In Japan, there are so many "boom"s in a year. Many health related and sweets products are popular item for "boom". People always look for new boom, media promoted these people to buy them. Most of the case, it starts on TV or magazine, then the words of mouth. Since I am in a marketing department, my co-workers and I were talking about who plan these promotion for this kind of thing. Young co-worker, our hope, told us there should be someone or some company make a brillian plan. Another co-worker said she heard about the government election even depends on whether they hire good promotion company. The rumor said the political party which lost completely at the last election hired foreign-affiliated promotion company. It seems they were not paying attention how people react for these things and could not get much attention. Wow. So for a while, we were talking about the boom we had. Sweets such as tiramisu, panna cotta, tapioca, turt tatan....when it is booming, you can find them everywhere and many related items. Health boom such as drinking vinegar to clean your body, soymilk for isoflavone, red wine for polyphenol, ...... the component is explained, how good it is for your body, how it help / improve your natural system. For example, isoflavone has same kind of structure as estrogen which is female hormone. So it is said that it helps women, especially over 30, to balance your hormon and keeps you young and beautiful. Well, as you may already know woman loves these kind of things and it is woman having a great power of words of mouth. My co-worker told me she used to drink a soy milk everyday last year since it was boom and her girl friends, too. She said it was funny to have conversation like "Are you drinking soy milk?" "Oh yes!" "Me, too!" when she look back then.
Once the boom is gone, most people don't keep it up. Well, that is a "boom" isn't it? They move on to new item. Japanese people are curious about try new things, very open minded, but still there has to be a good marketing promotion to make people start trying it. Also, women are the ones to market.....they love shopping! : )
1 comment:
Omoshiroi! Advertising really affects everything doesn't it? We get told what to eat, drink and wear and most of the time we do it. In english we would call it a fad. Even it's a good fad, they never really last. Most people are on to the new "boom" as soon as it hits.
That isoflavone thing is why I've switched from soy milk to rice milk lately! I don't need any female hormones. ;) I'm all about the red wine though!
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