Naoko Adachi Apsotw Turning Japanese Final

Turning Japanese by Naoko Adachi [email_address]

Curb your carbon emission ,[object Object],[object Object],[object Object],[object Object]

Hence, finding a way to convince the Japanese that unpackaged goods is more aspirational than packaged goods may require a bit of delving into and beyond the tsutsumi culture

Tsutsumi bunka ,[object Object]

Tsutsumi bunka then and now ,[object Object],[object Object],Then.. washi Now furoshiki

[object Object],[object Object],Japan – a culture of gift giving Ochuugen*- Present given to relatives, supervisors, teachers, anyone who you want to thank. Takes place between the beginning to mid July. Oseibo**- Very similar occasion to Ochuugen. Takes place between 12/13 - 12/20.

Although elaborate detail is synonymous with luxury purchases, a transaction at any store can be interpreted as a ‘gift’ passed on to the consumer by a store. Each plastic bag given to carry an item, that then gets placed in an even bigger big represents the spirit of tsutsumi, a display of ‘respect’ to the Japanese shoppers. Or it could be a mindless act out of habit.

In the meanwhile….. ,[object Object],[object Object],[object Object],[object Object],[object Object],Even celebrities are classified as Iyashi-kei (people who with healing characteristics) iyashi products

Japanese art of ‘tsutsumi’ bunka in communication ,[object Object],Tatemae situation Honne situation

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The emotionally and physically drained Japanese aspire to lighten up from all this wrapping. I need iyashi!

Core solution ,[object Object],[object Object],[object Object]

Strategic justification ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Campaign idea: Touch Point #1 ,[object Object]

Campaign idea: Touch point #2 ,[object Object]

Campaign idea: Touchpoint #3 ,[object Object]

Campaign idea: Touch point #4 ,[object Object],[object Object]

Brand compatibility ,[object Object]

Conclusion Japan is overshadowed by China while she is emerging as an economic tiger. I am hoping that the Japanese will rise again, rejuvenated and fully charged to make its mark in the world.

Thank you Rob, John, Arun, Lee, Sarah, John, Andy, Lauren, Howard, Jill for reading!

Bibliography ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Naoko Adachi Apsotw Turning Japanese Final

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