Japan Market Update - November 2004 Edition

Hi ,

This weekend marks the beginning of the holiday season, with Christmas decorations and holiday events planned at major malls. It's hard to believe that the year has flown by so fast.

The elections are now behind us, and yes, baseball season is officially over. In our October Japan Market Update I said we would report on which Japanese company would win the opportunity to start a new Baseball team in Sendai. Last week, the nod went to Rakuten--a leading Japanese Internet company. The new team will be called the Tohoku Rakuten Golden Eagles. In other hot news, Daiei is considering selling the Daiei Fukuoka Hawks to Softbank Corp. This is another indication of technology driven companies moving into traditional business enterprises.

Lately, the yen has been trading in the range of 105 to 107 yen per U.S. dollar. Reports indicate the yen may fall against the dollar due to a slower pace of economic growth in Japan. However, even today as of this report, the yen strengthened to 105.99. For the Japanese, this range is very positive for travel and purchasing goods in the United States or in Micronesia.

Now we are in our final lap toward the end of 2004. PacRim has targeted media programs and opportunities to reach the Japanese visitors for the final balance of 2004 and the holiday season. We have some exciting new programs planned for 2005 as well, including new off-line and on-line opportunities. Let me know if we can help you with your plans or marketing efforts in any way.

At the beginning of this important Thanksgiving and holiday season, we want to pause and say, " THANKS!" from all of us for your support and friendship.

Warmest regards,
Dave Erdman

*Japan Market News
-----Travel: More couples to wed in Hawaii next year
-----Travel: Japan arrivals top one million
-----Travel: Guam visitor count rebounds
-----Business: Nikkei lists top-grossing companies
-----Business: Juice bars take off nationwide
-----Sports: Ichiro makes "hits-story"
-----Sports: Meet the "Jordan of Japan"
-----Fashion: "Casual kimono" an upcoming trend?
-----Society: Poll: Swimming, piano, English É abacus?
-----Society: Let's celebrate a good union
*Culture Corner
*Media of the Month
*Upcoming Magazine Deadlines
*Important Dates

TRAVEL: MORE COUPLES TO WED IN HAWAII NEXT YEAR

Overseas weddings are growing ever popular, but Hawaii snags largest market share
Over 50 percent of Japanese couples who will wed overseas next year will be exchanging vows in Hawaii, according to the latest report by Japan's leading bridal consulting company, Watabe Wedding. Hawaii will likely end 2004 with a 53.1 percent market share (23,900 couples), up two percent from last year, and is expected to score a slightly larger share in 2005 and 2006. A growing trend in overseas wedding is the increasing wedding party; this year, an average of 11 guests accompanied couples to their Hawaii nuptials. Those numbers are expected to rise, which should be welcome news to airlines, hotels, and other venues. Travel agency JTB also reported Hawaii as the top-ranked honeymoon destination this fall, dominating 29.8 percent of the entire honeymoon market.
(Sources: HVCB 10/19/04; Travel Journal International 10/23/04;)
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TRAVEL: JAPAN ARRIVALS TOP ONE MILLION

Japanese visitors to Hawaii exceed the one-million mark a month earlier than last year
According to the latest figures from the Department of Business, Economic Development and Tourism, arrivals from Japan for September ebbed slightly compared to 2003, but that didn't stop the numbers from reaching a million, and putting year-to-date figures at 14.8 percent higher than last year. The average lengths of stay for 2004 also surged by 11.8 percent, to 5.8 days per visit. Japanese visitors continued to spend the most money on a daily basis at an average of $245 per day, or 34 percent more than the second biggest spenders -- visitors from the East Coast -- who spent an average of $162.
(Source: DBEDT News Release 10/27/04)
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TRAVEL: GUAM VISITOR COUNT REBOUNDS

Bureau attributes rising arrivals to successful group travel campaign
As of September, Japanese arrivals are up 53.2 percent year-to-date, and are expected to remain at a healthy pace for the rest of the year. The Guam Visitor Bureau calculates Japanese arrivals may surpass 900,000 by year-end (683,161 as of September), marking the first time to reach that level since 2001. Based on this year's success, the GVB has set the 2005 Japanese visitor goal at 1.05 million. The GVB also reported a trend in Japanese travelers shopping for last-minute deals, with many reservations being made after the typical 14-day booking window.
(Sources: Travel Journal International 10/10/04, 10/16/04)
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BUSINESS: NIKKEI LISTS TOP-GROSSING COMPANIES

Toyota leads the pack among Japan's most profitable, A-list corporations

Rank	Name	Gross Sales (Million Yen)	Gross Sales (Dollar)	Industry
1	Toyota	17,294,760	158.7 billion	Automotive
2	Mitsubishi	15,177,010	139.2 billion	Commercial
3	Mitsui	12,281,517	112.7 billion	Commercial
4	NTT	11,095,537	101.8 billion	Communications
5	Itochu	9,516,957	87.3 billion	Commercial
6	Sumitomo	9,197,882	84.4 billion	Commercial
7	Hitachi	8,632,450	79.2 billion	Electronics
8	Honda	8,162,600	74.9 billion	Automotive
9	Marubeni	7,905,640	72.5 billion	Commercial
10	Sony	7,496,391	68.8 billion	Electronics

