Posts Tagged ‘Dentsu’

Can Etsy’s crafty goodness be recycled in Japan?

Monday, May 27th, 2013

On May 16, NTT DoCoMo launched d creators, an online market service for creative people in Japan. Similar to Etsy, all the items available are handmade and the content is user generated. Unlike Etsy, though, to sell and buy via the website, you will need a Japanese bank account and purchases are made using bank transfers. This means that it’s likely that the majority of products are being designed and made in Japan, and judging from the exhibition held last weekend (May 25-26) at Daikanyama T-Site Gallery, quite a few of the goods do appear to inspired by Japanese aesthetics.

The website was created for NTT DoCoMo by the advertising agency Dentsu, who have so far curated the current sellers and their goods. Predictably, some of the chosen creators may be familiar to those who like to peruse Tokyo’s design stores. There’s Kokechi’s kokeshi dolls, for example, and Ribbonesia’s brooches. The standards are pretty high, and prices vary, but anyone is allowed to sell products via the site, so there will be more variety in the future.

Products available online include interior goods, accessories, tableware, art, fashion, textiles — even comics, novels and essays.

There’s also information on hands-on workshops led by sellers, the next one being held by Ribbonesia at the Fab cafe in Shibuya on June 9.

Streamlined offerings from new adult anime titles

Friday, March 30th, 2012

A long anime series of 24-26 episodes will typically change gears halfway through with brand new theme songs, a new story arc and a fresh set of characters. But this spring’s crop sees five titles buck this trend, in a move that has surprised the industry. Cyzo News reports that “Fate/Zero,” “Medaka Box,” “Kimi to Boku 2,” “Jormungand” and “Hirono no Kaera” all have lengthened story arcs and will be keeping the same theme tune throughout the season. This effectively slims down the merchandising package for the season. Sales of DVDs, singles and figurines make up a significant part of the earnings for anime shows, and the move is seen as a reflection of economic hard times in otaku industries.

Fate/Zero's non-increasing cast

The ostensible reason is that anime creators want more time to develop story lines, rather than being forced to come up with fresh ideas every three months (the time needed to air a set of 12-13 episodes). But the real reason may be that while merchandise sales are still strong, the numbers of hardcore fans willing to buy up an entire collection of CD, DVD, and character models is dwindling. The slimline package is a way of enticing fans to splurge on the full set of merchandise instead of picking and choosing.

Japan’s falling birth rate means that  anime aimed at adults (broadcast late at night) has enjoyed huge popularity in recent years among those in their 20s to 30s. During the 1980s, as the number of children fell, the number of kidults hungry for sexier, gorier anime rose. In the latter part of the noughties the number of fans willing to purchase anime merchandise aimed at adults increased. However, unlike  hadcore fans, they opt to purchase only the merchandise that appeals to them. In fact, otaku culture is no longer the preserve of the hardcore nerd. According to Sankei, a recent study by Yano Research Institute showed that one in four Japanese identified themselves as otaku.

Dentsu advertising agency now considers the market so significant that they will be setting up a branch dedicated to studying otaku spending habits. Nevertheless, Cyzo’s article states that last year these otaku were spending less, so watch for the anime industry to keep looking for creative ways to keep the cash flow going.

New era for New Year’s cards

Thursday, December 8th, 2011

Forgotten the address? Postman gets it for you via Facebook

As holiday season approaches, people are beginning to start thinking about sending out New Year’s greeting postcards to relatives and friends. JP Post guarantees that all cards marked as nengajo will be delivered on New Year’s day and hires temporary staff to help them achieve this goal. However, in recent years, the burden of delivering nengajo has shifted from the post office to the internet and cell-phone networks, as increasing numbers of people opt to send electronic New Year’s greetings.

Though the web can cope with this increased traffic, cell-phone networks can’t, and every year the major networks issue warnings to customers that after midnight on New Year’s Eve, they can expect delivery delays of up to two hours for mail service as well as difficulty in making calls due to high traffic.

Even if you do get through, sending your nengajo via email may create the impression that you’re not that bothered about the person receiving the message — either that or they’ll think you’re a bit of a tight wad. This year, however, the traditional nengajo has been given a digital facelift and several innovative new services are available to help you get your New Year’s greetings done properly.

  • Postman: Mislaid addresses? No worries. Similar to Giftee, which works utilizing Twitter, this service finds addresses for you via Facebook. Ad agency Dentsu has teamed up with Japan’s Post Office to create Postman and in the future the service will be extended to allow people to send other kinds of greetings cards and even gifts. Using the templates available, you are able to customize your own cards. Available only in Japan, cards cost upward of ¥97.
  • Nenga-Cinema: These nengajo double as gifts. A code printed on the postcard can be input into the nenga-cinema website allowing the receiver to view one of 30 movies available online for free. The service is offered by Ripplex and Sony, and titles available are “Spiderman,” “Men in Black” and “Taxi Driver.” These cards cost a reasonable ¥365.
  • Budemame Nenga 2012: Want a personalized card, but too busy to sit at your desk and create one? Try this Android app, which allows you to create your own card on your smartphone. Combine photos taken on your phone with customizable templates to create a personalized nengajo. To print, send the info to a PC or use a smartphone compatible printer.

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