MD Yoshida shared thoughts about consumer behaviors by different ethnicities across Asia at Japan Association Club.

March 9, 2018

On 8th March 2018, Yoshihiro Yoshida, managing director of Hakuhodo Consulting Asia Pacific, gave a talk in the ASEAN Sei-katsu-sha* Insight Seminar at Japan Association Club on 8th March 2018.

Collaborating with Hakuhodo Institute on Life and Living ASEAN (HILL ASEAN), he shared characteristics of the ASEAN Sei-katsu-sha and case studies, based on our original survey conducted for comparing different ethnicities in Asia. 


*Sei-katsu-sha literally means “living person,” stands in contrast to the word marketers typically use for consumer, shohisha. “Sei-katsu-sha” expresses the holistic person—an individual with a lifestyle, aspirations and dreams.

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