Trust
Neither
Don't
trust
NHK News
60%
27%
12%
Nikkei (Japan Economic Daily)
55%
34%
10%
Local newspaper
54%
34%
12%
Nippon TV News (NTV)
54%
33%
13%
TBS News
53%
33%
14%
Fuji TV News
51%
35%
15%
TV Asahi News
50%
32%
18%
Yomiuri Shimbun
50%
36%
14%
Yahoo! News
48%
36%
15%
Sankei Shimbun
47%
38%
14%
Mainichi Shimbun
46%
37%
17%
Asahi Shimbun
45%
34%
21%
HuffPost Japan
31%
52%
17%
Weekly Shincho
28%
46%
26%
Weekly Bunshun
28%
41%
30%
Trust = % scored 6-10 on 10-point scale. Don’t trust = 0-4, Neither = 5. Those that haven’t heard of each brand were excluded. Only the above brands were included in the survey so this should not be treated as a list of the most trusted brands.