[Public Opinion Brief No. 115] International Reputation of 17 Countries as Seen Through the Eyes of the World

[Public Opinion Brief No. 115] 2012 Global Poll in 22 Countries, Jointly Conducted by BBC World Service, GlobeScan, and EAI

1. Comprehensive Survey Results from 22 Countries

2. Key Features of US-China Survey Results

3. Key Features of South Korea Survey Results

4. Major Characteristics of Survey Results for the United States, China, Japan, and North Korea

1. Comprehensive Survey Results from 22 Countries

1) International Reputation of 17 Countries

- Japan has the best international reputation

- China rises from 9th to 5th place amidst the weakness of European countries

- South Korea's international reputation ranks 12th among 17 countries, North Korea ranks 15th

■ In international relations, power to achieve one's goals is not limited to hard power such as military or economic strength. Soft power, which elicits voluntary cooperation from other countries through attractiveness and reputation, also exists. This report examines the international reputation, a crucial element of soft power, by asking people worldwide whether the international influence of 17 countries is generally perceived as mainly positive or mainly negative.

■ The leading nation in international reputation, a component of soft power, is Japan, which ranked third in the 2011 survey behind Germany and the United Kingdom. Based on the average results from the 21 countries surveyed, excluding Japan's own population, the proportion of respondents who viewed Japan's international influence as positive was 58%, the highest among all surveyed countries. Following Japan, the countries with the next highest positive evaluation rates were Germany, Canada, and the United Kingdom. The proportion of respondents who considered Germany's international influence to be positive was 56%, Canada's was 53%, and the UK's was 51%.

■ China received a 50% positive evaluation rate, ranking fifth among the 17 surveyed countries. This represents a four-place increase from the 2011 survey, where it ranked ninth with a 44% positive evaluation. China's 50% positive response rate surpasses that of France (48%), the EU (48%), and the United States (47%), indicating a higher international reputation.

■ Countries with low positive evaluation rates for their international influence included Iran, Pakistan, North Korea, and Israel. Only 16% of respondents considered Iran's international influence to be positive. Pakistan also showed a low response rate of 16%, while North Korea's rate was 19%, and Israel's was 21%.

■ In the survey of 22 countries, Russia, South Korea, and South Africa also received unfavorable evaluations regarding their international reputation. The proportion of positive responses for Russia was 31%, and for South Korea and South Africa, it was 37%. Considering that the positive evaluation rate for all 17 surveyed countries averaged 40%, the response rates for these three countries fall below the overall average.

- Countries with low negative evaluation rates: Canada, Germany, Brazil, in that order

- Japan 5th, South Korea 10th, China 11th, United States 12th

■ Conversely, some countries exhibit a high negative evaluation rate that is inversely proportional to their positive evaluation rate for international influence. Iran, Pakistan, North Korea, and Israel had high negative evaluation rates corresponding to their low positive evaluation rates. For Iran, the proportion of respondents who viewed its international influence negatively was 55%; for Pakistan, it was 51%; and for North Korea and Israel, it was 50%.

■ However, the proportion of positive evaluations is not always precisely inversely proportional to the proportion of negative evaluations. Brazil serves as a prime example. Brazil had a negative evaluation rate of 18%, the third lowest among the 17 surveyed countries. This figure contrasts sharply with its moderate positive evaluation rate of 45%. However, considering that 37% of respondents were undecided or reserved their opinion, a significant portion of the global population remains unaware of Brazil's international activities.

■ Unlike Brazil, Japan had a low undecided/reserved response rate of 21%, second only to China (19%) and the United States (20%) in this survey. This indicates that a substantial number of people worldwide possess information about Japan's international influence. In this survey, the proportion of respondents who viewed Japan's international influence negatively was 21%, ranking fifth after Canada, Germany, Brazil, and the United Kingdom. Considering Japan's top ranking in positive evaluations, this suggests that a considerable number of people worldwide also hold negative views of its international impact.

■ South Korea's negative evaluation rate was 27%, ranking tenth among the 17 surveyed countries. China ranked eleventh with 31%, and the United States ranked twelfth with 32%. While South Korea's rank improved by two places in negative evaluations compared to its positive evaluation rank (12th), China dropped from 5th to 11th, and the United States dropped from 8th to 12th.

