evaluations of other countries with Japan's own evaluations. Second, there is a negative perception of North Korea. The proportion of positive evaluations by Japanese citizens regarding North Korea's international role was a mere 1%, with only 8% unsure/reserved, demonstrating a clear difference from the results for other countries. This is presumed to be the result of heightened concern and aversion among the Japanese public due to two military conflicts on the Korean Peninsula and missile tests and nuclear development targeting Japan.

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