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

26 April 2023
by Melissa1

By Mao Asabe

Cherry blossoms - a common image invoked in shinseikatsu new life support marketing campaigns. — 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.

Insights

Setsubun – Bringing Good Fortune In The Japanese New…

27 March 2023
by Alex Brown

By Alexander Brown

Setsubun ehoumaki sitting next to a red oni mask and roasted soybeans.

The Japanese national festival of setsubun is a day of massive cultural significance to Japan, long serving to drive demons out and usher in good fortune in the new Lunar Year. From the start of January to the start of February, it’s impossible to forget the season, with seasonal sales drives and traditional celebrations taking place at every turn. In this article, we cover the history of setsubun, popular methods of celebration, and how Japanese retailers use it as an opportunity for seasonal marketing.

Insights

White Day in Japan – Japan’s Strong Culture of…

14 March 2023
by Alex Brown

By Kana Kono

Today, March 14th, marks White Day. White Day happens every year on March 14th – exactly a month after Valentine’s Day. Functioning as a continuation of Japanese Valentine’s Day festivities, the holiday encourages people (often men) who received gifts on Valentine’s Day return the favour, giving back small gestures such as sweets, fashion goods, and most popularly chocolate, to express their gratitude.

In this article, we cover the history of Japan’s White Day, and look into the commercial and cultural drivers that started it, and how these link into Japan’s culture of giving.

Insights

Seijin no hi – Japan’s Coming of Age Day

31 January 2023
by Alex Brown

By Alexander Brown

Seijin no hi (Coming of Age Day) is a Japanese public holiday that takes place yearly on the second Monday of January, celebrating those who’ve reached the legal age of adulthood between April 2nd of the prior year, and April 1st of the current. While this has traditionally been a ceremony reserved for people turning 20 years old, this was lowered to 18 in April of 2022. In this Tokyoesque Insights article, we delve into the Japanese tradition of seijinshiki – Japan’s Coming of Age Ceremonies, covering their history, cultural significance and what makes them so unique in the year 2023.

Marketing

Halloween in Japan 2022: Charming or Spooky?

26 October 2022
by Melissa1

By Paola Marisela González

Japanese cosplayers for Halloween 2022 — 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

Sportswear in Japan — Cool Trends You Should Know

29 September 2022
by Melissa1

By Melissa Francis

In this post, in light of the upcoming major sports events taking place in Japan (Rugby World Cup 2019 and Tokyo 2020 Olympic and Paralympic Games), we provide our insights on sportswear in Japan, and present where opportunities for foreign brands.

Industries

A Look at the Lucrative Japanese Coffee Market

25 August 2022
by Melissa1

By Priyanka Rana

Coffee is one of those universal staples that keeps us feeling alert and ready to face the day. But how do Japanese consumers relate to coffee and how has the popular beverage become a core part of their everyday lives? Here, we explore the Japanese coffee market, related innovations, major players, and where there are opportunities to tap into the market.

Industries

Smart Cities in Japan: Practical Innovations for Conscious Future…

9 August 2022
by Melissa1

By Emma Regan

Here, we take a look at how smart cities in Japan are building a better economical, ecological, and social future, and which companies are behind the production of these smart cities.

Industries

The Japanese Automotive Market: Driving Strong Demand in 2021…

27 July 2022
by Melissa1

By Emma Regan

Japanese automotive sector. Car manufacturing plant. — 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.

Need help with marketing in Japan? Contact us.

Industries

Vegetarianism and Veganism in Japan – Why Vegan Products…

13 July 2022
by Alex Brown

By Giulia Ferraro

Photo of "kaiseki" small plate vegan food in Japan. — Source: Chie Takamoto

There is a longstanding history of vegetarianism and veganism in Japan, stemming from Buddhist traditions that began to take root in the 6th Century AD. Among a recent wave of change, including vows by high-profile politicians to remove the “shackles” on the vegan food industry by establishing clear labelling guidelines, we look at the current landscape of vegetarian and vegan cuisine in Japan, and how a weak yen and a huge gap in the market means that foreign vegan products should be in Japan now.

Tokyoesque Insights

By Mao Asabe

By Alexander Brown

By Kana Kono

By Alexander Brown

By Paola Marisela González

By Melissa Francis

By Priyanka Rana

By Emma Regan

By Emma Regan

By Giulia Ferraro

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