What is Hakuhodo Institute of Life and Living ASEAN?
A think tank dedicated to studying sei-katsu-sha
Established in 2014, Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) is the Hakuhodo Group’s new think tank in the ASEAN region. It is dedicated to helping companies with their marketing efforts in ASEAN countries, as well as observing the new lifestyles emerging in this dynamic region and sharing ideas about them. In going about that mission, it will tap the impressive body of expertise that Hakuhodo has built up on sei-katsu-sha—our term for the holistic person—in the thirty-odd years since launching the Hakuhodo Institute of Life and Living in Japan in 1981.
Our philosophy
Sei-katsu-sha Insight
The centerpiece of Hakuhodo’s philosophy is sei-katsu-sha insight. Here at Hakuhodo we describe people not simply as consumers but as sei-katsu-sha—fully rounded individuals with their own lifestyles, aspirations, and dreams. In economics the term consumer is used in contradistinction to producer. Though handy, it has only a narrow meaning. But human beings don’ t exist solely to consume. There’s much more to them than that. They are residents, citizens, voters, and maybe workers. Each falls into a certain age group—child, young person, middle-aged, elderly—and is an individual male or female in their own right. Each is somebody’s son or daughter, and perhaps a parent. At Hakuhodo we use the term sei-katsu-sha to encompass all these facets of the human condition. Going beyond the consumer to understand the whole person and imagine the products and services they desire: that’s the Hakuhodo approach.
Our approach to studying people
Sei-katsu-sha insight entails more than just observing a broad range of human activity. The real question is how you observe. Some things in this world are visible; others aren’ t. You can see what sei-katsu-sha are doing, but you can’ t see the hidden desires driving them to do it. The InsightOut® approach generates insights into the patterns of people’s hidden desires and thus brings out into the open the forces molding tomorrow’s lifestyles. It thus enables us to offer ideas on lifestyle patterns and dynamics in an age when superficial observation is no longer capable of revealing the future. InsightOut® underpins the research to be presented at ASEAN Sei-katsu-sha Forum.
Our staff
| EXPERIENCE | |
| 2020 - Present | Managing director, Hakuhodo Institute of Life & Living ASEAN |
| 2018 - 2019 | Regional Strategic Planning Director, Hakuhodo Institute of Life & Living ASEAN |
| 2014 - 2018 | Strategic Planning Director, Hakuhodo Inc, Japan |
| 2010 - 2014 | Strategic Planning Supervisor, Hakuhodo Inc, Japan |
| 2003 - 2010 | Strategic Planner, Hakuhodo Inc, Japan |
| EDUCATION | |
| 1995 | Bachelor of Linguistics, Tokyo Woman's Christian University, Japan |
| EXPERIENCE | |
| 2019 - Present | Institute Director, Hakuhodo Institute of Life & Living ASEAN |
| 2015 - Present | Executive Director of Strategy, Hakuhodo International Indonesia |
| 2011 - 2015 | Strategic Planning Director, PHakuhodo Indonesia |
| 2008 - 2011 | Associate Strategic Planning Director, Global Advertising Company (Indonesia) |
| 2007 - 2008 | Head of Planning, Global Advertising Company (Indonesia) |
| EDUCATION | |
| 2000 | Major in Agribusiness , IPB Institute of Agriculture, Indonesia |
Tomoka TakadaRegional Strategic Planning Director
Wannarat WisawasukmongcholAssociate Strategic Planning Director
Eka HarithsyahAssociate Strategic Planning Director
| EXPERIENCE | |
| 2019 - Present | Regional Strategic Planning Director, Hakuhodo Institute of Life & Living ASEAN |
| 2016 - 2019 | Strategic Planner, Hakuhodo Inc, Japan |
| 2013 - 2016 | Account Executive, Hakuhodo Inc, Japan |
