Japan Market Update - April 2008 Edition
My favorite Chinese kanji (characters), are the ones meaning "opportunity in crisis." Despite rising fuel prices, airline troubles, and the overall weakening U.S. economy, new sales and marketing opportunities are arising.

The currency situation is making trips to the U.S less expensive for international travelers--especially those from Japan, where this has become a media topic. Japanese publications, television and radio programs are focusing on how this is a good time to go to Hawaii, Guam, or the U.S. Mainland because of the weak U.S. dollar. Japan's popular daily paper, Nikkei Shimbun ran the headline, 'Hawaii iki yasuku,' meaning, 'it's easy to go to Hawaii.' The Nikkei article went on to report about a 34-year-old office lady who had planned a domestic trip to see the cherry blossoms, but decided to consider a trip to the U.S, Hawaii specifically.

Tech savvy Japanese, in particular, are seeking information about Hawaii through "new media." As an example, our "Official Hawaii Podcast", created by PacRim Marketing, Orbitune Japan, and Nikkong Enterprises, is a weekly, 20-minute audio show in Japanese that can be downloaded on computers, cell phones, and other digital palm devices for free at www.hawaiipodcast.jp, spiked sharply in the past two weeks-increasing to more than 20,000 downloads in March and a record 6,000 plus downloads during the first week of April. The Podcast was being downloaded an average of 14,000 per month prior to that. While this is partially due to an iTunes promotion, it indicates that Japanese interest in Hawaii still remains strong.

With the yen at a new high against the dollar, the Japan market offers a window of opportunity for late spring and summer business. Now is an opportune time to communicate, encourage, and welcome prospective international visitors, and in particular, Japanese visitors. Please contact me to find out about the latest multi-lingual (Japanese, Korean, or Chinese) sales, marketing, advertising, media, Internet, and podcast marketing programs, offered by PacRim Marketing Group, Inc, PacRim Marketing Tokyo, KK, and our sister company, PRTech, LLC.

Regards,

Dave
derdman@pacrimmarketing.com

P.S. Below you can read about some new trends in Japan business and society, as well as an update on one of our many media options reaching the Japanese market this summer. The culture corner outlines some perspective on Golden Week...check the dates on your calendar. This year is not the most perfect line-up of holidays, but still anticipation of a positive bump in business activity should be seen with effective marketing. DE

*Japan Market News
----- Travel: Kids club opens at Sheraton Waikiki
----- Business: New Tokyo landmark opens
----- Business: Tokyo station growing into a hotspot for families
----- Business: Wal-mart buys out Seiyu
----- Business: Indian math takes off in Japan
----- Society: Yokohama to test "manner police" on trains
----- Politics: Japan harnesses power of Manga in diplomacy
----- Sports: Mongolian sumo wrestlers take center stage
----- Technology: Internet helps boost "maiko" culture
----- Fashion: Long eyelashes key to beauty
*Culture Corner
*Media Of The Month
*Upcoming Magazine Deadlines
*Important Dates

Travel: Kids club opens at Sheraton Waikiki

Japanese daycare provider to offer bilingual services during summer
Poppins Corp., a Japanese operator of babysitting and child daycare services, has collaborated with the Sheraton Waikiki in creating a childcare program on the hotel premises. "Poppins Keiki Hawaii" will initially operate during the summer season - between June 1 and September 30 - for children between the ages of 2 months and 12 years. The program will also be open to the public, and will offer both outdoor and indoor activities such as Hawaiian crafts. Fees are $30 dollars per hour for children under four, and $26 per hour for children age four and up. For an extra charge, childcare can be available as early as 7 a.m. and as late as 10 p.m. This is Poppins' first overseas venture, but according to Japan Airlines, tour packages featuring childcare options have already garnered high interest. The company expects brisk business during the summer months, a peak travel season for young Japanese families. Poppins also hopes to expand its services to neighbor islands in the near future.

(Source: travelvision.jp 2/26/08)
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Business: New Tokyo landmark opens

Akasaka Sacas joins Tokyo's fleet of upscale urban developments
Tokyo's construction boom yielded yet another urban complex at the heels of Tokyo Midtown, Roppongi Hills, and Omotesando Hills. The "Akasaka Sacas" project, located in central Tokyo and within five miles of both Roppongi and Omotesando, includes an office tower, shopping and dining, an upscale 21-story apartment building, and two galleries. This is one of the biggest projects in recent years for property firm Mitsui Fudosan Group, which was also part of the joint venture team that built Midtown. What puts Sacas head-to-head with Roppongi Hills is the fact that the complex is anchored by television network TBS (Roppongi Hills is home to rival TV Asahi), and by the brand new Akasaka Biz Tower, a 42-story multi-purpose business building with close to 50 shops and restaurants including Japan's first Maxim's de Paris restaurant. By dedicating a large portion of its layout to the arts and theater, Mitsui hopes Akasaka Sacas will become Tokyo's newest landmark for culture and entertainment.

