Body Positivity in Japan: Media Representation and Gender Fluidity…

9 May 2024
by Alex Brown

The beauty standards in Japan have stayed roughly the same throughout the years. In fact, a majority of women do not feel confident in their bodies today, aim to be underweight, and still feel the pressure to have a thin frame in a one-size-fits-all society. So it’s safe to say when it comes to body positivity, Japan is still behind. Though this is true, female comedians, fashion designers and plus-size celebrities are championing the concept and the idea of body acceptance, so there is progress. Japan is also seeing more gender fluidity in fashion and acceptance for alternative appearances, all aiding in the shift towards a more body positive society. Advertisers struggled to navigate the shifting beauty standards in countries like China and Korea, so in this article we will discuss how you can avoid making the same mistakes in Japan by diving into the ‘body’ landscape.

Insights

Japanese Canned Coffee: The Key to Succeed in the…

3 April 2024
by Alex Brown

In capturing the essence of Japan’s unique scenery, vending machines feel like a requirement. According to the Japan Vending Machine Manufacturers Association, the number of vending machines nationwide is said to be approximately 2.68 million.*

They offer colourful and unique drinks, all sold for less than 150 yen (a pound) each. There’s a wide array of items, including the occasional onion soup, but Japanese coffee cans reign as the most popular choice.

The market is flooded with options, from black American coffee to very sweet lattes, with major beverage manufacturers like Suntory and Kirin releasing a broad range of canned coffees and a plethora of seasonal limited-edition products each year.

Consumer Insights

Growing Japanese Non-Alcoholic Drinks Market: 336 Million Litres Consumed

1 February 2024
by Alex Brown

By Manaho Yamamoto

Growing Trend in Japanese Non-Alcoholic Drinks: Sober Curious Market in Japan

Interest in being sober curious, meaning a lifestyle in which people consider a non-alcohol lifestyle or rethink their relationship with alcohol, has been growing worldwide for some time. This sober curious movement is no exception in Japan, where a survey by the Asahi Group, which asked 10,000 men and women aged 20-59 about their drinking habits, found that 45% of respondents do not drink alcohol. The proportion is higher among younger generations, with those in their 20s accounting for the majority.

Insights

Pop-Up Culture in Japan: Experiential Marketing Finds Success in…

25 September 2023
by Alex Brown

By Yanelis Garcia

From beloved Disney characters to exclusive luxury collections by Tiffany & Co., pop-up culture has found success in Japan.

Pop-ups are temporary trendy shops available to consumers for a limited time. As a form of experiential marketing, brands can connect with consumers through these branded experiences, bringing themselves “to life” in unique ways. By incorporating creative set designs and photographable moments, brands have been able to catch the eyes of Japanese consumers with these fun and unmissable temporary shops.

In this article we break down how businesses make their pop-ups successful in Japan, and how they can help your brand connect with Japanese potential customers, making an impact in the Japanese market.

Interviews

CBD In Japan: Insightful Interview with Japanese CBD Lawyer…

4 September 2023
by Alex Brown

By Ken Masuno and Alexander Brown

Arashiro Yasuta - a Japanese lawyer specialising in Japanese cbd law.

In the 1st part of our 2-part interview series with Japanese CBD lawyer Yasuta Arashiro, Mr Arashiro paints a picture of the Japanese CBD market, explaining the existing regulations on CBD in Japan, and what the relaxation of these regulations may mean for foreign companies interested in the Japanese market.

In this 2nd part, Mr Arashiro goes deeper into the barriers currently preventing foreign and domestic companies from gaining success in the Japanese market, including issues with CBD marketing, raising public awareness, approval by official bodies, and the state of current CBD product inspection processes.

Insights

Live Streaming in Japan: A Niche Market With Big…

29 August 2023
by Alex Brown

By Yanelis Garcia

Kizuna AI VTuber livestreamer come to japan campaign ambassador Japan National Tourism Organisation promotional video. — Source: JNTO x Kizuna Ai promotional video

Live streaming continues to be a popular activity in Japan, thanks to the accessibility that smartphones provide. Live streaming is the broadcast of an activity in real time, including a live audience and usually a form of chat as well. There are many different types of live streams such as podcasts, video gaming, playing music, cooking, and creating ASMR content such as mukbang (also known as eating shows), where a host consumes various quantities of food. Although the VTuber phenomenon has only been around for about 5 years – starting as a subculture within the gaming culture – it’s created a profitable niche market within the live streaming world.

