Japan country profile
How do New Zealanders view Japan in 2026?
This country profile is based on our latest New Zealanders’ Perceptions of Asia and Asian Peoples report. The survey was carried out in January and February 2026. Supplementary data relating to travel is from Stats NZ.
Japan is one of New Zealand’s long-standing and most important economic and strategic partners, with diplomatic relations established in 1952. The relationship encompasses trade, investment, tourism, technology, education and people-to-people links, alongside growing cooperation on regional security, energy and the Pacific.
Economically, Japan was New Zealand’s fifth-largest trading partner in the year to December 2025, with two-way trade worth NZ$9.2 billion. New Zealand exported NZ$4.72 billion to Japan, making Japan our fourth-largest export market.
How important is Japan to New Zealand’s future?
Seventy-one percent of New Zealanders see Japan as important to New Zealand’s future, making it the second most important country in Asia, after China. Almost a third (31 percent) say that Japan is very important.
Japan's importance to New Zealand's future
Q: How important do you think Japan is to New Zealand’s future?
Perceptions of Asia 2026
Why do New Zealanders see Japan as important?
Technology, trade, travel and Japanese exports to New Zealand are the leading reasons why New Zealanders view Japan as important.
Japan's importance to New Zealand's future
Q: Why do you view Japan as important to New Zealand’s future?
Perceptions of Asia 2026
How much trust do New Zealanders have in Japan to act responsibly in the world?
Japan is New Zealander’s most trusted power after Australia and ahead of the United Kingdom, with 70 percent of New Zealanders sayings they have high or very high trust in Japan to act responsibly in the world.
“New Zealand has a good trading partnership with Japan. Many of our values align and we share common interests.”
Male, 35–39 years, New Zealand European and Japanese, Gisborne
New Zealander's trust in Japan
Q: How much trust do you have in Japan to act responsibly in the world?
Perceptions of Asia 2026
Friend and threat perceptions
New Zealanders see Japan as New Zealand’s closest friend in Asia. Eighty-one percent of New Zealand say Japan is a friend or close friend to New Zealand.
Just one percent of New Zealanders say Japan is a threat to New Zealand.
“It is a stable, developed and technologically advanced country producing a great deal of desirable technology products. Japanese people love to visit New Zealand, and it would be great to increase trade.”
Male, 50-59 years, New Zealand European, Manawatū-Whanganui
New Zealanders' friend and threat perceptions of Japan
A friendly country is one you view as safe and trustworthy. A threatening country is one you view with caution or suspicion. For each country below, do you view them as a friend or a threat to New Zealand?
Perceptions of Asia 2026
Like-mindedness to New Zealand
One in five New Zealanders (20 percent) identified Japan as the Asian country most like-minded to New Zealand when it comes to engaging with people and the world, making it second only to Singapore.
Defence and security
Japan is seen as New Zealand’s most important security and defence partner in Asia, with over half (55 percent) of New Zealanders selecting it.
Most important defence and security partners
In terms of New Zealand’s defence and security, which Asian countries are New Zealand’s most important partners to work with?
Perceptions of Asia 2026
How much do New Zealanders know about North Asia?
North Asia is the Asian sub-region New Zealanders are most familiar with. Over half of New Zealanders (54 percent) feel they know at least a fair amount about it.
New Zealanders’ travel to Japan
New Zealanders made a total of 771,196 return trips to Asia in the year to January 2026, a 14 percent increase over the year before.
Japan was New Zealanders’ fourth most visited country in Asia after China, India and Indonesia. New Zealanders made a total of 93,175 return trips, a 19 percent increase from the previous year.
One in five (20 percent) of New Zealanders 35-years and under say they would most like to do an OE in Asia. Of these, almost half (47 percent) say they would most like to go to Japan.
New Zealanders pointed to Japan’s appealing culture and its reputation as a safe and respectful society. People also highlighted Japan’s food culture and its beautiful natural environment.
“It’s always been a place on my bucket list as I love Japanese food but getting to work with Japanese people on a daily basis has made me be more interested in working in Japan.”
Female, 30–34 years, New Zealand European, Auckland
Entertainment consumption
A third of New Zealanders (34 percent) consume entertainment made in or relating to Asia at least monthly, with 17 percent doing so at least weekly.
New Zealanders were asked where in Asia produces the entertainment they enjoy the most. Japan is the top source, with 45 percent selecting it as the place in Asia that produces the entertainment they enjoy the most.
“I love Japanese culture because people are very polite and respectful. I also love gaming and manga.”
Male, 15–17 years, New Zealand European and other European, Nelson
Download the full report
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