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

26 April 20233 May 2023

By Mao Asabe

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

In March and April in Japan, the cherry blossoms are in full bloom. At the same time, in this period many people begin new chapters in life, entering higher education (unlike in the UK and many other countries, Japanese school semesters start in April, not September), starting or changing jobs, moving to new places, and so on. This new phase in life is called shinseikatsu, which directly translates to ”new life.” In this article, we explore the many “new life support” (shinseikatsu shien) marketing campaigns conducted by companies in Japan, and how foreign companies in Japan can seek to get involved and develop their own.

Marketing

Halloween in Japan 2022: Charming or Spooky?

26 October 202228 March 2023

By Paola Marisela González

Halloween in Japan 2020 — Source: Shutterstock

Halloween has become increasingly celebrated around the world in the past decades, and Japan is no exception to this. However, in every country, Halloween is adapted to suit local interests, and this has made Halloween in Japan a very unique celebration especially in big cities like Tokyo and Osaka. Also unique is how Japan’s strong seasonal sales drives and keen eye on popular retail trends manifest during Halloween. If you’re considering expanding your business to Japan, learn by example below how Japanese businesses are making the most of the season, following trends to drive their sales.

Industries

Anime in Japanese Advertising – 4 Impactful Examples

29 June 202230 June 2022

By Kana Kono

Miley Cyrus holds a bottle of Gucci Flora while standing next to a Japanese anime version of herself in this piece of Japanese advertising. — Source: Tokyoesque

Japanese animation, or anime, is loved worldwide. With Ghibli films, and anime series such as Naruto, Attack on Titan and many others making international headlines, Japan is renowned for its animation industry. As anime increases in popularity worldwide, it continues to lead the way for Japan to export its culture to the world, and continues to bear a large presence in Japanese advertising.

As more and more people continue to watch and enjoy anime, many companies have realised the commercial opportunities that anime characters hold for them. With this revelation, there are increasing numbers of commercials featuring anime characters in Japan today. However, it is not only in Japanese advertising that we see anime-based commercials – foreign companies are beginning to catch on as well.

Last year, internationally renowned Italian fashion brand Gucci came out with an advertisement for its “Flora” perfume, starring an animated version of Miley Cyrus in a style similar to that of Japanese anime. Japanese animator Terumi Nishii (the chief animation director and character designer for ‘JoJo’s Bizarre Adventure: Diamond is Unbreakable’) designed this anime-version of Miley Cyrus, and it gained a lot of traction and admiration for its cuteness and novelty, proving a highly effective marketing strategy. Gucci has even collaborated with Doraemon – a popular Japanese children’s anime character – to feature on their products. Anime has clearly proven its place as an important marketing tool in Japanese advertising, and international companies are picking up on this.

Marketing

The 6 Things A Business MUST Do When Translating Your Website Into Japanese

15 June 202221 June 2022

By Giulia Ferraro

Are you on the cusp of translating your website into Japanese? Or perhaps you’ve already launched your sparkly new Japanese website – you’re proud to share this with Japanese customers and partners, proving your business is serious and ready to make a dent in the sizable Japanese market.

In the world of web design, there are many tips and tricks that we know to make our brand stand out, to communicate our product or service’s message effectively, and to ensure the viewer finds the most important information that can lead to conversions as efficiently as possible. But the question that Tokyoesque asks is this: When you set about translating your website into Japanese, are you translating it with the Japanese market and audience in mind?

A website is a form of communication that businesses may be putting thousands of hours (and dollars) into. We also pay a good deal of attention to SEO optimization. How much of that time are we spending ensuring that every product or service that we’ve put so much of our labour into resonates with a Japanese consumer, too?

Let’s take a look at how you can effectively translate your website into Japanese in order to maximise your ROI and grow your business in the Japanese market.

Industries

Growth and Innovation: Overview and Opportunities of Agritech in Japan 2022

1 June 202215 June 2022

By Samuel Arnold-Parra

Agriculture workers next to a tractor on a Japanese farm. — Source: Wikipedia Commons (User: On-chan)

What is Agritech?

