Vegetarianism and Veganism in Japan – Why Vegan Products Should Be in Japan Now

13 July 202213 July 2022

By Giulia Ferraro

Photo of "kaiseki" small plate vegan food in Japan. — Source: Chie Takamoto

There is a longstanding history of vegetarianism and veganism in Japan, stemming from Buddhist traditions that began to take root in the 6th Century AD. Among a recent wave of change, including vows by high-profile politicians to remove the “shackles” on the vegan food industry by establishing clear labelling guidelines, we look at the current landscape of vegetarian and vegan cuisine in Japan, and how a weak yen and a huge gap in the market means that foreign vegan products should be in Japan now.

Consumer Insights

Growing Trends of Personalised Beauty in Japan 2022

5 July 202222 September 2022

By Giulia Ferraro

Kindled by the power of the internet and social media, the beauty industry has grown exponentially on a global level, driving trends like that of “personalised beauty” in Japan. Nowadays, it is easy for anyone to view and purchase beauty products from abroad. Japanese cosmetics companies are often considered some of the top beauty manufacturers, popular amongst both domestic and international consumers.

Source: Medulla

Marketing

What is Shinseikatsu? 4 Effective “New Life Support” Campaigns in Japan

22 March 202214 April 2022

By Mao A.

New Life Support (shinseikatsu) — Photo by AJ from unsplash

In Japan, the cherry blossoms are in full bloom in March and April and this period is also when a new chapter in life begins for many people. Unlike the UK or other foreign countries, the new semester in Japanese schools starts in April, not September. Many people step forward to start their new lives, entering higher education, starting jobs, changing jobs, moving to new places, and so on. This new phase in life is called Shinseikatsu, which can be directly translated to ”new life.” This article aims to explore the many marketing campaigns conducted by companies in Japan that take advantage of Shinseikatsu and will explore how EU companies may integrate it into their marketing activities in Japan.

Marketing

The Hanami Angle – How can your business fully “bloom” during Sakura season?

11 March 202218 March 2022

By Luke Denhart

It’s that time of year; the bumblebees begin buzzing about, the celandines start to sprout. The Hanami cherry viewing is a special event undertaken by the Japanese, one where they picnic and check out perhaps their most transient of trees, the cherry blossom, come in bloom to signal the beginning of spring. Hanami holds a cultural significance unique to Japan. Yet western audiences are still not quite sure what Hanami even is – its niche for marketing campaigns in Japan. Hopefully, shedding light on this cherished event, strategies used by companies in the past, Tokyoesque can set the stage for you. After a read, you can tap into the zeitgeist of Hanami, and implement its small window into your 2022 marketing calendar.

Consumer Insights

Japanese valentine’s day 2022 sales predictions: The New Normal for Valentine’s Day in Japan

11 February 202214 February 2022

By Natsune Oki

It is the time of year when the red hearts are all around us ー Valentine’s Day is on its way! How does Valentine’s Day in Japan differ from that in the West? What has been the impact of the pandemic on sales? How are the chocolate brands being discovered by consumers for this special event? Is there a new trend for this year’s Valentine’s Day in Japan? We will answer all the above questions in this blog post.

Japanese valentine campaign — Source: crank-in.net

Business

Not just chocolate – how top Japanese beauty brands are embracing Valentine’s Day

7 February 202214 February 2022

By Kajal Gosain, Edited by Honoka Karikomi

During this season, the Japanese beauty sector creates many “limited” items to attract customers: namely, the Valentine Commercial War. Japanese beauty brands target those who plan to send gifts to their partners on Valentine’s and savvy consumers who are attracted by the limited items. With a consideration to the sales growth in the beauty sector in Japan due to Covid, it can be expected that this year, the Valentine Commercial War will be even more intense. In this blog, our guest writer Kajal Gosain provides her view to the highly competitive Japanese beauty sector and Tokyoesque will provide insights on how non-Japanese beauty brands can be more competitive in the Japanese market.

Japanese beauty trends Valentine — Photo by Unsplash

Business

What your business must know about Japanese Zodiac years

19 January 202210 November 2022

By Mao A.

In this article, we explain the Japanese zodiac (or juunishi, meaning 12 symbols), and how Japanese people incorporate it in their lifestyles. With juunishi symbols being highly linked to the traditional New Year in Japan, we delve into what the traditional New Year is like in Japan, and whether people celebrate the Chinese New Year.

Business

What is Hatsuuri? New Year in Japan: Traditions and Sales Opportunity For Foreign Brands

15 December 202115 December 2021

By Giulia F.

In this blog post, one of the Tokyoesque researchers will explain how Japanese people spend New Year’s holidays in Japan. Then the writer will extend the observation to the business opportunity for foreign companies who want to break into the Japanese market using the sales tactic many local businesses use related to welcoming the new year called Hatsuuri – First (hatsu) Sale (uri).

Business

Japan’s New Consumer Groups Explained

29 November 202130 November 2022

By Parissa Haghirian

In this blog post, Prof. Dr. Haghirian, a Professor of International Management at Sophia University in Japan, will explain different consumer groups in today’s Japanese market.

Japanese consumer groups — Photo by Splush

Culture

How do people shop during the Christmas holiday & shopping season in Japan?

5 November 202115 November 2021

By Natsune Oki

November and December are considered the biggest holidays across the world and in the retail calendar. We will examine how people spend these holidays and shop during this biggest shopping season in Japan.

Category: Consumer Insights

Vegetarianism and Veganism in Japan – Why Vegan Products Should Be in Japan Now

By Giulia Ferraro

Growing Trends of Personalised Beauty in Japan 2022

By Giulia Ferraro

What is Shinseikatsu? 4 Effective “New Life Support” Campaigns in Japan

By Mao A.

The Hanami Angle – How can your business fully “bloom” during Sakura season?

By Luke Denhart

Japanese valentine’s day 2022 sales predictions: The New Normal for Valentine’s Day in Japan

By Natsune Oki

Not just chocolate – how top Japanese beauty brands are embracing Valentine’s Day

By Kajal Gosain, Edited by Honoka Karikomi

What your business must know about Japanese Zodiac years

By Mao A.

What is Hatsuuri? New Year in Japan: Traditions and Sales Opportunity For Foreign Brands

By Giulia F.

Japan’s New Consumer Groups Explained

By Parissa Haghirian

How do people shop during the Christmas holiday & shopping season in Japan?

By Natsune Oki

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