[Figure 1] International Reputation of 17 Countries (%)

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2) Trends in International Reputation

- Japan's positive international reputation has continuously increased since 2010

- Compared to 2011, positive evaluation rates decreased by 9% for the EU, 7% for the UK, 6% for Germany, and 4% for France

- Conversely, China's rate increased by 6%

■ Japan's strong performance in terms of international influence is not a recent phenomenon. It received 53% positive evaluations in the 2010 survey and 57% in 2011, and the 2012 result (58%) continues this trend.

■ In contrast, European countries, grappling with a severe fiscal crisis that has destabilized global financial markets, showed a notable decline. Germany, which recorded the highest positive evaluation rate of 62% in the 2011 survey, saw a decrease of 6 percentage points (P) to 56% in the 2012 survey. The United Kingdom, France, and the EU also experienced a decrease in their positive evaluation rates compared to the previous survey. The UK's rate fell from 58% in 2011 to 51% in 2012. France's rate dropped from 52% in 2011 to 48% in 2012. The EU experienced a more significant decline, with its positive evaluation rate falling by 9 percentage points (P) from 57% in 2011 to 48% in 2012.

■ Besides Japan, another country has emerged to fill the void left by the declining international reputation of European nations: China. This rise of China is not limited to the 2012 survey results. Similar to Japan, China's positive evaluation rate has steadily increased since 2010 and 2011, reaching 41% and 44% respectively. Notably, in the 2012 survey, its positive evaluation rate rose to 50%, a 6 percentage point (P) increase from 44% in 2011, marking the highest growth rate among all surveyed countries, including Japan.

[Table 1] Trends in International Reputation of 17 Countries (%)

Note) Domestic survey results were excluded from the calculation of average values.

- China's international reputation improvement is the largest since 2010

- South Korea's international reputation is also steadily improving

■ The increasing positive global perception of China is also evident in the difference between positive and negative evaluations. Among the 17 surveyed countries, China, along with South Korea, is one of the few nations where the gap between positive and negative evaluations has widened continuously from 2010 to 2012, meaning the positive evaluation rate has increased more significantly than the negative one. The difference between positive and negative evaluations for China's international reputation was 3 percentage points (P) in 2010, increased to 6 percentage points (P) in 2011, and further widened to 19 percentage points (P) in the 2012 survey.

■ Similar to China, South Korea has also seen a continuous increase in the gap between positive and negative evaluations over the past three years. Although the magnitude of this gap is smaller than China's, and the increase is attributed more to a decrease in negative evaluations than a rise in positive ones, the growth from 3 percentage points (P) in 2010 to 4 percentage points (P) in 2011 and 10 percentage points (P) in 2012 is significant, especially when considering that the gap for other countries has either stagnated or decreased.

[Table 2] Gap between Positive and Negative Reputation for 17 Countries (%)

2. Key Features of US-China Survey Results

1) Comparison of US and China Results

- US international reputation overtaken by China

- International reputation: China 50% positive, US 47% positive

■ While the United States and China are referred to as G2 nations capable of influencing global order due to their hard power, they still lag behind Japan and European countries in terms of international reputation, a key component of soft power. Another notable finding from the US and China surveys is that China's international reputation has surpassed that of the United States for the first time since 2009. The US had consistently increased its positive evaluation rate and maintained a higher position than China from the advent of the Obama administration in 2009 through 2011. However, the 2012 survey shows a reversal of this upward trend, with a decline in the positive evaluation rate, and China now ranking higher.

[Figure 2] International Reputation of China and the United States: Trend of Positive Evaluation Rate (%)

Note) Numbers in parentheses indicate the number of participating countries for that year.

2) Comparison of Evaluation Criteria

- Global perception of US international reputation: Foreign policy considered most important at 45%

- China's international reputation considered: Economy and industry at 44%

■ The rise of China and the stagnation of the US in international reputation can be inferred by examining the criteria that global citizens consider important. According to the survey conducted among approximately 4,000 respondents (100-500 per country, excluding Brazil and Japan), foreign policy was cited as the most important factor in evaluating the US's international influence, with a 45% response rate. Economy and industry followed at 23%, while governance and culture/tradition (including arts, music, and cuisine) were cited at 14% each, with 4% for other/no response.

■ For China, economy and industry were cited most frequently at 44%, followed by foreign policy at 21%. Culture and tradition accounted for 17%, governance for 14%, and other/no response for 3%. These results reflect the contrasting situations: the US, despite economic contraction during the global financial crisis, maintains strong diplomatic influence, while China has emerged as a savior for the global economy due to its economic performance.

