Global view of Chile

Chile stands out as the country where the world ends. Those who have not had the opportunity to visit can get to know Chile through documentaries or films, books, the internet and, of course, talking to Chileans. Being so far away, but at the same time so open to the rest of the world, what do people from other countries know about our history or culture, products, or territories? What things are interesting or attractive about our country?

Over the years, Ipsos has applied a series of studies to investigate the impression of Chile in different parts of the world, and the need to better determine the perceptions of the country in cities considered as a priority. This information gathering initiative, commissioned by a relevant foundation for the country, Imagen de Chile, allows us to show some of the results that we consider to be of great value and a source of pride.

For background, Imagen de Chile is the agency of the country brand – Marca Chile – whose mission is to promote Chile's image in the world by increasing its recognition, reputation and preference in the international market. 

Below, we will analyse different topics related to our country, according to the findings of different versions of the Ipsos Image of Chile in the Priority Markets Study.

Chile's Main Strengths

When researching and trying to understand global perspectives about a particular country, it is essential to find out what is already known and what are the main strengths that are identified with that particular place. For Chile, this could be attractive landscape, recognition of its art, culture and heritage, tourist attractions and quality products. At the same time, international interests need to be considered: sustainability, entrepreneurship and innovation.

These results show how the natural wonders of Chile and our products have managed to transcend borders.

Of the Chilean products that achieve the greatest international recognition (responses obtained in 12 cities across 11 different countries), two stand out above others: wine and fruit. They are followed by copper or copper products, and fish or seafood.

From the list, the attractiveness of Chilean exports and the natural assets of our geography stand out, both of which are very typical of Latin American economies. That said, we should not overlook the fact that one out of every two people mentions wine, a product that demonstrates our experience and expertise in all stages of this industry. Chile is one of the world's leading wine producers in terms of millions of litres and there are a significant number of Chilean wines that have won international awards, competing with markets that have literally centuries of viticulture, such as France, Spain, or Italy.  

Related to this, the studies show that good quality is the attribute with the highest number of mentions (58%), which explains the good reputation that Chilean products have abroad. Further down the list, low prices and artisanal production are also mentioned.

Culture and Heritage

In another question of our measurements, natural heritage stands out as the main attraction. This again shows the virtuous relationship that exists between Chile and its natural wealth, much like the results on the country's main strengths. Sometimes our geography shocks us with disasters or inclement weather, but much more often it amazes us with the natural wonders that surround this long and narrow strip of land: mountains, volcanoes, seas, rivers and lakes, salt flats, deserts - sometimes flowery -, beaches, forests, islands, glaciers… the list is long.   

Although more abstract, another attraction of the country is our culture. Chile is full of stories, traditions and people who have left their mark both here and in other parts of the world. Perhaps one of the most concrete ways to understand this is through our representatives of the arts: poets, writers, singers, actors and actresses, architects, and painters.

Among the most recognised Chilean personalities are Pablo Neruda (poet), Isabel Allende (writer), Pedro Pascal (actor), Daniela Vega (actress) and Gabriela Mistral (poet). Among the five people mentioned in the top five, two of them have won the Nobel Prize for Literature, an award that only six Latin Americans have ever won. In this case, beyond the awards, the importance lies in the fact that the respondents from different countries in this measurement have recognised these great figures of Chilean cultural history.

Tourism

As mentioned in the introduction, respondents mentioned the natural beauty found throughout our country as one of its main strengths. From the Atacama Desert in the north to the glaciers in the south of the country, the recognition that exists in different parts of the world of Chile's natural heritage is reflected in the interest shown in different types of tourism linked to these areas.

Of the different types of excursions that could be associated with Chile, cultural excursions and those directly linked to nature garner the highest number of mentions, as shown in the chart below. In addition, there is potential for growth if the natural range is combined with other disciplines, such as science and sport.

Experiences with Chile

As well as perceptions of Chile in different cities around the world, there are also studies that look at perceptions from other Latin American cities, for instance Bogotá and Mexico City.^[i] Regarding experiences from these two cities related to Chile, 57% of those surveyed mentioned having consumed Chilean products, such as fruit, wine, and meat, among others.

Both in the studies in 12 different cities across other regions of the world, as well as in the measurement carried out in Bogotá and Mexico City, there are coinciding categories and products that reaffirm the strengths of our country: our crazy and varied geography, our culture, and cuisine. All broad areas to continue developing a national hallmark of which to be proud. This is just a brief analysis of some of the results of studies carried out on Chile in different corners of the world. However, it makes very clear the good image that Chile and its riches have at an international level.

Table of content 

1. An introduction to Flair Chile 2023: A historic year?
2. Global view of Chile
3. Gen Z: A snowflake generation?
4. Feminism in Chile: A movement that is progressing, albeit slowly
5. The chilean route to sustainable development
6. Is it possible to innovate in a disruptive way in Chile?