Archive for the ‘Marketing/advertising’ Category

G-strings on the menu at Amrita’s naked dining pop-up

Friday, June 10th, 2016

Following in the shoeless footsteps of restaurants in London and Melbourne, the pop-up Amrita has a simple premise: diners must be naked before they are seated. Well, almost naked. Unlike other such pop-ups, guests in Tokyo will be provided with “paper underwear.” Whether this fig leaf is to satisfy patrons’ modesty or satisfy local hygiene laws is yet to be seen.

It’s also worth mentioning that Amrita isn’t the first restaurant made for the senses. Dark Dinner events involved blindfolded patrons trying food and having no idea what they are eating. But where Dark Dinner makes you dine blind, Amrita is truly an eyeful.

Amrita's website claims that it's importing

Amrita’s website claims that it’s importing “top class” male dancers for its pop-up event.

There are a couple of other rules as well. No phones or cameras, no tattoos (oh, Japan), and people can’t be “15 kg overweight.” Exactly what is the tipping point on the scale though is unclear. So yes, Amrita wants to celebrate the human body — as long as the body looks in shape. Oh, and nobody over 60 years old, please.

The restaurant’s website says that Amrita wants guests to have an au naturel experience where they can focus on the food, which happens to be organic, and nothing else — except maybe the waiters. According the event’s website, the pop-up is bringing in “top class” male dancers, dressed only in G-strings, who will be serving up meals and muscles.

If naked dining doesn’t seem intimidating, the prices may shock you. There are several different meals ranging from ¥12,000-80,000. Sadly for those emperors with no clothes, the ¥80K seats are all sold out during its three-day run from July 29-31. No details on what the top-drawer plans entail, however.

And if that wasn’t clear enough, Amrita’s website breaks down the process in eight simple steps, liberally translated here:

1. Show up, your heart pounding
2. ID check (making sure you are over 18 but under 60)
3. Strip — but don’t forget the paper undies
4. Hand over all cameras and cell phones
5. Strut to your table
6. Eat, or that is try to eat
7. Change back into your clothes
8. Go back into the sad, clothed world

AKB48 spends summer vacation at USJ

Friday, June 10th, 2016

Osaka’s Universal Studios Japan is getting a new attraction this summer. It’s not a new roller coaster — instead it’s the members of everyone’s favorite J-pop cluster, AKB48.

During a special show on June 2 at USJ, the band announced that certain members will be performing not for one day, not for two days, but for over a month straight.

Visitors will be able to see the girls in the flesh from July 21 through Sept. 4, just in time for summer vacation for students. (No word on whether or not middle-age salarymen will be able to take off work to cheer on their favorite members.)

The daily show will feature 16 girls from its gaggle of singers, including Mayu Watanabe and Haruna Kojima, as they form the limited-time only “USJ48.” If that isn’t enough, concerts will also share the stage with members from sister groups from around Japan, including NMB48, HKT48 and NGT48.

Make sure to line up early this summer as groups of fans will surely make the trip from Akihabara to Osaka.

Okonomiyaki gives you nutrients you need!

Wednesday, May 4th, 2016

“Pharmacists” on call at Fast Food Aid (Mio Yamada photos)

Recent visitors to Cat Street near Harajuku might have noticed a curious little pop-up giving away bottles of pills.

The Fast Food Aid popup in Harajuku

The Fast Food Aid popup in Harajuku

A neon red cross glowed behind the counter while two women in white lab coats showed customers scientific-looking charts on clipboards.

Hangover cure after a night out? Not exactly.

The sign outside read Fast Food Aid. Panels inside explained the concept: The customer hands over a fast-food restaurant receipt and, in return, receives a bottle of food supplements customized to replace the nutrients missing from that meal … for free.

Public service? Nah.

Fast Food Aid turns out to be part of a clever marketing campaign for a chain of restaurants specializing in the okonomiyaki savory pancake.

Dohtonbori is promoting a new restaurant opening in Hiroo (on May 26) by cheekily spelling it out: The healthy ingredients in Dohtonbori’s healthy okonomiyaki have all the nutrients you need.