[Figure 3] Evaluation Criteria for International Reputation of the United States and China (%)

- Key factor for negative evaluation of international reputation: US - foreign policy

- China: Economy and industry + governance towards its citizens

■ An analysis was conducted to determine the extent to which specific evaluation criteria were considered in positive versus negative assessments of the international reputation of the US and China. Based on the aggregated results from 20 countries (excluding Brazil and Japan, which did not ask this question), for the US, foreign policy was the most cited factor among those who evaluated it positively (38%). Economy and industry followed at 30%, culture and tradition at 15%, and governance at 14%, with 3% for other/no response. Among those who evaluated the US negatively, foreign policy was also the most cited factor at 54%, a 16 percentage point (P) increase compared to the positive evaluation group. Governance and economy/industry were cited at 14% each, culture and tradition at 13%, and other/no response at 6%.

■ For China, economy and industry were the most frequently cited factors among those who evaluated its international influence positively, accounting for 51% of responses. Culture and tradition followed at 20%, foreign policy at 19%, and other/no response and governance at 8% and 7% respectively. Among those who evaluated China's international influence negatively, economy and industry was the most cited criterion at 32%. Governance towards its citizens was cited at 27%, a 20 percentage point (P) increase compared to the 7% in the positive evaluation group. Foreign policy was cited at 25%, and culture and tradition at 12%, with 5% for other/no response.

[Figure 4] Evaluation Criteria for US Reputation: Positive vs. Negative (%)

[Figure 5] Evaluation Criteria for Positive/Negative Reputation of China (%)

3. Characteristics of South Korea's Survey Results

1) South Korea's International Reputation

- 37% positive evaluation rate for South Korea's international reputation, 27% negative evaluation rate

- International reputation of South Korea: Nigeria > United States > China in order of positive evaluation

- International reputation of South Korea: Germany > United Kingdom > Spain in order of negative evaluation

■ Examining the international reputation evaluation results of 22 countries toward South Korea reveals that South Korea's international standing remains at a low level. Despite hosting major international conferences such as the Nuclear Security Summit and the G20 Summit, actively engaging in diverse international aid and exchange programs, and experiencing the global wave of Hallyu including K-POP, these efforts and achievements are not immediately reflected in South Korea's international reputation. In fact, the proportion of respondents who evaluated South Korea's international reputation positively in this year's survey was an average of 37%, ranking 12th, the same as in last year's survey.

■ Examining by continent, in Asia, China has the highest positive evaluation rate among countries other than South Korea regarding South Korea's international reputation. 52% of Chinese citizens evaluated South Korea's international reputation positively. The positive evaluation rates in Indonesia and Australia were 50% and 47%, respectively. Japan (34%), India (25%), and Pakistan (22%) had lower positive evaluation rates than the overall average of 37%. In North America, the proportion of positive evaluations for South Korea's international reputation in the United States and Canada was 53% and 52%, respectively, higher than the overall average, but in South America, Brazil, which showed the highest positive evaluation rate, was 34%, and the response rates in other countries were all below the average. In Europe, excluding France (45%) and the United Kingdom (43%), the positive evaluation rates in Russia (27%), Spain (21%), and Germany (18%) were below the overall average. In Africa, Nigeria had the highest positive evaluation rate at 63%, followed by Kenya at 43%, Ghana at 36%, and Egypt at 30%.

■ Looking at South Korea's international reputation based on the proportion of negative evaluations, the countries with the most negative evaluations were Germany, the United Kingdom, Spain, Brazil, and France, in that order. Except for Brazil, all others were European countries. Germany's negative evaluation rate was 46%, 19 percentage points (P) higher than the overall average of 27%; the United Kingdom was 42%; Spain and Brazil were 41%; and France was 40%. Countries with low negative response rates were Ghana, Peru, Russia, Indonesia, and Japan, in that order. Ghana's response rate was 8%; Peru and Russia were 12%; Indonesia was 15%; and Japan was 16%.

■ Overall, the response rate for 'don't know/refuse' ranging from a minimum of 15% to a maximum of 61% is also noteworthy. This suggests that, in addition to interest in positive/negative evaluations, there are still many people worldwide who are not well-informed about South Korea.

[Figure 6] International Reputation of South Korea (%)

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Note) Domestic survey results were excluded from the calculation of the average value.

