Personalized life with manga, drama, and rice

Written by: Rebecca Milner on August 15, 2008 at 4:11 pm | In Fashion & Lifestyle Trends, Marketing & Ad Trends | No Comments

Ultra-personalized souvenirs of special occasions might be a global trend, but Japan has added it’s own unique approaches to the theme.

Sakura Comics has debuted a service that allows couples to turn their love story into an original comic book, called “Wedding Story Manga.”

The plot unfolds around a personal story (a first meeting or a proposal, for example) while the characters are drawn to resemble photos provided by the customers. Clients can choose the style of drawing from a variety of samples and the length of the comic, from a two page black and white leaflet (¥29,800) to a 16-page full color mini book (from ¥191,800).

The finished product is intended as a souvenir for newlyweds to give to guests at the reception.

Another example is the Koizora-themed souvenir photo campaign from Watabe Wedding. This limited time service invites couples into a studio designed to resemble scenes from the incredibly popular drama Koizora (“Love Sky”), allowing couples to act out their favorite moments and poses. The professional images are then compiled into a souvenir photo book.

A TV version of the drama, which originated as a mobile phone novel, will run on TBS from August through September, as will Watabe Wedding’s campaign (package price from ¥20,000).

Weddings aren’t the only example, Yoshimiya has created a service for announcing the birth of a newborn with a commemorative bag of rice.

Not only the does the bag have the babies face printed on it, but the rice inside measures exactly the same as the baby’s birth weight. The idea is that far-away relatives can simulate holding the new family addition.

Yes, and then rip it open and serve it up for dinner. Don’t be so squeamish, mottainai!

Tags: Babies, Koizora, manga, Personalization, Rice, Weddings

Summer it-character Gegege Kitaro tie-in products

Written by: Rebecca Milner on July 23, 2008 at 11:51 pm | In Marketing & Ad Trends | 2 Comments

If there was any question as to whether the latest (and deemed the most authentic) TV anime adaptation of the classic manga series Gegege Kitaro has struck a chord with audiences, then the release of several products featuring the spirit-monsters ought to be proof enough.

NEC is releasing a notebook PC with the Gegege characters, as redesigned by Devil Robots, laser-engraved on the top.

Two versions, the LaVie G type L standard (in berry blue or sugar pink) and the LaVie G type C are available in limited numbers from ¥82,908 and ¥162,645 respectively. Fans can choose from all or just one of their favorite characters.

On the other end of the price spectrum, Family Mart has announced a limited edition bento for the release of a full-length live action Gegege feature, “The 1000-year Cursed Song.” The “Ghost Rice Ball” lunch box features dishes inspired by the main characters and will be available, along with other assorted character products, from July 21 to August 4 for ¥1000.

Other Gegege products we’ve come across lately include this eyeball beach ball and ghost shaped floating device.

The manga series, originally called Hakaba Kitaro, by Shigeru Mizuki, debuted in 1959 and has been adapted for anime both on TV and the big screen numerous times, usually under the name Gegege Kitaro. With the beloved story just shy of its 50 year anniversary, Kitaro has a multi-generational fan base that means product tie-ins for every age group.

For those of you who aren’t familiar with Gegege, here’s what the live version looks like.

And a clip of the classic opening sequence from a 1960’s animated version.

Tags: anime, computers, Family Mart, FMCG, Gegege Kitaro, manga, NEC

Kosaku Shima sponsorships, supplements for salarymen

Written by: Rebecca Milner on June 29, 2008 at 11:13 am | In Marketing & Ad Trends | 2 Comments

Kosaku Shima is the new face for Suntory’s The Premium Malt’s beer. The attractive, ever-youthful Mr. Shima is not a movie star, rather he is the protagonist from the immensely popular manga “Shima Kosaku.”

Often considered the “businessman’s bible,” the manga series by Kenshi Hirokane has followed the trials of the charmed Shima from the bubble-era through the recession and into the present day. Since debuting in 1983, the hero has made his way up the ladder in the fictional Hatsushiba Electric Company, always managing somehow to come out on top of every situation.

While the story is obviously an idealized portrayal of Japanese corporate life, the details are based in real life, which accounts for a lot of the manga’s popularity. It is no surprise then that Shima would drink Premium Malts, the beer of choice served at most high class night spots.

Lest you question Shima’s cultural importance, it should be noted that when he was finally named president of the company earlier this spring, Japan’s largest newspaper, the Yomiuri, ran an article on the subject as if it were a real news story.

Meanwhile, Takara Tomy Wellness has announced plans for what might be the most clever niche supplement yet: Shima Kosaku-themed supplements intended for the ubiquitous salaryman.

Available in three varieties, designed for specific situations (receiving and entertaining clients, business negotiations, and extreme pressure) the campaign hints not so subtly that these supplements will bring out the inner Shima in the ordinary businessman. Each packet also contains one of 30 “business cards” with a printed QR code leading to additional mobile web contents.

The Shima Kosaku supplement series, available from June 23, is the first product to be released by Takara Tomy Wellness, a supplement and nutrition product subsidiary of the toy maker giant formed in December of 2007.

Tags: beer, manga, nutrition, QR Codes, Shima Kosaku, Suntory, supplements, Takara Tomy