Insights - Tokyoesque - Globally Aware & Curious

The Growth of Convenient Functional Food in Japan

2 December 20203 December 2020

By Paola Marisela González

Functional food in Japan, alongside functional beverages, have become very popular and are easily accessible across supermarkets, convenience stores and pharmacies. Japan has long been considered as a country providing healthy food innovations, including the development of regulations for manufacturing and branding such products.

Here we take a look at the main categories within the functional food and drink space in the Japanese market, highlighting some of the key health concerns that are addressed.

Functional Food in Japan Convenience Store Drinks — Source: Tokyo Night Owl

Culture

Celebrating the Magic of Christmas in Japan 2020

25 November 20202 December 2020

By Paola Marisela González

This year the world has faced unprecedented circumstances, however, traditions and festivities continue to bring people together even in the most challenging of times. Christmas is an occasion celebrated all over the world, but it takes on a different meaning depending on each place, and as a result there are various ways to enjoy the season. Ultimately, Christmas in Japan is no exception.

In this article, we outline some of the options available to celebrate Christmas in Japan 2020.

Case Studies

Case Study: Market Entry Research Supporting a European Integrated Resort in Japan

24 November 202024 November 2020

By Melissa Francis

Integrated Resort in Japan — Source: Shutterstock

Tokyoesque assisted an Integrated Resort operator in navigating the perceptions and experiences of Japanese, Chinese and South Korean visitors to a proposed site for an Integrated Resort in Japan.

Following the legalisation of gambling in Japan in 2018, one of the largest operators of Integrated Resorts in Europe wanted to bid to open an Integrated Resort there. In order to do this, they needed to deeply understand cultural perceptions around ideas of gambling, casinos and related services among Japanese as well as Chinese and South Korean visitors. There were a number of areas that they didn’t have expertise in.

These were namely:

Japanese language ability
Direct access to the local market(s)
In-house research capabilities, and the necessary cultural knowledge.

Industries

The Dwindling Marriage Market in Japan and Innovative Ways to Reinvigorate it

17 November 202017 November 2020

By Emma Regan

Marriages and birth rates in Japan are decreasing every year. It is estimated that by 2040, single people will make up almost half of the Japanese population, with single-person households reaching 39% and nuclear families only representing 23% of all households. The marriage market in Japan has suffered heavy losses, however, it has found different marketing strategies to promote marriage and encourage both Japanese and foreigners alike to get married in the country and boost the economy.

Here, we explore some of the ways the marriage market in Japan is dealing with their current problem.

Industries

Affordable Luxury: Pushing for Virtual Travel in Japan

10 November 202010 November 2020

By Paola Marisela González

Virtual travel in Japan — Source: Financial Times

Already a burgeoning industry among those who want to travel overseas but either couldn’t afford to, or had time restraints, virtual travel in Japan has experienced a significant boom as a result of the Coronavirus pandemic in 2020.

Culture

Culture Day in Japan: An Annual Celebration of National Pride & History

3 November 20203 November 2020

By Emma Regan

Every year, on November 3rd, the nation comes together to celebrate the culture of Japan through many festivities and events in all prefectures for Culture Day (文化の日). But what do these celebrations consist of and how will Culture Day in Japan be celebrated this year amid the global pandemic?

Culture

Halloween in Japan 2020: Charming or Spooky?

26 October 202026 October 2020

By Paola Marisela González

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.

Halloween in Japan 2020 — Source: Shutterstock

Consumer Insights

Japan’s pet sector: Sniffing out fresh opportunities

21 October 202021 October 2020

By Melissa Francis

This week, we take a look at Japan’s pet sector, exploring the bigger picture as well as honing in on some of the key trends driving this sector, which is currently worth around ¥1.6 trillion JPY and remaining steady, with no real decline or increase in growth.

Industries

The Japanese Automotive Market: Driving Strong Demand in 2020 and Beyond

20 October 202020 October 2020

By Emma Regan

Japanese automotive sector — Source: Shutterstock

After the second world war, Japan needed to boost its economy and did so by manufacturing vehicles. Now, the nation is world-leading in the automotive industry and is widely known for its cutting-edge technology and invigorating ideas. Here, we look at how Japan has catered to the domestic and global market through its peculiar characteristics, response to globalized supply chains, shift to green technology, and how the worldwide pandemic has affected the Japanese automotive market.

Business

Mutually Beneficial: the UK-Japan Trade Deal

12 October 202020 October 2020

By Emma Regan

On 11th September, the UK-Japan trade deal was announced to come into effect at the beginning of 2021. It was called a ‘historic moment’ by the British government as it was the first major trade deal for the UK as an independent nation after the announcement of the UK leaving the EU. But what does the trade agreement between the two nations consist of and how will it build a bridge between them?

Tokyoesque Insights

The Growth of Convenient Functional Food in Japan

By Paola Marisela González

Celebrating the Magic of Christmas in Japan 2020

By Paola Marisela González

Case Study: Market Entry Research Supporting a European Integrated Resort in Japan

By Melissa Francis

The Dwindling Marriage Market in Japan and Innovative Ways to Reinvigorate it

By Emma Regan

Affordable Luxury: Pushing for Virtual Travel in Japan

By Paola Marisela González

Culture Day in Japan: An Annual Celebration of National Pride & History

By Emma Regan

Halloween in Japan 2020: Charming or Spooky?

By Paola Marisela González

Japan’s pet sector: Sniffing out fresh opportunities

By Melissa Francis

The Japanese Automotive Market: Driving Strong Demand in 2020 and Beyond

By Emma Regan

Mutually Beneficial: the UK-Japan Trade Deal

By Emma Regan

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