| EDUCATION | |
| 2013 | Bachelor of Arts in International Liberal Studies, Waseda University , Japan |
| EXPERIENCE | |
| 2021 - Present | Associate Strategic Planning Director, Hakuhodo Institute of Life and Living ASEAN |
| 2019 - 2021 | Associate Strategic Planning Director, Hakuhodo (Bangkok) Co., Ltd |
| 2018 - 2019 | Strategic Planning Manager, Hakuhodo (Bangkok) Co., Ltd |
| 2015 - 2018 | Strategic Planning Supervisor, Hakuhodo (Bangkok) Co., Ltd |
| 2010 - 2013 | Marketing Communications, CMO Public Company Limited |
| EDUCATION | |
| 2014 | Master of Business Administration, Imperial College London, United Kingdom |
| 2010 | Bachelor of Arts in Communication Management (English Program), Chulalongkorn University, Thailand |
| EXPERIENCE | |
| 2021 - Present | Strategic Planning Director, H:Three (Indonesia) |
| 2017 - 2021 | Associate Strategic Planning Director, H:Three (Indonesia) |
| 2013 - 2017 | Strategic Planning Manager, Hakuhodo Lotus (Indonesia) |
| 2009 - 2013 | Senior Business & Strategy Development Manager, Neo Indonesia Group (Indonesia) |
| 2007 - 2009 | Account Executive, OgilvyOne (Indonesia) |
| EDUCATION | |
| 2006 | Bachelor of Communication in Advertising Studies, University of Indonesia, Indonesia |
| 2002 | Diploma in Public Relation Studies, University of Indonesia, Indonesia |
Alicia P. SoehardjonoStrategic Planning Manager
Prompohn SupataravanichStrategic Planning Manager
Supapen ChirakwanchayProject Coordinator
| EXPERIENCE | |
| 2019 – present | Strategic Planning Manager, Lotus:H (Hakuhodo Network Indonesia) |
| 2018 – 2019 | Senior Strategic Planner, Lotus:H (Hakuhodo Network Indonesia) |
| 2017 – 2018 | Strategic Planner, Lotus:H (Hakuhodo Network Indonesia) |
| 2015 – 2017 | Strategic Planner, Leo Burnett Indonesia |
| EDUCATION | |
| 2012 | Bachelors in Mathematics/Economics, University of California Los Angeles, USA |
| EXPERIENCE | |
| 2019 - Present | Strategic Planning Manager, Hakuhodo Institute of Life and Living ASEAN |
| 2017 - 2019 | Senior Strategic Planning Supervisor, Hakuhodo Institute of Life and Living ASEAN |
| 2014 - 2017 | Project Manager, PRODUCTS Bangkok (Thailand) |
| 2011 - 2013 | Assistant Sales Manager, Nippon Parking Development (Thailand) |
| 2009 - 2010 | International Business Coordinator, Kawasumi Laboratories (Japan) |
| EDUCATION | |
| 2009 | Bachelor of Arts in Asia Pacific Studies, Ritsumeikan Asia Pacific University, Japan |
| EXPERIENCE | |
| 2021 - Present | Project Coordinator, Hakuhodo Institute of Life and Living ASEAN |
| 2019 - 2021 | Secretary, Delphys Hakuhodo (Thailand) |
| 2018 - 2019 | Executive Secretary, AEON Topvalu (Thailand) |
| 2015 - 2018 | Japanese Assistant, Orico Auto Leasing (Thailand) |
| EDUCATION | |
| 2015 | Bachelor of Arts in Japanese, Chulalongkorn University, Thailand |
Rinnatha ThanlapSenior Digital Strategic Planner
Thanchanok SurathaneeCommunication Strategist Manager
Adison ThanathamphithakSenior Strategic Planner
| EXPERIENCE | |
| 2021 - Present | Senior Digital Strategic Planner, i-dac (Bangkok) |
| 2018 - 2021 | Digital Strategic Planner, i-dac (Bangkok) |
| 2018 | Case Team Assistant, Bain & Company |
| 2017 - 2018 | Research Assistant, University of Leicester |
| 2013 - 2015 | Executive Assistant to Managing Director, Syntec Construction |
| EDUCATION | |
| 2016 - 2017 | Master of Science in Marketing (second-class honours), University of Leicester, United Kingdom |
| 2009 - 2013 | Bachelor of Fine Arts in Imaging Arts, Srinakharinwirot University, Thailand |
| EXPERIENCE | |
| 2018 - Present | Communication Strategist - Manager, Media Intelligence Co., Ltd |
| 2012 - 2018 | Media Planner, Media Intelligence Co., Ltd |
