Business In this blog post, we explain what Juunishi – the Japanese zodiac animals symbols adopted from China – is, and how Japanese people incorporate it in their lifestyle. Based on the fact that Juunishi is commonly seen concept especially around New Year in Japan, the writer extends the observation to what the traditional New Year is like in Japan and whether people celebrate the Chinese New Year
Business 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 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.
Culture 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.
Consumer Insights Here’s a rundown of 3 key categories featuring cooling items, perfect for summer in Japan 2021.
Case Studies 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:
Consumer Insights 
This week, we take a look at Japan’s pet sector, exploring the bigger picture as well as honing in on some of the key trends driving this sector, which is currently worth around ¥1.6 trillion JPY and remaining steady, with no real decline or increase in growth.
Read more “Japan’s pet sector: Sniffing out fresh opportunities”
Consumer Insights This week, we go on a very specific journey into the cultural and culinary aspects of ramen in Japan, and what makes it quintessentially Japanese, with this guest post, contributed by Jane Buhnn.
Whenever Japanese food comes to mind, chances are, you think of ramen. Everyone is familiar with this favourite noodle dish, thanks to its rich soup and tasty hand-made noodles. Interestingly, however, ramen wasn’t always the Japanese staple that it is today.
Consumer Insights Across social media platforms, the #おうち時間 (#AtHomeTime) hashtag has been widely used to demonstrate how people can make the most of their time spent at home during lockdown, owing to restrictions on mass gatherings and days out. Travel is normally especially popular during Golden Week 2020 in Japan, with many workers choosing to go abroad or pick a destination within Japan for at least a few days.
Given the current situation, as locals may be wanting to find other ways to entertain themselves, brands are honing in on ways to maximise indoor enjoyment primarily those offering food and entertainment services. Let’s take a look at some of the Golden Week campaigns set in motion by brands in these two sectors, both local and international.
Consumer Insights Let’s focus on the coronavirus in Japan itself. Being so close to China and relying on Chinese tourism to boost the economy, the outbreak has inevitably had a knock-on effect in Japan. As global pandemics tend to do, coronavirus has given rise to worldwide panic as we continue to find ways of staying safe and work towards developing an effective vaccine. In this article, we outline some of the key happenings related to the coronavirus in Japan and how it has impacted thinking around certain topics.