Hakuhodo Institute of Life and Living ASEAN Commences Full Operations

Hakuhodo Inc. (President and CEO: Hirokazu Toda), Japan’s 2nd largest advertising company, has announced that Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN), which was established in Bangkok, Thailand, in March 2014, has now commenced full operations.

The Hakuhodo Group is strengthening its business network in emerging markets, particularly in Asia, in its quest to become a world-leading marketing company that boosts clients’ business value through the power of integrated marketing management—the goal set in its Medium-Term Business Plan for 2014–2018.

As a concrete step in that direction, Hakuhodo has set up HILL ASEAN and started conducting research on the ASEAN region’s sei-katsu-sha—our term for the holistic person. The new institute embodies the Hakuhodo philosophy of sei-katsu-sha insight, which treats people not just as consumers but as fully rounded individuals with their own lifestyles, aspirations, and dreams. This move, designed to carve out a position for the Hakuhodo Group as the sei-katsu-sha insight experts in the ASEAN market and hone its competitive edge, will enable us to accelerate development of the ASEAN market.

One specific research project being undertaken is a fixed-point survey, named the ASEAN Fixed Point Survey, in six ASEAN cities (Bangkok, Jakarta, Singapore, Ho Chi Minh City, Kuala Lumpur, and Manila) that is a localized version of the Seikatsu Teiten Survey conducted by the Hakuhodo Institute of Life and Living in Japan. This survey will monitor changing attitudes and values among the ASEAN region’s sei-katsu-sha. Hakuhodo Group personnel based in all six ASEAN countries have also been enlisted to visit sei-katsu-sha to ask them questions in the comfort of their homes.