Not just chocolate – how top Japanese beauty brands are embracing Valentine’s Day

7 February 202214 February 2022

By Kajal Gosain, Edited by Honoka Karikomi

During this season, the Japanese beauty sector creates many “limited” items to attract customers: namely, the Valentine Commercial War. Japanese beauty brands target those who plan to send gifts to their partners on Valentine’s and savvy consumers who are attracted by the limited items. With a consideration to the sales growth in the beauty sector in Japan due to Covid, it can be expected that this year, the Valentine Commercial War will be even more intense. In this blog, our guest writer Kajal Gosain provides her view to the highly competitive Japanese beauty sector and Tokyoesque will provide insights on how non-Japanese beauty brands can be more competitive in the Japanese market.

Japanese beauty trends Valentine — Photo by Unsplash

Business

What your business must know about Japanese Zodiac years

19 January 202210 November 2022

By Mao A.

In this article, we explain the Japanese zodiac (or juunishi, meaning 12 symbols), and how Japanese people incorporate it in their lifestyles. With juunishi symbols being highly linked to the traditional New Year in Japan, we delve into what the traditional New Year is like in Japan, and whether people celebrate the Chinese New Year.

Business

What is Hatsuuri? New Year in Japan: Traditions and Sales Opportunity For Foreign Brands

15 December 202115 December 2021

By Giulia F.

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

Japan’s New Consumer Groups Explained

29 November 202130 November 2022

By Parissa Haghirian

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.

Japanese consumer groups — Photo by Splush

Culture

How do people shop during the Christmas holiday & shopping season in Japan?

5 November 202115 November 2021

By Natsune Oki

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.

Black Friday in Japan — Source: hiropee.com/?p=1933

Consumer Insights

Keeping it Fresh during Summer in Japan 2021: Top 3 Cooling Goods Categories

21 July 202121 July 2021

By Melissa Francis

Here’s a rundown of 3 key categories featuring cooling items, perfect for summer in Japan 2021.

Marketing

Japanese Department Stores and Opportunities in the Luxury Pre-packaged Food Sector

20 April 202120 April 2021

By Maxim Tvorun-Dunn

Japanese Department Stores, or depaato have been a staple of modern Japanese consumer luxury retail and a spectacle in marketing and architecture since the 1920s. While being a key facet of urban life amongst turn-of-the-century modernity, department stores globally have found uncertainty in the digital age, hastened by recent pandemic events.

Marketing

What’s a Powerful Strategy for Marketing Sustainability in Japan Post-Covid?

6 April 20217 April 2021

By Maxim Tvorun-Dunn

As the current pandemic continues to restructure how we consume media and which methods are working best for marketers, this article examines how Japanese companies have attempted to adapt their communications around the climate crisis in this ever-changing environment, and highlight how they’re responding to the issue of sustainability in Japan.

Sustainability in Japan UNIQLO Life Wear — Source: Shutterstock

Marketing

Branding Opportunities through Vending Machines in Japan: An Unconventional Marketing Tactic?

10 March 202110 March 2021

By Maxim Tvorun-Dunn

This article will examine the market opportunities for branding via vending machines in Japan. We look at some of Japan’s past and present attempts to increase vending machine sales in terms of; machine design, what these attempts mean to the wholesalers supplying drinks to vending machines in Japan, and how independent owners have approached marketing via this channel.

Japan's Vending Machine Market — Olympics-branded Vending Machines with each purchase supporting athletes
Source: Shutterstock

Marketing

Celebrities in Japan: How ‘tarento’ Promote Strong Audience Engagement

19 January 20216 May 2021

By Emma Regan

A certain breed of celebrities in Japan, or tarento (タレント), are media personalities appearing as guests on variety TV shows who often craft unique public personas to cater to certain demographics. They differentiate from mainstream celebrities and actors. An actor would feature on a variety TV show in order to present their latest venture, whereas a tarento would regularly appear on a variety TV show, sometimes with no promotional agenda at all.

However, that is not to say tarento are not influential in their own way. Many have captured domestic and even global audiences, helping products sell out due to their immense familiarity and impact.

Here, we give an insight into the exceptional world of tarento and why they are so popular in Japan.

Category: Marketing

Not just chocolate – how top Japanese beauty brands are embracing Valentine’s Day

By Kajal Gosain, Edited by Honoka Karikomi

What your business must know about Japanese Zodiac years

By Mao A.

What is Hatsuuri? New Year in Japan: Traditions and Sales Opportunity For Foreign Brands

By Giulia F.

Japan’s New Consumer Groups Explained

By Parissa Haghirian

How do people shop during the Christmas holiday & shopping season in Japan?

By Natsune Oki

Keeping it Fresh during Summer in Japan 2021: Top 3 Cooling Goods Categories

By Melissa Francis

Japanese Department Stores and Opportunities in the Luxury Pre-packaged Food Sector

By Maxim Tvorun-Dunn

What’s a Powerful Strategy for Marketing Sustainability in Japan Post-Covid?

By Maxim Tvorun-Dunn

Branding Opportunities through Vending Machines in Japan: An Unconventional Marketing Tactic?

By Maxim Tvorun-Dunn

Celebrities in Japan: How ‘tarento’ Promote Strong Audience Engagement

By Emma Regan

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