Watermelon-mania...in Japan

Well, it's summer again, and that means in America the watermelon patches are in full production.  In my native South, you will be able to find watermelons at stands beside the road for a few dollars.  American watermelons can be huge and are as sweet as any you'll find anywhere.  Yes, we Americans love watermelons, but let me tell you...We are watermelon amateurs and clearly ignorant of the treasures we are sitting on while riding in the back of pick-ups.  Just yesterday, a watermelon was auctioned off here for $3,765.  The special point of this water melon was that it was black-skinned.  Well, it may have been black-skinned, but it was puny and I don't think it was even seedless!  These black-skinned watermelons are being sold in department stores.  That's right...places like Macy's (does Macy's still exist?), not places like your neighborhood Piggly Wiggly.  Of course, regular, ole green-skinned watermelons are sold here in grocery stores, too.  They're also puny and usually cost at least $20 a piece.  What's even harder to believe is that cantelopes here and what we used to call honey dew melons also commonly sell for about $50!  I used to buy those in America for about 50 cents.


Now, I don't want to be too obvious, but can't some of you watermelon and cantelope growers figure out a way to get your melons here?  Maybe they won't be as fancy as the black-skinned variety, but what they lack in skin color, they can make up for in size.  I would think it would be worth chartering an old airplane, asking your brother-in-law to fly it and filling it up with melons if that's what you've got to do.  If you can get 1,000 melons here and sell them for $15 a piece, that's...uh...a lot of money!  You may also want to throw in some peaches which are also outrageously expensive here.  I'm not sure what we can do to help, but you can set up a fruit stand in our parking lot for starters.  We'll take our pay in melons...www.noah-digital.co.jp/english/

Living Dangerously...in Japan

One of the most over-used words in Japan is "abunai!" or "dangerous!"  I have often heard it used to describe the way I cut vegetables or peel an apple, for example.  Many times, I have been told how dangerous my neighborhood is.  After all, the business across the street was robbed...20 years ago.  Japan must be the only country on earth where old women can ride their bicycles down an inner city street at 10:00 at night with no worries.  While certainly not crime free, I would say violent crime against strangers is still relatively rare.  For example, Japanese burglars are very unlikely to break into your house while you're at home.  When they do break in, they just want cash.  That's why during the economic boom, Japanese people used to leave envelopes of cash in the entrance way when they weren't at home.  The burglars politely took it and left everything else alone...a kind of "win-win" for everyone.


It is interesting that though I lived and worked for 11 years in Atlanta (most of that time downtown), I was never mugged or robbed.  Soon after moving to Japan, however, someone walked into my house and took my rent money.  I did the natural thing and called the police.  They came to the house and insisted on taking photos of me pointing to the place where I was foolish enough to leave my cash and then pointing to the sliding door I was foolish enough to leave open.  My friend watched with tears of laughter running down her face.  I can't say this proved to me that Japan was dangerous, just that I was careless and that the police know how to enjoy their work.  


I have found another way the police have fun on the job is by suddenly jumping in front of moving cars to get them to stop.  This is how they conduct seat belt checks in Nagoya.  The first time it happened to me, I almost had a heart attack.    Talk about dangerous!  (Incidentally, we were all wearing our seat belts.)


Another common practice is people sleeping in their cars, especially businessmen and salesmen.  Go to any dimly lit parking deck, and you will find a dozen or so snoring away.  In America, this would be like putting a large sign on your windshield, "Please rob me."  Since these sleeping guys are often in company cars and vans, they probably don't have car alarms.  Why not offer a cheap alternative...a device that periodically emits the sound of a growling dog, for example?  I have found that Japanese can sleep through anything (see photo above of businessman sleeping on subway, another popular way of catching some z's), so don't worry about waking them up.  Help make these guys rest easier... contact us as www.noah-digital.co.jp/english. 

Sprucing up the Marriage Resume...in Japan

As I wrote in my previous post, marriage has fallen on hard times in Japan.  My completely unscientific explanation is that men and women here don't have the same expectations for marriage.  Japanese women seem to want partnership, romance and communication (as seen in American movies).  And it would appear Japanese men have been brought up to think romantic-type communication is unnecessary.  Thus, the problem.   But as you can see from the photo in the ad above, Japanese would-be grandmothers aren't giving up so easily.  Probably, the prospect of their adult children never leaving home is strong motivation to step in and give a gentle push.  So, a new industry of marriage counseling agencies has sprung up to aid them.  They see job hunting as a good pattern to follow when tracking down that perfect mate.  They encourage prospective spouses to build their skills, fix up their appearance and improve their conversation-making ability.  Mostly, they need to follow the rule of telemarketing...you gotta make a lot of calls before someone finally says yes.


I believe that since America is largely the cause of this gap in expectations, we should also be part of the solution.  Our ideal of marriage is quite good though difficult to maintain.  Therefore, Americans don't so much have a hard time getting married as they do staying married (note: I should know).  But I digress.  


Why not help Japanese men build their communication skills and their marriage resume?  All you English schools in Japan and America, why not offer some Marriage 101 classes that  help men learn to communicate their feelings, make their wives feel special, and do all the other touchy-feely things women all over the world like?  My father and brothers could teach these classes if you need help (can't wait to hear from my sisters-in-law).  You could boost your enrollment and be part of turning around the plunge in population!  After all, your schools won't last long if there are no more students.  Think about it.  Then, let us help you get the word out to these poor guys.  Their mothers will thank you... www.noah-digital.co.jp/english/

Love means never having to say "I love you"...in Japan

As another Mother's Day comes and goes, I am reminded that if more women don't start choosing to be mothers, the future of Mother's Day isn't very bright in Japan!  Of course, it's hard to be a mother in Japan.  For example, there are almost no clothes dryers or dish washers.  That can really put a damper on having a big family.  Also, in Japan women sleep with their children until they are in elementary school or so which not only makes me tired just to think about, but also would seem to make having other children a "challenge."  Another cultural obstacle is that there is NO BABYSITTING in this country and no such thing as mom and dad having a date and leaving the kids at home.  In addition, husbands often work until late at night and leave all the child-raising, household duties and financial decisions to the wife.  (American women, you don't know how good you have it.)


