Japan Market Update - November 2005 Edition

Hi ,

The power of the Internet as a marketing tool to reach Japanese visitors was evident this past week by the large number of Japanese tourists at the Louis Vuitton Hawaii International Film Festival. Responding to the official LVHIFF web site, Japanese language Hawaii information web sites such as hawaii-arukikata.com, and blogs, many Japanese travelers attended the festival to see Korean celebrity and mega star, Lee Byung Hun and his screening of "Bittersweet Life."

The impact helped make the 25th LVHIFF, which featured an incredible range of premier showings of Asia and Pacific Rim films, a success. Lee Buyng Hun's appearance events were packed and well photographed by the media, especially from Japan-where K-dramas, K-pop culture, food, and lifestyle are soaring in popularity. Hats off to Jeff Chung, GM for KBFD, which airs K-Dramas, and to President and Chairman of LVHIFF, as well as Chuck Boller, Executive Director, for bringing the popular star and his new film to Hawaii.

New stats on the growth of broadband in Japan are noted in a short article below. To find out more about Internet marketing opportunities for your business, products, hotel, resort, or destination, please contact PacRim Marketing Group or our affiliated bi-lingual Internet technology solutions company, PRTech. We can assist you and your organization with Japanese Internet strategies, including SEO or SEM (search engine optimization and search engine marketing), and with on-line reservations through our bi-lingual booking engine, JpRes, or with advertising programs on our Japanese language web site (for Hawaii) http://www.hawaii-arukikata.com, (GlobeTrotter Hawaii).

*Japan Market News
-----Travel: June brides make way for fall brides
-----Travel: High occupancy squeezes out Japanese tourists
-----Travel: Hannemann promotes Hawaii to Japan
-----Business: Japan's "2005 trends" outlook
-----Business: Pet hotel to open at Narita
-----Business: Indulgent parents a new niche market
-----Fashion: From "Cool Biz" to "Warm Biz"
-----Technology: Poll: Japan broadband users soar to 93 percent
-----Technology: Japan tests "next Concorde"
-----Society: Why Japanese women don't want more kids -- Part three in a series
*Culture Corner
*Media of the Month
*Upcoming Magazine Deadlines
*Important Dates

TRAVEL: JUNE BRIDES MAKE WAY FOR FALL BRIDES

Fall months mark most popular time of year for overseas weddings
A JTB survey revealed that overseas wedding trends have shifted from the classic "summer wedding" to the autumn months of October and November. Citing more holidays and extended weekends during the fall, both weddings and honeymoons have become most popular during these months. According to the survey, Hawaii (51.7 percent) and Guam/Saipan (31.0 percent) held the lion's share of all overseas weddings. Honeymooners chose Hawaii as the top destination (31.2 percent), followed by Oceania (23.1 percent), and Europe (17.5 percent). In other findings, JTB said wedding and honeymoon packages rose by an average of 10,000 yen (approx. $87) over the past year due to high demand. An increasing number of couples are using the Internet to book booking weddings and honeymoons, according to the survey.
(Source: Travel Journal International 10/19/05)
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TRAVEL: HIGH OCCUPANCY SQUEEZES OUT JAPANESE TOURISTS

Despite high demand for Hawaii, arrivals dipped for the first time this year
A statewide room crunch may be preventing eager travelers from visiting Hawaii, according to a recent report by the DEBDT. Japan arrivals for August decreased 1.4 percent from last year, coinciding with record hotel occupancy rates in Hawaii, an influx of mainland visitors, and three summer conventions on Oahu. HTJ Executive Director Takashi Ichikura said the tight room supply that resulted from Hawaii's busiest summer has kept many Japanese tourists from being able to book hotels. Hotel renovations island-wide are also adding to the shortage, although DBEDT reports also show that more Japanese travelers are staying in condominiums and vacation rentals -- up 8.9 percent from last year. HTJ is asking travel agents to promote more theme-oriented packages, and to encourage customers to book their trips as early as possible. Wedding and honeymoon packages seem to be selling well; the number of Japanese honeymooners to Hawaii increased by 24 percent compared to last year, reaching 136,459 for the first eight months of 2005.
(Sources: J-Wing Travel 10/03/05; DBEDT)
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TRAVEL: HANNEMANN PROMOTES HAWAII TO JAPAN

