Keep your smells to yourself: ‘Smell harassment’ and the Japanese personal care industry

24 July 201911 April 2022

By Melissa Francis

Smell harassment, or スメハラ (sumehara) in its shortened form, is an expression that has swept across Japan and duly influenced the Japanese personal care industry. It refers to the act of inadvertently offending others with unpleasant body odours. Whilst the issue of being exposed to body odours in public spaces is certainly not unique to any particular locality, it is the core Japanese attitude of showing respect for others and not wanting to be an inconvenience that makes this an interesting area for personal care brands to explore.

Japanese Personal Care Industry Smell Harassment in Japan — Source: Shutterstock

Marketing

Sports Promotion in Japan: Creating Engagement with Tokyo 2020 One Year Out

19 July 201911 June 2020

By Melissa Francis

With the Rugby World Cup soon approaching in September 2019, and the Tokyo 2020 Olympic and Paralympic Games a year away, what types of promotional campaigns are being created to raise levels of enthusiasm around these exciting major sporting events? Here, we outline the various marketing methods used to inform and educate the public about Olympic and Paralympic events, which can be applied to wider sports promotion in Japan. In the process, they also seek to improve overall interaction with the Tokyo 2020 brand to make the occasion as memorable as possible.

Sports Promotion in Japan — Source: Play the Game

Industries

Localise European Food and Drink in Japan Effectively

4 July 201922 July 2020

By Melissa Francis

Japan is the fourth largest market for EU agri-food products and with the Japan-EU EPA in force since February 2019, European food and drink in Japan can enjoy a more notable presence as producers take advantage of the revised tariffs and rules. According to the European Commission, the total value of the European agri-food exports to Japan is around €6.6 billion EUR.

Here, we explore how Japanese companies and organisations are promoting Europe by importing goods from regional producers, but also how the very idea of something being ‘European’ as a concept can be a key selling point for Japanese consumers even when the items are not necessarily authentic.

European Food and Drinks in Japan — Source: Shutterstock

Consumer Insights

How localising the #MeToo movement spawned The #KuToo movement and others in Japan

27 June 201928 July 2020

By Ryoko Ward and Melissa Francis

Although to a lesser extent compared to the west, Japan is one of the countries where the #MeToo movement against sexual harassment took place. Given the unique Japanese social context, some alternative movements gained traction in light of this, namely #WeToo and #KuToo. Focusing on these examples, in this post Tokyoesque discusses the ways in which global movements can be localised in Japan to maximise impact.

Protestors for the #KuToo Movement in Japan — Source: Japan Times

Industries

Keen to unlock higher achievements in the Japanese e-sports market?

23 May 201913 September 2020

E-sports are a growing worldwide phenomenon focusing on competitive video gaming, across multiple platforms from PC to console, and the Japanese e-sports market is also one to keep a look out for. This doesn’t just take place online in the comfort of players’ own homes, there are dedicated, purpose-built spaces for pro gamers to do their thing. Public e-sports tournaments which, much like regular sporting events, see hordes of like-minded fans gather to provide support from the sidelines for their favourite players. The global value of the e-sports industry is forecast to reach $1.4 billion USD by 2020.

Japanese E-sports Market — Japan’s esports sector is booming

Consumer Insights

The success of Jameson whiskey in Japan: Far from on the rocks

18 March 201920 July 2021

This article looks at the development of whiskey in Japan, using Jameson Irish Whiskey as a case study.

Consumer Insights

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

25 February 201912 August 2020

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.

Culture

Top 5 Japan Cultural Insights That Your Business Needs To Succeed

21 February 201920 August 2020

By Natalie Meyer

In 2013, the Japanese government set about creating a three-pronged approach to break free of economic stagnation. Known colloquially as the “Abenomics” strategy, named after the incumbent prime minister, Shinzō Abe, the initiative has catalysed huge economic changes including almost 50 per cent lower unemployment, 2.5 million more women in work and a 53.7 JPY increase in the Japanese GDP.

Now is an exciting time to begin targeting Japan, and those with knowledge of Japan cultural insights will take advantage of the opportunities most effectively. With the Tokyo Olympic and Paralympic Games taking place in 2020, plus the Osaka-Kansai Japan Expo in 2025, the potential marketing opportunities for sport, tourism, AI and biotechnologies are huge. Moreover, the recently signed EU-Japan Economic Partnership Agreement will see a reduction in tariffs, enabling better opportunities for exports.

Tokyoesque Insights

Keep your smells to yourself: ‘Smell harassment’ and the Japanese personal care industry

By Melissa Francis

Sports Promotion in Japan: Creating Engagement with Tokyo 2020 One Year Out

By Melissa Francis

Localise European Food and Drink in Japan Effectively

By Melissa Francis

How localising the #MeToo movement spawned The #KuToo movement and others in Japan

By Ryoko Ward and Melissa Francis

Keen to unlock higher achievements in the Japanese e-sports market?

The success of Jameson whiskey in Japan: Far from on the rocks

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

By Ryoko Iwamoto

Top 5 Japan Cultural Insights That Your Business Needs To Succeed

By Natalie Meyer

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