But I would have to say the biggest obstacle to having children these days is that many young people just don't have a healthy interest in getting married anymore.  I recently read that 60% of unmarried young men and nearly 50% of women of the same age weren't dating.  I think male/female relationships are just too difficult, as Japanese women and Japanese men don't seem to be from the same country.  The women here have been very influenced by foreign travel/study, foreign movies and foreign men.  They want deep communication, intimate relationships and help around the house like they think Western women are getting (not cowgirls, but women living in the Western hemisphere).  On the other hand, as one Japanese man told me, he was brought up to believe that his wife and other close relatives should understand how he feels without having to be told.  So he and most other Japanese men never tell their wives/girlfriends, "I love you."  Sounds romantic.


Well, there is a marketing idea in all of this un-marital drama but this post is too long, so I will write about it next time.  'Til then remember, men, your wife can't read your mind and neither can your potential customers.  Here at Kondo Communications Factory, we build better communications...in Japanese www.noah-digital.co.jp/english/. 

Getting doctored up...in Japan

The most common greeting in Japan, "Ogenki desuka?" is literally translated, "Are you healthy?" I'm used to it now, but when I first came here, I was surprised by the overriding focus on staying healthy.  On the other hand, I think Americans are focused on being happy.  Similarly, I think Japanese are concerned with length of life, while Americans are more concerned with quality of life.  Part of the quality Americans strive for is a life with as few doctor visits as possible.  "An apple a day keeps the doctor AWAY," right?  


Conversely, everyone here is constantly going to the doctor and it seems the more medical tests the better.  One that is especially popular is the "stomach camera."  The doctor threads it down the patient's throat to have a look around.  This is like a piece of cake to the people here (though harder to swallow).  Japanese will get an I.V. like we would take an aspirin, and I'm not kidding.  I've literally run away from a nurse here trying to stick an I.V. needle in me because I had a bad cold.  Another time, I told the doctor I had a sinus infection and soon met a cousin of the stomach camera, the throat camera.  My friend laughed while the doctor stuck a camera up my nose down to my throat as a single tear ran down my cheek.  After that and an X-ray, the doctor pronounced that I had a sinus infection.  Not only are doctor's offices very popular and full of people, but hospital rooms here also accommodate 6 to 8 patients at a time so that you are never lonely.


I would say Japan beats America in the health industry in that they outlive us, and who can argue with that?  But America is and has long been more concerned with mental/emotional health than Japan has until very recently.   I know a Japanese mom who has ordered products and sought advice from American websites for her slightly autistic child and felt that her child was helped very much.  While she had lived abroad and was a good English speaker, what about all those children whose moms can't read English?  Come on...get help from us, or get help somewhere....www.noah-digital.co.jp/english/      

Looking pale and loving it...in Japan

I have written before about how young Japanese people look.  Today, I will tell you one of their secrets.  Can you guess from the photo of my good friend above?  (By the way, this photo was not staged.  It's several years old.)  My Japanese friends say this horror of the sun is a fairly recently phenomenon and certainly contributes to maintaining youthful Japanese skin.  It has also spawned a plethora of sun-resisting fashions.  You will often see women wearing long white gloves even while driving just in case some rays are reaching them.  Recently, the face visor has gotten popular, especially for women riding bicycles.  As my Japanese friend said, "It looks like Darth Vader is coming toward you."  One fashion for which I am very grateful is the scuba-diving-type bathing suit.  All of us moms who take our children to the swimming pool get to cover up every inch of our aging bodies while at the same time being on the cutting edge of fashion.


While perhaps Japanese are going to the extreme these days to avoid the sun, this has certainly always been a hat-wearing culture.  Little children must wear hats to school, for example.  Also, something that isn't recent is the obsession here with having white skin.  Many of the skin care products promise to "whiten" your face.  In Japan, the whiter and paler the better.  On the other hand, Americans see pale as sickly and a nice tan as healthy.  My sister loves to make fun of my lily-white legs in photos, but honestly, it's a relief not having to worry about getting a good tan every year.  Instead, I can just be myself and look anemic.


So, where is the marketing opportunity in all this?  Well, for any hat-marketers out there, I know America is a tough market for hats. I won't wear one even though it's totally in fashion here.  There is just something in me that doesn't like a hat.  But here you will find a very different market.  What about cowboy hats, for example?  They work on the range and in the desert.  Certainly, they can ward off the sun here and help keep everyone looking young.  Let us help you round up some customers...www.noah-digital.co.jp/english 

Gardening and concrete mix well...in Japan

It's gardening time in Japan, and I get excited every time I walk out the door...to see if there are any new rose buds or if a plant has broken into full bloom.  Everywhere you go, people are doing their best to grow beautiful flowers in pots in front of their house, as a front yard is a rarity here.  It's amazing how thankful you become  for a patch of ground even three feet long and a foot wide.  It becomes a kind of challenge to see how you can take basically no space and make it as beautiful as possible.  When I look at photos from home, I am overwhelmed by all the beauty many people have right outside their door.  Do you guys appreciate it?  I hope so.


I wonder if this is one reason Japanese have such an exceptional love of nature.  If you come to a major city like Nagoya, you will be struck by how very little nature is visible.  Instead you will find a concrete jungle with an awful lot of telephone poles and wires.  But spread throughout each city block you will find houses of all sizes, and if you look closely, you will surely find many beautiful but very small flower gardens.  Don't we appreciate things more when they are hard to come by?


