Archive for the ‘Marketing/advertising’ Category

Japan by the numbers (06.25.13)

Tuesday, June 25th, 2013

J-blip: The secret behind Disney + Gogo no Koucha

Friday, May 3rd, 2013

Kirin is currently collaborating with Disney to celebrate the 30th anniversary of Disneyland. Not only are they giving away a grand prize of a 30-night stay for four at the DisneySea Hotel Miracosta, year-long passes to both parks and a resort giftcard worth a million yen, but each flavor of their popular Gogo no Koucha (“Afternoon Tea”) features a different character on the package:  the straight tea has Mickey Mouse; lemon has Winnie the Pooh; and milk has Donald Duck.

Recently, an observant fan noticed there are different numbers on each bottle and decided to investigate. To his delight he found  60 numbers on the the straight tea version and 18 on the lemon tea and milk tea. His interest piqued, he bought all of them and took photos of each in sequence.

Although it is hinted at on Gogo no Koucha’s site, only a clever and dedicated tea drinker would go to all this trouble. By lining up each “frame” in video form, he revealed short animations of each character.

While we’d like to praise this creative campaign, it’s a bit ironic considering Disney just laid off nine veteran hand-animators.

Pulsations (04.30.13)

Tuesday, April 30th, 2013

Here are the latest Pulsations, links to fresh stories and visuals about Japan, shout-outs to fellow bloggers, and highly clickable stuff that we think you might enjoy.

In no particular order, they are . . .

April Fool’s in Japan — the joke’s on you

Monday, April 1st, 2013

April Fool’s Day doesn’t have very deep roots in Japanese culture, but obviously branding creatives and open-minded corporations are seeing the potential benefits of making potential customers laugh. Rather than pulling a fast one, these pranks put their silliness up-front and center.

Ika

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Never runs out of batteries, glows in the dark and easy to handle.

Introducing the iKA Organic Ebook from publisher Kodansha. Drawing its power from the squid’s natural bioenergy, there’s no need to recharge the batteries. The iKA’s long tentacles serve as a handy neck-strap, it glows in the dark and has endless supply of ink. The iKA is provided via a subscription service, which delivers a fresh squid each week (note:  size and weight may vary). You get the added bonus of being able to cook and eat the old one (special squid dish recipe available to early buyers!). How’s that for eco-friendly technology?

Domino's can pizza

Don’t you hate how unwieldy pizzas can be? Dominos’s new canned pizza is not only compact, it’s long-lasting, so you can stock up your bomb shelter and never go without a slice!

giant squid

Need something with a bit more substance? How about Hanamaru Udon‘s giant squid, caught daily by harpoon fishing and fried up as tempura, from  That will be ¥87,000, please.

Silky

Taking aim at Line, the runaway hit app of the past year, search site Goo offers Silky, the old favorite for free and simple communication. And you can send silly stamps too!  And  yes, it’s biodegradable tech, too?

Forcebook

We have to give full props to Eiga.com, a movie info site, for its execution of Yoda’s account on Forcebook. They got every detail right … from George Lucas friending J.J. Abrams to  Anakin Skywalker changing his account name to Darth Vader to R2D2 denial of Jar Jar Bink’s friend request. One ad shows has Imperial Storm Troopers raising funds to rebuild Death Star. May the forceful guffaw go with you.

By the way, did you spot this one in The Japan Times. I mean we highly admire professor Mogura Tataki’s mission to eliminate society’s bias against lefties but  something tells us we’re being pawned.

 (Research by Shinjin Ono and Kazuhiro Kobayashi)

Photo report: FOODEX Japan 2013

Wednesday, March 13th, 2013

FoodEx is the largest trade exhibition for food and drinks in Asia, with about 70,000 visitors checking out the products presented by hundreds of participating companies. I was lucky to enter as press; otherwise, visitors must be affiliated with the food industry — and pay ¥5,000 — to enter.

The FoodEx menu is global, including everything from  cherry beer from Germany and premium Mexican tequila to top-class French and Chinese dumplings. The event was a rare chance to try out both well-known and exotic foods and even see professionals making them.

In addition to booths offering traditional Japanese favorites such as udon and maguro sashimi, there were plenty of innovative twists, such as dorayaki, a sweet snack made of two pancakes and a red-bean filling, that came in coffee and tomato flavors.

