Case Study: Market Entry Research Supporting a European Integrated…

24 November 2020
by Natalie

By Melissa Francis

Integrated Resort in Japan — Source: Shutterstock

Tokyoesque assisted an Integrated Resort operator in navigating the perceptions and experiences of Japanese, Chinese and South Korean visitors to a proposed site for an Integrated Resort in Japan.

Following the legalisation of gambling in Japan in 2018, one of the largest operators of Integrated Resorts in Europe wanted to bid to open an Integrated Resort there. In order to do this, they needed to deeply understand cultural perceptions around ideas of gambling, casinos and related services among Japanese as well as Chinese and South Korean visitors. There were a number of areas that they didn’t have expertise in.

These were namely:

Japanese language ability
Direct access to the local market(s)
In-house research capabilities, and the necessary cultural knowledge.

Consumer Insights

Sharing the Love: Valentines Day in Japan 2020

14 February 2020
by Natalie

By Melissa Francis

Yes, it’s that time of year once again. Valentines Day in Japan spells out a craving for all things chocolate. In particular, Japanese women have long been attracted to the idea of giving thoughtful homemade gifts for those they care about. And this is strongly reflected in media portrayals of Valentines Day in Japan. But which key trends being favoured by consumers this year?

Valentines Day in Japan Nestle Chocolate KitKat Gift — Source: Weebly

Marketing

Consumer tax hike in Japan: how has it impacted…

10 October 2019
by Natalie

By Ryoko Ward

From 1st October, the VAT rate in Japan was increased from 8% up to 10%, marking the first change since April 2014, when it was raised from 5% to 8%. There was significant interest among Japanese consumers in stocking up on items right before the higher tax rate officially came into effect.

Tax Hike in Japan Mercari — Source: Mercari

Industries

5G in Japan: Think Japan is a tech leader?…

1 October 2019
by Natalie

By Greg Kaszas

Before discussing 5G in Japan, let’s introduce the basics: 5G is the fifth generation of mobile network, promising to be much faster and more reliable compared to most of today’s systems, with a greater capacity and lower response times. Unlike previous mobile network generations, 5G cannot be defined by any single form of technology. It’s often referred to as “the network of networks” because of the way it binds together many existing and future standards. While 4G encouraged the spread of smartphones, 5G looks likely to affect a broader range of industries thanks to its versatility.

Beyond a simple boost in performance, 5G is set to open up a wide range of new use cases from smart factories, through to driverless cars, and infrastructure communication to remote health care solutions for patients. With the recent arrival of 5G phones and other devices such as 5G TVs, the technology has started to make its way into everyday life.

Consumer Insights

Fanning the Flames: How to Lose Japanese Consumer Trust

26 September 2019
by Natalie

By Melissa Francis

Political incorrectness is everywhere we look, in one form or another. Social media has been especially instrumental in spreading concerns, and this extends to something that has become a staple in the vast majority of our lives — commercials. Platforms like social media, online blogs and forums allow for deeper discussions about problematic themes and styles of commercials.

Business

Cashless Payments in Japan: 5 Prominent Players in the…

19 September 2019
by Natalie

By Greg Kaszas

As the global digital economy is expanding, cashless payments in Japan are making their way into everyday life all around the world. Advantages include the ability to simplify payment sending and receiving process, a shrinking grey economy, a boom in e-commerce, and a sharp reduction in fraud. A study by BCG has concluded that more cash-intensive economies tend to grow slowly and therefore miss out on significant financial benefits.

Culture

Nominication in Japan: What you should know & 5…

12 September 2019
by Natalie

By Melissa Francis

Nominication — Source: Get Club Magazine

It is important to understand the role of social gatherings in Japan when looking to build on existing relationships with Japanese clients and associates. Nominication is a local word that combines both nomi (drink) and the English loan word ‘communication’. Thus, it refers to the art of communicating and bonding through the process of drinking with others.

Consumer Insights

Japan’s Gen Z — 5 Points about the Enlightened…

5 September 2019
by Natalie

By Melissa Francis

In this article, we look at Japan’s equivalent of Gen Z — the so-called ‘Satori Generation’, what their defining characteristics are, and concepts that resonate most with this group.

Marketing

Rugby World Cup Japan 2019: Putting Local Audiences at…

4 September 2019
by Natalie

By Melissa Francis

The Tokyo 2020 Olympic and Paralympic Games begin in under a year (of course, we would later go on to find this wasn’t the case. We discuss this here).

This means that the Rugby World Cup Japan 2019 is an excellent trial period for Japan in terms of hosting a major global sporting event. After all, the country will have to accommodate a mass influx of overseas visitors — approximately 400,000 extra people — specifically going to these tournaments. So, what do the Rugby World Cup’s promotional campaigns look like and what is their significance on a local level?

Marketing

Marketing with Manga: Japan’s love of visual communication

21 August 2019
by Natalie

By Naoko Nomoto

You’ve probably heard the word manga being used when talking about Japanese pop culture. Manga (漫画) — Japanese comics or graphic novels — have a long history and tradition behind them. The visual medium’s roots originated in the 1200s and its current form was first developed in the 1920’s. Many of our art-savvy readers may have noticed the recent increase in international attention that manga has received, especially with the popular exhibition ‘Manga’ at the British Museum, the largest exhibition of manga ever to take place outside Japan. This article looks at how marketing with manga can boost brand visibility and consumer engagement.

Author: <span>Natalie</span>

Case Study: Market Entry Research Supporting a European Integrated…

By Melissa Francis

Sharing the Love: Valentines Day in Japan 2020

By Melissa Francis

Consumer tax hike in Japan: how has it impacted…

By Ryoko Ward

5G in Japan: Think Japan is a tech leader?…

By Greg Kaszas

Fanning the Flames: How to Lose Japanese Consumer Trust

By Melissa Francis

Cashless Payments in Japan: 5 Prominent Players in the…

By Greg Kaszas

Nominication in Japan: What you should know & 5…

By Melissa Francis

Japan’s Gen Z — 5 Points about the Enlightened…

By Melissa Francis

Rugby World Cup Japan 2019: Putting Local Audiences at…

By Melissa Francis

Marketing with Manga: Japan’s love of visual communication

By Naoko Nomoto

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