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

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.
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