For sure Japan is unique! I strongly believe that for Japan the most desired feedback on any marketing campaign has to be “可愛い, kawaii”, which can be translated as cute. Just have a look at the picture on the side, which reflects an actual marketing promotion event of a popular Japanese Ramen brand: チキンラーメン (Chicken ramen: “The origin of instant ramen since 1958” made by Nissin Foods). Some argue that this approach is only directed to young Japanese women, but the cute concept is applicable for the general market. Or just imagine where else in the world do you find marketing promotions even for technical goods that are mainly in pastel colors or then contain popular cartoon characters?
This cute concept does not only apply to common household goods, but let me give you another example of a major Japanese bank, which sends yearly as an appreciation some towels for the account holder. The picture below shows the actual towel.
Even major insurances or general service provider have to use the same approach so that they can be effective in the Japanese market. So from a foreign perspective if you want to be effective in marketing in Japan, don’t forget the cute factor!
Brought to you by Sibylle Ito (シビル伊藤)