South America, wine and mountain are some of the words mentioned when foreigners are asked what they associate with our country. This is according to the new version of Imagen de Chile’s longitudinal study, which looked into what people know about our country in 12 of the world’s major cities.
Chile is a country known throughout the world for many reasons, but to really know what these reasons are, Fundación Imagen de Chile has carried out a new longitudinal study in 12 of the world’s major capitals.
Perception of the country’s image was measured in Sao Paulo, Toronto, New York, Washington, London, Berlin, Paris, Madrid, Shanghai, Tokyo, New Delhi and Dubai. The five key concepts that the world identifies with Chile are South America, wine, mountain, the Andes and good/nothing.
“We want the world to know and choose Chile for tourism, business, education, and to broaden cultural and labor relations. That is why our studies are so relevant, because they allow us to detect knowledge gaps and work with them,” affirmed Constanza Cea, Executive Director at Imagen de Chile. “When people respond “nothing”, this also represents an opportunity, and it can change quickly if we reach them with our message and activations. There is a huge gap between what we are and what the world knows about Chile and the Chilean people. That is what Imagen de Chile is all about. Through our studies, we have discovered that the world knows very little about us, but when they get to know us, they choose us. Chile is a country full of assets, and it is important to continue encouraging how we communicate these strengths to the rest of the world,” stated Constanza Cea.
57% of the mentions related to tourism and travel came from Sao Paulo, New Delhi and Dubai. 50% of subject matter related to mountaineering came from Europe, although Sao Paulo was the city that mentioned it the most. On the other hand, Shanghai is the city that made most reference to mining and copper, with 50% of the mentions.
Regarding Chilean products, Tokyo was the city that mentioned fish and seafood the most, with 48% of the mentions. The Japanese capital was also the city that stood out when referring to wine, with 27% of the mentions. Additionally, Shanghai was responsible for 100% of the 63 mentions that referred to cherries. Different cities made a lot of reference to the word “good”, in phrases such as “good place for tourism”, “good wines”, etc.
“Chile is known around the world for its landscapes and products. This is good, but we want the Chilean people to be the key players, and for people to understand how their talent contributes to the world. Chile is creating future through its people, their talent, their capacity to contribute to solving global challenges. Remember what we achieved with vaccination. Our creativity and resilience placed us at the forefront of innovation, sustainability and other areas, letting people know how Chile is creating future,” added Constanza Cea.
Washington makes the greatest number of references to “culture”, with 23% of the mentions. The word “dictatorship” is also mentioned in the study; 85% of the mentions are from Europe, mainly Paris.
These are the five concepts that were given in response to the following question in the different cities: When you think of Chile, what is the first thing that comes to mind?
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