Here the city, industrial, retail and residential all mix together.  It doesn't leave a lot of room for yards, but it does make for interesting and safe inner city neighborhoods with a mix of all ages and economic groups.  On my block, for example, there is an apartment building, two manufacturing companies and my house.  It gives me a great incentive to provide everyone with a little patch of beauty as they walk by or gaze out of their office window.  Recently, the wife of the Buddhist priest at the temple across the street told me she always looks forward to my flowers each spring.  Ahh...high praise because she is an expert!


Well, the marketing take on this is that connecting your product to nature is ALWAYS a good strategy in Japan.  And of course, in your communication if there is any way to show some natural beauty, especially small beauty against a uninviting background, it can only increase your effectiveness.  Now, the moment I've been waiting for...a good excuse to run outside and take a photo of my early spring flowers...be back soon...www.noah-digital.co.jp/english/

Needing a vacation from our vacation...in Japan

As I wrote in my last post, Japanese are more other-centered than Americans, and in many ways, it's a good thing.  But as we approach another national holiday here, I can't help but notice a down side to this focus on the group.  In Japan, everyone in non-retail jobs takes their vacation at the same time,  during three major holidays. So, while people working in American companies can take their vacation days any way they want to, within limits, people in Japan have to all be off at the same time.  This creates major congestion, long waits, mind-boggling crowds and high plane ticket prices since not only is everyone on vacation, but the consecutive vacation days are few.  However, this doesn't seem to dampen the Japanese desire for travel, resulting in "Japanese Vacation," an experience that would kill the ordinary American.  For example, I have a friend who went to America with her husband and visited two major cities...all in four days.  And don't even think this is a rare occurrence.  


I recently asked my business friend why Japanese want to do it this way.  She said that Japanese can't relax if they are on vacation while everyone else in their company is working.  (Conversely, I think Americans relish the idea that they are lying on the beach while everyone else is toiling away.)  It is common, even, for whole companies to take short trips together to places like Tokyo Disney World.  That way, no one gets left out...except for the wives.  But that's okay because Japanese wives often don't have careers and travel widely while their husbands are living for their jobs.  I have met ordinary housewives who have been to 15-20 countries and have made me feel like the country bumpkin that I am.


Of course, a major part of any Japanese travel (even to the next prefecture) is buying souvenirs for everyone they know.  I think this is a way to make other people feel included in their travel.  What is the most popular (by far) souvenir here?  That's right, food that is somehow related to the place or country visited.  Everywhere you go in Japan, there are stores with gift-wrapped food items for travelers.  And it doesn't have to be fancy food.  Favorites from America are Dunkin Hines cake or brownie mixes, Cracker Barrel fudge mixes, flavored coffee, M&Ms, Macadamia nut chocolates, and other high-calorie stuff that says, "I just gained 5 lbs. on my trip to America, and I'd like you to share in my experience." 


If airport stores or other stores that cater to Japanese tourists would have items like this pre-wrapped, my guess is that they would sell like hot cakes (or hot cake mix, in this case).  Well, that's a free and timely travel-related tip from your friends at www.noah-digital.co.jp/english/

It's just not all about ME...in Japan

Back in the 80s when I started working in advertising in Atlanta, the baby boomers were the target of almost all marketing.  We worked hard to get inside their (our) heads and figure out how to reach them (us).  The hot buttons for boomers were something like...prestige, control and self-indulgence.  Marketing types would wax eloquent describing boomers without seeming to notice how really obnoxious the "me generation" seemed to be.  Can you say narcissistic?  We boomers were all about getting what we wanted, but we made a great target audience, especially for anything that appealed to our inflated sense of self.  I don't know whether to laugh or cry right now.


I'm sure consumer trends have changed in America since those halcyon days when being in advertising was f-u-n.  But compared to Japan, Americans are just self-centered and there's no way around it.  Now, this isn't to say selfishness doesn't exist in Japan because it is basic to human nature.  But you don't hear a lot of talk about "my needs," "getting what I deserve," or "taking care of myself first."  Because it is a group-oriented culture, everyone is taught from a young age to "awaseru," or "fit" others.  This can be jarring to an American who just expects everyone to suit themselves.


While in American advertising, the word, "you," will be used a lot, in Japanese marketing messages, the word, "mina," meaning "everyone," is pervasive.  For example, a well-known housing construction company's tagline is, "Everyone hopes for a bright life."  This appeals to the Japanese desire to include and be included.  One set phrase often heard here (okagesama de) means something like, "thanks to you."  It is used when answering any inquiry positively, such as, "Is your business going well?"  "Yes, thanks to you."  This is just the Japanese way of making you feel included in their good news...something like, my happiness is bound up in yours.


The tsunami has just increased this sense of interdependence.  The badge, like the one above, is appearing on all sorts of products and services.  It is roughly translated as "Let's overcome/not give up/do our best together, Japan!"  This kind of mindset is like a breath of fresh air for this ex-yuppie.  Make the Japanese feel included in your marketing message...www.noah-digital.co.jp/english/.

Fading away too soon...in Japan

Today, the cherry blossoms are in full bloom and the weather is perfect here in Nagoya!  Since the cherry blossoms will fall within a week, these days are extra special.  I went to the park with my little son and had the best time.  There were many people of all ages at the park enjoying the peak of the blossoms, and we had a friendly chat with many of them.  On days like this, I feel like I'm in the best place on earth.


At the park, there were a good many children.  Japanese children are especially cute and friendly.  Today, a little boy, practicing his English, asked, "Are you American?"  I answered, "Yes.  Are you Japanese?" and he dissolved into giggles.  Unfortunately, the number of children here is decreasing rapidly.  What a sad, sad thing to lose these sweet faces and voices that are the hope for the future.  I look at my little Japanese son  and think there's not a cuter little guy on earth!  What has made this wealthy nation quit having children?