2) Trends in South Korea's International Reputation

- Increase in positive evaluation rate compared to 2011: Nigeria > China > Kenya in order

- Increase in negative evaluation rate compared to 2011: South Korea > Chile > Spain in order

- Positive evaluation rate by South Korean citizens: 84% in 2011, 57% in 2012

■ Comparing the survey results from 2011 with this year's 2012 results, the countries with the most significant increase in the positive evaluation rate were Nigeria, China, Kenya, and Egypt. In Nigeria, the proportion of respondents who positively evaluated South Korea's international reputation increased by 21 percentage points (P), from 42% in 2011 to 63% in the 2012 survey. In China, it increased from 36% in 2011 to 52% in 2012, an increase of 16 percentage points (P). Kenya also saw a 16 percentage point (P) increase compared to last year's survey, similar to China, while Egypt showed a 7 percentage point (P) increase.

■ Conversely, the countries with the largest decrease in the positive evaluation rate were South Korea, Chile, Spain, and Ghana, in that order. Among South Korean citizens, the proportion of respondents who positively evaluated South Korea's international reputation decreased by 27 percentage points (P), from 84% in the 2011 survey to 57% in the 2012 survey. Chile saw a decrease of 12 percentage points (P), Spain 8 percentage points (P), and Ghana 7 percentage points (P).

■ The country with the largest decrease in the negative evaluation rate was China. In 2011, 50% of Chinese citizens evaluated South Korea's international reputation negatively, but this decreased to 28% in the 2012 survey, a reduction of 22 percentage points (P). In Russia and Kenya, South Korea's international reputation also improved, with a decrease of approximately 10 percentage points (P) in the response rate compared to last year.

■ The country with the largest increase in negative evaluations was South Korea. Among South Korean citizens, the proportion of respondents who negatively evaluated South Korea's international reputation increased by 25 percentage points (P), from 9% in 2011 to 34% in 2012, significantly exceeding Japan, which had the second-largest increase in negative evaluations at 5 percentage points (P).

[Table 3] Trends in South Korea's International Reputation (%)

Note) Domestic survey results were excluded from the calculation of the average value.

3) Soft Power of South Korea, China, and Japan by Continent

- The weakest soft power among South Korea, China, and Japan by continent is South Korea.

- Japan's soft power overwhelmingly surpasses China's.

■ Comparing South Korea's international reputation with China and Japan by continent (average values), no continent showed a higher reputation for South Korea than for China or Japan. While the international reputation in North America was more positive than for China, the difference was only 5 percentage points (P).

■ Examining by continent, in Asia, Japan had the highest average positive evaluation rate for international reputation at 47%. China was 44%, and South Korea was 38%. In North America, Japan (73%) overwhelmingly surpassed China (48%) and South Korea (53%). In Europe, Japan (62%) was also higher than China (44%) and South Korea (31%). In South America, Japan (55%) was higher than China (47%) and South Korea (29%). Only in Africa did the situation differ, with China having a higher positive evaluation rate at 70% than Japan at 63%.

[Figure 7] Positive Evaluation Rate of International Reputation of South Korea, China, and Japan by Continent (%)

Note) Surveyed countries by continent are:

- Asia: China, India, Indonesia, Japan, Pakistan, South Korea, Australia

- North America: United States, Canada

- Europe: Germany, Russia, Spain, United Kingdom, France

- South America: Mexico, Brazil, Chile, Peru

- Africa: Ghana, Nigeria, Egypt, Kenya

- National reputation, considering economy and industry: Japan 41%, China 44%, South Korea 27%

- Foreign policy: Japan 22%, China 21%, South Korea 28%

- Governance style towards its citizens: Japan 12%, China 14%, South Korea 18%

■ Examining how much diplomacy, culture and tradition, governance style, and economy and industry, which are important components of soft power, are considered in the international reputation evaluation of South Korea, China, and Japan, reveals that economy and industry were significantly considered for all three countries. Of course, there were differences in degree. The response rate for considering economy and industry was highest for China at 44%, followed by Japan at 41%, and South Korea at 27%.

■ In the responses of people worldwide regarding South Korea, the items that showed higher response rates compared to Japan or China were foreign policy and governance style. The proportion of respondents who considered foreign policy important for South Korea's international reputation was 28%, higher than Japan's 22% or China's 21%. The proportion considering governance style important was 18%, higher than Japan's 12% and China's 14%. Consequently, this implies that people worldwide consider South Korea's economy and industry, as well as its foreign policy and the South Korean government's governance style towards its citizens, as important factors in evaluating South Korea's international reputation.

