How to say "prefer" in Japanese

• 好むこのむJLPT N3approx.Common
  godan verb, transitive verbCovers the plain sense of 'prefer': to like or favor one thing over another. Use it for your own or others' tastes in neutral description, as in stating what someone tends to prefer.
  かなり多おおくのアメリカ人あめりかじんが寿司すしを好このむ。↗

  Quite a few Americans like sushi.
• お気に召すおきにめす
  expression, godan verbAlso glossed 'to prefer', but it is honorific (sonkeigo) language used to describe a superior's likes politely. It is seldom the word you want for plain 'prefer'; reach for it only in respectful speech about someone else.
  ワインがお気きに召めすといいのですが。↗

  I hope the wine is to your taste.

Use 「好む」 for the everyday sense of preferring or liking one thing over another; use 「お気に召す」 only when speaking respectfully about someone else's likes or preferences.

Usage comparisons are AI-assisted and cross-checked by multiple models; for study reference only

• 好むこのむto like
• お気に召すおきにめすto like