Tachiyomi: Do it on your device

August 13th, 2010 by Daniel Morales

Browse the latest magazine with Seven Net Shopping's tachi-yomi app.

Browse the latest magazine with Seven Net Shopping’s tachi-yomi app.

Japan came a little late to the Twitter party, but it has quickly made up for lost time.  And it’s not just individual users that have been fueling the Twitter boom.  Forward-thinking Japanese companies have also embraced the micro-blogging revolution in a big way, by developing Twitter marketing campaigns, offering Twi-wari discounts, incorporating Twitter into social games, and mining Twitter for valuable customer feedback.

The latest Japanese practice to be Twitterized is the fine art of tachiyomi (立ち読み) – browsing comics and magazines for free before you purchase them.

Tachiyomi, which literally means “stand and read,” can be observed 24/7 at one of the over 40,000 convenience stores or many of the bookstores in Japan. Most stores will allow customers to stand in front of the magazine rack and read through the comics with impunity.

Yamasa Shoyu, a soy sauce company, has taken the term and applied it to the manga-based marketing campaign for their new disposable 200-ml packs of soy sauce. The series is titled “Soy Sauce Magician” and is written by the manga team Masayuki Izumi, which consists of writer Haruki Izumi and artist Masayuki Kusumi, who have released several food-themed manga. By scanning a barcode on the product with their mobile phones, customers can finish reading a comic, the beginning of which has been posted on Twitpic.

Seven Elevens will start selling the packs of soy sauce on Aug. 9, and they will be available at other convenience store chains from Aug. 23. Beyond Twitpic, the two-comic series is being promoted on  Twitter and YouTube. While the comic is mostly just a silly ode to shoyu, highlighting the various uses of the miracle sauce, Yamasa Shoyu gets points for spirit.

Yamasa Shoyu has released a mini-comic they've termed

Yamasa Shoyu has released a mini-comic they’ve termed “tachi-yomi.” It highlights various uses of soy sauce.

Seven Net Shopping, the online arm of Seven and iHoldings that runs the Seven Eleven convenience stores, offers a more realistic digital version of tachiyomi for iPad and iPhone with their new app “Seven de Tachiyomi.” The free app is a digital bookshelf where you can browse popular magazines (such as Brutus, Pia, Real Design and Pen) and even a few books. The number of preview pages varies by magazines from three to 20 or so. Unfortunately that’s as far as the digitalization goes – customers looking for more will have to order a paper version of the magazine from the Seven Net Shopping site or, ironically, be forced to get up and haul themselves to the closest brick-and-mortar konbini to buy a copy

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