[Figure 8] Evaluation Criteria for International Reputation of South Korea, China, and Japan (%)

4) Survey Results on the Reputation of 17 Countries by South Koreans

- Positive evaluation rate: Germany > Canada > EU in order

- Negative evaluation rate: North Korea > Iran > Israel in order

- Positive evaluation rate: United States 62%, Japan 38%, China 33%, North Korea 6%

■ Among the 17 surveyed countries, the country whose international reputation was evaluated most positively by South Korean citizens was Germany, which had evaluated South Korea most negatively. The positive evaluation rate for Germany was 75%, which is 32 percentage points (P) higher than the overall average of 43%. Canada, the EU, France, the United Kingdom, and the United States followed. The proportion of positive evaluations for Canada was 72%, the EU 67%, France 63%, and the United Kingdom and the United States 62%. These countries are all in Europe and North America and share the common characteristic of being economically developed.

■ The countries evaluated negatively were North Korea, Iran, Israel, and China, in that order. 91% evaluated North Korea as having a negative impact on the international community, while Iran had a response rate of 79% and Israel 69%. 64% gave a negative evaluation of China, showing a difference compared to the 28% negative evaluation rate by Chinese citizens towards South Korea.

[Figure 9] Survey Results on the International Reputation of 17 Countries by South Koreans (%)

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Note) Domestic survey results were excluded from the calculation of the average value.

- Japan's reputation: Positive evaluation rate decreased by 30% P compared to 2011

- United States 12% P, China 5% P decrease

■ The international reputation of South Korea among the 17 surveyed countries shows differences compared to the 2011 survey results. Not only did the proportion of positive evaluations of Japan decrease by 30 percentage points (P), but there was also a decrease of around 20 percentage points (P) for India, the United Kingdom, France, and the EU.

■ Comparing the proportion of respondents who evaluated negatively, Japan showed an increase of 38 percentage points (P) from 20% in 2011 to 58% in 2012. The proportion of positive evaluations for India, the EU, France, and the United Kingdom decreased by approximately 20 percentage points (P).

[Table 4] Trend of Change (%) in International Reputation of South Korea among 17 Countries from 2010 to 2011

Note) Domestic opinion poll results were excluded from the calculation of the average value.

4. Key Characteristics of Survey Results for the United States, China, Japan, and North Korea

1) Comparative Analysis of Mutual Evaluation Criteria among South Korea, the United States, China, and Japan

■ A comparative analysis was conducted on the key factors considered important when evaluating the international reputation of South Korea, the United States, China, and Japan. Among Americans who positively evaluated South Korea's international reputation, the proportion citing economy and industry was the highest at 50%. Conversely, 47% of Americans who evaluated it negatively cited foreign policy. Among Chinese, the order of factors cited for positively evaluating South Korea's international reputation was economy and industry (35%), culture and tradition (27%), and foreign policy (25%). Among Chinese who evaluated it negatively, the proportion citing South Korea's foreign policy was the highest at 54%. South Koreans who positively evaluated South Korea's international influence cited economy and industry (35%) and culture and tradition (31%) as major factors. Among South Koreans who evaluated it negatively, 57% cited the South Korean government's governance style towards its citizens.

■ Among South Koreans who positively evaluated the United States' international reputation, foreign policy was the most important factor cited. Although the response rate was 48%, the fact that 62% of those who evaluated it negatively also cited foreign policy indicates a sharp divergence in views among South Koreans regarding US foreign policy. Among Chinese who evaluated positively, the factors cited were economy and industry (31%), culture and tradition (26%), and foreign policy (25%). Among Chinese who evaluated negatively, foreign policy was cited by the highest proportion at 51%. Among Americans who evaluated positively, there was a balanced response rate in the 20% range for governance style, foreign policy, culture and tradition, and economy and industry. Conversely, Americans who evaluated negatively cited foreign policy (49%) and economy and industry (37%) as major factors.

■ Among South Koreans who positively evaluated China's international reputation, economy and industry (35%) and culture and tradition (31%) were frequently cited factors. Among South Koreans who evaluated it negatively, 57% cited China's governance style. Among Americans who positively evaluated China's international reputation, 50% cited economy and industry. 47% of Americans who evaluated it negatively cited foreign policy. Chinese frequently cited economy and industry (35%), culture and tradition (27%), and foreign policy (25%) as factors for positive evaluation. Among Chinese who evaluated it negatively, foreign policy was cited by the highest proportion at 54%.