As the name implies, ‘agritech’ is the intersection of agriculture and technology. Agritech, sometimes referred to also as agrotech, refers to the application of technology of all kinds to make farming easier and more efficient. Agritech encompasses a vast range of different technologies, ranging from advances in hydroponics and drone technology to the use of AI and data analytics for monitoring crops. Globally, the agritech market is set to grow in both size and importance as societies increasingly seek sustainable and effective methods of cultivation in the face of issues like climate change.

Currency

The Power of Yen: Understanding How Foreign Exchange Influences The Japanese Market

18 May 202218 May 2022

By Tokyoesque

Foreign Exchange yen — Photo from unsplash

A recent NHK World-Japan report discussed how the Japanese yen briefly fell to ¥120 to the dollar, the lowest level it’s been over six years. Traders are selling yen in anticipation that US interest rates could rise more quickly than previously expected, after the US Central Bank suggested they might raise rates by twice as much. The yen, in turn, lost its ground after the Bank of Japan announced its plans to maintain its massive monetary easing program for the time being.

The Japanese yen (JPY) is the third-most traded currency in the foreign exchange (forex) market after the US dollar and the euro, as well as being an important reserve currency. The yen is strong due to Japan’s strong economy, as the country exports more goods than it imports. When inflow is larger than outflow, a country has a huge investment resource — which is why Japan is a large creditor nation.

With the pandemic, however, the Japanese government’s stimulus package has weakened the JPY exchange rate. And although a weaker yen has long been seen to boost the Japanese export economy, its status as an anemic currency has recently become unfavorable with the surge of importation. In this article, we’ll explore the power of JPY over the Japanese market.

Industries

SDGs: How Greenery Day Contributes To Japan’s Cut Towards Carbon Neutral

4 May 20223 May 2023

By Luke Denhart

As the springtime bells ring in the season on the other side of the globe, Japan gets Golden Week underway and prepares for its string of featurette holidays. Amongst these holidays stands the celebration of nature – Greenery Day. Greenery Day remains a focal jumping-off point for brands interested in solid SDG (Sustainable Development Goal) action plans; companies looking to reshape the world positively and sustainably. Join Tokyoesque as we chronicle the rich and fascinating history of Greenery Day, the companies that strive for a more sustainable future in their bid for Japan’s SDG awards through their products and services. We’ll also cross-examine the tried-and-true SDGs innovation challenges both the Japanese government and local city councils implement in their support for businesses using the public adulation for Greenery Day in the fight for the future of the environment.

Industries

Japanese Automotive Market in 2022: Helping the Economy to Recover

12 April 202212 April 2022

By Giulia. F.

In our previous article published in 2020, we explored how Japan’s automotive market has catered to the domestic and global market appetite, its response to the globalised supply chain, green technology and the effects the pandemic had on the market overall. Two years on, the world is finally opening up, with restrictions being lifted. Interestingly, quite like the end of the Second World War, once again Japan’s automotive market is tasked with the mission of helping boost the country’s economy. In this article, we will underline the Japanese automotive market in 2022 and list key examples from the industry.

Marketing

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

11 March 202216 March 2023

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 – let alone its niche for marketing campaigns in Japan. Hopefully, shedding light on this cherished event and marketing strategies used by foreign 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 yearly marketing calendar.

Consumer Insights

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

11 February 20223 May 2023

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.

Category: Marketing

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

By Mao Asabe

Halloween in Japan 2022: Charming or Spooky?

By Paola Marisela González

Anime in Japanese Advertising – 4 Impactful Examples

By Kana Kono

The 6 Things A Business MUST Do When Translating Your Website Into Japanese

By Giulia Ferraro

Growth and Innovation: Overview and Opportunities of Agritech in Japan 2022

By Samuel Arnold-Parra

What is Agritech?

The Power of Yen: Understanding How Foreign Exchange Influences The Japanese Market

By Tokyoesque

SDGs: How Greenery Day Contributes To Japan’s Cut Towards Carbon Neutral

By Luke Denhart

Japanese Automotive Market in 2022: Helping the Economy to Recover

By Giulia. F.

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

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