Our Chief Strategy Officer, Rui Nago, has contributed to a series of articles on LBBonline (Little Black Book), a global news platform for the advertising and marketing industry.

This series of articles delves deep into Japan’s cultural background and unique consumer insights, offering key tips for building effective marketing strategies for the Japanese market. Across three installments, Nago explains crucial points for global marketers to understand when approaching Japan.

Part 1: “Japanese Ads Run on Feeling First, Logic Second” This article examines why emotional connection is often prioritized over logical arguments.

Part 2: “Terrestrial TV Still Holds ‘Cultural Magic’ in Japan” While digital media dominates in many countries, why does terrestrial television continue to hold.

Part 3: “‘The Most Sensitive Issue’ in Japan? Respect” This article explains how the concept of “Respect,” fundamental to Japanese culture, impacts marketing communications.