japan
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From Hiroshima to Hangzhou: How Jagabee and Frugra drive Calbee's growth strategy
The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.
How Want Want cracked Japan’s competitive confectionary market
Campaign speaks to Tony Chang of the iconic Taiwanese food brand to learn about the brand’s strategy in penetrating the Japanese market, and the challenges of localisation.
How Japanese car brands can race past US tariff adversity
UltraSuperNew’s Marc Wesseling recommends automotive car brands to focus instead on Asian markets and continue to craft compelling narratives with local cultural insights.
FleishmanHillard's Ryo Kanayama on why traditional PR models are no longer relevant
A year into his role as group president of FleishmanHillard Japan, Kanayama reflects on the shifting needs of Japanese corporations, and why communications is no longer just a support function—but a strategic imperative.
VML & Ogilvy Japan names co-CEOs
Asuka Yokota and Joshua Goodall will bear their respective remits in the joint leadership role.
How personality test MBTI penetrated the marketing world
The famed personality test is being utilised by brands to not just categorise its consumers to relevant products, but also to inject playfulness in their campaigns. The question then—does it sell, or is it just a social-media talking point?
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