Honolulu mayor promises to "WOW" Japanese with expanded services and incentives
On a recent press tour to Tokyo, Mayor Mufi Hannemann appealed to the Japanese travel industry with a mission called "WOW Honolulu!" aimed at keeping Hawaii the top travel destination among Japanese travelers. Hannemann emphasized the city's plans to improve infrastructure, as well as to continue to keep it a safe tourist spot, with integrated safety and security among law enforcement and first-response agencies. He also discussed plans to generate more sporting events -- like the Honolulu Marathon -- triathlons, and eco-tours to draw more tourists. Hannemann said the Winter League Championship for professional baseball teams, once held in Hawaii, will be revived next fall. Aside from meeting with members of the travel industry, Hannemann also shared Hawaii's mass transit and waste management plans with Tokyo Mayor Shintaro Ishihara and other transportation and construction industry representatives.
(Sources: Tokyo Shimbun 10/05/05; The Travel Vision News 10/11/05)
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BUSINESS: JAPAN'S "2005 TRENDS" OUTLOOK

Top ten ranking is a mix of technology, media, health, and lifestyle
A survey by Japan's largest advertising agency, Dentsu Inc., ranked a forecast of the nation's biggest hits for 2005. Eco-friendliness remains a recurring trend (i.e. expo, energy), as do products designed for lifestyle and convenience (i.e. TV, digital player, DVD recorder, e-money):
1. Blogs
2. Star Wars, Episode 3: Revenge of the Sith
3. Large-screen flat panel TV
4. Aichi Expo
5. TV drama "Gokusen"
6. Portable digital audio player
7. HD DVD Recorder
8. Coenzyme Q products
9. Electronic money (e-money)
10. Homes powered by electricity only (no gas energy)
As for 2006 and beyond, consumers anticipate the following buzz-worthy items (in no order):
- Electronic money
- Biometric identification
- Online music stores
- Contact-free IC cards
- Homes powered by electricity only
- Mobile phones enabled with e-money
- High-tech microwave ovens
- 100-yen fresh produce at convenience stores
- Earthquake preparedness (and products)
- Online stock trading

(Source: Dentsu Consumer Research Center 08/05)
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BUSINESS: PET HOTEL TO OPEN AT NARITA

Pampered pets of all sizes can await owner's return at the airport
Narita Airport will soon be home to a 24-hour, luxury accommodation for the jet-setter's furry friend, called the Pet Inn Royal Narita Airport. Located conveniently in Terminal 2, the upscale kennel will feature around-the-clock care, an in-house pet gym, and in-house grooming, all in air-conditioned comfort. Spaces range from a minimal 0.5-square meter cage for pocket pets such as rabbits and ferrets, offered at 4,000 yen (approx. $35) a night, to 10-square meter suites with plush beds for 20,000 yen (approx. $174). With web cams connected to each room, owners can check in on their beloved pets via computer or mobile phone. There are dozens of pet hotels and kennels in the Narita area that have catered to travelers wanting to spend every last minute with their pets. But this is the first time such accommodations will be offered within the airport. "This is an exciting project that will fulfill the current demand," said an airport spokesman. The kennel projects 30 to 40 percent occupancy for the first year of operation.
(Sources: Tokyo Shimbun 10/24/05; www.asahi.com 10/25/05)
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BUSINESS: INDULGENT PARENTS A NEW NICHE MARKET

Clothing, shoes, and hotel brands target the parents of a shrinking child population
A new phenomenon -- the "six pockets" syndrome, used to describe the deep pockets of parents and two sets of grandparents -- is driving retail, and even hotel, brands to develop products to woo the next generation of toddlers and youngsters. Major apparel maker World Co., owner of popular premium brands Hushush and Chicka Chicka Boom Boom boldly states on its web site that it targets "second-generation baby boomers and their children." Hushush sales reached 14.5 billion yen (approx. $126 million) in fiscal 2004, the third highest of World's 68 brands. Last December, popular sports shoe brand Mizuno launched Mizuno Infant, a line of sneakers with special, doctor-formulated insoles, aimed at toddlers between age 1 and 3. In merely six months, it surpassed its goal of 6,000 pairs for the first fiscal year. The shoes retail for 3,990 yen (approx. $37). And for 18,000 yen ($165) per person -- or 54,000 yen ($500) per room for a family of three -- the Hotel New Otani in Makuhari offers a package deal designed for the one-child family, featuring special kids' menus and rooms decorated with popular children's' characters. "The declining birthrate has created a new market," says Yuzo Narumiya, president of clothing brand Narumiya, which collaborated with The New Otani in decorating the hotel's rooms. The hotel boasted 80 percent occupancy during the summer holiday season, attributed in part to the popularity of the new accommodation package.
(Sources: Yomiuri Shimbun 10/04/05; www.mizuno.co.jp; www.world.co.jp; www.newotani.co.jp)
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FASHION: FROM "COOL BIZ" TO "WARM BIZ"