The answer to that is complicated and beyond me.  But I think a big problem is that children are seen as being very expensive...a strange problem in a country where people have such huge savings.  I wish more people could realize that children don't have to have everything to be happy.  Even if you can't give them the best, they will enjoy their lives if you show them how.  Today, they were doing just fine on their own.


I thought if only cherry blossom season were longer!  More people could get out more frequently and see the children at play.  The blooming season is way too short, and after the cherry blossoms are gone, there's not much else that blooms in many parks.  I thought of blooming pear trees which are almost as pretty as cherry trees and bloom longer if my memory serves.  They are also spectacular in the fall.  Or maybe there is something better.  While nothing will ever compare to the cherry blossom in the hearts and minds of the Japanese, maybe another blooming tree in the park would help open their eyes to the glory of children...Got trees?  Contact us at www.noah-digital.co.jp/english/ 

From singing to sizzling...in Japan

My friend told me that recently kareoke clubs in Japan have hit hard times.  These are places that have kareoke-equipped rooms for rent.  My college students used to spend 6-8 hours at a time in these rooms with their friends.  I thought, well, getting together to sing all day is a good, social thing to do.  My friend said that to increase business, kareoke clubs are appealing to individuals to come and sing by themselves and that this is catching on.  While I tend to sing in the shower by myself, I can't imagine renting a room to do so.

Recently, I saw a short news video of a Japanese young man promoting posters of famous people which can sense when you get close and actually animate a kiss with you, and then giggle in embarrassment.  The young 20-something guy said that as he was looking at the posters on the walls of his room, he thought it would be great to actually interact with them.  He looks forward to the day when these posters will become part of the (over-crowded) outdoor advertising world so that passersby can kiss them (be kissed by them?).  Think epidemic...

People here tend to retreat into their own worlds, and that tendency is only getting stronger.  Normally, as a marketing type, I would be telling you have to take advantage of a trend.   But I don't want to be any part of making matters worse.  What people need is a good replacement for group kareoke, something to get them out and interacting with un-posterized human beings.  

One strong, positive component of the image many have here of America is the back-yard cook-out.  It looks so friendly, relaxed and casual.  Japanese also will sometimes have cook-outs at the park with friends, and I have attended a few of these.  What I remember most about them is waiting for hours while a group of people worked desperately to get the charcoal to catch fire and actually burn.  I took my turn and found the little bricks to be fire resistant.  I was so foolish as to buy a small grill so I could cook out on my veranda, but the charcoal just beat me up and spit me out, and I gave up. Needless to say, the cook-out, per se, just hasn't caught on here.  Can you see where I'm going with this?  


We don't need more social networking technology, which only feeds our tendency to withdraw; we need good ole American charcoal that will catch fire in seconds.   Any charcoal marketers out there ready to start a new social trend in Japan?  Contact us at  www.noah-digital.co.jp/english/ 

In Japan, it's OBABA, not Obama, that gets people talking...

If you plan to come to do business with Japanese businessmen, you should be prepared.  Since you will want to stand out in the crowd of your competitors, you will need an edge.  So, it's a good thing you're reading this blog.  I am about to tell you how to make the Japanese you meet think, "Wow, this foreigner has some sense!"  I've already talked about the most common conversational question in Japan (See: "Getting old but looking young in Japan.")  I would suggest you leave that question to the Japanese, though.  Instead, you should use the second most common conversational question, "What is your blood type?"  That's right, not "What's your sign?"  In my 11+ years here I have only been asked about my sign maybe once (and of course I refused to answer because I can't bear conversations about "signs").  But I have been asked numerous times about my blood type.  Blood types here are believed to determine your personality.  I will explain and make it easy to remember:


Type O = Outgoing, friendly and happier than A's.
Type B = Barking; strange or to put it nicely, unique.
Type AB = ABnormal, but possibly in a good way, i.e. genius or creative.
Type A = Anal retentive; very reliable and given to worry.


Types O and A are the most common and thus, the best.  Type B people have a hard time fitting in and surely don't benefit from the science of blood typing.  Type AB people think they are really special and have the best of A and B.  (In case you're wondering, I'm AB.  And yes, I do think this whole blood type thing has meaning.)


Now, the only drawback in this whole thing is if you are a type B.  If so, avoid this conversation, and if asked the question, just say "Americans often don't even know their blood type."  Notice, that is not a lie.  If it somehow comes out that you are "B," just give up on that person and find someone new because there is no way to overcome your "B-ness."  


If you are any of the other types, go ahead and ask the question!  You will be greeted with a smile of pleasant surprise.  If he answers, "A," you can say something like, "Oh, I know I can count on you to be a conscientious business partner."  If he says, "O," say, "I thought you seemed like a very friendly guy."  If "AB," say, "Oh, I look forward to hearing your creative ideas."  If he happens to murmur, "B," you can say, "Oh, we Americans love people who are unique and interesting."  You may want to go on and talk about a new segmentation strategy you hope to develop based on blood type, and soon, you will be doing business big time with your new Japanese partners.  When that time comes, please don't forget your friends here at www.noah-digital.co.jp/english/.   

Talking Trash...in Japan

One of the hardest things to get used to in Japan is dealing well with the trash.  I used to have to take my trash down the street on a certain morning...burnable, plastic, cans, glass, pet bottles, milk cartons, etc.  It was embarrassing enough to have to walk down the street right after getting out of bed, but what was worse was when the self-appointed neighborhood-trash-patrol woman would inspect my trash, find something wrong with it, and make me carry it back home.  Everyone looking at you knows you were literally too stupid to take out your own trash.  


When we want to throw something out, like a folding chair for example, here is the process.  One of my friends has to call the trash hotline for me since I feel helpless to give the detailed information required.  She receives a special number and makes a reservation usually about a month out.  I then go to the convenience store and buy a trash seal for about $2.50 and write my special number on it.  I write the date I have to put the item out on my calendar in red.  I constantly check it because I can't imagine going through this process again.  On that day, I put the seal on the chair and put it out.  I wait for a neighbor to tell me I have done something wrong and finally get up the courage to peek outside and see if it is gone later in the day.  When it is, I feel that I am really living in Japan!  


