What Went Down at the First HILL ASEAN Sei-katsu-sha Forum in Manila
With the vast spread of smartphones and social media in today’s generation, technology has undoubtedly changed everyone’s lifestyle. It has also redefined how brands market and communicate their products to their consumers.
The question is, what other changes will the brands and consumers encounter with the emerging technologies?
Hakuhodo Inc., Japan’s second-largest advertising company, proudly presented the recent research findings made by Hakuhodo Institue of Life and Living ASEAN (HILL ASEAN) at the ASEAN Sei-katsu-sha Forum held last August 1.
HILL ASEAN was first incorporated in Thailand in 2017 as an in-house think tank studying sei-katsu-sha.
Held for the first time in Manila, the forum titled Think Future Forward: ASEAN Lives Evolve as Technology Gets Smarter puts emphasis on Hakuhodo’s commitment to a comprehensive 360-degree perspective to consumers’ lives and lifestyles or sei-katsu-sha.
Attended by various well-known companies and brands in the Philippines, the forum was led by Hakuhodo International President Nobuaki Kondo together with various speakers and researchers.
(L-R) Forum speakers Hakuhodo International President Nobuaki Kondo, IdeasXMachina CEO and Founder Third Domingo, Hakuhodo BCI and eNAV Managing Director Gemma Alcantara, HILL ASEAN Institute Director Farhana Devi Attamimi, Hakuhodo International Philippines Director Tatsuro Osuga, HILL Researchers EJ Mangahas and Jedd Ilagan.
Think Future Forward: Creating the future yourself
This year’s forum showcased the results of the intensive research done by the Hakuhodo Institute of Life and Living onto what ASEAN sei-katsu-sha lives will turn out in the future, as well as the recommendations to enable companies to create the future themselves.
It also delved into the changes the new media or technology will bring to the sei-katsu-sha behavior, and what companies and brands should do to prepare for it.
Sei-katsu-ha approach
ASEAN Sei-Katsu-sha behavior
Sei-katsu-sha is defined as a principle that sees individuals not merely as consumers but as a holistic person. The research found that ASEAN is one of the world’s most mobile-connected regions.
During the discussion of HILL ASEAN Institute Director Farhana E. Devi Atamimi, she defined the Internet of Things (IoT) as the next technology to change the ASEAN sei-katsu-sha after smartphones.
It will make way for the rise of Assistive Media, a new form of media that will provide the right solution to people’s queries at the right time.
HILL ASEAN Institute Director Farhana Devi Atamimi talks about global trends and ASEAN Adoption
HILL ASEAN Researcher and IdeasXMachina Research and Strategy Director Jedd Ilagan continued the discussion saying that Assistive Media or smart gadgets will change the lifestyle of people—enabling them to spice up their then boring routines.
HILL ASEAN Researcher Jedd Ilagan discussed the prediction of ASEAN lifestyles
According to the speech by HILL ASEAN Researcher Emmannuel James Mangahan, the new technology enables people to say Bye-Bye to Boring Routines, wherein people will receive best-buy recommendations and create Match-Me Journey based on the buyer’s personal preferences.
Match-Me Journey model
Founder and CEO of IdeasXMachine Third Domingo spoke about the creative approach of marketing strategies by using human emotions and relationships. “The more we create artificial intelligence, the more we long for real emotion,” he noted.
Founder and CEO of IdeasXMachine Third Domingo
Hakuhodo BCI and eNAV Managing Director Gemma Alcantara talked about Hakuhodo’s Data-Driven Marketing, a solution to prevent companies and brands to fail in marketing their products to consumers.
Hakuhodo BCI and eNAV Managing Director Gemma Alcantara
To end the forum, HILL advised companies to rethink about creating future marketing strategies with these solutions: Purpose Branding, Life Solutions, and Real-time Marketing.
Hakuhodo Institute of Life and Living ASEAN will continue to support ASEAN companies in creating marketing activities with fruitful insights and proposals for the ASEAN sei-katsu-sha.
For more information about the HILL ASEAN Sei-katsu-sha Forum, visit their website at hillasean.com.
Written by Deneca Ordinanza