The campaign is part of Dohtonbori’s recent makeover, which includes a new emoji-like logo and “Tasty-healthy” slogan. It is also announced the chain’s new policy of only using domestically grown vegetables by issuing a public apology for “not having done so earlier.”

The Fast Food Aid popup ends on May 4, but you can always go to any of the Dohtonbori stores later for a fix.

The deal: One fast-food receipt gets you a bottle of supplements.

The deal: One fast-food receipt gets you a bottle of supplements.

The onsen odyssey of the Japanese snow monkey

Wednesday, March 30th, 2016

What would lure a monkey away from his kingdom in the snowcapped mountains and into the concrete jungle of Tokyo? A good soak, of course.

That’s the premise of new cinematic commercial from Mitsubishi Estate in which we see a monkey protagonist leaving the natural hot springs of the country with only his wash bucket in hand. He catches a ride on a train to eventually emerge in Japan’s capital and reach his final destination: Tokyo Station. After asking for directions, our hot spring hero finally arrives at Otemachi Onsen.

This wild macaque (called nihonzaru in Japanese) is one of the world-famous monkeys that are known to take dips in natural hot springs in Nagano Prefecture during the winter. The Jigokudani Monkey Park, located in Yamanouchi valley, has become a popular tourist spot where visitors can watch these snow monkeys bathe in peace and warmth.

If the new Tokyo onsen can drive this little guy in all the way from Nagano, then it must be good. The Otemachi Onsen isn’t any regular urban bathhouse — Mitsubishi Estate was actually able to tap into natural hot spring water right in the middle of the city on a plot of land meant to be a hotel and office complex.

The commercial’s scenario is very reminiscent of the classic 1980s Sony Walkman spot in which a monkey enjoys the sonic possibilities of the then “high-tech” cassette player. It seems that a monkey’s opinion is as good as anyone else’s. Seeing as 2016 is, according to the Chinese zodiac, the Year of the Monkey, the timing couldn’t be better.

Marketing push for Hokkaido Shinkansen blasts off

Thursday, March 24th, 2016

Some of the new items promoting the Hokkaido Shinkansen.

Some of the new items promoting the Hokkaido Shinkansen.

Japan’s famous shinkansen bullet train is known around the world for its speed, efficiency and safety. Currently, people in Tokyo can take a bullet train all the way to Fukuoka on Kyushu island or to Aomori, at the northern tip of Honshu. But now the high-speed train network is taking it to the next level by extending its reach to Japan’s northern island of Hokkaido, letting consumers go from Tokyo Station to Shin-Hakodate-Hokuto Station in about four hours.

As Japan gets ready for the start of the new Hokkaido Shinkansen on March 26, many companies are launching marketing tie-ups — with some odd results. Here are a few of the campaigns on the fast track.

Tomix train set

New train toys modeled after the Series H5 Hayabusa? No brainer.

Tomix’s set comes with all 10 cars, and the interior can even be lit up. If you’d like to buy it outside of Japan, there are sets being sold on eBay.

Suntory beer

One of the best parts about riding bullet trains in Japan is being able to eat food on public transportation without judgment — huzzah! Ekiben, or train lunch boxes, are a given. Like a beer with that? No problem.

Let the conductor be the designated driver as you can pop a can or three of Suntory’s beer — same taste, new design. If beer is not your thing, Co-op Gurana is repackaging its soda with the Hayabusa train as well.

Lotteria meal

Fast food chain Lotteria is famous for creating food that could kill you, but this time they’re putting it inside a cute Hayabusa box.

A Shinjuku branch is selling meals wrapped up in the Hokkaido Shinkansen train that comes with a rib sandwich, fries and a drink. The meal won’t cost as much as a train ticket though as it’s only ¥1,000 and is available until May 31.

Calbee potato chips

Snack king Calbee is also taking a bite out of the shinkansen commotion with a line of bullet Hokkaido-inspired chips.

Calbee has three new flavors for potato chip fans — onion and salt, seaweed and mentaiko, and garlic and mayonnaise. The company has never shied away from strange new flavors, including its tuna-corn-curry flavor. If you can’t stop eating these addictive chips, you can always keep the bag shut with a Hayabusa stapler.