(Sources: japantoday.com 3/8/07; mitsuifudosan.co.jp news release)
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Business: Tokyo station growing into a hotspot for families

Underground mall partially reopens at Japan's Grand Central Station
Beneath Japan's busiest station, major renovations are underway to update the intercity hub into a shopping and entertainment wonderland. Part of the first phase to be reopened, the aptly named "Character Street" is a family-friendly oasis with stores featuring various manga (comic books) and anime favorites. Individual stores are dedicated to Ultraman, Studio Ghibli (makers of Spirited Away and Totoro), Sanrio (Hello Kitty), Dragon Ball, Gundam, Lego, Tomica (matchbox cars), and Snoopy, among other popular theme characters from television stations such as NHK and Fuji TV. The featured franchises such as Ultraman, Gundam, and Tomica have spanned at least two generations, making young families the main target of Character Street. Character Street is part of Ichibangai - or "First Avenue" - the underground shopping arcade that will remain under renovation until 2011. Over 100 shops and restaurants are on the blueprint for Tokyo Station, which services over 400,000 passengers daily.

(Sources: trendy.nikkeibp.co.jp; tokyoeki-1bangai.co.jp)
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Business: Wal-Mart buys out Seiyu

U.S. chain finally claims final shares of struggling Japanese department store
Wal-Mart Stores will buy the remaining 4 percent of Seiyu, Japan's fifth-largest retailer, gaining solid ground in Japan's competitive retail market, as well as the freedom needed to turn around the struggling supermarket chain. Although Wal-Mart has been gradually increasing its stake in Seiyu since become shareholders in 2002, the U.S. retail giant has not yet succeeded in turning a profit for the Japanese company. Japan's lack of interest in Wal-Mart's signature "Everyday Low Prices" sales format underlies a fundamental difference in shopping culture, as low prices tend to be equated with low quality. And although mall-style shopping has grown in popularity over the last decade, Japanese consumers more often shop for everyday food at their local grocer. Wal-Mart has cited outdated technology and Japan's complex supply-chain logistics as reasons for a slow comeback. With full control over the retailer, Wal-Mart hopes to instill more of its sales and distribution formats. In February, Seiyu reported a net loss of 20.93 billion yen (approx. $210 million) last year.

(Sources: Associated Press 3/18/08p; asahi.net 3/14/08)
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Business: Indian math takes off in Japan

"Brain Training" boom behind demand for Indian math books and software
While sudoku remains one of the most popular number games and brain teasers around the world, Indian mathematics is taking Japan by storm today. With titles such as "Indian arithmetic that make you smarter" and "Indian-style rapid math," books on the topic have been constant best-sellers on Japan's amazon.com Web site. Nintendo's recently released Indian math software for its DS and DS Lite consoles is now one of the top-selling games in the "brain training" category. Whereas Japanese students are taught to memorize single-digit multiplication (up to 9 x 9 =81), rapid two- and three-digit multiplication is a skill taught in early education in India. For instance, 75 x 75=5625 can be solved in seconds under the principles of Indian math. The computation concept- also called Vedic math - is in fact a compilation of simple, arithmetic shortcuts. One publisher of the Indian math titles estimated about 20,000 to 30,000 books would sell in the first year. In fact, over 200,000 volumes have sold in less than a year, and with increasing media coverage, the trend looks to have some staying power.

(Source: field report; j-cast.com 8/05/08)
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Society: Yokohama to test "manner police" on trains

Commuters reminded to give up their seats for those who need them most
In response to public complaints that uncooperative youths do not give up their seats for pregnant women and the elderly, the city of Yokohama has mobilized the "Smile Manner Advocates" to police the train during non-rush hours. The volunteer officers will have no legal powers, but city government officials hope their high visibility will encourage train riders to do the right thing. According to the city's web site, the population's moral character has suffered because of a lack of common sense etiquette. Commuter surveys showed young riders often exploited designated seating areas for the elderly - called "silver seats" - despite reminders. The survey also showed that commuters were equally annoyed by people who eat, drink, and apply make-up while on the train, bad habits which the Smile Manner group will not correct (yet).

