Japan in, US out: surprise findings of Elixir survey

<p>A new Asia-Pacific study, using a radically different methodology, </p><p>has made some startling findings, which has implications about the way </p><p>companies market their brands in the region. </p><p><BR><BR> </p><p>The proprietary research undertaken by BBH targeted opinion leaders </p><p>chosen by their peers within the youth markets in five major cities: </p><p>Tokyo, Hong Kong, Shanghai, Sydney and Bangkok. </p><p><BR><BR> </p><p>The survey, called "Elixir" and involving 101 people in total, did not </p><p>take the traditional approach of focus groups. Instead, it used a very </p><p>different technique called 'dreaming', conducted by research house, The </p><p>17's Project. </p><p><BR><BR> </p><p>BBH strategic planning director Guy Murphy said that this method was </p><p>likely to yield to a more accurate reflection of the state of mind of </p><p>respondents. </p><p><BR><BR> </p><p>"Paying $50 to a respondent doesn't really work any more, </p><p>especially with younger people, who are generally more cynical than any </p><p>other age groups. Why should a teenager pour his heart out in a </p><p>corporate office with executives staring at him and asking him how he </p><p>plucks his eyebrows or what he is looking for in a beer?" he told </p><p>MEDIA. </p><p><BR><BR> </p><p>The 'dreaming' technique's strong point, Mr Murphy said, laid in taking </p><p>the respondents to a "nice and relaxing" venue over a weekend, which </p><p>would induce them to express their thoughts and dreams through </p><p>discussions and drawings. </p><p><BR><BR> </p><p>The results were consistent across the region. They revealed that Asian </p><p>youth's love affair with all things American was waning and that they </p><p>have joined their Hong Kong counterparts and were looking towards Japan </p><p>for their fashion and lifestyle cues. </p><p><BR><BR> </p><p>This is true also of Australian youths, who have been typically </p><p>perceived as being more Western than Asian. </p><p><BR><BR> </p><p>Mr Murphy said: "The United States was seen to be about democracy, </p><p>freedom and lifestyle. But it ended up giving them fast food, and a lot </p><p>of respondents now view the US as being the symbolic home of capitalism, </p><p>polluting the world." </p><p><BR><BR> </p><p>He noted, therefore, that it was now critical how American brands go </p><p>about doing business in the region. </p><p><BR><BR> </p><p>He cited Starbucks, Amazon and Borders as American brands which were </p><p>moving in the right direction. </p><p><BR><BR> </p><p>"Starbucks has a democratic feel to it. You can order a cappucino and </p><p>sit there all day. It's creates a sense of community. At the other end </p><p>of the spectrum, you have fast food outlets where once you have finished </p><p>your meal, cleaners come and clear the table, suggesting very strongly </p><p>that it is time to leave," he said. </p><p><BR><BR> </p><p>Another trend identified was that Asian youth generally perceive </p><p>Japanese products as "cool" and "for them". </p><p><BR><BR> </p><p>This could be seen at the superficial level: consumer electronics </p><p>products like mobile phones and CD players; and cute toys such as Hello </p><p>Kitty and Pokemon. </p><p><BR><BR> </p><p>However, Mr Murphy said that it went deeper than what consumers could </p><p>see at the shop shelves. </p><p><BR><BR> </p><p>"Japanese companies have the ability to re-interpret Western products </p><p>and make them palatable for Asians. </p><p><BR><BR> </p><p>"You can see this in fashion and cosmetics items which they can make </p><p>more flattering to Asians and re-export them. In this sense, Japanese </p><p>companies are becoming the 'Big Brother' in Asia." </p><p><BR><BR> </p><p>The change in focus from the West, and the US in particular, to Japan is </p><p>underlined by the fact that some non-Japanese companies have launched </p><p>brands with a Japanese feel to them. </p><p><BR><BR> </p><p>Mr Murphy said that Japan's World War II image as an aggressor and </p><p>instigator of atrocities was still remembered. But he added that the </p><p>country has been helping other Asian nations to build their economy </p><p>through donations and low-interest loans over the past few decades. </p><p><BR><BR> </p><p>"Because of this, perceptions have changed, especially among the </p><p>young. </p><p><BR><BR> </p><p>So Japan is seen now as being sympathic to Asian causes," Mr Murphy </p><p>said. </p><p><BR><BR> </p><p>Despite the fascination with Japan, Mr Murphy also said that Asian </p><p>youths weren't going to make the mistake of previous young generations </p><p>and simply say 'yes' to all things Japanese. </p><p><BR><BR> </p><p>"Because we are now living in this global village, they are taking </p><p>information from around the world and melding this to create their own </p><p>style through mixing and matching. They might take a cue from Japan but </p><p>go off on their own tangent to suit their own lifestyle tastes and </p><p>needs." </p><p><BR><BR> </p>