Yesterday, I took a trip to Chinatown in San Fransisco, where I rediscovered my love for Hi-Chew candy. I was surprised and mildly embarrassed to learn that the candy was actually Japanese; I had just assumed it was Chinese because I had been buying it in Chinatown since I was in fourth grade. At that moment, I realized I knew nothing about Japanese candy, or Japanese snacking culture for that matter, and decided I wanted to know more about it.
Japanese eating and snacking behavior falls under the concept of “ikkai ichi dousa,” meaning “one thing at a time.” Japan has a rich history in culinary craft that warrants a great appreciation for individual ingredients, simple foods, and light finger-foods, which can be also exemplified in Japanese foods we find in the United States, like in sushi or in pieces of Hi-Chew.
Moreover, Japanese culture is founded on respect and politeness, which extends to eating behaviors. The Japanese feel obligated to feed guests, and guests feel obligated to eat when they are offered food. Moreover, locally-produced sweets have been long regarded as gifts, and are frequently given to promote healthy business relationships and as an expected behavior of kin. (It is also common to send thank-you gifts, called “Okaeshi,” generally equivalent to half of the original gifts worth.)
Respect and politeness also feed into the Japanese notion of happiness and relationships. The concept of Ikigai (Ick-ee-guy), the “purpose in life” tends to coalesce around “ittaiken,” or a sense of oneness with, or commitment to a group or role. Hence, their happiness is co-dependent on their with relationships others, and the happiness of the group is more important than personal happiness. In food specifically, the concept is brought to life at events like after-work dinner and karaoke with co-workers or during “Oyatsu,” or family snack time.
You can tell that this concept transcends to other areas of Japanese culture, like entertainment. Think about some of the most famous Japanese creations. Let’s take Pokemon for example. The narratives within the TV show and all of the video games all reflect the need to remain humble and to be respectful throughout your journey to “catch em’ all”. The main character, Ash, was constantly put in situations that set him up to learn from his stubbornness, and eventually make decisions that would best benefit his friends and his Pokemon.
Yet, I digress. Because respect and politeness is so ingrained in Japanese culture, people have higher expectations of character, which includes brand integrity and food quality. When Americans think of quality food, we usually don’t think about grabbing a bite to eat from 7/11 or an ABC store. Not only does Japan have the highest density of vending machines in the world, but local convenience stores are highly trusted for offering quality food, particularly sweets. As stated before, Japanese food tends to praise the concept of “one-at-a-time,” which is brought to life through small, yet quality foods, and simple, yet impactful ingredients.
Fun Fact: In Japan, it is also morally incorrect to eat while you walk in the street.
To bring my Hi-Chew trip full-circle, while the candy has been particularly successful in the U.S, Japanese snacks and sweets have difficulty holding shelf space in American supermarkets. In Japan, candy options are highly seasonal and hold a short shelf- life, which in effect, makes Japanese consumers relatively brand loyal and open-minded about candy brand’s new products. Even if U.S. consumers held the same values, american retailers usually sell “oriental” candies in smaller, boutique shops , or place them in a very small section of large supermarkets, limiting new brands to hold shelf space. In addressing this challenge, Japanese brands must hone in on their culture to feed ours, which in turn, will increase brand relevance.
One brand that has does this successfully is Honda. Their cars hold a simple, clean design, and are well-known for their practicality, which, in turn, creates an approachable brand and a cleverly built set of vehicles. Their advertising exposes this with an undercurrent of quirkiness that rings a particular authenticity ripe for their younger, optimistic target market. The importance of simple aesthetic and humbleness found in Japanese culture translate directly into the product and the brand. This is exemplified in the majority of their advertising, including the spot here.
While both Japanese and American brands struggle to maintain shelf-life in the U.S., both can succeed if they remain authentic, and their brand values are digestible and relevant to consumers.