As described in detail here celebrity and role model endorsement carries great weight in Japan, and warrants consideration as a component of any marketing or advertising strategy.
Japan stands out, among advanced societies, for preserving the ethnic and cultural homogeneity of its people, and their respectful and obedient way of life. Within the Japanese marketplace distinct groups of consumers can be identified who, perhaps owing to their inherent sensitivity to social cues, are comparatively easy to recognise and particularly inclined to follow trends and advice from each other and prominent role models or celebrities.
Amongst a range of demographics these celebrities, known as "tarento", are idolised and their behaviour and opinions are closely monitored on television as well as in magazines and blogs. So perhaps here in Japan, more than elsewhere, using the right role model is particularly important (and commercially viable) when communicating with your market.
In the following articles we introduce you to some prominent groups of Japanese consumer and the local celebrities and tarento that currently resonate with them.