OLs - Office Ladies
Tokyo is renowned for its Salary Men: the hard-working, career-focussed, black-suited professionals that drive the city's economy.
However, few outsiders are so familiar with the hard-lunching, fashion-focussed, Chanel-suited socialites that drive many of the city's trends.
Let us introduce you then to Tokyo's Office Ladies, or OLs.
Typically aged anywhere between 17 and 35, unmarried and still living at home, the average OL is also a city professional who controls a healthy disposable income. It is this combination of wealth and limited responsibility that ensures they maintain great discretionary power over their consumer demands.
And do they have demands.
Self-indulgent and with an eye for the kawaii (cute), your average OL is always on the look out for the hippest and hottest accessory. So, between lunches and lattes, in the eateries of Tokyo's swankiest suburbs they relentlessly pursue any product or service that fulfils their hedonistic desires.
All you have to do is attract their attention.
Kimura Takuya
Background
'Kimutaku' is a hugely popular television and movie actor, and member of the all-male idol band, SMAP. As a graduate of the Johnny & Associates talent agency in Tokyo, he was one of the six original members of SMAP, formed in 1988 but it wasn't until 1993 that he first really came to prominence, starring in the popular teen drama, Asunaro Hakusho. In the same year SMAP released their hit record, $10.
After the success of Asunaro Hakusho and SMAP's rise in popularity, Kimutaku became the cover-boy for many Japanese magazines and starred in a variety of television programs, commercials and movies. These ranged from television variety shows and popular dramas to films such as Hong Kong's, 2046, which received a best picture nomination at the Cannes in 2004.
With broad appeal, Kimutaku remains a hugely popular talent and frequently ranks as the Number 1 talent in Japan's popularity listings.
Current advertising (as of Nov 07)
- Sankei Express
- Nikon Cameras
- Fujitsu Computers
- Xylish Chewing gum
- Gatsby Hair fudge
- Pocari Sweat[1]
- Wowow (Cable TV channel)
Trivia
In 1994 the term, 'Kimutaku syndrome' began to appear in Japanese media referring to his influence on the legions of young males who apparently wanted to imitate his style.
In 1996 Kimutaku was the first male star to advertise lipstick for Kanebo Testimo. The brand's figures nearly tripled within the first month of the ad-campaign[2].
In 1999 he became the first Asian star to become a spokesperson for Levis' Jeans.
Up to and including 2007, Kimutaku has won AnAn magazine's favourite guy survey 14 years in a row.
Appeal
Despite getting married in 2000 to Japanese singer and pop-idol, Shizuka Kudo, Kimutaku still retains huge popularity amongst Japanese women.
As is evident from his profile history and current product endorsements he has broad appeal across gender and generations and can be considered an almost flawless celebrity in Japan.
Additional Youtube links
[1] Appears with SMAP
[2] Source: IMDB website
Hot Talent!
Masaharu Fukuyama
Background
Masaharu Fukuyama is a popular singer/songwriter from who rose to fame through the Amuse talent agency.
In 1991 he turned to acting and in 1993 he had his breakthrough with the drama Hitotsu Yane no shita (Under one Roof). He has since starred in numerous TV dramas in Japan and is currently playing a physicist in Galileo, the popular Monday night drama on National TV.
Masaharu Fukuyama also presents two separate talk-radio shows on weekends in Japan, that have helped raise and define his celebrity.
Current advertising (as of Nov 07)
Trivia
Masaharu Fukuyama was sent to cover the Sydney Olympics as a photographer for TV Asahi in 2000.
In many ranking polls in Japan, Masaharu Fukuyama is frequently voted as the second most popular male performer behind Kimutaku.
In two separate surveys in 2006 he was chosen as the musician most people would want to perform at their wedding, and also the man most women would want to marry.
Masaharu Fukuyama is known to discuss sensitive topics, such as pornography, on his late night talk shows.
