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/