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On November 24, 2020, a conversation between Tsugihide Nagase and Koki Kuboyama, General Manager of our Shanghai office, was published on News Picks.

A marketer, entrepreneur, and management consultant, Mr. Nagase has worked as the head of brand development for beverages for Unilever Japan, the head of Japan operations for Instagram, and is currently the CEO of PENCIL&PAPER.COM and Visionary Solutions.

We invited Mr. Nagase to our Tokyo office to discuss the differences between Japanese and Chinese marketing and the secrets of understanding the Chinese market. Mr. Nagase is an expert on Japanese marketing and Kuboyama is an expert on Chinese marketing, and the discussion was very interesting as it was told from their different perspectives.

You can get a deeper understanding of how Japanese brands entering China should culturalize and how important it is to understand local consumers by reading the News Picks article "China Marketing: How Japanese Companies Can Confront 1.3 Billion People's "Desire," which is Boiling Over with the COVID 19 Pandemic."

In the discussion, Yamaha's marketing of earphones and headphones in China is also discussed, including the development of the Chinese copy "我的态度，不由分说" which means "No one can interfere with my attitude" based on the Chinese target's desire to "truly enjoy music" while the global campaign "Stay True" is being developed.

The article, which is written in the form of a dialogue, is very easy to read and has interesting content, so please read it if you would like to deepen your knowledge of Chinese marketing.

We also post information on our employment opportunities, so please feel free to contact us if you are at all interested.

News Picks article: China Marketing: How Japanese Companies Can Confront 1.3 Billion People's "Desire," which is Boiling Over with the COVID 19 Pandemic.