For bigger items, like a TV or refrigerator, the cost is more like $50 to throw them away.  In America, we have another way of dealing with trash.  It's called a yard sale, and we are used to getting money for these items.  So, this really hurts.  Once a woman gave me her refrigerator...lucky!  Imagine how surprised I was when it didn't work, and I had to pay $50 to throw it away.  Are you getting a feeling for my feelings about trash about now?  You may say, "Well, it's a good thing to be so concerned about recycling, etc.," and I would agree with you except that last year, Nagoya City admitted that a lot of the trash rules were really meaningless (like washing all your plastic trash before throwing it away).  


What is the marketing point to all this?  Well, speaking of dealing well with trash, there are no kitchen sink garbage disposals in this country, and I won't even go into what we do instead.  Are you a garbage-disposal marketing company?  Be a trash innovator in Japan!  Contact us at www.noah-digital.co.jp/english/.

The Heart of Japan...

You can tell a lot about a culture by the way they care for the weakest in society.  One of these weak groups is special-needs children.  My son goes to a government nursery school for such children.  Today they held a graduation ceremony for those moving on to elementary school or regular kindergartens.  They had a slide show for each graduate, with a teacher talking about all the ways each child had grown and improved.  They gave out certificates, sang a special song, and had the graduates walk out (though most were in wheelchairs) with confetti coming down.  In the classrooms afterwards, each teacher gave a heart-felt speech, and then presented the students with albums of the crafts they had done, a card with special photos, flowers, little cakes and more.  Several of my son's teachers cried.  One young male teacher literally wept.  I could go on even more about the mothers there, from whom I received notes and gifts, who are an inspiration to me.


Now, maybe they do the same exact thing in America and many other countries, and I surely hope so.  But there is something pretty wonderful about a society who treats these little ones so.  In Japan, childhood is the ideal time of life, and this school went out of its way to create happy childhood memories for the children and maybe especially for the moms.  A lot of other stuff goes on here...some of it really funny to an American.  But today I had the privilege of seeing the heart of Japan.  It made me want my little Japanese son to be proud of his country one day.


Oh, I guess I have to give some kind of marketing insight...okay, Japanese love to wear black semi-formal attire to every major event, from weddings to funerals to nursery-school graduations.  They love to dress up in general and haven't gone grunge yet...another good thing about this country!  www.noah-digital.co.jp/english/

Going to the Chapel...in Japan

If you come to Japan for a visit, you may think it that there are many Christians here.  You will likely see large, elaborate churches in the big cities.  Some look like European cathedrals.  Smaller cities have charming chapels reminiscent of the English countryside.  But while these buildings have a distinctly Christian function, there may not be a living, breathing Christian for miles around.  Even those posing as parsons are sometimes not Christians, as I have known a few of these guys (very, very nice guys...in case you are reading this).  These buildings are instead the store fronts for Christian weddings, which are very expensive and hugely popular here.  Often, brides will wear a traditional white wedding dress for the ceremony and then later change into traditional Japanese wedding attire.  The ceremonies follow the standard Christian wedding and for some reason usually include the hymn, "What a Friend We Have in Jesus."  The receptions differ somewhat from those in America in that guests get served a menu based on the amount of money they give the couple for a wedding present.  Some poor saps just get to stand around and feel silly.  This is just part of the give and take of this culture, and actually no one feels silly except us foreigners who have a hard time coughing up the minimum amount of money expected in these situations (typically more than $300).  (This same give and take applies to funerals where guests who give a decent cash gift get a decent gift in return.)

There are several points in this post, though you may be missing them...One is that Japanese really love American culture or at least the forms if not the substance.  This continues to hold true no matter how bad we seem to be getting.  Another point is that the concept of gift giving and receiving is really different and complicated here.  All I will say is that when you give someone homemade cookies, make sure you put them on a paper plate.  If you put them in Tupperware or some other item that must be returned, a Japanese person will ALWAYS return your container with a gift inside it.  This kind of defeats the purpose.  As for marketing, well, American culture sells, and frankly, there are no interesting paper plates here, like you could find anywhere in America.  Just a thought.  For other great marketing insights, contact us at www.noah-digital.co.jp/english/.

Free-Thinking Japan?

As I said in my last blog, Japanese love to do things together, the same way, based on certain rules of behavior.  If there is any underlying, universally accepted belief system here, it is the the belief that one should never cause other people problems or distress.  There is a strong desire for a kind of surface harmony, which means the absence of upsetting things.  For example, many friends have complained of people who don't say the appropriate greetings and set phrases at the appropriate times.  If you enter the workplace, classroom, etc., and don't say "Good morning/afternoon/evening," it puts everyone in a seriously bad mood.  Most of the rules here are just so that things can go smoothly down to the very last detail.  There is a saying that a nail that sticks up will be hammered down, referring to the pressure here for everyone to fit in.  But in Japanese logic, who wants to walk on a floor with a nail sticking up?


After all, the Japanese have turned an orderly society into an economic powerhouse.  I remember back in the early 90s in America when "TQM: Total Quality Management," was all the rage and we were desperately trying to copy the Japanese approach to creating business harmony.  It was a kind of agony for us, as we never could figure out how to do it.  We just weren't that into harmony, I think.


But Japanese are far less concerned about how other Japanese think or what philosophies or values they hold.  As long as no one's thinking ill of them, Japanese are satisfied with appropriate behavior.  Thinking is totally free and best if kept to one's self.  So, you won't find a political correctness movement here, college debating teams, or group therapy of any kind.  On the other hand, many new religions are being created willy nilly (yes, I like that term).  People engage in a broad array of hobbies and studies, and vary dramatically in lifestyle, tastes, goals and interests.  The inner life of Japanese is as varied as the people of any country, and in fact, I would say they are a lot harder to figure out than most!  For help getting beyond the superficial in Japan, contact us at www.noah-digital.co.jp/english/.   

