MD Yoshida shared thoughts about consumer behaviors by different ethnicities across Asia at Japan As

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.