Aeon is promoting less popular areas of Japan to Tokyo

Recently every couple of weeks at my favorite supermarket nearby some promotional events for a certain Japanese region occurs. Previously the promotion was on Kagoshima or then as well Hokkaido. This weekend the focus is on Shizuoka. Only time can tell whether the goal of Aeon is to truly bring Tokyo closer to other areas of Japan, or whether it is just another cheap marketing campaign. Potentially with the ongoing economic slump, Aeon has found a unique way to co-promote with local manufacturers and the tourist industry lesser known tourist areas. Honestly I enjoy these events very much – on one side to get some local goodies I would not have a chance to get easily otherwise – plus more important for me, to see from a marketing perspective how these different areas promote themselves. So far with every promotion local smaller manufacturers sold their goods at some sales booths. Of course Hokkaido showed up with many cheese manufacturers, Kagoshima with special vegetables and as you can see below Shizuoka promoted their small shrimps, gyoza, special yakisoba and oden.

Although now each festival had brought their local beauties (Shizuoka brought their Miss Fujisan as shown in the top right corner of the flyer), this time as background decoration of the elderly dancers the Shizuoka “handsome guy club” was there too. For sure I learned today that food and female beauty can help to sell local products, but it seems a good idea nowadays to bring some “Ikemen” (Japanese for cool guys) too.

While I have to confess that the Shizuoka “Ikemen” did not impress me, I was blown away by the taste of the local Katsuobushi (skipjack tuna which is commonly used for Japanese cuisine).

Brought to you by Sibylle Ito (シビル伊藤)

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