Oba-san - Aunty
Once the children have grown up, the home is established and the savings are steadily growing in the bank the Shufu has matured into Oba-san.
Representing a prime sector of the consumer market, Oba-san has money, Oba-san has time and, increasingly, Oba-san has the inclination. As she witnesses her OL daughter striving to satisfy her every whim, she too wants to explore the new trends being fed to her through prime-time TV.
Just like the Shufu, she is still in total control of the family accounts. However, with added financial security Oba-san enters the market as a power player of potentially unlimited means but is confined by her virtues of knowledge and experience.
Now, with a little guidance, the right strategy and needless to say the right 'Talent' telling her what she wants this shrewd customer can also be tempted away from the Pachinko parlours and all the way to the party.
Japan's 'Big Three'
Background
Sanma Akashiya, Beat Takeshi and Tamori are hugely popular Japanese celebrities who have risen to fame as comedians, actors, presenters, authors, film directors, and even video-game designers.
Individually, they have plenty of exposure on Japanese TV, appearing in a number of daily variety shows and TV drama series across the Japanese networks.
Collectively, they are regarded as the 'Big Three' entertainers in Japan.
Previous Advertising
- Nintendo
- Wowow
- Toyota Corolla
- Coke
Trivia
- Sanma Akashiya had a computer-animated likeness distributed by Nintendo as part of the promotion for their Mii channel.
- Tamori is never seen without his trademark sunglasses.
- Beat Takeshi is an accomplished tapdancer.
Appeal
Each of Japan's 'big three' entertainers has broad appeal, across most demographics in Japan. However, it could be said that Sanma Akashiya has greater appeal amongst Japanese women, across OLs, Shufu and Oba-san, whereas Beat Takeshi is perhaps more revered by Japanese men.
Additional Youtube links
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Hidehiko Ishizuka
Background
Hidehiko Ishizuka is a comedian known for his family-friendly inoffensive brand of humour.
He started off as an actor in Japanese theatre before moving into comedy and with fellow comedians, formed the popular group, 'Honjyamaka'. These have now largely disbanded and Ishizuka-san now performs with one other comedian in Honjyamaka or, increasingly, appears on television working on his own pursuits.
He is a big man with a warm and friendly disposition and currently features in seven programs on Japanese TV that are mostly related to food.
Current Advertising
- Stomach medicine
- Sapporo beer
- ANA Okinawa
- Glico pudding
- Ramen
- Kikkomen noodle sauce
Trivia
2007 research conducted by 'Video Research Ltd' found Hidehiko Ishizuka had the nicest image for TV talent in Japan.
Appeal
With his family-friendly brand of humour and congenial demeanour, Ishizuka has broad appeal within Japan, especially among the older generation.
Furthermore, his size and current TV profile suggest he is particularly renowned amongst food-lovers.
Additional Youtube links
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Korean stars
Background
In recent years there has been a rapid expansion of South Korean popular culture around the rest of Asia. This began around the turn of the century and has been especially notable within Japan, coming into full swing following the release of the TV drama series, 'Winter Sonata' in Japan in 2002.
This expansion has been termed 'hallryu' or 'Korean wave'.
One symptom of the Korean wave has been the rise in popularity of Korean actors and actresses and as such their rising 'Talent' status within Japan.
Two such Korean stars are Bae Yong Jun and Lee Byung Hun. Bae Yong Jun was the star of Winter Sonata and is currently the highest paid film star in Asia, whilst Lee Byung Hun has cemented his celebrity status in Japan starring alongside Kimura Takuya in the popular 2007 film 'Hero', and he is due to appear alongside him again in 2008's 'I came with the rain'.
Current Advertising
Bae Yong Jun:
Lee Byung Hun:
- NEC mobile phones
Appeal
Owing to the massive popularity of Winter Sonata and other Korean dramas amongst Tokyo's middle-aged female population these actors, and many more like them, would find a strong fan-base amongst the Oba-san population in Japan.
Additional Youtube links
Norio Minorikawa - 'Mino Monta'
Background
Mino Monta, as he is widely known, is the housewives' favourite who appears all over Japanese TV. He rose to fame as a popular DJ in the 1970s on the Say! Young late night show before moving into television as a freelance baseball reporter. He has since hosted numerous variety shows on Japanese TV, including the Japanese version of “Who wants to be a Millionaire?” and the popular daytime TV show on Nippon TV, Omoikiri Terebi.
Current Advertising
- Tamahome - Housing
- Kobayashi pharmaceuticals - Denture cleaning solution
- Previous advertising
- Gingakoyen Beer
- Instant curry
- Bathroom renovations
Trivia
Mino Monta was confirmed as the world's busiest TV celebrity in 2006, when he broke the world record for recording the most number of hours of live-broadcasting in one week.
Appeal
Mino Monta's massive TV exposure and onscreen persona mean he is a hugely influential TV personality, especially amongst middle-aged Japanese women.
Omoikiri Terebi features a particularly popular segment on health issues that 'japan-zone.com' suggest, “If the show does a feature on the hangover cure benefits of eating persimmons, supermarkets stock up, housewives buy them in bulk and salarymen head out drinking.”
Additional Youtube links
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Sayuri Yoshinaga
Background
Sayuri Yoshinaga is a classic Japanese actress who debuted in Japan in 1957 in a popular radio drama of the time, aged only 12 years. She went on to star in numerous films in the 60s and 70s and become one of Japan's most revered actresses.
In a recent survey, conducted by Oricon Inc, Sayuri Yoshinaga was voted as the woman that Japan can be most proud of producing in the world.
Whilst she has taken a break from films in 2007, she has two new films set for release in 2008.
Current Advertising
- Japan Rail (cheap travel for seniors aged 55+)
- Kugome (intestinal health drink)
- Sharp Aquos
Trivia
Since appearing in a stageplay about Hiroshima in 1986, Sayuri Yoshinaga has become an active spokesperson for the anti-nuclear movement in Japan.
Appeal
Sayuri Yoshinaga has broad appeal amongst both men, for her beauty, and women, as a role model.
Comments made about Sayuri Yoshinaga in the Oricon survey included her being described as a, 'typical Japanese woman in a real sense.'
Additional Youtube links
