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East Asia

East Asia covers the advertising markets of Japan and South Korea, both sophisticated countries marked by a high level of tech innovation and strong cultural ‘soft power’. Japan is one the world’s largest markets by adspend, with television retaining a relatively high share of spend versus digital compared with other developed markets.

Key Reading

Important papers from across the Warc database

This article argues that brands can adapt to the digital world by learning from the Asian model, based on shared values and collaboration with consumers, rather than relying on the increasingly outmoded western concepts of individual ownership and a top-down brand narrative. Brand examples discussed in the article include Muji and Nike.
Why Korean brands such as Hyundai, Samsung and LG became global household names.
Five 'truths' about Japanese consumer behaviour, and how this will develop in the next few years.
Predicted advertising expenditure across 12 key markets, including Japan, for the next two years.
Asia's leading competition recognising great strategic thinking in marketing.

Case Study

This case study shows how GariGari-Kun, a popsicle brand, released an apologetic ad in order to scale back the possible negative sentiment Japanese fans could have towards a ten cent increase in price.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Case Study

This case study explains how Organ Transplant, a non-profit organisation, increased awareness of organ donation amongst children in Japan by performing 'organ transplant operations' on toys.

Case Study

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

Case Study

This case study discusses a business-to-business campaign for Dell, the computer maker, in Japan that highlighted security risks via a survey and a white paper featuring advice on how IT professionals could overcome these risks.

Case Study

This case study shows how Tadot, a braille engraved bath product, used a viral campaign to promote its launch in the South Korean market.
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Article

This article explores how McDonald's was able to turn around its ailing brand in Japan to revitalize and re-engage customers with an emphasis on digital content, customer experience and extensive market research.

Research Paper

This paper examines how Coca-Cola Japan used virtual prototypes of new coffee-dispensing vending machines to gain insights into consumer mindsets and test new ideas at scale.

Research Paper

This paper reveals the findings of two studies in Japan and Korea that explored how Sonification, a communication approach that uses audio waves to transfer information, can be used to communicate the sensorial benefits of products, such as cosmetics, that are traditionally advertised via visual images.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Article

This article investigates characteristics of Korea's emerging consumer demographics including millennial parents, internationalist singles and shoppers in their forties with high disposable income.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Article

The article uses consumer research to investigate the nuances of local beauty culture in Indonesia, Japan, Malaysia and South Korea, and outlines why local brands are beating their international counterparts in Asia.
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  1. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  2. Article

    This case study shows how Onomichi-city, a small port town located in Japan's Hiroshima Prefecture, created an ingenious campaign using stray cats as the city's tour guides.
  3. Article

    The article uses consumer research to investigate the nuances of local beauty culture in Indonesia, Japan, Malaysia and South Korea, and outlines why local brands are beating their international counterparts in Asia.

  4. Article

    This article discusses the various marketing techniques, including Augmented Reality and Facial Recognition, that can be used to investigate and influence in-store purchase decisions.

  5. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

  6. Article

    This article urges a rethink of luxury marketing, as western societies change and make mass-marketing less relevant, while other countries have different approaches to hierarchy.

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