Word: hakuhodo
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...thin. Diet aids (non-deadly ones) are heavily advertised throughout the region, often with the endorsements of pop singers and TV personalities, like Takuya Kimura in Japan, Chen Liping in Singapore and Shirley Cheung Yuk-san in Hong Kong. Says Hidehiko Sekizawa, head of Japanese research group Hakuhodo Institute of Life and Living: "Japanese people are not yet obese in the American sense, but because the average person is skinnier here, even slightly plump people think of themselves as fat. And they're willing to go to any length to reach the ideal...
...asobi-nin, partyers, who would never get jobs in big companies and would never wear business suits. Their lifestyle, in short, is perfectly suited to the laid-back ethic embodied by freewheeling psychedelia. "It's the result of affluence," says Mariko Fujiwara, director of research at Tokyo's Hakuhodo Institute of Life and Living. "The families who are willing to pay have made (children) reluctant to settle for something that requires a lot of hard-ship and work." Now, these psychedelic rangers are becoming as common as Japan's stereotypical drab corporate clone, the salaryman, and their culture is bubbling...
...more than Americans -- and take an average of only 8.2 days of paid vacation per year, but corporations as well as the state are urging them to take more time off. "The government doesn't want people to burn out," says Hidehiko Sekizawa, executive director of the Hakuhodo Institute of Life and Living, a Tokyo think tank...
...difficult to understand why things American are close to the center of young Japanese dreams. "America is equated with freedom, openness, wide spaces," says Hikaru Hayashi, senior research director of Hakuhodo Institute of Life & Living, a research arm of one of Japan's largest advertising companies. "Sharing in America can release Japanese teenagers from the restraints they live with every day. Through fashion, they can capture a bit of the life-style they can never hope to live...
...becoming more multiracial. Many ads in Japan, which often used to depict blonds because they represented the Western good life, are populated by blacks, Asians and Latins. "Japanese consumers now want to see somebody unique and somebody they can easily empathize with," says Hidehiko Sekizawa, senior research director for Hakuhodo, Japan's second & largest ad agency. In France the two hottest commercials of the summer, for Schweppes and Orangina, featured Brazilian music and casts of brown-eyed, mixed-race beauties...