Pinpoint the case evidence you need – search by industry, objective, media and more.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's best marketing campaigns and companies.
Browse Warc by subject.
Brands & branding
Consumer research & insight
Media channels & touchpoints
Key Warc papers on marketing best practice.
In-depth analysis of 200 global brand owners.
Develop your skills as a marketing strategist.
Compare your ROI with the Warc database.
Get the edge you need in new business.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Overview of databases, forecasts and reports.
Annual ad expenditure data for 96 markets.
Media Costs Database
Compare costs by media and target audience.
International and Consensus ad forecasts.
Trends by primary media and second screen.
Global Marketing Index
A monthly indicator of the state of the industry.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
The Warc Blog
The Warc Blog
Feedback / Complaints
Other Blogs We Like
Account Planning Group UK
Account Planning Methods
ANA: Marketing Musings
Brand Keys: The Keyhole
Garfield at Large
Harvard Business Review
Joe la pompe
Market Research Society
One Size Fits One
Straight Talk with Nigel Hollis
The Warc Blog
Is Japan becoming boring?
, Head of Content, Warc
It’s a stupid question, isn’t it? Anyone who’s been to a big Japanese city like Tokyo or Osaka knows what a vibrant exciting place the country is, despite two decades of economic decline.
But (speaking as somebody who lived in Asia for a while) what used to be so fascinating about Japan was its ‘otherness’ – the sheer variety of, to Western eyes, weird and wonderful gadgets, obsessions and consumer trends. This was, after all, the nation that pioneered the use of QR codes and used mobile phones to pay bills in shops. And let’s not forget the gameshows.
So it came as a surprise to read Dentsu’s annual list of ‘hit products’, produced via a study of online word-of-mouth. It’s an interesting glimpse of what’s been going on this year in what remains a difficult-to-read nation.
Number one was smartphones. Odd, you might think, for a country that has had super-wired phones for years. But 2010 was the year of the iPhone in Japan –
Apple’s all-conquering smartphone has made huge waves in the country
and has topped the phone sales charts for much of the year. Much like everywhere else then. Another big hit, incidentally, was Samsung’s Galaxy S – Korea-made and, like the iPhone, a global success story.
That’s not all. Japan has always been its own market when it comes to web products. Mixi, for example, has long been the lead social network. But what do we find as the number two hot product on Dentsu’s list? Twitter.
In fact the top 20 shows that Japan, far from being a market out on its own, now has remarkably similar tastes to the US and Europe. Tablet devices, eco-friendly products such as hybrid vehicles, flat-screen TVs, 3D TVs and the FIFA World Cup all feature prominently in the top 20.
Thankfully, there’s still hope for those looking for a little Japanese exceptionalism. Lying at number three in the list is ‘munchable chilli oil’.
Here’s the full list (last year’s ranking in brackets):
1: Smartphones (34)
2: Twitter (104)
3: Munchable chili oil (-)
4: Digital broadcasting-equipped widescreen flat-panel TVs (7)
5: Ryoma Sakamoto (1836-1867; popular historical figure and visionary who played a key role in bringing about the Meiji Restoration. “The Legend of Ryoma” TV drama series has also become a hit.) (101)
6: International flight services at Haneda Airport (-)
7: Tokyo Sky Tree (new broadcasting tower scheduled to be completed in the spring of 2012) (-)
8: Eco-point energy-saving home appliances (5)
9: 2010 FIFA World Cup South Africa™ (-)
10: LED light bulbs (15)
11: B-grade local gourmet food (term used for inexpensive local food eaten in a casual setting; A-grade refers to expensive gourmet food eaten in a formal setting.) (-)
12: Akira Ikegami (journalist and commentator) (-)
13: Domestic fast fashion brands (Low-priced domestic fashions) (3)
14: GeGeGe’s Wife (TV drama based on the 2008 autobiography by Nunoe Mura, the wife of manga artist Shigeru Mizuki (known for his manga character GeGeGe no Kitaro, a ghost boy who saves the world from evil spirit monsters)) (-)
15: 3D movies, TV, cameras and other 3D products (60)
16: Hybrid vehicles (1)
17: Imported fast fashion brands (64)
18: AKB48 (48-member all-girl theater/idol group with its own theater in Akihabara, Tokyo) (-)
19: Tablet information devices (-)
20: Yoichi Watanabe (war photographer and popular talk-show guest) (-)
For more information, and some predictions on next year's top 10, see the
Dentsu press release
26 November 2010 17:15
comments on this blog
Add your comment here:
Posting your comment.... please wait
It all begins with a brief
TV Trends: The Missing NFL Viewers
From AR to VR to MR
Four data lessons from history
Life in Flow – Tap Science for Better Creative
Point of view: The social media detox
Time to synchronise
Beats by Dre: R/GA - Old school marketing to a new generation
Limber Up: Strategy & Planning – The Agile Way
Hover cars, branded content and guanxi at Cannes' China Day
Get daily news
Do I subscribe?
Request a trial