Deconstructing ‘the future’

Deconstructing ‘the future’

Promises of the future are a powerful marketing tool: from daily skincare regimens to make a difference twenty years down the line, to financial services promising a carefree life in old age if you invest wisely right now. But how do brands communicate this vague,...
Everyday objects: Kabi-Killer

Everyday objects: Kabi-Killer

Why does this diminutive spray bottle epitomise the daily ritual of washing here? You will find a Kabi-Killer lurking somewhere in every apartment you enter. Its grip on the market makes it a virtual monopoly: something you also see with Kirei Kirei (clean clean) –...
Everyday objects: Kabi-Killer

Everyday objects: Face Masks

Masks are the product of a fundamental Japanese value: being polite. Spreading one’s germs is not only unhygienic, but also an invasion of personal space. Fear of being a nuisance (or meiwaku) is a resonant concept in Japan, and in crowded places it is vital that one...