About us

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
Forums

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 Version
Japanese Version


Please also find each countries finding below

When you think about “Generation Z” (people who were born between 1997-2012), what kind of image comes to your mind? They are the generation after Millennials (born between 1981-1996). It is estimated that in 2020, Generation Z will account for 25% of the total population in ASEAN region. 

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
At HILL ASEAN, we have discovered that more people from the ASEAN region are practicing actions aligned with the Conscious Lifestyle. From our research, we believe that the rise of these “Conscious ASEANs” will soon be influential enough to be labeled, not as a mere trendsetting movement, but a new way of life that will forever change the people’s mindset towards their everyday living.

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
On January 24th, 2019, Hakuhodo Institute of Live and Living ASEAN (HILL ASEAN) hosted the fifth ASEAN sei-katsu-sha Forum, entitled “THINK FUTURE-FORWARD: How ASEAN lives evolve as technology gets smarter”.

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
On December 14, 2017, Hakuhodo Institute of Live and Living ASEAN hosted the fourth ASEAN Sei-katsu-sha Forum, entitled New perspective of Gender equality at home: Who rules the house? The forum revealed the roles of husbands and wives in ASEAN households and how couples make decisions. Fresh viewpoints on marketing approaches were also recommended.

For the complete content, please download our booklet.
English Version
Japanese Version
On February 21, 2017, Hakuhodo Institute of Life and Living ASEAN hosted the third ASEAN Sei-katsu-sha Forum, entitled Millennials – One size fits all? A GAP IN ASEAN GENERATION.
“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
On November 12, 2015, Hakuhodo Institute of Life and Living ASEAN hosted the second ASEAN Sei-katsu-sha Forum, entitled New Perspectives on the ASEAN Middle Class. The Forum explored the basic desires of ASEAN Sei-katsu-sha, analyzed new lifestyles, and recommended marketing approaches.

For the complete content, please download our booklet.
English Version
Japanese Version
On October 9, 2014, ​Hakuhodo Institute of Life and Living ASEAN ​hosted ​the first ASEAN Sei-katsu-sha Forum, entitled ​The New ASEAN Family​. T​he Forum explored the basic ​desires of ASEAN Sei-katsu-sha, analyzed new lifestyles evolving among them, and recommended pertinent​ marketing approaches.

For the complete content, please download our booklet.
English Version
Japanese Version
Magazines
This is the last entry of our URBANZING 6 series.

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
As big companies are aggressively competing in Bangkok and other major cities, there are emerging, "URBANIZING" provinces that are still relatively free of intense competition, yet are developing at a pace that make them undeniably worth entering, namely Chiang Rai, Chanthaburi, Chumphon, Ratchaburi, Buriram and Saraburi. For short, we simply refer to them as the 3CaRBS.

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
Let’s focus more on “Provincial Cities” in Thailand.

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
The second issue features a Car drawing survey to predict future trends in automobiles. It is based on the hypothesis that future prediction could be made from the pictures drawn by children. In the survey, a parent and a child drew a picture of what comes to mind when you hear the word “car” and car you want to drive in the future. The findings of this experiment showed that some models of cars will lose popularity despite their strong presence in the market. As in the previous issue, Hakuhodo staff will lend insight into the finding with their comments.
English Version
Japanese Version
ASEAN Sei-katsu-sha magazine is to be issued by the Hakuhodo Institute of Life and Living ASEAN. The magazine will set a unique theme for each edition and analyze gaps in lifestyles and values of consumers in five countries where ASEAN operates.
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
News

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.

Contact us

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