Government launches sequel to successful energy-saving initiative
In an effort to cut greenhouse gas emission by reducing heater use, Japan's Environment Ministry issued a continuum to last summer's "Cool Biz" campaign, which encouraged men to ditch their suits and ties for cooler attire. This time, the Ministry is urging citizens to dress warmly so that work spaces can be adjusted to a recommended 20 degrees Celsius (68 degrees Fahrenheit). "Warm Biz" is expected to trigger more sales than the summer campaign, as it targets both men and women, according to think-tank Dai-Ichi Life Research Institute Inc. Clothing sales are expected to reach 142.6 billion yen (approx. $1.4 billion), based on calculations that about 3.1 million men and 2.7 million women will buy 23,000 to 26,000 yen ($200-$226) worth of new winter clothing. Department stores, which saw a leap in summer menswear sales, are banking on similar success in coming months. Many of Takashimaya Co.'s department stores have opened Warm Biz sections to their menswear departments, featuring densely knit business suits ranging from 70,000 to 80,000 yen ($60-$70), and sweaters around 10,000 to 15,000 yen ($87-$100). The retailer is hoping for a 10 percent increase in menswear sales compared to last year.
(Sources: The Japan Times 8/27/05; www.env.go.jp)
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TECHNOLOGY: POLL: JAPAN BROADBAND USERS SOAR TO 93 PERCENT

DSL and fiber optic networks top broadband choices
A survey conducted by Jupitermedia Corp. and Info Plant Co. showed that 93.7 percent of users were connected via broadband as opposed to dial-up networking. Although the survey is not the result of a complete tally of Japan's broadband users, the poll implies that broadband is by far dominating the nation's networks. To put things into perspective, Nielsen ratings put Internet usage in the U.S. at 68.5 percent. ADSL ranked the most popular network (59.4 percent) in Japan, followed by FTTH (fiber-to-the-home) at 18.3 percent, and cable at 16 percent. According to the survey, a majority of dial-up users planned to switch to broadband in the near future.
(Sources: japan.internet.com 10/24/05; www.internetworldstats.com)
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TECHNOLOGY: JAPAN TESTS "NEXT CONCORDE"

Finished product to take years, but experiment for supersonic jet successful in Australian outback
Imagine a six-hour flight between New York City and Tokyo. It may be in the not-so-far future, if the Japan Aerospace Exploration Agency (JAXA) continues to succeed in developing the world's next supersonic jet. An arrow-shaped prototype jet was launched into the skies above the South Australian desert, where it successfully completed a 15-minute flight and glided back to the ground by parachutes. JAXA officials say that a commercially viable jet is still about 15 years away, but its research is trying to overcome technological hurdles such as fuel efficiency and reducing noise levels. The Concorde's successor will travel at around the same speed: Mach 2, or twice the speed of sound. While the Concorde retired two years ago without ever having turned a profit, JAXA hopes the new jet's passenger capacity of 300, or triple that of its predecessor, will yield more financial success.
(Source: JAXA Press Release 10/10/05; Reuters 10/10/05)
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SOCIETY: WHY JAPANESE WOMEN DON'T WANT MORE KIDS -- PART THREE IN A SERIES

It's simple cause and effect: Japan's birthrate is falling because more women are choosing not to have children. The external factors -- home and work environments -- have surfaced, but one survey shows a large percentage of women are in fact afraid of the physical aspect: the pain associated with giving birth.
An online poll at popular Web site allabout.co.jp showed that 55 percent of women embraced the idea of pain during labor, considering it an inevitable, or even joyful, rite of childbirth. But a close 44 percent thought negatively, saying "they should be avoided as much as possible." Six percent of women went as far as to say "I won't bear a child if it's going to hurt." Thankfully the majority opinion is positive in this survey. Yet the negative opinion is alarmingly high, implying the resistance many women feel towards experiencing physical pain.

