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.

Consumer Insights

The Divergent Use of Social Media in Japan and…

6 June 2024
by Nao Okamura

adem ay Tk9m HP4rgQ unsplash scaled — Source: Unsplash

Social media has become an integral part of modern life, influencing how individuals communicate, consume content, and engage with businesses. However, the way social media is utilised varies significantly across different cultures. This article explores the distinctive use of social media in Japan compared to the West, Europe, particularly focusing on business strategies, consumer preferences, and cultural nuances.

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.

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.

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.

Category: <span>Market</span>

Changing Trends Due to Japan’s Ageing Population

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

Body Positivity in Japan: Media Representation and Gender Fluidity…

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

Live Streaming in Japan: A Niche Market With Big…

By Yanelis Garcia

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