| In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured? |
Name: Naho Manabe
Origin: Japan
Places lived/worked: Tokyo, Japan; Ho Chi Minh City, Vietnam; Munich, Germany
Pronouns: She/her
CV:
- Creative director, Hakuhodo (1999-2025)
- Group creative director, Publicis Groupe Japan (2025-present)
1. How did you end up being a creative?
During my university days, I studied marketing, so when I started working at an agency, I assumed I would be placed in that department. However, an executive at the time believed I should pursue a career with a broader scope, so he guided me toward PR before I later moved into creative.
2. What's your favourite piece of work in your portfolio?
The project on Aizome that made it to the Cannes stage stands out. Working with colleagues from Germany, India, and Japan—three countries deeply connected to indigo dyeing—and tackling the theme of environmental pollution caused by dyeing is a memory I truly cherish.
3. What's your favourite piece of work created by someone else?
'Thank You, Mom' is the only ad that made me cry the first time I saw it. It struck a deep emotional chord with me as a mother of a four-year-old and a two-year-old at the time. It was also a period when I was struggling with my career path, and this ad gave me a strong push, reassuring me that I could succeed in this industry as a mother. For that, I am immensely grateful.
4. What's the craziest thing you've ever done?
I’ve taken on various outdoor challenges like skydiving, running a full marathon, and climbing Japan’s highest mountain—Mount Fuji—but the most memorable one might be something I did underwater!
5. What's on your bucket list?
My dream is to build a house designed from scratch on a hill in the suburbs where I can see the ocean—but whether it will come true in this lifetime is highly uncertain.
6. Who’s on your dream dinner guest list (alive or dead)?
This year, Japan welcomed Sanae Takaichi, its first female prime minister in history. While we might not be aligned politically, I’m interested in her as a person and would love to talk with her.
7. Who is/was the most important person in your life (not including parents, spouse/partner, or children)?
My high school geography teacher taught me the joy of discovering the world. That opened my horizons, leading me to travel to many countries, study abroad, and gain work experience in multiple nations.
8. What food can you not live without? What food would you be happy to never taste again?
I couldn’t live without freshly cooked rice and miso soup with a rich dashi broth.
9. What would you do on your perfect day?
A perfect day off would be to get a good night’s sleep and wake up feeling refreshed. I’d do Pilates to restore balance and then soak in the bath for a while, reading a book. I’d find delicious ingredients and cook them, then share a quiet chat with family and friends, accompanied by a little drink and laughter. A peaceful day off—seemingly simple, yet hard to achieve.
10. Tell us about a charity or cause you think needs more attention.
Unfortunately, Japan does not have a strong culture of giving. Yet there are many people who need long-term support, including those affected by natural disasters. I often think how beautiful it would be if systems were established to make it easier for support to reach those who need it.
11. Early riser or night owl?
Truth is, I absolutely love sleeping in and hitting the snooze button. But now, my basketball-obsessed son heads out to practice four times a week at 6:15 a.m., carrying two lunches. Since the bus to the nearest station isn’t running yet, I drive him there—still without makeup. Since becoming a mother, I’ve had to adopt an early-bird lifestyle, but right now, it’s the toughest it’s ever been.