Appeal
Masaharu Fukuyama has broad appeal across both genders, with his looks and music especially appealing to women.
His talk-show and current TV role as a physicist on NHK's Monday night drama, Galileo, means he is currently being seen as intelligent, honest and trustworthy and his appeal is consequently shifting towards men too.
His down-to-earth nature means he is regarded more as one of the people than other hot talent, such as Kimutaku.
Additional Youtube links
Ryoko Shinohara
Background
Ryoko Shinohara is a singer, turned actress who began her career as a member of Japanese Idol group, 'Performance Doll'.
She first found fame singing the theme tune to the 1994 animated version of Street Fighter II, with the single selling over 2 million copies.
Since then she has turned her attentions to acting in various TV dramas and films. She won her first award as best-supporting actress in 2003, and has maintained her credibility since with awards every year, including three best-actress awards in 2005, 2006 and 2007.
Current advertising (as of Nov 07)
- Morinaga chocolates
- Hatarakoneko (Recruitment agency)
- Japanese Tea
- AU (phone network)
- Bausch & Lomb
- Housefoods (Curry & Rice)
- Daihatsu Coo
- Orix Credit card
Trivia
In 2005, Ryoko Shinohara married fellow Japanese actor, Ichimura Masachika, and their first child is expected in May 2008.
In a recent survey Shinohara Ryoko was chosen as the coolest actress, in relation to her acting roles, for the second year running.
Research from the Sangyo no Ritsu University in 2007 found Ryoko Shinohara to be the person most people would want as a female boss.
Appeal
From most of her current and past commercial endorsements there is a strong emphasis on the office and independence, and her profile image has been quite strongly geared towards independent female professionals (Haken OLs).
Since she got married and is expecting her appeal may be moving towards the family oriented woman, or Shufu.
Additional Youtube links
Shibasaki Kou
Background
Shibasaki Kou is a young actress and J-pop singer. She was discovered when only 14 by a talent agency and established herself in 2000, starring in the successful Japanese film, Battle Royale.
She launched her singing career in 2002 and her second single became one of the hits of 2003.
In 2006 she played the title-role in the film Dororo which held top-spot in the Japanese box-office for six weeks. She is currently working on other movie projects including Shaolin Girl, the sequel to Shaolin Soccer, due for release next year and her profile is further promoted as she currently stars in the hit TV-drama, Galileo, alongside Masaharu Fukuyama.
Current advertising (Nov 07)
Trivia
Her unofficial fan-site suggests she is considered, 'a glamourous queen of drama, earning millions of Yen and going out with bad-boys'.
Owing to the International success of some of the films she has starred in Shibasaki Kou is widely recognised in other East Asian countries too.
Appeal
Seen as a headstrong successful actress and singer, she is particularly popular amongst independent women in their 20s and 30s (Japanese OLs)
Additional Youtube links
Yukie Nakama
Background
Yukie Nakama is a young actress, singer and former Idol, from the Japanese island of Okinawa.
She rose to fame in 1996, when she appeared in her first TV dramas and movie, and also launched her first single.
She is a credible actress with a number of best actress awards to her name and in 2006 played the lead-role in NHK's Sunday night historical drama. This sought to raise her already high profile even further.
Current advertising (as of Nov 07)
- Daihatsu Move
- Shiseido Tsubaki shampoo
- National hair-dryer
- Benza cold medicine
- Nissin Chicken Ramen
- Xylitol chewing gum
- AU - phone network
- JA
Trivia
Yukie is well known for her excellent hair and, much like Jennifer Aniston in the US, her latest hairstyles are much-vaunted and closely monitored by the public and press alike.
It is reported that her endorsement fees have risen significantly in the last year given the demonstrated successes of her past advertising campaigns.
Appeal
Yukie Nakama has very broad appeal across both sexes with recent ranking surveys listing her as the second most popular female Japanese talent as voted for by both men and women.
Additional Youtube links
