Want more? Subscribe to our newsletter:
Guilt-free chocolate: Japan’s unexpected take on Corporate Social Responsibility
A couple of years ago, I sat behind the ‘magic mirror’ of a Japanese focus group as they went through a conventional round of concept testing. A confectionary company was assuaging consumers’ guilt at indulging in sweets by emphasising that they used only free range eggs, milk from ‘happy cows,’ and fair-trade vanilla beans. This quirky messaging jarred spectacularly with the Japanese audience. This brand has been a rip-roaring success around the world for its stance on taking social action, and yet in Japan it hit a wall: hard. What could have gone so wrong?
Cornering the market in consumer trust: Chinese online influencers
In the West, social media influencers are on the wane. Industry surveys show decreasing levels of consumer faith in influencers in both the US and UK. This stands in total contrast to China. Brands have never been more reliant on social influencers whether to drive awareness, positive consumer sentiment or ultimately sales. So what are Chinese influencers doing right?
Understand, Inspire, Engage
To shape conversations – or to engage people – businesses need to address notions of creativity, innovation, purpose and empathy. These motifs have been at the very core of the artistic process ever since. How can art help to master today’s challenges in branding?
Human touch in a “contactless” world
Covid-19 has swiftly turned ‘social distancing’ into the phrase for us all to live by. We can see from China what the future might start to look like, as businesses are starting to reopen and citizens to emerge from their homes
Brand News: Tokyo Frenzy
Shibuya continues to rejuvenate at breakneck speed. Recent developments are part of the effort to safeguard its position as Japan’s top shopping destination, including Shibuya Stream, Shibuya Scramble and the new PARCO department store. Each of them is trying hard to differentiate themselves. Nevertheless, there are some unifying elements.
China and nostalgia: both evolving
In the past few years, Chinese nationalism and pride have grown to such an extent that many domestic brands are now perceived to be on a par with foreign ones. The Guochao or ‘Rising China’ (国潮) trend makes this particularly clear.
Preparing for the Past
During a visit to Daikin’s Innovation Centre in Osaka, I came across a beautiful air-conditioning unit from the 1960s or 70s. My suggestion that a relaunch could turn it into a hit product, was dismissed: “It’s old-fashioned, no one wants that ‘70s stuff over a sleek new white one”. But that was my point: old-fashioned nowadays can be good.
Ogranised Chaos
In the early 18th century, Tokyo became the largest city on the planet. Since then, Japan has been a country of urban sprawl, with an exaggerated scarcity of space, time and resources. In consequence, clutter has defined its aesthetics.
Loving the Yuzu
For us, the yuzu is everything we love about Japan. Tangy yet mellow, the yuzu’s subtlety and nuance are a revelation: when you first taste it, it is both oddly familiar and yet an unforgettable surprise.
Monks and Brothels
A number of years ago, I found myself celebrating Christmas in the depths of Kyoto’s red-light district. The club was a time capsule of the bright and brash 1980s, albeit sparingly decorated in 100 yen store-bought tinsel, draped over the neon lights.
One-stop persona
Standing before the magazine rack of a kombini , anyone would marvel at the sheer number of titles catering to every interest. Some, like Classy, have hundreds of thousands of readers; others, like Oggi, will be more niche. But what is even more remarkable is something not immediately obvious: the power that all these magazines exert.
Everyday Objects
In this series, we look at mundane objects from everyday life in Japan. Based on our first pop-up exhibition, and including many of your personal contributions, we use every day artefacts as starting points to learn about cultural frameworks.