of creativity that feels more ‘real’?


Tis search for the authentic and real drives many consumer purchasing decisions today. You only have to see how many brands’ social media marketing campaigns go array to see how quickly a backlash can form if a consumer perceives the business to be acting inauthentically.


What is clear is that for any brand seeking to capitalise on this wave of enthusiasm for all things Japan, understanding the modern consumer is crucial. And audiences today, whether they be moviegoers, gamers or readers, crave authenticity above all else.


I do a lot of work in the gaming world where creating an authentic experience is so important. Real fans can spot the difference


between an imitation and an authentic Japanese experience. It might be the way someone draws their sword. Or the language used by a particular character. In Japan, authenticity can only be achieved through a commitment to detail and crucially in fushikaden – by understanding and respecting its past in order to create something new.


Te unity between old and new is something unique to Japanese culture, a concept which was recently captured beautifully by Visit Japan. It’s why I will only work with people who have a strong connection and appreciation of Japanese culture and history.


So whilst in the run up to 2020, we’re likely to see a whole host of businesses attempt to capitalise on consumer appetite for Japanese experiences, it is only by understanding


For any brand seeking to


capitalise on this wave of enthusiasm for all things Japan, understanding the modern consumer is crucial. And audiences today, whether


they be moviegoers, gamers or readers, crave authenticity above all else.


fushikaden that you can deliver the truly authentic experience today’s audiences crave.


For me, this is where the real opportunity lies in the run up to Japan 2020.


NEWSWIRE / INTERACTIVE / 247.COM P97


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