Steinway Leads Brand Awareness for Imported Pianos! Approx. 43% Interested in Trial Playing if Opportunity Exists

Is the World of Imported Brands Still Distant Even for Piano Enthusiasts?

When people think of pianos in Japan, domestic manufacturers like Yamaha and Kawai are widely familiar. However, numerous imported piano brands with long histories exist globally. Some are used in world-renowned concert halls, while others are handcrafted by artisans. 'Imported Piano Japan,' a comprehensive hub for musical instruments and culture, collaborated with NEXER to survey 141 individuals nationwide who expressed interest or experience in piano.

52.5% Have Heard of 'Steinway'

When asked about familiar imported brands, 'Steinway' was the most recognized at 52.5%. This was followed by 'Bösendorfer' (14.9%), 'Bechstein' (13.5%), 'Pleyel' (7.1%), and 'Petrof' (3.5%). Interestingly, 42.6% replied they had heard of none of these, suggesting that even among enthusiasts, awareness of imported brands is not yet fully widespread.

79.7% Associate Steinway with Being 'World-Famous'

Among those aware of Steinway, 79.7% perceived it as 'world-famous.' Other top associations included 'luxurious' (66.2%), 'for professionals' (37.8%), 'for concert halls' (36.5%), and an 'aspirational brand' (29.7%). Steinway's position is firmly established as a prestigious instrument for the stage.

61.9% Associate Bösendorfer with 'Artistic Tone' and 'History/Tradition'

For Bösendorfer, the most common associations were 'artistic tone' and 'history and tradition' (both at 61.9%). These were followed by 'suitable for classical music' (57.1%), 'luxurious' (52.4%), and 'deep, profound sound' (38.1%). Unlike Steinway's focus on fame, Bösendorfer's image centers more on its intrinsic qualities and heritage.

Approx. 43% Would Like a Trial Session

Finally, when asked if they would like to try playing an imported piano if given the chance, 42.6% responded affirmatively. This indicates that a significant number of people harbor an admiration for imported brands and desire opportunities to experience them firsthand.