Tokyo: From promise to prosperity

Fukuoka boasts a geographical advantage. Located on Japan's southwesternmost island, it’s the closest to other major East Asian cities such as Hong Kong, Beijing and Seoul, giving it a leg-up on travel and trade. The city ranks as the world’s 44th strongest city business brand in City Brand Barometer 2023 and performed third-best among the five Japanese cities researched.

Fukuoka ranked 71 out of 100 in Promise, indicative of a low international brand engagement revealed in our survey of 2,000 business people from around the globe. This means that the majority of respondents didn’t find the city to be a memorable place for business. While economic powerhouses like New York, London and Tokyo have obvious advantages as historical cultural icons, Fukuoka can build its own distinct Promise by highlighting its uniqueness.

For example, the city prides itself on being the first in Japan to issue startup visas to foreign entrepreneurs and campaigns as ‘the fastest-growing startup hub in Japan.’ To help make its Promise stronger and more memorable, Fukuoka can ensure that the concepts of acceleration, drive and energy are transmitted consistently across all touchpoints. These could involve digital platforms like its official website and social media accounts, as well as physical spaces like the ward office counters that cater to its residents.

Fukuoka is in the Experience breakout list which recognises cities particularly excellent in that category. Fukuoka scored best in Experience out of all five Japanese cities studied, including Tokyo. What pushes it ahead is its quality of life, especially when it comes to cost of living. Meanwhile, the economic factor remains a challenge due to countrywide stagnation and low GDP per capita.