| 2012 | Exchange, Executive Planning, Mindshare |
| EDUCATION | |
| 2010 - 2011 | Master of Advertising and Marketing Communications, Bournemouth University |
| 2007 - 2010 | Bachelor's Degree, British and American Studies, Thammasat University |
| EXPERIENCE | |
| 2022 - Present | Senior Strategic Planner, Hakuhodo First Co., Ltd. (Bangkok, Thailand) |
| 2020 - 2021 | Strategic Planner, Hakuhodo First Co., Ltd. (Bangkok, Thailand) |
| 2017 - 2019 | Associate, Strategy Planning, Ogilvy & Mather Advertising (ฺBangkok, Thailand) |
| 2016 - 2017 | Assistant, Strategy Planning, Ogilvy & Mather Advertising (Bangkok, Thailand) |
| EDUCATION | |
| 2016 | Bachelor Degree in Communication Arts: Advertising, Minor in Public Relations, Assumption University of Thailand |
Sanu PratomoStrategic Planning Manager
Christian DuongAssociate Strategic Planning Manager
Jade "Jedd" IlaganManaging Director, BRAND-Y,
A Member of IDEASXMACHINA Hakuhodo
| EXPERIENCE | |
| 2014 - present | Strategic Planner Manager, Hakuhodo Indonesia |
| 2013 - 2014 | Associate Director, Verbrand - Fortune PR |
| 2010 - 2013 | Strategic Planner - OneComm Innovate |
| 2008 - 2010 | Brand Strategist - BDA Design |
| EDUCATION | |
| 2008 | Bachelor Degree of Advertising, Communication, University of Indonesia |
| 2004 | Diploma of Advertising, Communication, University of Indonesia |
| EXPERIENCE | |
| 2022 - Present | Associate Strategic Planning Manager, Hakuhodo Vietnam |
| 2020 - 2022 | Senior Strategic Planner, Hakuhodo Vietnam |
| 2017 - 2020 | Senior Strategic Planner, Wisdom Agency |
| 2016 - 2017 | Account Executive, IDM Vietnam |
| EDUCATION | |
| 2014 | Bachelors in Marketing, Hoa Sen University, Vietnam |
| EXPERIENCE | |
| 2020 - Present | Managing Director, BRAND-Y, A Member of IDEASXMACHINA Hakuhodo |
| 2018 - 2020 | Research and Strategy Director, IDEASXMACHINA Group of Hakuhodo |
| 2017 - 2018 | Business Unit Director, IDEASXMACHINA Manila |
| 2013 - 2017 | Strategy Manager, IDEASXMACHINA Manila |
| 2011 - 2013 | College Instructor, Pamantasang Lungsod ng Muntinlupa |
| EDUCATION | |
| 2013 | Graduate Studies, De La Salle University, Philippines |
| 2010 | Bahelor's Degree, University of Santo Tomas, Philippines |
Patricia "Summer" SiaoSr. Brand Planner & Researcher
Rafaela "Rafi" OngStrategic Planning Lead
Wee Hooi YeeSocial Media Manager
| EXPERIENCE | |
| 2021 - Present | Brand Planner & Researcher, BRAND-Y, A Member of IDEASXMACHINA Hakuhodo |
| 2019 - 2021 | Art Director, NJYN, A Member of IDEASXMACHINA Hakuhodo |
| 2019 | Jr. Art Director, CRE8Manila |
| EDUCATION | |
| 2019 | Bachelor of Fine Arts in Visual Communication, University of the Philippines Diliman |
| EXPERIENCE | |
| 2021 - Present | Strategic Planning Lead, Hakuhodo Bci |
| 2019 - 2021 | Senior Strategist, Wunderman Thompson |
| 2018 - 2019 | Senior Strategist, Nuworks Interactive Labs |
| 2015 - 2018 | Strategist, Aspac Dentsu |
| EDUCATION | |
| 2021 | Master of Arts in Digital Management, Hyper Island Singapore |
| 2015 | BA Integrated Marketing Communications, University of Asia and the Pacific |
| EXPERIENCE | |
| 2022 - Present | Social Media Manager |
| 2020 - 2021 | Senior Account Executive |
| 2019 - 2020 | Account Executive |
| EDUCATION | |
| 2018 | Bachelors in Advertising, Universiti Tunku Abdul Rahman, Malaysia |
Kumiko HoribaHead of Market Intelligence
Louis ChanAssociate
Chisa UhiraStrategic Planning Director
| EXPERIENCE | |
| 2018 - Present | Senior Director, Hakuhodo Consulting Asia Pacific (Singapore) |
| 2014 - 2018 | Director, Kantar MillwardBrown (Singapore) |
| 2009 - 2014 | Manager, Kantar Japan |
| 2005 - 2009 | Manager of ThinkTank Devision, Venture Link |