Celebrating Sameness in Japan

When I first put my son into nursery school, the mothers had to go all day with the children for a while.  This was quite a challenge for me, and when the end of the day came, I was virtually ready to grab my child and run out the door.  But instead, we had to all wait until each child and mother was ready to leave and sitting around the table.  Then, we had to sing "the goodbye song" to each child.  Finally, we all got up and got in our cars which were parked in a straight line and left together, at precisely the same moment.  This is a glimpse into the Japanese culture of doing everything together, the same way.  There is a popular child's song..."Together, together, everyone together," and as my Japanese friend said that not only means "together" but "the same."  I used to be surprised when a very young Japanese friend would call me "selfish," when I parked differently from the other cars in a parking lot, i.e. face-forward instead of backing in.  Another friend criticized my way of cutting vegetables as not being "correct."  Here, there is one right way of doing almost everything.  Americans may think this is very constricting, and certainly many Japanese claim not to like it, but in reality, as a Japanese woman recently told me, it is very comforting to know what the expectations are in every situation.  If you have clear rules to follow, it increases the chances that things will go well.  This tends to keep people from thinking for themselves, but let's face it, it also leads to the kind of admirable behavior we saw in Tohoku where people were waiting patiently in line for food and taking their turn without complaining.  So now, do you expect me to recommend marketing strategies that appeal to this desire for rules or the-Japanese-way-or-hit-the-highway mentality?  Ha! Japan is not so simple.  In my next blog, I'll talk about the other side of the contradiction that is Japan.  Until then, contact us if you're confused...www.noah-digital.co.jp/english/ 

Tohoku Wisdom...Un-Marketing in Japan

It's hard to believe it's been one year since the earthquake/tsunami in the Tohoku area.  You wouldn't know anything disastrous had happened by looking at my downtown Nagoya neighborhood.  There has been a boom in housing construction, and the nearby highway-in-the-sky construction continues full-speed.  The economy is gradually getting stronger, not to mention that the yen has remained too strong.  This is the wonder of Japan.  Though many sent supplies and volunteered, the Japanese primarily responded to this disaster by getting up the next day and going to work, working hard, and doing the same thing everyday. We love being a part of this great economy that enables Japan to overcome hardship and help other countries, too.  


But we don't want to miss what the survivors in Tohoku can teach us.  A friend of mine knows a man who lost everything in the tsunami.  When he was interviewed on Japan public television, he said something quite amazing, "...Even though this huge tsunami washed away all of my past and all my financial basis, I felt rather refreshed...Before the tsunami, I was thinking so much about my company and its finances.  But on the following morning, I saw beautiful sunshine and even a hint of early spring (which I had never noticed before the tsunami).  In my own backyard I found small flowers about to bloom.  I was surprised by such a joy in those things...I do not despair of what I lost, but thank God for what I have in my hands. And for hope."  (It seems that when we think we must have something, it usually has us.)


Other friends who have spent time in Tohoku have talked about how thankful the people have been for every act of kindness by volunteers to the point of believing their lives have been enriched because of the disaster.  


Tohoku has shown the world how to keep going, living and hoping even when all their "stuff" has been washed away.  They've answered the age-old question, "What if the worst happens?" with the response, "View your situation with a thankful heart and find the good in it."  (When I think of it, this response works well even when the worst hasn't happened.)  

Let's buy and sell as people have since the beginning of civilization since commerce makes civilization possible, but let's not forget the un-marketing truth of the matter...that life does not consist in the abundance of one's possessions.  That's something we here in Japan understand a lot better today thanks to Tohoku.   www.noah-digital.co.jp/english/

The Un-Masking of Japan

Does anything about this photo seem strange to you?  If so, you don't live in Japan because this is a common sight during the cold and flu season.  This is proper etiquette if you have the slightest case of sniffles.  The Japanese are incredulous that Americans don't wear masks when they're sick.  I've tried my best to,  but I immediately have a asthma attack when I put one on even though I don't have asthma.  Of course, these masks also have other handy uses.  I once asked a college student who wore one to every class if she had been sick for a long time.  She said that no, she just didn't feel like putting on make up.  Children here start wearing masks at an early age.  There's even a nursery school song about the elephant who wears a long mask and the squirrel who wears a small mask, etc., etc.  I think it's hard to argue with the effectiveness of masks since surgeons wear them during operations, after all!  I think it may be worth a try for an aggressive surgeon mask manufacturer in the US to try convincing Americans to wear them.  However, this may cause a law enforcement crisis when convenience store clerks begin pushing the panic button willy nilly, as masks don't carry a very good image in the USA (probably because of the Wild West era).  I thought there may be a market opportunity here for such a manufacturer to sell masks decorated with the American flag or pithy sayings like, "Made in America."  But let's face it, the mask marketers here could copy that in a minute, and they've got a major head start on you.  Then, I realized that there is another way to fight colds in the winter.  Since affordable heating isn't available here, I wondered what would happen if houses were actually insulated.  I remember seeing those commercials in America with someone blowing insulation through a hole in the wall of a house.  I think someone with a machine like that and plenty of that pink stuff could be busier here than a one-armed paper hanger.  Your satisfied customers may also be interested in another item I've never seen here...storm windows.  If you think I'm on to something, contact us at www.noah-digital.co.jp/english/ for alternatives to mask-marketing (sorry) in Japan. 

Getting old but looking young in Japan...

