How Brands in Japan are Responding to COVID-19

Living in JapanMarketing
Written By Barrett Ishida
Pocari Sweat commercial during Covid-19

After the Japanese government declared a state of emergency and strongly requested businesses and people to cut person-to-person contact by 70% in early April, some people and businesses have responding to help produce things in need, align messaging, and help everyone stay home.

These are some businesses in Japan have done.

Iris Ohyama

The home electronics company announced that they’d be producing 60k masks/month, and will increase production starting in June.

 

SHARP

Due to having facilities enabling production of masks in a sterile environment, the Japanese government asked Sharp to help out. Sharp is producing masks and selling them once a week online through a lottery system.

They’ve also changed their logo on social media, using the kanji for “home.” Sharp’s Twitter account is regarded as one of the best company accounts in Japan due to their wit and responsiveness, a big contrast to the social stiffness that plagues Japanese companies online.

 

SHUEISHA

A major Japanese publisher, with names like Dragonball-Z, ONE PIECE and Naruto, made some back issues of their popular manga titles free, as well as some issues of their Shonen Jump magazine through their app. This came as Japan shut down schools in early March, suddenly giving kids a lot of free time at home.

 

APA HOTEL

To help with the overflow of people infected with COVID-19, business hotel chain APA Hotel opened its doors to those with mild symptoms.

 

SHISEIDO

While it initially started only in France, Shiseido began producing hand sanitizer in its Japan factories as well, saying they will be able to manufacture 200k bottles/month for sale to medical professionals. They also will share their formula with other companies since theirs helps prevent hands from over-drying due to excessive use.

 

P&G Japan

The Japan leg of P&G will donate 1M masks to medical institutions starting in mid-May. They also provided 100L of industrial-use ethanol to use as disinfectants.

 

VARIOUS ALCOHOLIC BEVERAGE BRANDS

Alcohol makers such as Meiri, Kikusui and a few others shifted production to sell bottles of non-drinking alcohol. While it’s noted that they were made for the purpose of drinking, they meet the requirements for a high-concentration ethanol product (65-80% alcohol) that can be used for disinfection.

BRANDS HAVE GOTTEN CREATIVE IN THEIR MARKETING

The shift to staying home meant brands had to adapt their messaging to people’s realities. Here are a few that have.

POCARI SWEAT

Sports drink brand Pocari Sweat’s commercials always gain a lot of buzz, choreographing a song and dance that includes huge amounts of jr high and high school students. They were quick to create a stay home version that included 97 students, launching it in the middle of April. They also opened up a challenge inviting new participants through application via TikTok.

 

PANTENE

Pantene modified their campaign to have a double play on words. Their campaign #HairWeGo was playing on “Here we go” and relating it to their hair market, but they changed it again to “Heya we go.” Heya (部屋) in Japanese means “room”, and the new campaign invited people to post photos of their home hairstyles while including a few celebrities as well.

 

SUNTORY

Beverage brand Suntory called on over 40 celebrities and personalities and created a 13-episode longform video series featuring them conversing. Stating that Suntory’s drinks are about people-to-people connections, their “Let’s talk” campaign encourages people to laugh, complain and share in order to help lift each other’s spirits.

CELEBRITIES HAVE TAKEN ACTION

A few celebrities were early to take action in helping people to stay home, something refreshing to see in a country where many of them refrain from stirring the pot.

NAOMI WATANABE

One of Japan’s biggest celebrities, Naomi Watanabe, invited people to livestreams on YouTube of her eating dinner with the intention of keeping those who are eating alone at home company.

She has also livestreamed on Instagram, done makeup tutorials as well as featured other celebrities. Her streams have had millions of viewers.

 

Gén HOSHINO

Musical artist Gén Hoshino created an original song and tied it to a #DancingOnTheInside challenge, encouraging others to do the same. It sparked a series of collaborations from top celebrities and regular people alike.

 

YOSHIHIDE KIRYU

Japanese Olympic sprinter Yoshihide Kiryu introduced several exercises people could do at home in order to train. They’re aimed at jr high and high school students as the school year and track and field practices have been impacted by COVID-19.

 

MASATOSHI HAMADA

In a collaboration with Japanese delivery service Demaecan, comedian Masatoshi Hamada is offering to provide a discount to other comedians, actors, musicians and performers who have been affected by canceled gigs and job losses due to COVID-19.

 

Know of any other brands or celebrities in Japan doing great things? Let me know!

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Barrett Ishida
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