<span class="gmail_quote"></span>The 'JIN' Japan Inc Newsletter<br><p>
A weekly opinion piece on social, economic and political trends<br>
in Japan.<br>
Issue No. 430 Wednesday September 5, 2007 TOKYO</p>
<p>*****OUT NOW J@PAN INC MAGAZINE'S SUMMER ISSUE*****<br>
Featuring our Real Estate Special, Web 2.0 Marketing and more!</p>
<p>Goofy about Disney<br></p><br>With an unprecedented 25,816,000 visitors last year, queues at <br>Tokyo Disney Resort aren't getting any shorter. This record <br>number of visitors, up 4.2% from last year, is largely down to
<br>the fact that it was the fifth anniversary of Tokyo Disney Sea <br>(TDS). The annual report of the Oriental Land Company (OLC) that <br>operates the resort was published last month and makes for some <br>interesting reading. Tokyo Disney Land (TDL) and TDS together
<br>account for 84% of OLC's total revenue that pushes US$3 billion. <br>It shows the two resorts as head and shoulders above the <br>competition, the closest competitor for crowd numbers being <br>Universal Studios Japan who, even if you treat the Disney resorts
<br>separately, falls well behind with a total of 8,414,000 visitors <br>in the fiscal year 2006-2007.<br><br>With plans to expand its operations in the areas beyond the <br>existent Disney kingdom and throughout the whole locality, OLC
<br>will open a new facility full of shopping centres, <br>restaurants and hotels. This targets those who currently come <br>from a long way—the plan is that they will have such convenient <br>places to eat, shop and rest near the resort that there will be
<br>less possibility of any yen being spent on their entire trip that <br>doesn't roll towards OLC. The annual report coolly explains, <br>'We have set a numerical target of consolidated income at <br>the 27 million yen level in the fiscal year ending March 2011,
<br>and we are aiming for average growth in earnings of about 13%.' <br>This ambition might account for the extra glint in Mickey's eyes <br>this summer. <br><br>-----------------------------------------------------------
<br>"As I look into the clear blue sky,<br>across the crystal blue waters of Okinawa<br>I had not known anywhere could be so peaceful and pure."<br><br>Work getting you down? Need a break from the everyday ordinary?
<br>Have a taste of the good life, Yaeyama style.<br>Immerse yourself in the traditional culture and relax<br>surrounded by the beautiful coral reefs, mangrove jungles,<br>waterfalls and an array of tropical fish.<br>And don't forget the awamori!
<br><br>Hirata Toursim Inc.<br><a href="http://www.hirata-group.co.jp/english/" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">http://www.hirata-group.co.jp/english/</a><br>Tel: 09-8082-6711 Fax: 09-8088-6945
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<br><br>Since it opened in 1983, the Tokyo Disney resort has been a much<br>envied marketing success story. Marketers, management gurus, <br>academics and consultants of numerous colors have at different <br>times given their expert opinions on the reasons behind Disney's
<br>love affair with the Japanese consumer, with whom Disney is <br>uniquely the favourite not only of children, but also a <br>significant proportion of adults. The overall appeal of Disney <br>works the same as in other cultures but there appears to be an
<br>exaggerated and residual emotional attachment to the characters <br>that makes it not uncommon for middle aged executives to have a<br>Mickey Mouse pendant dangling from their cell phone or a fluffy <br>Winnie the Pooh attached to their laptop case.
<br><br>Mike Fiorelli, an expert on Japanese consumer trends and brains <br>behind the website <a href="http://www.japanmarketingnews.com" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">www.japanmarketingnews.com
</a> thinks that the <br>Disney 'cute' factor is very important to its success in Japan, he
<br>comments that, 'The burden of social demands in a traditional and<br>historically regimented society like Japan takes an emotional <br>toll. 'Cute' things bring some fun, brightness, and a bit of <br>escape to daily life on a personal level...Appreciation of
<br>cuteness is one of Japan's great harmonizers and social <br>lubricants.' Further than this, cute characters are also endowed <br>with a relatively higher amount of trust by Japanese consumers. <br>Thus, Sumitomo have used Mickey Mouse as a mascot to sell money
<br>market accounts, a fact that leads the analyst Mary Yoko Brennen <br>to pronounce that in Japan, 'Cuteness is associated with <br>childhood and evokes a certain nostalgia for a time when life was<br>uncomplicated, safe and reliable' (Academy of Management Review,
<br>vol 29, 2004). Most recently, in May this year, Walt Disney Japan<br>announced the launch of a new banking service aimed at women and <br>families in partnership with Tokyo-Mitsubishi UFJ. <br><br>------------------------------------------------------------
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greg@fusionbureau.com</a><br>------------------------------------------------------------<br><br>So far as the resorts are concerned, Brennen notes that Tokyo <br>Disneyland has the 'highest per capita revenues from souvenir
<br>merchandise of all the Disney theme parks'—little surprise given<br>the Japanese practice of 'sembetsu' (present giving). For OLC <br>this has allowed them to maximize revenues from the 'World <br>Bazaar.'A small but critical level of adaptation has also
<br>contributed to Tokyo Disneyland's success. Most obviously the <br>characters all speak in Japanese and there are local food <br>options, but there are also more subtle variations such as the <br>wearing of white gloves by staff and increased number of tour
<br>options.<br><br>Given the strength of the brand and the might and ambition of <br>the OLC it looks doubtful as to whether other theme parks in <br>Japan have much hope of gaining ground on the top player. Mike <br>Fiorelli ponders that with the ageing population 'there are going
<br>to be a lot fewer young Japanese consumers in coming years. This <br>translates to fewer kid visitors to all theme parks, but <br>especially those of special interest to kids. Does this mean USJ <br>will then gain some advantage? Perhaps.' But given residual adult
<br>attachment to the characters, perhaps not.<br><br>By Peter Harris<br>Chief Editor<br><br>Want to comment? It is now even easier to voice your opinion <br>than ever before! Simply visit <a href="http://www.japaninc.com/jin430" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">
www.japaninc.com/jin430</a> and<br>post a comment below the article. Alternatively, you can email <br>it directly to the author at <a href="mailto:peter.harris@japaninc.com" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">
peter.harris@japaninc.com</a><br><br>++EVENTS<br>
-----------------------------------------------------------<br>- J@pan Inc Magazine IT Feature-November/December 2007 issue -<br><br>Are you in the IT Business?<br>Then you should be in the Japan Inc IT Directory.<br>...it's free!