| 2004-2005 | SME(Sony Music Entertainment) TV inc, Marketing |
| EDUCATION | |
| Waseda University, Japan | |
| EXPERIENCE | |
| 2021 - Present | Associate, Hakuhodo Consulting Asia Pacific (Singapore) |
| EDUCATION | |
| 2021 | Bachelor of Arts in Linguistics (Highest Distinction), Nanyang Technological University, Singapore |
| EXPERIENCE | |
| 2009 - Present | Strategic Planning director, Hakuhodo Inc, Japan |
| EDUCATION | |
| 2009 | Bachelor of Social science, The University of Tokyo, Japan |
Goro HokariFellow
| EXPERIENCE | |
| 2020 | General Manager, Hakuhodo Inc, Japan |
| 2014 | Institute Director, Hakuhodo Institute of Life & Living ASEAN |
| 2013 | Executive Regional Strategic Planning Director, Hakuhodo Asia Pacific (HAP) |
| 2005 | Assigned to work at Global Advertising Company (London), then at Brand Consultancy (London) in 2006, before returning to Hakuhodo |
| EDUCATION | |
| Bachelor of Arts (major in Western History), The University of Tokyo, Japan | |
COVID-19 has had a significant impact on the behavior and thinking of Sei-katsu-sha. One of the positive changes is the increase in the number of Sei-katsu-sha in ASEAN, who enjoy "fandom" with their peers. In ASEAN, the term "fandom" refers to "the people who are passionate fans of idol singers, manga, sports, hobbies, etc., and the world/ culture formed by these fans”.
The ASEAN Sei-katsu-sha who enjoy sharing their passion towards idol singers, cats, soccer, board games, touring, watches, anime, etc. with their peers were overflowed with energy. Thus, HILL ASEAN researchers who conducted interviews were often inspired by their positive vibes. The benefits that ASEAN Sei-katsu-sha receive from fandom are not only pure enjoyment, but also a wide range of other things. For instance, it includes aspirations that cannot be fulfilled in the real world, mutual support relationships beyond the family, a sense of belonging, and so on. It is also worth noting that the value of fandom is very different from that of Japan, which was surveyed as a comparison.
HILL ASEAN would like to present our findings on "Why ASEAN Sei-katsu-sha are so enthusiastic about fandom", which we have discovered from our analysis of their words and behaviors. Our implications and original solution for creating brand fandoms will be also introduced too.
Discover our full webinar session from below URL,
https://www.hillasean.com/aseanfandom_webinar/
or download our booklets from below.
English VersionJapanese Version
Please also find each countries finding below
They were raised in an economically favorable environment compared to the previous generations. A truly mobile-first generation in which the internet and social media are default, they grew up in a more connected, open, diverse and borderless world. On the other hand, various perceptions, or myths about this generation are commonly perceived in today’s society, such as "Because they grew up spoiled, they always put themselves first,” or “they prioritize individuality over society.”
To debunk those “myths”, Hakuhodo Institute of Life and Living ASEAN dives deep into their views on personal connections, life value and social media usage, and also offer marketing recommendations.
“Discover our full webinar session from below URL, www.hillasean.com/aseangenz_webinar/ or download our booklets from below. ”
English Version
Japanese Version
Who are these people? What are their motivations behind these acts? What are their purchase criteria? In this studies, we will discuss changes in sei-katsu-sha behavior and their interactions with brands influenced by the Conscious mindset. We will also offer marketing recommendation and solutions on what brands should do to respond swiftly to these changes.
