Archive for the ‘Marketing/advertising’ Category

J-blip: Sweets Marathon

Friday, January 18th, 2013

So, for the past few years, running has been really, really big in Japan. How do you make something already popular even more attractive? Cake, naturally. We’re guessing that was the logic behind Sweets Marathon, a running race with baked-goods stations set up along the way next to the usual water stations. You can run – and eat – your way through the whole 10k, or do it in a relay with a group of friends. And you can eat as much as of the little bite-sized cakes, cookies, doughnuts, and pudding cups as you like. It sounds a like a recipe for disaster, but the event handlers seem to do a pretty good job of moving everyone along.

Since 2010, there have been 13 of these events held in cities around Japan organized by Tokyo-based International Sports Marketing, Inc. Last month two Sweets Marathons took place at Tokyo Summerland and in Osaka, drawing 3,000 and 4,000 participants, respectively.

Next up is the Gourmet Run, which is already on track to happen in Tokyo, Osaka and Nagoya early this year. It costs ¥4000 to enter, which is pretty decent for access to a huge spread of regional cuisine – though you have to work for it.

2012: The year in social media in Japan

Thursday, December 13th, 2012

LINE graph. Courtesy of NHN Corp.

In terms of Japan’s social media scene, 2012 was without a doubt the year of Line. The free application launched by NHN Japan in mid-2011 was initially created to allow free VoIP calls between Line users. This year it quickly snowballed into something much bigger: It now has an Instagram analogue in Pick, a social dashboard like Facebook, and is starting to pick up where the faltering Facebook Check-in Coupon fell off with its own location-based Coupon app. But one of Line’s most popular features is the ever-changing selection of cute stickers that you can add to text messages.

Line’s growth has been astounding: It reached the 50 million user mark at 399 days – more than twice as fast as both Twitter and Facebook. The most recent numbers, for November 2012, claim 80 million users, 36.5 million of whom live in Japan. The number of users shot past Facebook, which has only a little more than half as many users in Japan, with the number apparently plateauing in the last quarter of the year.

This year did, however, see Facebook edge out domestic rival Mixi, which has been faltering. Last June, Nikkei reported that Mixi’s active users for the month of March were 15 million (out of 27 million registered users). Not too bad, except that page views had dropped by 10 million in the past year – a loss of one-third. Mixi recently partnered with social gaming powerhouse DeNA to create a shared social gaming platform that will be live next year. We’ll see if that is enough to save Mixi – it certainly needs something.

And Twitter? While Japan is a distant third behind the U.S. and Brazil in number of accounts, Tokyo is the No. 2 city in the world for sheer number of tweets, according to a report by Semiocast. However, the same report also showed that Japan had the second slowest rate of new user registration after a flurry of growth last year.

Continue reading about social media in 2012 →

Today’s J-blip: gas-neutralizing underwear

Tuesday, November 13th, 2012

Smell? What smell?

Find yourself cutting the cheese in the office often? With Deoest, a line of deodorizing textiles manufactured by Japanese company Seiren, you no longer have to sit red-faced at your desk.

While odor-eliminating products such as T-shirts, socks and bedding have been available since 2008, the one that’s really been raising eyebrows is underwear that absorbs stink. Originally developed for people with irritable bowel problems by Professor Hiroki Ohge of Hiroshima University Hospital, the underwear has apparently found a market among ordinary businessmen. Ceramic material, which contains metal ions, is the key player in containing the odor. Deoest underwear retails at ¥3,200 for men and ¥2,980 for women and can be purchased from Inodore.

News of this product mushroomed on the web this week, thanks to RocketNews24‘s translation of Mainichi Online and a subsequent post on The Huffington Post, but is it truly BIG in JAPAN? Mainichi reported that sales of the whole 22-item deodorizing series has reached 30,000, but we’re skeptical whether its reached boom proportions. Still, as potential stocking stuffer for that special-smelling someone, this one could be a winner.

Pulsations (11.08.12)

Thursday, November 8th, 2012

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 . . .

  • School Lunch for October 25th, 2012 (from Lunch Break Japan): Does a lunch of nikujaga, rice and natto with miso soup appeal? But what if it’s locally made or comes in a clever package? No? OK …  then how about a KitKat?
  • おたより Exhibition (from Hello Sandwich): Does a visual feast of crafty things make you happy? If you missed the exhibition of envelopes designed by school kids and adults in Ginza, Hello Sandwich gives a big taste of what was on display.
  • Akaoni Design (from Japanese Design): Pay detailed attention to the packaging of food products? Check out some of these by Akaoni Design, a creative studio that was honored with the Yamagata Excellent Design Award twice last year.

Visual Pulse

On a diet but can’t get off chips completely? This ad is featuring Korean pop group KARA spells out the low calorie snack Soy Carat is the way to go.