(Sources: iza.ne.jp 3/10/08; city.yokohama.jp News Release; The Telegraph 3/19/08)
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Politics: Japan harnesses power of Manga in diplomacy

Step aside, Hello Kitty -- another Japanese cat prepares to jet-set around the world
The Japanese government hopes the worldwide popularity of Japanese manga, or comic books, will enable a lovable, robotic cat to represent the nation as its first ambassador of animation. The Foreign Ministry has appointed Doraemon, a popular cartoon cat, to promote both Japan's culture and anime artistry abroad. Doraemon was launched in manga books by cartoonist Fujiko F. Fujio in 1969, and quickly became a pop culture icon and perhaps the most highly recognized of Japanese cartoons. Adorably pudgy and earless (his ears were bitten off by mice), Doraemon traveled from the 22nd century equipped with a limitless array of futuristic gadgets that help his friends in trying situations. "We want [Doraemon] to help people around the world become friends with Japan," Foreign Minister Masahiko Takamura said. The Foreign Ministry plans to arrange showings of Doraemon films at diplomatic missions around the world.

(Sources: iht.com 3/20/08; jiji.com 3/19/08; wikipedia.jp)
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Sports: Mongolian sumo wrestlers take center stage

U.S. and Hawaii no longer represented in Japan's national sport
Though steeped in tradition and pomp, the world of sumo wrestling has long been a level battlefield for foreigners. In fact, Japanese sumo houses often scouted for strong overseas talent, founding the fame for wrestlers such as Maui-born Jesse Takamiyama, who became the first foreign sumo wrestler when he debuted in 1964. For three decades following, dozens of foreign wrestlers were active in Japanese sumo, hailing from S. Korea, Tonga, Taiwan, Paraguay, Canada, Hong Kong, Philippines, and Sri Lanka. The famous Hawaiian trio - Konishiki, Akebono, and Musashimaru - were undoubtedly some of the strongest wrestlers of all time, with the latter two achieving during their careers, the highest rank of "yokozuna." But in recent years, Mongolian wrestlers have gained the most momentum. Of 33 Mongolian wrestlers in the circuit, two are yokozuna (Hakuhou and Asashoryu). Mongolia became a popular scouting ground about 15 years ago, when it became that the country had a traditional wrestling sport with rules similar to Japanese sumo. The "hungry spirit," or in other words a fierce desire to succeed, has also been referred to in Japanese media as a reason why Mongolian wrestlers have performed so well in a relatively short time. On the other hand, a popular blog topic among sumo fans is "where have all the Hawaii talent gone?" As of 2008, there are no American wrestlers in any of Japan's 54 sumo houses.

(Sources: excite.co.jp 9/21/07; sumo.goo.ne.jp 2/25/08)
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Technology: Internet helps boost "maiko" culture

Kyoto tallies over 100 maiko entertainers for the first time in 40 years
What has long been considered a dying art in Japan has been saved by the Internet age. The number of "maiko," or geisha apprentices of Kyoto, has passed 100 for the first time since 1965. The popularity of modern living and higher education among women, as well as the hardships of maiko training had affected the number of maiko apprentices; in 1975, there were as few as 20 registered maikos in Kyoto. But a renaissance in Japanese culture, boosted by a blockbuster hit last summer featuring a maiko as the main character, has fueled massive hits on the Internet related to anything and everything about maiko culture. The Kyoto Traditional Arts Restoration Foundation soon posted maiko "how-to's," including "rules of the maiko" and how to apply to become one, on their web site, which was met by overwhelming popularity. Maiko must be a junior high school graduate, but under the age of 20 - an age range particularly attuned to the Internet as an informational resource.

(Source: j-cast.com 3/31/08)
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Fashion: Long eyelashes key to beauty

Mascara, fake lashes, and extensions frontline beauty trends for the season
One of the biggest beauty complexes for Japanese women is skimpy lashes. Compared to Asian lashes that tend to be short, sparse, and straight, the desired look among Japanese women today involves long, full, and curly lashes. To achieve the bright-eyed look, they are not only layering coats of mascara, but are turning to lash extensions. And although they typically last only a couple of weeks, and are quite expensive (about $200 for 100 lashes), lash extension services are so popular that salons are booming around the nation. Recent media reports on post-procedure infection and other risks (including blindness) seem not to have affected the popularity of extensions.

(Sources: yomiuri.co.jp 10/15/07)
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CULTURE CORNER

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Golden Week



April is the start of the New Year for schools and businesses in Japan. It is also the time the Japanese enjoy Golden Week. Golden Week is a combination of four holidays, Showa no Hi (Showa Day) on April 29th, Kenpo Kinenbi (Constitution Day) on May 3rd, Midori no Hi (Greenery Day) on May 4th, and Kodomo no Hi (Children's Day) on May 5th. Many companies let employees take off work on days in between those holidays.