This article dives into the VTuber era, the most popular live streaming apps in Japan and how this industry has created a profitable niche market global companies can tap into. We will outline what it takes to enter, the competition, advertising opportunities and how Tokyoesque can help.

Interviews

CBD In Japan: An In-Depth Discussion with Japanese CBD…

21 August 2023
by Alex Brown

By Ken Masuno and Alexander Brown

Japanese lawyer Arashiro Yasuta, who specialises in cbd in japan.

The reform of Japanese CBD law and potential relaxation of restrictions feels ever-tantalisingly close around the corner, having undergone multiple setbacks in the past year. In this environment, many global companies are looking to Japan as a promising new market to expand their CBD sales, considering it as a gateway to other economies such as China and South Korea.

While the future for CBD in Japan is promising, the situation remains foggy. To better understand the complexities of CBD regulation in Japan, what its future may look like, and how this will impact foreign businesses looking to enter the market, Tokyoesque’s Ken Masuno sat down with Japanese CBD lawyer Yasuta Arashiro, gaining insights on the Japanese CBD market.

In the 1st part of this 2-part interview series from March 2023, Mr Arashiro paints a picture of the Japanese CBD market, explaining Japan’s existing regulations on CBD, and what the relaxation of these regulations may mean for foreign companies interested in the Japanese market.

Insights

The Japanese Streaming Market: The Rise of SVOD Platforms…

16 June 2023
by Alex Brown

By Yanelis Garcia

SVOD platform Netflix Japan homepage, featuring localized content such as Thermae Romae.

Television programming has always been big in Japan, with the average Japanese person spending two hours watching TV every day. But recently, due to the impact of COVID-19 and the constant creation of new content, consumers have moved to SVOD platforms (subscription video on demand) for entertainment.

Based on a report by Gem Partners, the domestic streaming market in Japan was valued at over 450 billion yen in 2022, and is expected to continue growing as more TV consumers convert into platform subscribers. Because of its growth potential, the industry has become quite fragmented, with over 12 companies fighting for market share. Streaming platforms are also in high competition with local content providers – many of which focus on anime. In this article, we discuss which major players make up the Japanese streaming market, and how you can find success in Japan as well.

Insights

Setsubun – Bringing Good Fortune In The Japanese New…

27 March 2023
by Alex Brown

By Alexander Brown

Setsubun ehoumaki sitting next to a red oni mask and roasted soybeans.

The Japanese national festival of setsubun is a day of massive cultural significance to Japan, long serving to drive demons out and usher in good fortune in the new Lunar Year. From the start of January to the start of February, it’s impossible to forget the season, with seasonal sales drives and traditional celebrations taking place at every turn. In this article, we cover the history of setsubun, popular methods of celebration, and how Japanese retailers use it as an opportunity for seasonal marketing.

Insights

White Day in Japan – Japan’s Strong Culture of…

14 March 2023
by Alex Brown

By Kana Kono

Today, March 14th, marks White Day. White Day happens every year on March 14th – exactly a month after Valentine’s Day. Functioning as a continuation of Japanese Valentine’s Day festivities, the holiday encourages people (often men) who received gifts on Valentine’s Day return the favour, giving back small gestures such as sweets, fashion goods, and most popularly chocolate, to express their gratitude.

In this article, we cover the history of Japan’s White Day, and look into the commercial and cultural drivers that started it, and how these link into Japan’s culture of giving.

Author: <span>Alex Brown</span>

Body Positivity in Japan: Media Representation and Gender Fluidity…

Japanese Canned Coffee: The Key to Succeed in the…

Growing Japanese Non-Alcoholic Drinks Market: 336 Million Litres Consumed

By Manaho Yamamoto

Pop-Up Culture in Japan: Experiential Marketing Finds Success in…

By Yanelis Garcia

CBD In Japan: Insightful Interview with Japanese CBD Lawyer…

By Ken Masuno and Alexander Brown

Live Streaming in Japan: A Niche Market With Big…

By Yanelis Garcia

CBD In Japan: An In-Depth Discussion with Japanese CBD…

By Ken Masuno and Alexander Brown

The Japanese Streaming Market: The Rise of SVOD Platforms…

By Yanelis Garcia

Setsubun – Bringing Good Fortune In The Japanese New…

By Alexander Brown

White Day in Japan – Japan’s Strong Culture of…

By Kana Kono

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