Acecook Ramen

It may take four hours to get to Hakodate, but it will only take a few minutes to warm up Acecook’s newest ramen.

The two instant noodles come in salt or soy flavors. The packaging also features the official Hokkaido Shinkansen mascot, Dokodemo Yuki-chan (Anywhere Snow-chan).

McDonald’s pie

The only thing faster than the Hokkaido Shinkansen is the food at McDonald’s. The venerable chain is releasing a line of sweets with nods to Hokkaido’s farming and dairy culture.

For a limited time, customers can buy its Hokkaido Milk Pie, a fluffy croissant filled with gooey goodness. It’ll also be packaged in a signature purple color to match the stripes on the Hayabusa train.

Sapporo Snow Festival

And bringing this marketing blitz back to where Hokkaido, this year’s Sapporo Snow Festival was decked out in ads featuring the new shinkansen line. There was even a huge snow sculpture shaped like a Hayabusa train that was lit up at night.

As the Hokkaido Shinkansen will be extended from Shin-Hakodate to Sapporo Station in 2030, the Sapporo Snow Festival — and Hokkaido itself — is bound to get a jump in tourists as more and more people head north.

Get a taste of spring with cherry blossom-inspired goods

Saturday, March 12th, 2016

sakuracombo2All of Japan will soon be in the pink as the country celebrates the sacred sakura with picnics and drinking sessions underneath the cherry trees

Part of the hanami tradition includes eating cherry blossom-flavored snacks, including classics such as sakura mochi. Now the number of sakura-themed goods are blossoming as more and more major corporations jump on board with their own snacks and items. Here’s a taste of some of the items on shelves now.


This season Starbucks isn’t roasting just coffee beans but cherry petals with its sakura chiffon cake. You can also wash down the sugary treat with even more sugar — either strawberry sakura lattes or strawberry sakura frappuccinos.

If you want to experience spring all year round, you can also pick up Starbucks’ cherry blossom-themed mugs and tumblers. Get a move on; these sell out fast.

Kimura Drink

Now that you have your sakura mug, why not fill it up with Kimura Drink’s sakura cola? This fizzy concoction contains the extract of real sakura leaves for an authentic taste of spring.

Worth noting that Kimura Drink has previously launched sodas with curry, tomato and wasabi flavors so they clearly know what they’re doing.

Suntory Chu-hi

If you want something with more of a kick, Suntory has got you covered with their sakura flavored chu-hi (a canned alcoholic drink consisting of shochu and fruit juice.)

Suntory’s chu-hi drink is made with real Sato Nishiki cherries and sakura liqueur. At 4 percent alcohol, it’s about half as strong as most shochu drinks, giving it a light, sweet and fragrant taste.

Sanktgallen beer

If sake or chu-hi is a little strong for your taste, you can always go with the more refined option of this sakura-mochi beer. This beer uses much less hops than your average beer and balances it out with flavors inspired by sakura-mochi — a traditional spring treat consisting of rice cake and bean paste wrapped in a cherry leaf.

This delicious beer is produced by Sanktgallen, a microbrewery based in Kanagawa Prefecture, who insists on using only the famous Takato cherry blossoms from Nagano Prefecture in its sakura beer brewing process.


In the past McDonald’s has released a sakura burger, but this year they are keeping it simple.

Available now are the sakura soda, sakura float and ume fries. While the soda is just what it sounds like, the fries are more interesting. Probably inspired by its successful chocolate fries, the side comes with plum powder, which should be put on the fries and liberally shaken.

Kit Kats

It’s well-known that Nestle saves its wacky flavors for Japan. In the past the company has created a variety of Kit Kat flavors ranging from pumpkin to, yes, cherry blossom.

This year it is trying something new with pistachio and raspberry-flavored Kit Kats that come in a spring-themed box along with a sakura keychain. The company says, naturally, that the new flavor is the “perfect” hanami treat.

Lindt Chocolate

For a more sophisticated sakura treat, Lindt is rolling out its sakura macarons. The treat is filled with a cherry puree ganache. Its special macarons are available until April 12 and the company’s Lindt Chocolate Cafes.

And if that wasn’t sweet enough, Lindt also has a white chocolate cherry ice drink. Its topped with white chocolate shavings and cherry syrup.

