Recently, head of SMARt@Resonance, Jerry Clode, was asked to provide his thinking on how Japanese brands can best approach China and Chinese consumers for Campaign Asia, new Japan site, Campaign Japan.
While China is a tricky market is many brands of differing nationalities, the challenge for Japanese brands is unique. Consumer sentiment is volatile due to Japanese wartime atrocities in China, which can be ignited by political or diplomatic incidents.
In the article, Jerry approaches the issue from a cultural perspective – suggesting that brands such as Muji are providing a new way for Japanese brands to create sustainable relationships with Chinese consumers. Something that immunes the brand in situations when relations between the two nations becomes problematic.