“Discover full webinar session from below URL: www.hillasean.com/consciousaseans_webinar/ or download our booklets, available in English and Japanese”
English Version
Japanese Version
Looking forward to the next ten years, technologies that could be the “next smartphone” have in recent years been showing signs of spreading one after another in the US, China and elsewhere. The IoT, AI, connected cars, smart speakers and other new technologies are beginning to change sei-katsu-sha’s behavior around the world
So what changes will occur when ASEAN sei-katsu-sha encounter technologies like these? And how will their interactions with companies and brands change?
Discover the full report by visiting our website www.hillasean.com/forum_2019/en/
or download our booklets, available in English and Japanese.
English Version
Japanese Version
For the complete content, please download our booklet.
English Version
Japanese Version
“Millennials” are a demographic cohort, generally used worldwide to describe the generation born between 1980s - 1990s. Here in ASEAN where its economic growth is one of the fastest in the world, our study aims to find out if we can, or should, view the people born in the 80s and 90s as one category.
This forum revealed fresh perspectives on lifestyles and aspiration of each generation, what drives them and how to cater to their needs through suitable marketing approaches.
For the complete content, please download our booklet.
English Version
Japanese Version
For the complete content, please download our booklet.
English Version
Japanese Version
For the complete content, please download our booklet.
English Version
Japanese Version
We dive deep into the digital behavior of the URBANZING region, namely Chiang rai, Chanthaburi, Chumphon, Ratchaburi, Buriram and Saraburi, and how they differ from people living in Metro and Urban regions.
Let’s explore the insights and uniqueness of the URBANIZING 6 and learn about fresh marketing perspectives to better suit them.
English Version
In this issue we will delve deeper into understanding people in URBANIZING regions.
This includes outlining the similarities and differences of the URBANIZING people in comparison to those in the METRO and URBAN regions, along with fresh marketing recommendations to better connect with people in this region.
English Version
Japanese Version
Up until now, many of us have set the main marketing targets to be Sei-katsu-sha in Bangkok and other big cities in Thailand. But in the near future, the potential focus in ASEAN might not be those big cities anymore.
Trade in country border areas becoming more active after AEC, infrastructure developing in upcountry areas, and other aspects are causing the Provincial Cities – even cities that were rarely being focused before to have opportunities for rapid growth.
Bangkok and the big cities are a Red Ocean, where pioneer brands predominate the market. But then the Provincial Cities are a Blue Ocean, where the market share is still flexible.
Provincial Cities have the chances of big growth.
English Version
Japanese Version
English Version
Japanese Version
The first issue’s title is “ASEAN Time is Rubber Time!?” It will focus on cultural differences in perception of “time” from people in those countries.
The institute formulated a hypothesis based on the numeric values acquired from the surveys on “time” conducted in those five countries. Experiments were performed to explore their actual time perception from the subjects’ voices. The findings of this research suggest that through time which is the universal standard, there is a diverse nature and value from the people depending on their country. The comments by Hakuhodo staff are also noteworthy.
English Version
Japanese Version
2017
Dec 14, 2017
Hakuhodo Institute of Life and Living ASEAN holds ASEAN SEI-KATSU-SHA FORUM in Bangkok Presents “New Perspectives on Gender Equality at Home: Who Rules the House?”
Feb 21, 2017
Hakuhodo Institute of Life and Living ASEAN holds ASEAN Sei-katsu-sha Forum 2017. ASEAN MILLENNIALS: One Size Fits All? A Generation Gap in ASEAN unveiled.
2015
Nov 12, 2015
Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) unveils new perspectives on the ASEAN middle class at ASEAN Sei-katsu-sha Forum 2015.
2014
Oct 9, 2014
Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) Hosts First ‘ASEAN Sei-katsu-sha Forum’ in Bangkok.
Jul 2, 2014
Hakuhodo Institute of Life and Living ASEAN commences full operations. Preliminary results of the first ASEAN Fixed Point Surveyasking 900 subjects in each of 6 ASEAN cities 1,000 questions.
Access
15th Fl., Tonson Tower, 900 Ploenchit Rd., Lumpini, Pathumwan, Bangkok 10330, Thailand
Inquiries
e-mail: info@hill-asean.com
Tel : +66-2-257-0399 Fax : +66-2-257-0396