Pulsations (11.02.12)

Friday, November 2nd, 2012

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 . . .

  • Pepsi Energy Cola — How does it taste? (from Grinning Studios): Pepsi Energy Cola is back, and Darth Vader is endorsing it. Blogger Grin gives a brief review of the drink and tells you where you may find it before it vanishes off the shelves again.
  • JapanaEight: Eight things that scare us (from Japanator): Think “kigurumi” cosplayers are creepy because you don’t know who’s underneath all that extra padding, and if they are wearing anything? Terrified of introducing women to your large anime figurine collection? You just may have something in common with one of these eight contributors.
  • Renewing my driver’s license (from Dru’s Misadventures): Need to renew your driver’s license here soon but don’t know what to expect? Blogger Dru shares his own experience with the process.
  • A giant pop-up jungle gym emerges in Tokyo Midtown (from Spoon & Tamago):  For young and old Tokyoites alike, Design Tide Tokyo 2012 is offering a giant wooden playground. You should hurry if you wish to check it out, though; it will be taken down on Nov 4.
  • Halloween in Japan 2012 (from The Japan Times): We know you read The Japan Times Online daily, but just in case you missed it on the first scroll …

Visual Pulse

The Japanese performance group World Order has released a music video for their song “Permanent Revolution.” The video, a commentary on the recent disputes among the Japanese, Chinese and Koreans, delivers the message that “We are all one” in a lighthearted manner. The members act as robot-like sightseeing, feet-soaking salarymen who, at the end, sign peace treaties with their other Asian counterparts. Nothing quite eases tension a little the way humor and goodwill do, no?

Today’s J-Blip: Red Bull Curates Canvas Cooler Project

Monday, October 29th, 2012

Artist and fashion designer Akiyoshi Mishima at work on the Red Bull Curate Canvas Cooler project. (Photo by Hiro Ikematsu)

After visiting New York, London and Milan, the Red Bull Curates Canvas Cooler Project has landed in Tokyo. The project invited 21 local artists to take a Red Bull cooler as their canvas. We scored pictures of some of the artists at work in their studios and at play during the opening party at SuperDeluxe. See the finished results for yourself at the Red Bull Japan HQ in Shibuya. The exhibition starts today and runs through Nov. 7. (Click on the thumbnails to read more about each photo.)

Today’s J-blip: Coca-Cola Bottleware

Monday, October 29th, 2012

The iconic Coke bottle was designed in 1915 with the goal that “a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was.” The bottle architecture has since undergone many variations and recently has even had a Karl Lagerfeld edition, but its newfound usage as tableware surely takes the Coke — er, cake.

Japanese design firm nendo has teamed up with the legendary beverage company to produce Coca-Cola Bottleware. This collaboration is primarily a collection of bowls and we can see its novelty factor already. These green-tinted, clean-cut dishes are completely recycled from the distinct “contour bottles” and are hand-manufactured by artisans located in Aomori, northern Japan. Since when did exquisite traditional crafts become so contemporary cool?

Prices range from ¥5250 for a dip dish to ¥14,700 for a large bowl. Each design is limited to a quantity of 500, so get your sticky-Coke-stained-hands on them fast at CIBONE Aoyama from Oct. 31. They also go on exhibition the same day they go on sale at DesignTide Tokyo 2012 till Nov. 4.

Suitably inspired to make your own bottleware? We can’t guarantee that as many people will be appreciate it, but at the very least, if one is broken, you can always just make another.

Today’s J-blip: customizable Tirol chocolate

Wednesday, October 24th, 2012

Love those little ¥20 Tirol sweets that are konbini fixture, but get frustrated when they don’t have the flavor you want? Good news, control freaks: You can now customize them online at My Tirol. What better way to welcome trick-or-treaters than with Japanese chocolate made and packaged according to your own preferences?

Tirol, as you like it.

Tirol sweets are easily distinguished by their uniform square shape and varied, bright wrappers. They are offered in a wide assortment of flavors, including kinako mochi and creamy anmitsu, that seem to be made available on a rotational basis. Since one square is only 35 calories, they make great treats for dieters who can’t resist a confection after every meal. Can’t have just one? These little yummy blocks also come in packs of 8. Willpower? What’s that?

Create your own pack of Tirol chocolates by choosing the top layer, the filling and the bottom layer. Does caramel chocolate and gouda cheese chocolate filled with mochi gummy sound delicious, or at least intriguing? You’re in luck — with a few clicks, it, or any one of 625 combinations, can be on its way. A list of ingredients that can trigger allergies pops up after every combination. You choose the packaging, and one even gives you the option to include a message. Forget flowers; this is the new sweetest trick in the book.

Thirty cubes of three different customizations will set you back ¥2,680 plus shipping fees. Granted, it’s way more expensive than the off-the-shelf Tirols, but it’s not every day you can have a strawberry-almond-kabocha chocolate.

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