From Broadcast to Belonging: The 2026 Social Shift in Japan (and the “Weekly Ritual” Playbook Foreign Brands Can Copy)
In 2026, social media is no longer “a channel you post on.” It’s the place where brands are built—or ignored. And In 2026, the brands that win on social won’t be the loudest. They’ll be the most participatory. Social is shifting from “broadcasting” to culture + conversation, and if you’re marketing in Japan, this shift […]
Paid Advertising in Japan in 2026: The Practical Playbook for Foreign Brands
Paid advertising in Japan can be extremely profitable — but it’s also one of the easiest markets to waste budget in if you run campaigns “the global way.” Japan’s digital ecosystem behaves differently. Trust signals matter more. Landing pages need deeper clarity. LINE plays a bigger role than most foreign brands expect. And in 2026, […]
How to Win Visibility in Google’s AI‑Powered Search (July 2025 SME Playbook)
Google’s Search Generative Experience (SGE)—now simply branded as AI Mode and AI Overviews—is rolling out worldwide. Instead of ten blue links, many queries now trigger an instant, AI‑written answer that cites a handful of sources and lets users refine the conversation without leaving Google. According to industry tracking, 84 % of U.S. searches already surface an AI Overview, […]
Coca-Cola’s “Share a Coke” Refresh: A Digital Experience Tailored for Gen Z
Coca-Cola’s iconic “Share a Coke” campaign has long been a staple in the beverage giant’s marketing playbook. In an era where digital experiences and personalization are paramount, Coca-Cola is reimagining the campaign to better connect with Gen Z consumers. By blending classic branding with cutting-edge digital interactivity, the refreshed campaign aims to deepen engagement, foster […]
Investing in Influence: How Platform Funding Is Powering the Creator Economy
In today’s digital-first world, influencer marketing has evolved from a niche strategy to a central component of brand advertising. This evolution is being fueled by significant investments in influencer-tech startups, which are enhancing how brands connect with audiences. A prime example is ShopMy, an innovative influencer platform that recently raised $77.5 million in Series B […]
Marketing Case Study: The Rise of Nano and Micro-Influencers in Spain – Authenticity Over Aesthetics
In recent years, the landscape of influencer marketing has shifted dramatically. Once dominated by mega-celebrities and influencers with massive followings, the industry is now witnessing the ascent of nano and micro-influencers—smaller content creators whose authentic, relatable content resonates deeply with audiences. In Spain, this shift is particularly evident. According to a recent report, traditional stars […]
Nike’s Cultural Comeback: Reclaiming the Spotlight with a Bold Statement on Women in Sports
In 2025, Nike made a triumphant return to the Super Bowl stage after a 27-year hiatus. The brand, known for its groundbreaking campaigns, chose this moment to make a powerful statement—one that goes beyond sports. Featuring some of the world’s most celebrated female athletes, the ad wasn’t just about shoes or apparel; it was about […]
Why Foreign Companies Should Invest in the Japanese Market
The Japanese market offers unique opportunities for growth and stability, making it a prime destination for foreign companies looking to expand in Asia. As the world’s third-largest economy, Japan has a robust infrastructure, high purchasing power, and is known for setting high standards in quality and service. Let’s explore why foreign companies should consider investing […]
Onitsuka Tiger & ASICS: From Local Footwear to Global Icons – A Marketing Lesson
When you think of athletic footwear and global style, it’s hard not to think of Onitsuka Tiger and ASICS. These brands have made their mark not only in Japan but also around the world, standing out as much for their legacy of performance as for their eye-catching designs. What’s especially inspiring is how these companies, […]
A Comprehensive Guide to Paid Advertising in Japan
Introduction to the Japanese Paid Advertising Market As you can imagine, Paid Advertising in Japan is not the same as in other countries. Japan is a blend of traditional and modern marketing practices. For foreign companies who want to enter in this market, understanding its subtle nuances is crucial. In fact, Japan has a complex […]