EY Y03 L19 Japanese Brands

  1. These days, Japan is famous internationally for more than just cars and consumer electronics. There are many clothing, houseware, restaurant and media/gaming/entertainment brands from Japan that have become popular household names in other countries. Name one. Tell us a little about this brand (you can use Wikipedia to look up some of the basic facts).
  2. Why do you think that brand has been so successful?
  3. When people from abroad look to Japanese brands, what do you think their expectations are?
  4. Which of these Japanese flagship brands do you like, admire or purchase; Muji, UNIQLO, Nintendo, Mizuho, Shiseido, Kirin, Daiso, Toto, Kikkoman, Yakult, Asics, Nissin, Kenzo, SK-II, Mikimoto. Why?
  5. Which well-known Japanese brand or brands do you distrust? Why?
  6. There are many products, foods, brands and services that are highly popular in Japan but, sadly for foreign consumers, are unknown abroad. If you were a wealthy investor, which trusted Japanese product, food, brand or service would you take to the US market because you think 'Americans would love this!'?

Question 1

The first brand that comes to mind is Mujirushi Ryōhin. It's a retail company that focuses on various household goods and even clothing. Their design is very minimalistic. Muji literally means "no-brand" or "no-logo" and it's a big part of the company's philosophy. This brand now has stores all over Asia, North America, and Europe!

Question 2

The reason for Muji's success is somewhat similar to Uniqlo's. They emphasize simplicity and minimal aesthetic while focusing on functionality, quality, and reasonable pricing.

Question 3

One of the many expectations other than the obvious one, quality, might be the trustworthiness of a specific Japanese brand. This is probably why Japanese people put their trust in luxury brands such as Salvatore Ferragamo, Gucci, Bvlgari, and many more.

Question 4

From the list, I usually buy Kenzo for clothing and Kikkoman for spices and food seasoning. My mom likes Mikimoto pearls and she sometimes asks me to check out their new designs.

Question 5

When it comes to fashion, I'd have to say that I'm not a huge fan of BAPE (A Bathing Ape). I feel like their designs are tacky and have no class. There's also a Japanese airline that I distrust. I won't name it here but I will tell you if you ask me in class!

Question 6

I would totally invest in "Sekai no Yama-chan." It's the best chicken wings that I've tried so far. I took more than 10 of my friends from abroad to this restaurant and they all absolutely loved it!

Tough Vocabulary