Dentsu study reveals phenomena resonating with Japanese public

The agency’s annual ‘Hit products in Japan’ study showed that widescreen digital flat-panel TVs, 3D technology, tablet information devices, new international flight services at Haneda Airport and imported fast fashion brands also made a big impression on consumers over the course of the year.

Environmental concerns featured prominently too, with energy saving home appliances, LED light bulbs and hybrid vehicles ranking high on the list.

In addition to consumer products and services, the study also catalogues popular content and social phenomena. Among these were Ryoma Sakamoto, a historical figure responsible for the Meiji Restoration; the journalist and commentator Akira Ikegami; AKB48, a female pop group aimed at the otaku (electronics/ manga enthusiasts) population; and the war photographer Yoichi Watanabe.

Going into 2011, Dentsu predicts the Tokyo Sky Tree (a broadcasting and observation tower currently under construction), home solar power and fuel cell systems, group purchase coupons and ‘alcohol-free beer-like beverages’ will become an increasingly popular part of Japanese life.

“The fact that Tokyo Sky Tree heads the list for 2011 onward can be seen as the Japanese people’s need for a tower of strength, a beacon of light, or a symbol of stability in these uncertain times,” said Shusaku Kannan, a senior representative at Dentsu.

The survey, which is conducted on an annual basis, canvassed a total of 1,000 male and female respondents aged between 20 and 69, and incorporated findings from ‘Dentsu Buzz Research’, which monitors the online word of mouth activity of the hit products.