Calbee’s sakura butter chips

Sakura butter might sound like an odd flavor, but if you’ve ever had sakura shortbread cookies, then you’ve already experienced it. What does it taste like in the form of a chip? That’s for you to find out.

Calbee has never shied away from strange flavors as it has produced shrimp, pizza and okonomiyaki chips in the past.

Red Bull

In case you need some pep in your step at the hanami party, Red Bull has a Japan exclusive for you.

Its “spring” drink, featuring a bright pink can, will keep you out of a food coma. Grab a couple of these in case your party heads off to an izakaya once the sun sets.

Baskin Robbins

Baskin Robbins is doing something really special this time around. After a 24-year hiatus it is finally bringing back its sakura salted ice cream.

The ice cream contains real sakura leaves and a hint of sea salt to contrast the light, sweet floral taste. It’s available till the end of May, so stop by your local Baskin Robbins and scoop it up.

But wait! There’s more …

You’re sure to be a hit at the hanami parties if you show up in Nike’s sakura shoes. The modern kicks have a traditional look with prints that somewhat resemble suibokuga (Japanese ink wash paintings).

The sakura line is available as skate shoes, sneakers and even high tops. So whether you’re on a short jog or taking it to the courts, you can do it while decked out in your sakura swag.

Need to have that spring feeling wherever you go? You can bring sakura experience with Itoman’s cherry blossom toilet paper.

Itoman’s cherry blossom toilet paper.

Itoman’s cherry blossom toilet paper.

This sakura toilet paper is covered with sakura print, making your trip to the bathroom almost as great as a hanami party.

Happy hanami!

Pokémon catches nostalgia fever for its 20th anniversary

Tuesday, February 23rd, 2016

It’s hard to believe, but Pokémaniacs have been trying to catch ’em all for two decades. Nintendo and the Pokémon Company are celebrating the 20th anniversary of Pokémon with a year full of new products, re-releases and huge doses of nostalgia around the world.

Up first is a re-release of the very first Game Boy games (“Red,” “Blue,” “Green” and “Yellow”), which will be available for purchase on “Pokémon Day,” Feb. 27, exactly 20 years since their initial launch. Trainers can download digital copies of the game for their Nintendo 3DS or 2DS, or they can buy a special edition of the Nintendo 2DS.

The anniversary bundle comes with either a copy of

The anniversary bundle comes with either a copy of “Red,” “Green,” “Blue” or “Yellow.”

The anniversary bundle comes with a colored, clear-plastic handheld system, a digital copy of the game, stickers, a town map and a code to download the legendary Pokémon Mew. Those wanting something a little more modern should check out the other games coming to the Wii U and smartphones later this year.

If the original game’s 8-bit music doesn’t hold up, you can always hear an orchestrated version of the Pokémon soundtrack in person with the Pokémon Symphonic Evolutions concert.

The North American show will feature a live orchestra performing many fan favorites from various entries in the series. Currently the website only features a listing for St. Louis of all places, but promises more dates and locations in the future.

And when there is a Pokémon celebration, there must be gratuitous amounts of Pokémon swag. U.S. fans can buy a variety of 20th anniversary apparel, featuring a special logo, along with an updated version of “Pokémon: The First Movie.” There will also be limited edition trading cards, featuring some of the original Pocket Monsters, as well as Kyoto-themed toys to commemorate the newest Pokémon Center in Japan’s ancient capital.

For some gamers, this will definitely pull up memories of watching the cartoon after school and demanding that Mom buy new batteries for the Game Boy. If you’re one of them, feel free to join the nostalgia fest with the #Pokemon20 hashtag on Twitter and Instagram. Post your favorite moments and memories from the Pokémon series, whether it’s Red picking his first Pocket Monster or watching your own kids join the Pokémon fandom. Users are also posting artwork and other DIY projects to the hashtag.

So whether you did indeed catch them all or if you were just content with only Pikachu, the 20th anniversary of Pokémon celebration will have something to make you feel like a kid again.

