Why Some Brands ‘Just Work’ in Japan – and…

12 December 2024
by Olivia Taylor

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Entering the Japanese market can be an exceptional opportunity for global businesses, however its unique cultural, consumer, and business outlook can present challenges. Japan rewards brands that align with its unique values. Those who don’t? Not as much. This can be illustrated by the divergent outcomes of major companies such as KFC, Starbucks, McDonald’s, and Subway.

KFC’s success in establishing a beloved Christmas tradition majorly contrasts with Subway’s inability to consistently resonate with Japanese consumers. This article explores why some brands thrive in Japan while others may falter, drawing lessons on cultural adaptation, consumer behavior, and strategic localisation. We’ll also examine how businesses can approach Japan with confidence and creativity, leveraging our expertise to maximise your success.

Consumer Insights

Changing Trends Due to Japan’s Ageing Population

4 July 2024
by Nao Okamura

The first article explored the profound implications of Japan’s rapidly ageing population on the country’s economic and business landscape. This demographic shift presents unique challenges and opportunities for various sectors. This second series takes a deep dive into specific trends emerging from Japan’s ageing population, focusing on evolving consumer preferences, anxieties and preparations for old age, and the increasing independence of elderly citizens.

Consumer Insights

The Impact of Japan’s Ageing Population on the Business…

20 June 2024
by Nao Okamura

Japan is undergoing a significant demographic shift, with an increasing proportion of its population classified as elderly or senior citizens, or those aged 65 and older. This demographic trend has profound implications for the business landscape, affecting various sectors from labour markets to consumer spending. While challenges such as a shrinking workforce and increased public service demands are evident, there are also numerous opportunities for businesses to innovate and adapt. This article explores these impacts, highlighting both the obstacles and the potential for growth.

Insights

Unveiling Japan’s Sustainable Practices

16 May 2024
by Kana Kono

Japan has a rigorous recycling system in place to enforce recycling at a household level. Owing to the efforts made to embrace sustainable practices, Japan has ranked high in the sustainability index. This article aims to explore Japan’s unique approach to recycling, influenced by cultural values, government policies, and innovations, while also comparing this to the recycling practices found in other European countries, and how these different practices can affect international businesses operating in Japan.

Consumer Insights

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.

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.

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.

Insights

Seijin no hi – Japan’s Coming of Age Day

31 January 2023
by Alex Brown

By Alexander Brown

Seijin no hi (Coming of Age Day) is a Japanese public holiday that takes place yearly on the second Monday of January, celebrating those who’ve reached the legal age of adulthood between April 2nd of the prior year, and April 1st of the current. While this has traditionally been a ceremony reserved for people turning 20 years old, this was lowered to 18 in April of 2022. In this Tokyoesque Insights article, we delve into the Japanese tradition of seijinshiki – Japan’s Coming of Age Ceremonies, covering their history, cultural significance and what makes them so unique in the year 2023.

Consumer Insights

Marie Kondo’s KonMari Method: How “Japanese” is her tidying…

25 February 2019
by Natalie

By Ryoko Iwamoto

Kondo Marie's KonMari Method to Spark Joy — Credit: Netflix

You may have heard of Marie Kondo. She is a Japanese “Tidying Consultant” who helps people declutter their belongings using the so-called KonMari method. According to Kondo’s personally-run official blog site, she first demonstrated an interest in tidying when she was as young as five years old. Then, when she reached the age of fifteen, she started studying tidying methods and became a professional consultant when she was nineteen. Her first book was published in 2011 in Japan, becoming a bestseller.

Category: <span>Culture</span>

Why Some Brands ‘Just Work’ in Japan – and…

Changing Trends Due to Japan’s Ageing Population

The Impact of Japan’s Ageing Population on the Business…

Unveiling Japan’s Sustainable Practices

Body Positivity in Japan: Media Representation and Gender Fluidity…

Japanese Canned Coffee: The Key to Succeed in the…

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

By Yanelis Garcia

Live Streaming in Japan: A Niche Market With Big…

By Yanelis Garcia

Seijin no hi – Japan’s Coming of Age Day

By Alexander Brown

Marie Kondo’s KonMari Method: How “Japanese” is her tidying…

By Ryoko Iwamoto

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