While I was there I was lucky to catch the World Sushi Cup Japan 2013, where top chefs from around the world were competing … and presenting a wide range of styles that you would not normally see in Japan, like the flower makizushi above.

Sales surge for men’s fashion magazines

Friday, February 1st, 2013

Leon is the leading magazine for the more mature man in Japan

An unexpected surge in sales of fashion magazines aimed at men in their 30s and 40s has taken the magazine industry by surprise. Bucking the general downward trend in sales for print magazines, titles like Leon have been getting snapped up by style-conscious guys over the past two years.

According to the National Publication Association’s Publishing Research Institute, sales of men’s magazines for the 30-40 age bracket began to rise around 2010. Sales of these magazines were up a whopping 38.3% from Jan. to Nov. in 2012 compared to the same period the previous year, climbing from 2.66 million copies sold in 2011 to 3.68 in 2012. Just five magazines fit into this niche market, with Leon taking the largest slice of the market share, accounting for a third of sales. The other magazines are Oceans, Uomo, Men’s Ex, and 2nd.

Though Leon was responsible for creating the concept of the “choi waru oyaji” — which roughly translates as “bad-ass middle-aged dude” — personified by fashionable middle-aged guys like Italian heartthrob Panzetta Girolamo, this does not appear to have been the trigger for the trend. It’s more likely that the recent women’s magazine concept of the “ikedan,” or cool husband, has inspired women to buy men’s magazines for their husbands in an effort to get them to improve their appearance.

For single men in their 30s and 40s, it may have been the explosion in en masse dating activities, such as machi kon events, that drove them to the magazine racks for tips on sharpening up their looks, making them better equipped to duel it out with younger, more fashionable rivals. According to J-Cast, these guys aren’t a bunch of aging rams dressed up as lamb, they’re simply men who would like to take care of their looks, whether to score a date or simply to score brownie points with the wife.

The trend has, of course, had a positive impact on the clothing industry. Yano Research Institute reports that in 2011, sales for menswear (including suits, western clothing, and accessories) were up 2% on the previous year. Meanwhile, the Japan Department Stores Association reported a 1.7% rise in the sale of men’s suits in 2011 compared to the previous year. Furthermore, the men’s department of Isetan in Shinjuku reported that sales of suits and western clothes were up 2% for the period between April and September in 2012.

The growing market has inspired Hankyu department store, which previously concentrated on women’s clothing, to open up Hankyu Men’s Tokyo in Yurakucho in Oct 2011. Since then, they’ve clocked in impressive sales of over 12 billion yen. We expect to see other department stores follow their lead.

Sisters are DIYing it for themselves

Tuesday, January 22nd, 2013

With the economic outlook for Japan continuing to look gloomy, the cost of “getting a man in” to do those odd jobs around the house is getting way too high for the average single girl. Increasingly, over the past couple of years, however, young women are picking up a hammer and taking matters into their own hands by enthusiastically having a bash at do-it-yourself projects. The trend is a natural progression from the surge in interest in handicrafts, and, with big name hardware store Tokyu Hands putting out special DIY Jyoshi (DIY girl) displays this past autumn, it looks like this new breed of power-tool empowered women is here to stay.

DIY Jyoshi Bu, a website set up in March 2011, is at the forefront of the trend. A network of female DIY enthusiasts, local groups hold workshops to pass on skills like building shelves or hanging wallpaper. Since an article appeared about the burgeoning trend in the Yomiuri in March last year, membership has rapidly risen from 170 to 653. The focus is on helping beginners get started by teaching the basics of woodwork, gardening, decorative painting and home decoration.

In a recent interview for Sankei News, Maki Kaneuchi the leader of the Kinki branch of DIY Jyoshi, told readers why she thought DIY was booming amongst young women: “About five years ago there was a boom in handicrafts. I feel that the DIY boom among women is an extension of that. It seems like among women there’s a sense that they aren’t content with just buying things, they want to make something for the family.”

Girly web store Felissimo has also gotten in on the act by launching their own Jyoshi DIY web store that sells a range of DIY goods aimed at women, such as cute pots of “rose garden” wood stain. Not only that, but a team of female Felissimo staff members write a blog about their own DIY projects, giving readers tips on how to undertake projects like reupholstering chairs or repainting tables.

