Shufu - Housewives
Literally translated as 'housewife', it is easy to recognise many associated traits of the Japanese 'Shufu'.
Aged anywhere from her mid-twenties to early fifties, she is married with a home and family to look after. She lives in the suburbs and whereas OLs will indulge themselves and strive to serve only their own appetite for goods and service, your average Shufu's focus has very much shifted to her domestic responsibilities.
But even though she may consider herself the lowest priority in the family what makes her a most interesting category of consumer is that as the husband brings home the majority of the family's income, he certainly has minority control over its outgoings.
This is the Shufu's domain.
So, if you are trying to appeal to the family unit, or are providing goods or services afforded from the family purse, you can assume it is the Shufu whose eye you have to catch and whose hand you have to tempt to release that purse's strings.
Hiroshi Abe
Background
Hiroshi Abe is a former model, turned actor who also holds a degree in Electrical Engineering.
He a remarkably popular and prolific, starring in dozens of different TV shows, movies, commercials and stage dramas.
Despite much of his image being based on his single status, this most eligible of Japanese bachelors recently got married, breaking many hearts in the process.
Current advertising (Nov 07)
Trivia
He is unusually tall for a Japanese actor, standing 1.89m.
Appeal
Hiroshi Abe fits the perfect profile for the Japanese Ikemen and consequently has broad appeal amongst the young female population whilst his current TV persona and commercial endorsements reflect a maturing fan-base, and many Shufu will probably dream of Abe-san coming home to them in the evenings.
Additional Youtube links
Hitomi Kuroki
Background
Hitomi Kuroki is a popular actress who in the early 1980s rose to become the top female performer in the Takarazuka Theater: an all female Japanese acting troupe that is very popular amongst women.
She has since moved into TV dramas and Japanese films and remains very popular for her kawaii (cute) characteristics.
She is married with one child and frequently ranks highly as a popular TV talent as selected by both men and women.
Current advertising (Nov 07)
Daihatsu Esse (photo from commercial)
Trivia
She was the voice of Mrs Incredible in the Japanese dub of the animated film, The Incredibles.
She has won a number of popular awards in the last twelve months, including the Best Smile of the Year, No. 1 most fashionable Shufu, No.1 Cool Mum, Best female boss and best dresser.
Appeal
Owing to the massive popularity of Takarazuka amongst Japanese Shufu and her kawaii physical features she is very popular amongst Japanese women and Shufu in particular.
Additional Youtube links
Nanako Matsushima
Background
Nanako Matsushima is the former swim-suit model turned actress, who is perhaps most well known outside of Japan for her role in, horror movie, The Ring.
She is married to fellow Japanese actor, Takashi Sorimachi, they have a three year old daughter and they are expecting a second child in December.
She is a hugely popular actress and can command around 10 million Yen for commercial appearances.
Current advertising (Nov 07)
Trivia
She is considered the Queen Bee of J-dorama (Japanese TV drama)
Appeal
Owing to her past as a famous swimsuit model her image was certainly geared towards the OL community in Japan.
However, since getting married and nurturing a family her profile is rising amongst the Shufu.
Additional Youtube links
Tsuyoshi Kusanagi
Background
Tsuyoshi Kusanagi is a Japanese idol who shot to fame through the hugely popular idol band, SMAP.
Whilst not regarded as one of the better looking members of the band, owing to his easygoing demeanour and appealing character he is one of its most popular.
He has a very fashionable image, and won the Japanese 'Jeanist of the year' award five years running.
He currently hosts a variety show on Tuesday nights on TV Asahi and in October 2007 he had more commercial appearances on Japanese TV than any other Japanese talent.
Current advertising (Nov 07)
- NTT Flets Internet (with SMAP)
- Pocari Sweat (with SMAP)
- Previous advertising
- Ariel laundry detergent
- KFC
- Yamasa cooking sauce
- Toyota Rentacar
- Ministry of Internal Affairs and Communications - Digital TV
- 'Shop 99' Convenience store
Trivia
Tsuyoshi Kusanagi speaks fluent Korean and interviewed the South Korean President in June 2003.
In October 2007, Kusanagi was appearing in more commercials than any other Japanese TV talent.
Appeal
Tsuyoshi Kusanagi is seen as very down-to-earth and approachable with a family-oriented image. His history of commercial endorsements further supports this image as a non-flamboyant character appealing to the practically-focussed mind of the average Shufu.
He is also popular outside of Japan, throughout East Asia, especially Korea.
Additional Youtube links
Shibaura Island apartments (with SMAP)
Hot Pepper coupon magazine (with SMAP)
Yuki Amami
Background
Yuki Amami is another popular Japanese actress who rose to fame through the Takarazuka Theater.
Owing to her height (1.72m) she typically performed in the male roles and rose through the ranks to become the youngest actress to be cast in the top male role.
She has since moved into TV and film acting roles and is a very popular actress who is commonly cast in professional character roles, such as lawyers, teachers etc.
Yuki Amami is not married.
Current advertising (Nov 07)
Leilian boutique-lines of clothes
Trivia
In Sangyo Noritsu University's survey for new businessmen Yuki Amami was regarded as one of the top five most perfect female bosses. Kirin conduct a similar survey that found her to be one of the top ten best female bosses to drink with.
Appeal
Yuki Amami's personal profile would suggest she would appeal to the typical professional Japanese female, and her current commercial endorsements suggest her image is being used to appeal to the more practically-minded, family-oriented consumer.
Additional Youtube links