There's a common Q & A here in Japan among new acquaintances that may surprise visitors.  It is quite common to ask someone upon first meeting them how old they are.  Then, regardless of the answer, the reaction will ALWAYS be, "You look so young!"  The first 100 times I got this reaction, I was really encouraged and felt that, well, I must really look young!  This was even more encouraging given the fact that Americans actually look quite old at any age compared to Japanese people.  But very gradually, I began to catch on that telling someone they look young is a popular compliment here and only withheld on rare occasions, so that I really dread the day when I don't hear it anymore.  Though the Japanese population is getting old, it's not going quietly or without a good fight.  Looking young is extremely important here in a way that Americans can't imagine.  Though we also want to look young, at some point, we can't pull it off anymore and give in.  We turn to maxims such as, "Women are like fine wine..."  But the Japanese really can look young for so long that it's shocking and totally unfair.  Of course, skin care products are extremely plentiful, popular, and over-priced.  One of my favorites is horse oil for the face.  And yes, I use it, since I really like horses and never get to ride them anymore (though I refuse to eat horse sushi since I'm pretty sure that requires the demise of a horse, while I'm not sure where horse oil comes from).  Of course, I would much rather be able to buy a $5 bottle of almond oil (for the skin, not for cooking) at the supermarket like I used to in America.  But I've never been able to find a product like that here.  Have you got an affordable alternative to horse oil?  Contact us at noah-digital.co.jp/english/ for help marketing to the gracefully aging population in Japan.

Give me the simple life...a plea from Japan

If Americans can make something hassle-free, we will.  We always take the easiest, most pain-free way.  This approach isn't very respected in Japan.  Here, a certain amount of complication and suffering adds value to otherwise mundane duties.  For example, there doesn't seem much need to make taking a child to nursery school an especially difficult task.  But why should nursery school be easy?  What do we mothers want, a free ride?  In my son's new school, mothers must make various various bags and handkerchiefs of exact dimensions, preferably all from the same material. (For the hopeless mothers like me, we have to pay a professional to make these.)  Certain items must go in each bag; for example, chopsticks go in the hand-made chopsticks bag.  In addition, there is something called an "obento" or home-made lunch that would blow the mind of the average American mother.  These are so elaborate and time consuming to make that after all, it seems better just to keep the child at home, quit work and go on welfare.  But all this is nothing compared to my son's previous school which required mothers every morning to write down the child's temperature, what the child ate for breakfast, the time of his/her last poop and last pee, the time he/she went to bed and woke up and other fun facts.  They weren't as tough on bags, though you had to carry away your child's dirty diapers at the end of the day. Now, this is just one small area of life, but when you put all the areas together, it makes for a lot of effort everyday just to do ordinary things.  The marketing application?  Make it easy for Japanese people to find out about and order your product!  (For example, don't make them wade through Google-translated nonsense.) Here shopping is a beloved hobby and source of fun and relaxation, a grand departure from the rest of life.  So, contact us for help making things simpler (even fun) for Japanese customers at noah-digital.co.jp/english/.

Sleepless in Japan...

I still remember the first time I saw someone sleeping in their car, sitting in the driver's seat, along the side of the road in broad daylight in Japan.  I thought he had had a heart attack and was perhaps dead.  I also recall the shock when my college students constantly fell asleep during an interactive English class.  One time a student even nodded off while I was asking her a question.  Then, there are the many times people sitting next to me on the subway have practically ended up in my lap, as they fell into a deep sleep.  Japanese don't seem to believe in sleeping at night.  Even the children stay up until all hours.  One may think it's because there are no decent mattresses in Japan.  But when I've asked Japanese friends about this, they say that sleeping seems like a waste of time.  So many people are walking around half-awake just waiting to find somewhere to sit down and snooze for a while.  You will hear people say, "I'm tired," much more often here than I ever heard in America.  Consequently, there is a high value on things that make one feel "refreshed," a word also often used.  Perhaps that is why there are an extreme variety of drinks here, why even very short international travel is popular, why going to hot springs frequently is a must, why Disney World is a yearly destination for many, and why reading comics (manga) is a common pastime for adults.  Do you have a product or service that may be "refreshing" to people here?  Are you Sealy or Simmons, for example?  Contact us for help marketing in Japan at www.noah-digital.co.jp/english/.

Valentine's Day in Japan...a case study of marketing genius

Valentine's Day is for lovers, right?  This approach makes the day special but certainly limits the buyers of Valentine's chocolate to people with a sweetheart.  And in America, it's primarily the men who buy the chocolate, right?  So, you've got men with a sweetheart as potential Valentine chocolate buyers...a good-sized group but limited.  In Japanese this problem has been overcome in several ways.  One, Valentine's Day is the day WOMEN buy chocolate.  It's a rule.  And they not only buy chocolate for their sweetheart, if they have one, but they must buy it for all kinds of men they know, bosses, colleagues, friends, sons, customers, etc.  So, already the number of chocolate buyers is greatly expanded, all of whom must make multiples purchases.  Further, one month after Valentine's Day, March 14th, is "White Day," and this is the day that MEN have to buy chocolate for all the women who gave them chocolate on Valentine's Day.  Now, if you're a chocolate maker, there could be nothing better than having half the population feeling obligated to buy chocolate for multiple members of the other half of the population in a culture where obligation is serious business.  So, anyway, I'm not sure that you have much hope competing with this kind of marketing savvy, but if you want to try, contact us at www.noah-digital.co.jp/english/  Now, I'm off to buy chocolate...after all, White Day is coming...

Special Promotion: Business cards...Japanese style

Our parent company was founded in 1954 by one of my favorite people, Mr. Kondo.  He still shows up at work at around 5:30 a.m. and stays until late in the evening, even though he's 80 years old!  He is as kind and generous as anyone I know.  He built a very successful printing company, and now his children have taken it to the next level.  But printing is still very important to the company, especially printing on clear plastic.  One of our best-selling products is clear-plastic business cards.  When an American businessman visited here recently, he really wanted some of his own, so we thought you may be interested.  Here they are used to express a little of one's personality.  This also provides a great chance to get to know us without a big investment of time or money.  We look forward to hearing from you.  To order, go to www.noah-digital.co.jp/english/.  Thank you!