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<br><br>+EVENTS<br>----------------------------------------------------------<br>Start a Company in Japan<br><br>Entrepreneur's Handbook Seminar 6th of October, 2007<br><br>If you have been considering setting up your own company,
<br>find out what it takes to make it successful.<br>Terrie Lloyd, founder of over 13 start-up companies in Japan,<br>will be giving an English-language seminar and Q and A on<br>starting up a company in Japan.<br>This is an ideal opportunity to find out what is involved,
<br>and to ask specific questions that are not normally answered<br>in business books.<br>All materials are in English and are Japan-focused.<br><br>For more details: <a href="http://japaninc.com/terrie_lloyd/" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">
http://japaninc.com/terrie_lloyd/
</a><br>------------------ Tokyo Sinfonia--------------------<br><br>Under director Robert R˙ker<br>Tokyo Sinfonia, Tokyo's premier chamber orchestra, is to<br>treat audiences to a series of performances at Oji Hall, Ginza:
<br><br>14th September - Symphonies for Strings - Beethoven<br>Grosse Fugue for Strings, Op. 133<br>Symphony in C Major (from Op.29)<br><br>12th December - Symphonies for Strings - Mozart<br>Adagio and Fugue for Strings, KV 495
<br>Symphony for Strings in D Major (from KV.593)<br><br>Place: Oji Hall, Ginza<br>Price: Y6000 (single) Y10,000 (pair)<br>Email: <a href="mailto:tokyosinfonia@gol.com" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">
tokyosinfonia@gol.com</a><br>Tel: (03) 3588 0738<br>
-----------------------------------------------------------<br>RidgeRunner Niseko<br>International Cricket Competition 15-17 September 2007<br><br>This is your invitation to three days of fun at an<br>international cricket tournament in Niseko being held to
<br>the benefit of the Tyler Foundation for Childhood Cancer.<br><br>Cricketing legend Dennis Lillee will be attending the event<br>which is being co-hosted by the Higashiyama Prince Hotel and<br>includes two days of cricket, a golf match and charity
<br>dinner dance and auction.<br>For more information, and the chance to win a<br>dinner with Dennis,<br><br>please visit <a href="http://www.ridgerunner.jp/cricket" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">
www.ridgerunner.jp/cricket</a><br>or contact Simon Jackson
<br>(<a href="mailto:simon@rad-development.com" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">simon@rad-development.com</a>, 011-876-3704)<br>------------------- ICA Event-Sept 20 -------------------
<br><br>SPECIAL JOINT EVENT with the AUSTRALIAN NEW ZEALAND CHAMBER<br>
<br>Speaker: Tim Williams, Founder and Director of Value Commerce<br>Topic: Japan Success Stories - Value Commerce<br><br>Details: Complete event details at <a href="http://www.icajapan.jp/" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">
http://www.icajapan.jp/</a><br>
(RSVP Required)<br>Date: Thursday, September 20, 2007<br>Time: 6:30 Doors open<br>(Light buffet, beer, wine, soft drinks included)<br>Cost: 3,500 yen (members), 5,500 yen (non-members)<br><br>Open to all-location is Australian Embassy B2
<br><a href="http://www.australia.or.jp/english/seifu/embassy/map.html" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">http://www.australia.or.jp/english/seifu/embassy/map.html</a><br>-----------------------------------------------------------
<br><br>Japan's First Family Social Network is here!
<a href="http://www.piqniq.jp" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">www.piqniq.jp</a><br><br>Are you raising a family in Japan? Do you speak English?<br>Would you like to meet other English speaking families in
<br>your area? Piqniq is a Social Network Service tailored
<br>specifically for you!<br>Our concept is "Families helping Families" and we invite<br>anyone that wants to meet other families, help other families,<br>or discuss family-related issues pertinent to life in Japan
<br>to come and join the Piqniq today!<br><br>For more information: <a href="http://www.piqniq.jp" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">www.piqniq.jp</a><br><br>-----------------------------------------------------------
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