(Source: Nikkei Net Weekly 10/04)
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BUSINESS: JUICE BARS TAKE OFF NATIONWIDE

Green juice, exotic blends quench the thirst of a health-conscious population
"Beauty from the inside out," claims popular Japanese juice bar Vegetaria, as throngs of customers (mostly women) line up to relish the benefits of freshly juiced fruits and vegetables. Vegetaria now boasts 450 stores nationwide, juicing anything nutritious, from a palatable persimmon-chestnut mix to a bitter blend of bell peppers, pumpkin, and wheat germ. At its highest-grossing store in an Osaka department store, Vegetaria serves 2,700 drinks a day. Juice bars are popping up across Japan; foreign imports such as Quickly from Taiwan are catching on, serving not only fresh juice but a Hawaiian staple and sure hit among Japanese youth -- tapioca pearl teas. Even unassuming juice bars are making big bucks. A 79-year-old woman who juices nothing but kale from a 200-squarefoot shop without signs, sells about 400 glasses everyday at 300 yen ($2.75) each. One juice bar that operates from a Tokyo subway station imports an exotic Amazon super-fruit called "asai" to whip up an elixir of choice among Brazilian martial artists. The concoction contains the powerful antioxidant polyphenol worth 60 glasses of red wine, and more iron than a bowl of beef liver. Now that's a serious drink.
(Source: Fuji Sankei TV 11/02/04) Back to top

SPORTS: ICHIRO MAKES "HITS-STORY"

Breaking an 84-year-old U.S. record, Japanese major-leaguer's market potential soars
One of Japan's most favorite expatriates broke MLB history early October when he broke a single seasons hit record set in 1920 by George Sisler of the St. Louis Browns. A few days after the celebration, Suzuki declined Japan's National Medal of Honor -- the country's most prestigious government award -- citing such an honor might be wrongfully perceived as the end of his career. But there is no end in sight for corporate giants' hot pursuit of the modest and marketable man; although he has continually declined Nike's endorsement offers, he is rumored to be in talks with Starbucks for a possible tie-up. Back home where Suzuki has been a hot commodity for over a decade, he is currently scheduled to star in two TV commercials for 100 million yen each ($917,000). That figure is expected to bubble to 150 million yen ($1.4 million) soon, while over 20 Japanese companies are reportedly planning to present him with endorsement deals.
(Sources: Kyodo News 10/08/04; www.sponichi.co.jp; ESPN.com 5/3/03)
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SPORTS: MEET THE "JORDAN OF JAPAN"

BYU-Hawaii grad Yuta Tabuse becomes the NBA's first Japanese-born player
Media frenzy exploded in Japan over news that 24-year-old Yuta Tabuse made the Phoenix Suns regular season roster and scored seven points in ten minutes at his season opener debut. The 5-foot-9, 165-pound Tabuse became a household name in Japan after merely signing a preseason deal with the Denver Nuggets last year. That and a summer stint with the Dallas Mavericks was enough to earn the point guard a long-standing deal with Nike, a beer commercial, and even a documentary feature in Japan. Now that his superstar status in Japan is more or less guaranteed, he is certain to joint the ranks of highly marketable, insanely popular overseas athletes such as baseball's Hideo Nomo, Hideki Matsui, and Ichiro Suzuki (see above Sports article). Team officials are reportedly hoping that Tabuse's rise will lead to corporate sponsorship from Japan, much like Yao Ming drew in Chinese ads for Houston. At least merchandise sales should prove fruitful for the Suns and the NBA, as Tabuse's jerseys are expected to sell well this season.
(Sources: Nikkei Net 11/01/04; Kyodo News 11/04/04; The Arizona Republic 10/01/04)
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FASHION: "CASUAL KIMONO" AN UPCOMING TREND?

A new line of washable, easy-to-wear kimonos hit department store shelves
Japan's Takashimaya department store banked on the recent popularity of "yukata" (summer kimono) among women in their 20s and 30s, and introduced a line of casual, hand-washable kimonos intended for daily wear. Traditional fabrics, kimono designs, and artisanal artwork have experienced a renaissance in recent years, but the classic kimono, which cumbersome layers require skilled hands to adorn -- not to mention confining and uncomfortable -- are seldom worn by young Japanese women, save for special occasions. The casual kimono not only gives women the freedom to wear the garb themselves, but makes it affordable as well; starting at 47,250 yen ($434), it costs half of a standard kimono.
(Source: Tokyo Shimbun Shopper 10/18/04)
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SOCIETY: POLL: SWIMMING, PIANO, ENGLISH...ABACUS?

