David Blecken
Nov 27, 2015

Tourist shopping sprees and sporting achievement define Japan's year: Dentsu

TOKYO - What do binge shopping, futon cleaners, tennis player Kei Nishikori, gaucho pants and obese cross-dressing celebrity Matsuko Deluxe have in common? Answer: They all feature at the top of Dentsu’s list of ‘hit products’ in Japan for 2015.

Sporting heroes such as Kei Nishikori contributed to national pride

The ranking is derived from an online survey by Video Research on Dentsu’s behalf between October and November. Conducted every year since 1985, the research is designed to offer insight into the Japanese public’s current mindset. The findings are based on 2,000 responses from participants aged between 15 and 69.

The full lists points to newfound national and sporting pride and a certain degree of self-indulgence and frivolity. This year's top 20 products’, which include...

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