Japan's polling firm "Brand Research Institute" published "regional brand survey" 2017 annual results of the 10th, prefectural survey charm rankings, won the first prize of Hokkaido, starting from the 2009 survey, Hokkaido has won nine consecutive first. The charm of the countdown to the first is Ibaraki, Ibaraki Prefecture for five consecutive years in last place.

Hokkaido Since 2013, scores tended to decrease, but in 2017 compared with 2016 scores have improved by 6.1 points, it is Japan's 47 prefectures which improve the most. Sightseeing wishes of Hokkaido, the degree of willingness to purchase the product are ranking at first, the will of living is ranked third.

Ibaraki Prefecture in 2017 to become NHK series "chicks" location shooting, ushiku born sumo wrestler dilute potential in the promotion of yokozuna, Japan's Kashima Antlers won the Football League Championship, etc., this series occurred in Ibaraki Prefecture the good news still did not let Ibaraki wash lowest ranking charm of the county.

In addition, Japan's nationwide municipal charm of the rankings, Kyoto City ranked first, since this is the Kyoto after 2013, the second ranked first. Second place was ranked first in the Hakodate in 2015, it is the third city of Sapporo. Kyoto awareness is high, in addition to the degree of attraction, tourism ranks second in the will of the will of living in third place in the evaluation of local resources, with more charm to the streetscape and historic buildings, etc., to obtain a high rating .

The survey nearly a decade, Kyoto City, Hakodate, Sapporo exclusive ranking of the top three cities. 2017 evaluation of local urban core of the city of Sendai, Hiroshima, Fukuoka, also have a tendency to improvement. Registered in July 2017 as a World Heritage city of Fukuoka Munakata, fukutsu etc. and not because the column names in the world to improve the awareness of cultural heritage.

The survey was conducted National Institute for the brand in Japan 1000 municipalities and 47 prefectures survey done, carve awareness survey, the degree of attraction, image, degree of contact information, sightseeing wishes degree, the degree of willingness to live, the degree of willingness to buy the product, evaluation of local resources, etc. 78. 2017 is the 12th year of implementation, during the network survey June 23 to July 14, a total of 3.0 obtained 7.45 million valid questionnaires.