Toymaker questionnaire ranks most popular lessons for tots and tweens
In an Internet survey of 1,200 Japanese families conducted by toymaker Bandai Co. Ltd., a majority of boys between the ages of three and 12 participated in some form of athletic extra-curricular activity, while girls in the same age group mostly took "enrichment" classes such as piano, calligraphy, and the abacus. For girls, the most popular choice -- piano (25.5 percent) -- was followed by swimming, English, and calligraphy. For boys, swimming was followed by English, soccer, and calligraphy. The abacus, which was within the top ten for both boys and girls, was a surprise finding for the toymaker, famous for its Tamagotchi toy series. Years ago, the old Japanese saying "reading, writing, abacus" was synonymous to the English "reading, writing, and arithmetic." But even in a generation of video games and computers, it seems that the calligraphy brush and abacus are not growing obsolete.
(Source: www.bandai.co.jp data 07/04)
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SOCIETY: LET'S CELEBRATE A GOOD UNION

Though not yet a public holiday, Japan designates a day in November to honor marriage
In many western cultures, November represents a month of giving thanks. But in Japan, November 22nd is a day to be grateful -- not for life, or prosperity -- but for the significant other. "Ii fuufu no hi" literally means "Good Husband-and-wife Day," and was founded to glorify the bond in marriage in Japan's aging and increasingly low-birthrate society. Airlines, hotels, jewelry makers, and florist associations are spreading the good news, while capitalizing on a lucrative marketing opportunity. Backed by the Ministry of Economy, Trade, and Industry, an organization that promotes the holiday designated platinum rings as the "symbol gift" for the occasion, and Old English roses as the "symbol flower" (much like carnations now represent Mother's Day). Airline companies such as ANA use the holiday to promote husband-and-wife vacation tours, while hotel chains and restaurants are offering special holiday packages.
(Sources: Japan Productivity Center for Socio-Economic Development; www.fufu1122.com)
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Japanese Table Manners

At a meal in Japan, just after you sit down at a table, you will receive a hot (or sometimes cold in the summer) damp, white towel called an oshibori. Restaurants wrap oshibori in plastic and often provide a small oblong tray on which to place it. The towel should be used to wipe your hands, not your face--except in less formal situations. The oshibori does not stay on the table throughout the meal and, often, napkins are not supplied. Therefore, it is advisable to always carry tissue or a handkerchief with you when in Japan.

Prior to eating, the Japanese people always say "Itadakimasu" - "I humbly receive the food given, may I begin?" Although it is not a religious saying, it does have familiar connotations of giving thanks for food. At the end of the meal, the Japanese people always say, "Gochisosama deshita" - "thank you for the great meal."

For the Japanese, making slurping noises while eating foods such as noodles in soup, are not only customary, but a sign of appreciation to your host or the cook. Slurping also helps cool down hot foods. When eating rice or soup, it is proper to lift small bowls to your mouth, thus lessening the chance of dropping food on the table. Chopsticks can then be used to shovel solids, such as rice or seaweed in miso soup (traditional Japanese soup), into your mouth.

Here are additional some tips on Japanese Table Manners:
- Do not stick your chopsticks upright into your food, especially in your rice bowl, as this is the way of offering rice to the dead.
- Do not grab your chopsticks in the palm of your hand as you would grab a stick. This is how a sword is handled.
- Do not pour soy sauce on your rice. This offends the Chef. Other dishes are meant to flavour the rice as you eat. Rice is still considered a valued and precious item by elders.
- Do not blow your nose at the table.
- Do not play with food and try to figure out what's in a particular piece. The Japanese are generally sensitive about this. - The way in which the food is arranged and presented is equally as important as the food itself.
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Are you looking for a new way to reach the Japanese market?

In January 2005, Aloha Express will be releasing their newest special edition, Jyu Roko - Free Style Travel. As Japan's travel market to Hawaii becomes more sophisticated and savvy, the Japanese traveler is becoming more independent and wants to create their own unique travel experience. This publication is designed for those travelers who want more than the basic information. Targeting students to senior citizens, this special edition will include information on all types of accommodations from condominiums to luxury suites, how to make the most of your visit, the best airline options, as well as a destination guide on shopping, dining and activities. This issue is a great way for hotels, retailers, activities and restaurant establishments to market direct to the consumer. Ad rate start at $4,000 for a full regular page, and currrenly all premium positions are open.

If you are interested in finding out more about this publication please contact Joy Ishiara,jishiara@pacrimmarketing.com or Lynelle Lingaton, llingaton@pacrimmarketing.com.

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Click here for our Media Request Form or contact us.

Space Deadlines:

NOW!!! Nouveau - December 2004 (FINAL CLOSINGS NOW)
12/01/04 Aloha Express - February 2005

Material Deadlines:

11/26/04 Nouveau - December 2004 (Drop Dead)
12/15/04 Aloha Express - February 2004

It is not too late to call us (808-949-4592 or Toll Free 1-800-338-4502) to find out more about these upcoming media releases as we strive to find the best media available for you.

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Upcoming Holidays in Japan

11/23/2004 Kinrou Kansha no Hi -- Labor Thanksgiving Day
12/23/2004 Tennou Tanjoubi -- Emperor's Birthday
12/31/2004 Ohmisoka -- New Year's Eve
01/01/2005 Gantan (Oshougatsu) --New Year's Day
01/10/2005 Seijin no Hi --Coming-of-Age Day
02/11/2005 Kenkoku Kinenbi -- National Foundation Day

Click here to see entire 2004 year.

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