This study examines how people living in Brunei think about Japan and whether they want to visit Japan, based on data I collected myself. Brunei is trying to make its economy less dependent on oil and gas. First, I reviewed Brunei’s history, culture, business environment, and tourism by referring to materials from Japan’s Ministry of Foreign Affairs, statistical yearbooks, and previous studies. I also summarized changes in overseas travel and the number of visitors to Japan before and after the COVID-19 pandemic. Next, as part of an overseas training program of the Kobayashi Seminar at Tamagawa University’s Faculty of Tourism, we conducted a questionnaire survey in Bandar Seri Begawan on March 22, 2025 (English Google Form; convenience sampling; n = 37). We counted the responses, compared results by age group, and reviewed open-ended comments. The results show that many respondents had a positive feeling toward Japan (92%) and Japanese people (about 89%). Interest in everyday culture was strong, especially Japanese food (such as sushi and ramen) and anime. While the intention to visit Japan was very high (95%), only 27% had visited Japan before. The most popular places to visit were Tokyo, Osaka, and Kyoto. Instagram, YouTube, and TikTok were the main information sources, and the main platform differed by age group. In addition to positive comments, some respondents expressed concerns about kanji (Japanese characters) and natural disasters. These findings suggest that using social media, providing travel information in clear English, sharing easy-to-understand safety and disaster information, and making Muslim-friendly services more visible (such as prayer spaces and halal information) may help people turn their intention to visit Japan into actual travel. However, this study used a small convenience sample, so the results should be interpreted carefully.