This year, Golden Week starts on Saturday, April 26th, and ends on Tuesday, May 6th , making this the longest Golden Week ever. The length of the Golden Week holiday for corporate employees is up to a company�fs discretion. Schools allow students to take off each of the four holidays, and May 6th this year to compensate for Midori no Hi (Greenery Day) being on a Sunday. Regardless, it is inevitable that Golden Week is one of the three busiest holiday seasons in Japan.

Many people travel during the Golden Week Holidays and travel agencies plan various tours. Hawaii is one of the most popular destinations, attracting various age groups. In recent years, more Japanese have been traveling to Asian countries due to their proximity to Japan.

(Source: Golden Week, Japan-Guide.Com)


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MEDIA OF THE MONTH

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HONOLULU MOOK




Targeting primarily females in their late 20s to 30s, and from first-time travelers to frequent travelers, the Chikyu no Arukikata Mook series (hybrids between a magazine and a book, thus their name Mook) presents real-time information about the hottest brands, shops and restaurants as well as regular, popular spots. Published bi-annually, the Mook also includes a special pull-out insert book with useful maps in each issue, reaching the Japanese travelers during the summer peak season.

Chikyu no Arukikata is the most recognized name for travel guidebooks in Japan. Also known as the Globetrotter travel guidebooks, their outstanding reputation in the travel industry has many bookstores committing ideal shelf space or stand-up display areas in the best locations throughout the store. They are the largest publishers of travel guidebooks in Japan with an impressive list of over 215 titles, selling over 8 million books each year.

Don't let this important opportunity pass you by. If you are interested in finding out more about advertising in this publication, please contact Katja Silveraa at ksilveraa@pacrimmarketing.com or you can call 808-469-4803, or Toll Free at 1-800-338-4502 x 803.

For more information visit http://www.pacrimmarketing.com/ad/admedia/c/3553.html

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UPCOMING MAGAZINE DEADLINES

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Visit http://www.pacrimmarketing.com/forms/mediareqform.html for our Media Request Form or contact us at ads@pacrimmarketing.com.

Space Deadlines:

NOW! Hawaii Guidebook I (May, 2008) (Globetrotter)
NOW! Aloha Express (June, 2008)
NOW! Honolulu Mook (June, 2008) (Globetrotter)
NOW! Hawaii with Kids Resort (June, 2008) (Globetrotter)
NOW! Guam Mook (July, 2008) (Globetrotter)
4/15 Pacific Journey - Japanese (Summer: Jun.-Aug., 2008)
4/15 Pacific Journey - Korean (Summer: Jun.-Aug., 2008)
4/21 JAL Guide (August, 2008)
4/30 Love Hawaii (June, 2008)
5/1 NWA World Traveler (July, 2008)
5/1 Nouveau (Tumon Sands Plaza) (August, 2008)
5/15 JJ Magazine, Hawaii Book (May, 2008)

Material Deadlines:

NOW! Hawaii Guidebook I (May, 2008) (Globetrotter)
NOW! Honolulu Mook (June, 2008) (Globetrotter)
NOW! Hawaii with Kids Resort (June, 2008) (Globetrotter)
4/25 Pacific Journey - Japanese (Summer: Jun.-Aug., 2008)
4/25 Pacific Journey - Korean (Summer: Jun.-Aug., 2008)
5/1 Aloha Express Quarterly (June, 2008)
5/1 Guam Mook (July, 2008) (Globetrotter)
5/18 JJ Magazine, Hawaii Book (May, 2008)
5/20 JAL Guide (August, 2008)
5/30 Love Hawaii (June, 2008)
6/1 NWA World Traveler (July, 2008)
6/2 Nouveau (Tumon Sands Plaza) (August, 2008)

Please inquire regarding advertising opportunities on www.Hawaii-Arukikata.com (advertorials, online banners, coupon advertising, online marketing campaigns & research, Official Hawaii Podcast, and video production services).

It is not too late to call us (808-469-4803 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

April 29 - Showa no Hi - Showa Emperor's Birthday
May 3 - Kenpo Kinenbi - Constitution Day
May 4 - Midori no Hi - Green Day
May 5 - Kodomo no Hi (Tango no Sekku) - Children's Day (Boy's Day)
May 6 - Kodomo no Hi (Furikae Kyujitsu) - Children's Day (observed)
May 11 - Haha no Hi - Mother's Day

Visit 2008 Japan Holidays to see all Japanese holidays.
Visit 2008 US Holidays to see all US holidays.

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