Tracing the roots of Japanese Marketing
Decoding the Japanese culture is a never-ending adventure powered by the excessive amount of curiosity and determination. My one-year living in Japan did not prohibit me from getting surprised at this miraculous culture and hospitable people again. Every single day, I try to understand this country by talking to different people and wandering around various places. Every person gives me a different feeling; various locations radiate different vibes of mystery that always amaze me. Despite being difficult to understand, Japanese culture has been deeply rooting in Japanese daily life, and if paying attention, ones can recognize the culture from the smallest details. As a market research intern, analyzing Japanese market helps me shed light towards understanding this culture, and the more I research, the more I appreciate.
In Japan, trustworthiness marks the difference between success and failure. A “word of mouth” in this rising-sun country is stronger than any other means of marketing. While the Western marketing exemplifies problems through websites flooded with letters and incoherent pictures, it is contrary in Japan. An advertisement with full of details attracts Japanese customers as it provides a sense of trust to the audiences. The vibe of credibility intensifies this culture and explains for many miracles made by Japanese people. Trustworthiness paves the way for cooperation to thrive, even in the smallest actions like making traditional mochi cake. Preparing ingredients to create the Japanese mochi rice cake requires two people, one continuously pounds the glutinous rice with a pestle and the other wets the substance by hands. With an aim to boost productivity and ensure the quality of the cake, mochi makers should pound and mash quickly, but doing that poses a risk for one person to be hit by the pestle. Trusting each other is the primary key not only in the mochi-making process, but also in the rise of Japan during the last century, the amazement created by the complete trust of peers, colleagues, and surrounding people.
A brand, no matter how famous it may be, will fail if the customer service lacks the ability to present appreciation for the customers.
Trust does not appear out of thin air, but born and raised because everyone pay attention to think for the best of others. This character is significantly reflected in the TV advertisements, which is embedded with the spirit of prioritizing customers’ feelings. In Japan, advertisers decline to make up a problem and allude customers to buy the products because that kind of advertisements gives customers nothing but a sense of miserable lives. Instead, marketers think carefully about how the ads can provide relaxation to the customers. Rather than traditional Western advertisements picturing the difficulties of customer’s life, Japanese ones impress the audience by interesting plot twists which convey a feeling of happiness. After a long day, people appreciate such happy moments with family when watching TV. Such loyal customers like Japanese ones intend to use the products if they resonate with the brand, therefore, establishing a moment to laugh paves the way for maintaining a healthy relationship with those loyal clients. A brand, no matter how famous it may be, will fail if the customer service lacks the ability to present appreciation for the customers.
When one person brings the best service; the other will express gratitude when receiving it. This character is also deeply rooted in the Japanese lifestyle. By chance, I had a great conversation with a Japanese man who made me understand the origins of “Itadakimasu” and “Gochisousamadeshita” — two common phrases spoken before and after a meal. The former phrase implies a deep appreciation of receiving food by putting it above one’s head. The second phrase expresses sincere gratitude for the cooks, as they have devoted time and effort in finding and making the food. In Japan, acknowledging and appreciating other’s work is a vital part of daily life. By understanding this concept, brands are motivated to bring the best service to their clients, and in return, customers are expected to show appreciation by using the products.
Japan surpasses any sense of curiosity; here, traditions blend with globalization to become this vigorous Japan.
Japan is difficult to understand, but my knowledge and experience in market researching have allowed me to understand a part of the mystery called “Japanese culture.” It is not difficult to “google” how great Japan is, but reading and listening to the mass media never guarantee a full understanding about a country, let alone the interesting and complex Japan. There is no better way but to come here yourself and experience this intriguing culture and welcoming habitat. At the end of the day, the land of the rising sun should be on your bucket list of traveling, as it surpasses any sense of curiosity; here, traditions blend with globalization to become this vigorous Japan.
