Contents
Introduction
In our past articles, we’ve delved into various aspects of Japan’s dynamic marketing landscape, exploring trends that captivated audiences worldwide through these keywords: AI, SNS Regulation, VTuber, Y2K, and Short-Form Videos. Today, we embark on the final leg of our journey with the 6th aix picked keyword, concluding our exploration of Japan’s 2023 marketing trends, “Full Immersion Experience”.
Last Dec 19th, the aix conducted a webinar entitled, “Forecasting 2024 Marketing Streams in Japan” where the team talked about 2023 marketing trends in Japan and discussed what to expect next year in Japan’s business world. Don’t worry if you missed it! You can catch up on the insightful discussions about 2023 marketing trends and predictions for the upcoming year in Japan’s business realm in this recap article. Free downloadable materials also available!
Japan’s Top Experiences and Trends in 2023
ひき肉ポーズ “Hikiniku Pose” (Minced Meat Pose)
In 2023, numerous contents went viral in Japan, but one that garnered immense love and even secured the top-rank SNS content award from SHIBUYA109 lab. is the “Hikiniku Pose,” or minced meat pose in English.
A weird but cute trend? One of the boys in ちょんまげ小僧 (Topknot Boys), who introduced this trend, also said that it wasn’t really thought of and his body just moved automatically and thought that he should do the pose. Little did they know that this unique greeting would bring them 500,000+ subscribers just a month after the birth of “Hikiniku post”. And as of writing, their subscribers skyrocketed to 1.53M YouTube Subscribers! Not just that, they also recently secured a commercial deal with Softbank!
You might be wondering about the reason for their popularity. Many netizens say that their greeting pose was funny and easy to imitate. It was familiar enough, so people could easily immerse themselves in the viral content.
新しい学校のリーダーズ “Atarashii Gakkō no Rīdāzu” (ATARASHII GAKKO!)
Another trend that hit the charts is the Japanese Girl Group called “ATARASHII GAKKO!”. Debuting in 2015, this 5-member group went viral with their head-shaking dance in 2023. They were awarded by SHIBUYA109 lab. as the top artist in Japan this year and also recently appeared on “Jimmy Kimmel Live!”. Proving they’re not just taking the lead in Japan, but slowly taking over globally as well.
Familiarity, the same as the “Hikiniku pose,” seems to be the reason why the Japanese girl group went viral. Their head-shaking dance was easy to follow, while they were wearing their “school uniform,” making them feel like they’re just our funny but favorite classmates that everyone experienced back in school.
Warner Bros. Studio Tour Tokyo – The Making of Harry Potter
In mid-2023, the world’s largest indoor Harry Potter attraction opened in Tokyo! The studio tour enables fans to explore Harry Potter’s magical world with exhibitions showcasing the behind-the-scenes of Harry Potter and Fantastic Beasts movies. The Harry Potter IP had always been popular in Japan, with a Harry Potter theme park also at Universal Studios Japan in Osaka. That’s why many fans were stoked to have this experience just in the capital of the country.
Japanese Harry Potter Studio goers enjoying their studio tour while wearing the IP’s costume.
What makes this experience remarkable for Japanese-goers, being pioneers of cosplay, is that visitors can freely wear their Hogwarts uniforms to the studio tour, making them feel like they went home to their own world! The exhibits look so real inside that you’d regret not buying that wizard robe and wand before your visit. It’s no wonder it was also awarded as one of the top experiences for Gen Z by SHIBUYA109 lab. in 2023.
Ghibli Park
Opened at the end of 2022, the Ghibli Park in Aichi, Japan, garnered attention throughout 2023 and was awarded by SHIBUYA109 lab. as one of the top experiences for Japanese Gen Z, alongside the Harry Potter Studio Tour. The Ghibli Studios, founded in 1985 and continuing to produce amazing films until present, have attracted fans of all ages, making it a go-to experience with friends and even for families.
Japanese Ghibli Park goers enjoying visit while interacting with the exhibitions in same themed costumes
What makes it fun for visiting the park as well is how you can interact with the exhibits and take amazing photos, great for uploading to SNS! Most Ghibli Park goers also often dress up like characters, elevating their experience and the quality of photos.
Conclusion
In conclusion, Japan’s full immersion experiences in 2023 have demonstrated the power of familiarity, nostalgia, and the joy of shared moments – not just visually appealing but also easily relatable. As we look ahead to 2024, these trends inspire us to think about the essence of connection and how brands can create meaningful experiences that resonate to the Japanese market. Stay tuned for more insights and trends from Japan’s vibrant marketing landscape!
Webinar Links & Resources:
- Click here to watch the Forecasting 2024 Marketing Streams in Japan Webinar.
- Download the webinar contents for free here.