Some blame the media (movies and dramas in particular) for overemphasizing the sounds and images of discomfort. There is certainly a lot of that in childbirth, but at the same time no one seems to shed light on the endorphins that also run through the woman's body to help her deal with pain. Then there are the recurrent images of sterile hospital surroundings, where childbirth is made to look more like surgery than a natural course of life. In fact childbirth is treated more like an illness; something that needs acute medical attention. But people forget that until not-so-long-ago, many mothers gave birth (multiple times) in the comfort of their own home, by the help of a midwife, without all the bells and whistles at a hospital.

But if so many women are faced with the fear of pain, perhaps Japan's medical community needs to reevaluate the priority of pain control, and make local anesthesia (such as epidurals in the U.S.) more available to those who ask for it. Women shouldn't have to grin and bear it if they don't want to, or are afraid to. And yet, more commonly in Japan, women are expected to simply soldier through the pain.
(Source: allabout.co.jp 08/05)
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What's Your Blood Type - Part One in a Series

In Japan, it is widely believed that one's blood type is an indicator of one's personality. This belief is said to have begun in 1916 when some doctors in Japan made a medical report stating that people with Type A blood were generally mild-tempered and intellectual, while people with Type B blood were just the opposite.

To this day, one's blood type continues to be used as a personality-type indicator. The majority of the Japanese population becomes aware of their own blood type upon entering the educational system, where they are required to submit to a physical examination. The results of this simple evaluation live with them for the rest of their lives, showing up as questions on school and job applications in the future.

The most common blood type in Japan is type A and in America, it is Type O. However, many Japanese are amazed to learn that a large number of Americans do not know their own blood types. What's yours?

Type A
People with Type A blood are thought to be calm, composed, level-headed and very serious. They are known to be firm in character. They are reliable, trustworthy and stubborn. They think things over and make plans deliberately, plugging away at things steadily and assiduously. They try to make themselves more like their ideal of what they think they should be. A Types try to suppress their emotions, and because they have continual practice in doing this, this makes them appear strong. In actuality, however, they also have a fragile, nervous side. They tend to be hard on people who are not of the same type, so they consequently tend to be surrounded with people of the same temperament

Not a Type A? See our next Japan Market Update for Type B.

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Are you looking for a way to reach Japanese visitors going to the Big Island?

There is only one pre-arrival publication that targets Japanese visitors traveling to the Big Island, The Globetrotter Big Island Resort Guide. More than a traditional "guidebook," the Globetrotter Big Island Resort Guide provides the reader with in-depth information on the uniqueness of the Big Island in a highly visual format. Japanese travelers planning excursions outside the traditional realm, often use it to supplement the Globetrotter Hawaii Guidebook. For less than $500 a month you could be reaching 50,000 Japanese visitor's traveling to Big Island.

Don't let this important opportunity pass you by. If you are interested in finding out more about advertising in this publication please contact Lynelle Lingaton at llingaton@pacrimmarketing.com

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Click here for our Media Request Form or contact us.

Space Deadlines:

NOW! Chikyu no Arukikata Hawaii Guidebook II
NOW! Nouveau Hawaii Winter
NOW! Chikyu no Arukikata Long Stay Hawaii 2006
NOW! Chkyu no Arukikata Orlando Resort
12/1 Aloha Express Quarterly Spring
12/1 Chikyu no Arukikata Big Island Resort

Material Deadlines:

NOW! Nouveau Tumon Sands Winter
NOW! Chikyu no Arukikata Hawaii Guidebook II
NOW! Nouveau Hawaii Winter 2005
NOW! Aloha Express Gokutabi Hawaii Freestyle Travel
11/15 Chikyu no Arukikata Long Stay Hawaii
12/1 Chikyu no Arukikata Orlando Resort
12/10 Aloha Express Quarterly Spring

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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 Kinrou Kansha no Hi -- Labor Day
12/23 Tennou Tanjoubi -- Emperor's Birthday
12/31 Omisoka -- New Year's Eve
1/1 Ganjitsu -- New Year's Day
1/2 Furikae Kyuujitsu -- New Year's Holiday Observed
1/2-1/10 New Year's Holidays (many businesses closed)
1/9 Seijin no Hi -- Coming of Age Day

Click here to see all Japanese holidays for 2006.
Click here to see all US holidays for 2006.

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