Small is Beautiful Here in Japan

What does my Japanese friend admire about my flower garden?  The tiny wild flower growing in the crack of the pavement.  It's doing it's best to make its small world beautiful.  Of all the nations helping after the tsunami, another friend says what she appreciates most is the help from several small and relatively poor countries.  They didn't do the most, but they tried the hardest.  The birthday present most appreciated is a home-made cake.  It took effort, but it doesn't make my friend feel obligated.  We may look at someone who is working hard at a seemingly meaningless task and think, "What a waste of time."  A Japanese person would likely say, "He's trying very hard, isn't he."  Just let a new arrival here try to speak a few words of Japanese, and he will be overwhelmed with appreciation.  Japanese love effort, while Americans love results.  We look at the big picture, while they look at a small detail.  They are lovers of the obscure.  We can't be satisfied if the skyline isn't beautiful; but they can find beauty in a corner...something struggling to contrast with its surroundings.  What does this have to do with marketing?  Are you a small business-to-business company with a willingness to work hard?   Are you a marketer of a niche product?  You may find a ready audience here.  Contact us at www.noah-digital.co.jp/english/ for help marketing in Japan. 

Living to Eat in Japan

Americans love eating.  And we have the pounds to prove it.  But Japanese love FOOD...food culture, food gifts, food TV shows, food conversations, food trips, food stories, new food, etc.  For example, I taught in Japanese college for years.  In one class, students had to keep journals.  What was the topic at least 80% of the time?  Food, followed by Tokyo Disney World and what they ate there.  If you turn on the TV, what will you see...food, people eating food, celebrities talking about food.  What are most children's books and songs about?  Yes, food.  The most popular gifts and souvenirs, the most common reason for day trips, the most interesting topic of conversation...that's right, food.  I was especially struck when I first came here, that so many conversations centered around food and its health benefits.  I was often told what part of the body would benefit from the food I was eating (usually my skin).  Americans eat because it tastes good.  Comparatively speaking, Japanese eat because it's good for them and/or the food is rare or culturally interesting.  What's a big food gap here in food-loving Japan?  Real, cheap, Americanized Mexican food.  It doesn't exist here, and I can't understand why.  An El Paso taco kit has gotten so hard to find and so expensive that I have given it up.  There are some places that serve mayonnaise tacos with ketchup salsa, but what I wouldn't give for a Taco Bell!  I'm telling you, Taco Bell, you're missing an opportunity here!  I would make a day trip to eat at a Taco Bell...contact us (Taco Bell) for help marketing in Japan at www.noah-digital.co.jp/english

Things Google translator may not know...

It's hard to be a language insider here.  Culture is so tied up in language, and both the thinking and the speaking here are often the opposite of what comes natural to an American.  While we speak to be understood and value clarity and directness, the Japanese language is meant to be vague.  Yesterday, while involved in a brainstorming session with a Japanese company, I heard a great example of this.  While on English Facebook, we hit, "like," when we like a post, Japanese hit, "chotto ii ne," directly translated as "a little good, isn't it."  Let's not make too strong of a commitment to our opinion!  This is why straight translations of English to Japanese never come across well.  I recently had a very important letter translated by an excellent translator, and when I showed it a member of the target audience, he immediately said, "This is obviously a translation.  Get it re-written in natural Japanese."  Even though English words are often used in Japan, the real meaning and the Japanese meaning can be quite different.  For example, I also found out yesterday that here "renovation" means "innovation," and "innovation" is a little-known word.  Of course, I am also a great butcher of the Japanese language, especially pronunciation.  Recently, I was on TV in connection with my volunteer group.  When I watched it, I thought, "That's gotta be the best example in existence of Japanese spoken with a strong Southern accent!"  Contact us at www.noah-digital.co.jp/english/ for marketing help in Japan.

High-Tech Japanese Style

Is Japan high-tech?  It's a hard question to answer.  I am constantly surprised by the many people here who aren't computer literate.  While my parents, who are in their mid-to-late 70s, love their computers, Facebook, e-mail, YouTube, etc., I have never met older Japanese people like that.  Even more interesting is that many Japanese in their 20s and 30s only have access to the internet via their cell phones.  In fact, a cell phone social networking site called Mixi has been popular here for years.  So, in that way, Japan was ahead of smart phones since people here have been accessing the internet via cell phones and sending text messages for a long time.  But on the other hand, many of these high-tech cell phones users wouldn't know how to attach a document to an e-mail sent via a computer.  My volunteer group created a cell phone website to reach the many people here who will only be looking at the internet through the tiny screen of their cell phone.  We also find Mixi to be far more effective at this point for reaching people than Facebook or Twitter.  So, if you define high-tech more by cell phone technology than by computers, young Japanese are leading edge.  Contact us at www.noah-digital.co.jp/english/ for marketing help in Japan.

Pretty and Pink in Japan

About seven years ago, some Japanese friends and I started a volunteer group.  Our target was and is young adult Japanese women.  I have learned from that experience the importance of pretty, cute and soft in Japan.  (It's not just limited to young women either.  I've seen large comic or "manga" characters painted on police stations here.)  While the homepage and brochure we first designed were attractive yet realistic, members of our target audience told us they wanted pink, flowery hearts.  I have also found that softness in language is a must.  People are easily offended by what they consider an inappropriate tone.  My Japanese colleague agonizes over every word she chooses when writing on our homepage, while I fly through the English-language version without a second thought.  Japan is actually quite emotion-driven, though it would seem to be the opposite. This is just one of the many contradictions of this great, yet complicated, society.  Contact us at www.noah-digital.co.jp/english/ for marketing help in Japan.