■ Among South Koreans who responded that Japan has a positive international influence, 41% cited economy and industry as the reason. Among South Koreans who responded that it has a negative influence, 58% cited Japan's foreign policy. Among Americans, the most frequently cited factor for positively evaluating Japan was economy and industry at 48%. Factors for negative evaluation included governance style (40%) and economy and industry (33%). Chinese responded that they positively evaluated Japan's international reputation due to foreign policy (39%) and economy and industry (39%). Chinese who evaluated it negatively most frequently cited foreign policy (47%) as the reason.

[Table 5] Comparative Analysis of Mutual Reputation Factors among South Korea, the United States, China, and Japan (%)

Note) This question was not asked in the survey for Japan.

2) Key Characteristics of Survey Results for the United States

■ The countries that most positively evaluated the United States' international reputation were Kenya, Nigeria, the United States, and France and South Korea. In all these countries, over 60% of respondents answered that the US international reputation was positive. In contrast, the countries that evaluated it most negatively were Pakistan, Russia, China, and Egypt and Germany. Notably, the negative evaluation rate in Pakistan was 61%, approximately double the overall average of 33%. The negative evaluation rates in the other four countries were also high, in the 40% range, and all were higher than the positive evaluation rates.

■ Examining the survey results on the international reputation of 17 countries as perceived by Americans, the countries receiving the most positive evaluations were Canada (84%), the United Kingdom and Japan (74%), and Germany (68%), classified as traditional allies of the United States. South Korea showed a response rate of 53%, exceeding the overall average of 49% by 4 percentage points (P). Conversely, the countries receiving the most negative evaluations were Iran (80%), North Korea (79%), and Pakistan (75%), with China and Russia also receiving negative evaluations with response rates in the 40% range.

[Figure 10] Survey Results for the United States (%)

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Note) Domestic opinion poll results were excluded from the calculation of the average value.

3) Key Characteristics of Survey Results for China

■ The countries that most positively evaluated China's international influence were Nigeria, China, Pakistan, and Kenya. In all these countries, over 70% of respondents evaluated China positively, significantly exceeding the overall average of 50%. Conversely, South Korea had the highest negative evaluation of China's international influence at 64%, followed by Japan (50%), France (49%), Spain (48%), and Germany (47%).

■ Among the 17 surveyed countries, Chinese citizens evaluated China most positively, with a response rate of 86%. Germany (53%), Russia (52%), South Korea (52%), and Canada (50%) followed, but with a significant gap compared to China's results. Conversely, Japan received the most negative evaluations, with a response rate of 63%, followed by the United States (48%), Iran (46%), and Israel (45%). North Korea received a negative evaluation from 35% of respondents, a result similar to the positive evaluation rate of 37%.

[Figure 11] Survey Results for China (%)

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Note) Domestic opinion poll results were excluded from the calculation of the average value.

4) Key Characteristics of Survey Results for Japan

■ Japan, which has the most positive international reputation in this survey, received consistently positive evaluations from most countries, and only two countries had a higher negative evaluation rate than a positive one. However, in these two countries, the negative evaluation rate overwhelmingly surpassed the positive evaluation rate. These two countries are China and South Korea, Japan's closest neighbors. Among Chinese, only 16% evaluated Japan's international influence as positive, while 63% evaluated it as negative. South Koreans also had a higher negative evaluation rate of 58% compared to a positive evaluation rate of 38%.

■ Examining the evaluations of 17 countries by Japanese citizens, the countries receiving the most positive evaluations were Japan (41%), Canada (39%), Germany and India (38%), the United Kingdom (35%), and South Korea (34%). Conversely, North Korea received the highest negative evaluation at 88%, followed by Iran (52%) and China (50%).

[Figure 12] Survey Results for Japan (%)

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Note) Domestic opinion poll results were excluded from the calculation of the average value.

5) Key Characteristics of Survey Results for North Korea

■ The international reputation of North Korea was negative in most countries, with the proportion of negative evaluations exceeding the proportion of positive evaluations, with the exception of African countries, China, Pakistan, Russia, and Chile.

■ Comparing the international reputation of North Korea in the 2012 and 2011 surveys, the proportion of positive evaluations increased by more than 10% in Nigeria, Kenya, Mexico, and Egypt compared to 2011. The countries where the proportion of negative evaluations increased by more than 10% were Indonesia and Ghana.

■ Regarding the evaluation criteria for North Korea's reputation, foreign policy and governance style towards its citizens received the highest response rates at 34% and 28%, respectively. The response rate for culture and tradition and economy and industry was 14%.

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