Sugar rush of sweet sushi, chocolate fossils and more as Valentine’s in Japan approaches

Saturday, February 6th, 2016

Japan has an uneven track record when it comes to celebrating Western holidays. While many people have started dressing up for Halloween only recently, the country has wholly embraced Valentine’s Day since the 1950s. Annually, women buy premium chocolate and in bulk, generating half the country’s chocolate business being spent in February.

(Yes, that’s mostly women. Men repay the confectionary favor on White Day a month later.)

While there are mountains of high-end choco tugging at the heart strings, many vendors are trying to stand out with unique packaging and offbeat designs. Here are a few tasty examples.

Sushi chocolate

If you want to give your partner a gift with a Japanese twist, why not go fishing for some sushi-shaped candy?

Tobu's chocolate sushi.

Tobu’s chocolate sushi.

Instead of heading to Tsukiji’s fish market, go west to Ikebukuro’s Tobu Department Store where you can buy chocolate that looks like egg, shrimp and sea urchin sushi. The set, which costs ¥2,592, includes a dollop of mousse that represent the ginger gari.

Chocolate is a girl’s best friend

Takashimaya Osaka Store has morphed two favorite gift options: chocolate and diamonds.

Takashimaya's jeweled cake.

Takashimaya’s jeweled cake.

The department store’s new cake glitters as it’s decorated with diamonds in addition to frosting. You better be in love because the cake, encrusted with 125 diamonds, will set you back more than ¥14 million.

‘Poisoned’ apples

Kuromajutsu has a series of “poisoned” apples — but not any old  “Snow White” types of fruits. The company claims it has injected “magic” into these apples using a Buddhist prayer that will, supposedly, make your victim — um, that is future spouse — fall in love with you instantly.

Kuromajutsu's magically

A screenshot of Kuromajutsu’s magically “poisoned” apple.

Kuromajutsu packages the ominous apple in a black box complete with the company’s black cat logo. True love can be yours for just a bite — and ¥10,000.

Canned meat

Does your man lack a sweet tooth? Meiji has a savory solution by offering up the perfect canned meat for this Valentine’s Day.

Meiji's canned meat.

Meiji’s canned meat.

The company’s web page recommends which canned meat would go well with the men in your life. For example, your hard-working co-worker who likes sake may prefer corn beef, while your red wine-drinking boss might like grilled chicken. We can’t guarantee your Valentine will enjoy this gift, but it is sure to be memorable.

Monster cookies

At the event Cookieboy event, people can ice monster-shaped cookies designed by textile artist Takehiro Natsuyama to create adorable and delicious treats.

Cookieboy's creatively designed treats.

Cookieboy’s creatively designed treats.

Natsuyama wants guests to use his beastly cookies as a canvas and show them how to turn treats into works of art using only frosting and other toppings. Instead of keeping it a secret, you can make your Valentine’s gift with your boyfriend this year at the Cookieboy workshop

Jurassic Fossil Chocolat

Instead of searching for the perfect gift, you can make your boyfriend dig it up himself with an archaeological treat. Welcome to Jurassic chocolate.


Jurassic Fossil Chocolat by Maquis.

Jurassic Fossil Chocolat by Maquis is a tasty set where people have to unearth the chocolate fossil hidden behind a layer of . . . more chocolate. The set even comes with a tiny hammer and brush to complete the prehistoric experience. Some of the buried dinosaurs include a T-rex, stegosaurus and brachiosaurus.

Yahoo! Japan’s Valentine’s Boy Field Guide

If none of these options sound appetizing and you’re still unsure as to what kind of sweets to give your sweetie, Yahoo! Japan has a new site where you can (virtually) ask 25 different boys what their dream date and chocolate is.

Yahoo! Japan’s Valentine’s Boy Field Guide.

Yahoo! Japan’s Valentine’s Boy Field Guide.

After you input your lover’s face type (dog, monkey, horse) and personality (herbivore, geeky, manly man), you can ask all of your burning Valentine’s questions. It’s a little unnerving watching this uncanny valley version of your boyfriend reveal his private thoughts, but his reaction is actually based on a scientific survey.

As you can see, Valentine’s Day in Japan isn’t just about chocolates and flowers. It’s a big business, and companies will continue to reinterpret the day in new and sometimes terrifying ways.


Recent Posts