FOCUS - JAPAN: Rising adspend helps shake off the blues

<p>Ad spend in Japan this year is expected to snap a two-year losing </p><p>streak, according to a forecast by Dentsu Inc, which predicted that </p><p>adspend in the four major media - newspapers, magazines, radio and </p><p>television - will total Y3,798.6 billion, up three per cent from the </p><p>year before. </p><p><BR><BR> </p><p>Adspend among all media last year came to Y5,699.6 billion, down 1.2 per </p><p>cent. </p><p><BR><BR> </p><p>The upbeat mood reflects positive developments in the business operating </p><p>environment locally and regionally. </p><p><BR><BR> </p><p>Greater market deregulation and liberalisation in Japan - such as the </p><p>introduction of new financial reforms allowing more foreign financial </p><p>institutions to enter the country - the commencement of digital </p><p>satellite broadcasting, the expansion of the information and </p><p>telecommunications market and the continued strong growth of New Economy </p><p>companies. </p><p><BR><BR> </p><p>Japan's strength is underlined by the latest trends as determined by </p><p>nationwide studies by Dentsu. </p><p><BR><BR> </p><p>Its research entitled Actualised Lifestyles in 2000 found that Japanese </p><p>will lead more Internet-oriented lives. </p><p><BR><BR> </p><p>Internet-oriented lives </p><p><BR><BR> </p><p>The Internet and various Web-based services show cyber-shopping and </p><p>ebanking are becoming more common. </p><p><BR><BR> </p><p>As communications costs fall and 'Net-connected home electronics </p><p>equipment becomes a reality, people's daily lives and perceptions will </p><p>undergo radical change. Key online growth areas include: </p><p><BR><BR> </p><p>- Catalogue shopping </p><p>- Stock transactions/banking </p><p>- Music and drama </p><p>- Games </p><p>- 'Web Life' cell phones </p><p>- Multifunction cards </p><p>- Java-equipped cell phones </p><p><BR><BR> </p><p>Globally connected lives </p><p><BR><BR> </p><p>The study also found that with deregulation, international retail stores </p><p>and restaurants have entered the Japanese market in quick succession in </p><p>recent years. </p><p><BR><BR> </p><p>These newcomers, the agency pointed out, fit perfectly into Japan's </p><p>cityscapes. </p><p><BR><BR> </p><p>People relax in American coffee shops, purchase cosmetics at British </p><p>pharmacies, shop for the family at American casual clothing stores and </p><p>watch soccer games transmitted by satellite from Italy. </p><p><BR><BR> </p><p>This type of globally connected daily life is becoming the norm, Dentsu </p><p>said, while the image of the typical inward-looking Japanese of a decade </p><p>or more ago is slowly falling by the wayside. </p><p><BR><BR> </p><p>Future design </p><p><BR><BR> </p><p>Actualised Lifestyles made one other major finding. This was that cars, </p><p>personal computers and home electronic appliances with a friendly, human </p><p>feel, but retaining stylistic, futuristic designs - as opposed to </p><p>designs with a cool, unapproachable hi-tech feel - are enjoying immense </p><p>popularity. </p><p><BR><BR> </p><p>Most popular designs are those that project an image of urban living, </p><p>characterised by harmonious interaction between people and their </p><p>sophisticated information technology. </p><p><BR><BR> </p>