Tool manufacturers have also taken note of the trend. Kakuri, based in Sanjo, Nigata produces a range of lightweight tools that are easy for women to use. The range includes a small saw for detailed work and a half-size drill. Perhaps inevitably, there are companies who believe that if it’s for “girls” it’s got to be pink. Hence Cainz hardware stores are now flogging hot pink electric drills and screwdrivers. Cainz also stocks a small pink tool kit that can be easily stored on a bookshelf or, perhaps, popped in an over-sized handbag.

There are quite a few books on the market now showing women how to get busy with a hammer and nails. The most recent title was published in June last year and was written by actress Joshiko Nakada, who has been a keen DIY enthusiast for more than 30 years: “When I was in my 20s I went to work in Germany. During that time I was stunned to see young couples renovating their own homes with materials they’d bought themselves. Because of that experience, when I returned home I had a go at hanging my own wallpaper and liked the feeling that I was able to do it myself.”

Hit the road: Japan’s 2013 trend forecast

Sunday, January 20th, 2013

'Long Trail' hiking is Trendy magazine's number one trend pick for 2013

‘Long Trail’ hiking is Trendy magazine’s number one trend pick for 2013.

In 2012 we got cat-ear hair-dos, an increasing appetite for salty mold, and a tower with a silly name. What wonders will 2013 bring? We’ve gone through Trendy’s predictions and came up with a list of themes that look good to us. Basically it boils down to this: smart phones continue to up the convenience factor, and people have to work harder to get away from convenience and to make up for all the energy it saves.

People will get moving – even more

Running and hiking have been big the last few years, and Trendy predicts that this will continue, and that people will invest even more in these hobbies. The magazine anticipates that hikers will head further into the hills, taking to what it calls the “long trails” that are dozens (possibly hundreds) of kilometers long, mostly in the Alps of central Honshu.

Naturally, these overnight trips will require more gear than the yama girls have acquired thus far, including camp stoves and camp stove-operated mobile phone chargers. Hikes deep into the heart of the country also fit in nicely with other growing interests that have been driving travel trends recently, like history and power spots.

Dieting will be more palatable, and fun

One of the biggest hits of 2012 was Kirin’s Mets Cola. Billed as the world’s first health-soda, the product claims to inhibit fat uptake. It got tokuho billing, the government-issued health food label usually reserved for products like bio-yogurt. Trendy anticipates that other ordinary edibles will ramp up their ingredients to qualify as tokuho products, and that 2013 will see more typically sweet things – from donuts to umeshu (plum wine) to teriyaki sauce – getting the low-calorie treatment with sweeteners like D-Psicose. Likewise, “water enhancers” like Kraft’s Mio Energy, which look like colored eye-drops but presumably have a Crystal Lite effect, look to make good, old-fashioned water more palatable to soda addicts.

Fujitsu's "Wandant" dog pedometer automatically uploads data to a cloud. Photo courtesy of Fujitsu.

Fujitsu’s “Wandant” dog pedometer automatically uploads data to the cloud. Photo courtesy of Fujitsu.

Trendy also sees gadgets that gamify weight-loss and fitness, like Nike’s FuelBand and Panasonic’s EW-NK63 pedometer – both of which beam data to smartphones – as being likely hits in 2013.

And (sigh) it looks like Fujitsu has gone and made a pedometer for dogs, the “wandant” (“wan-chan” being the word for puppy). As the pampered puppies of years past are now overweight middle-aged pooches, we’re probably going to see more human-driven weight-loss and exercise trends trickle down to the canine population.

Smartphones work their way further into our lives

Now that we’ve confirmed that Japanese consumers are buying into smartphones, it is likely that we’ll see more crossover products on the market. Expect more digital cameras that allow you to upload photos to a smartphone over Wi-Fi – like Nikon’s new Coolpix S800C, which is also an Android device itself – to hit the market in 2013, says Trendy.

Last year Moleskin introduced its “Smart Notebook” series, which is designed to sync nicely with the popular smartphone app Evernote. According to Trendy, Japanese office and school supply manufacturer Kokuyo (they make those ubiquitous “Campus” notebooks) has now launched its own series of smartphone-ready stationary, CamiApp, along with its own app.

 

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