Trying the latest lifestyles for myself is key to my work: 

China has undergone rapid economic growth in the last two decades, and people’s lifestyles have also changed markedly. Since I joined the Hakuhodo Institute of Life and Living Shanghai in 2013, the world has been in a state of constant flux, with smartphones, electric cars, live webcasts, e-sports and other game-changing advances appearing one after another. In recent years, China’s tech life has come to be spoken of as cutting-edge even in global terms. We support the marketing of Hakuhodo Group members and clients around the world by providing up-to-the-minute knowledge and knowhow acquired in China.

To better understand the latest trends among Chinese sei-katsu-sha, I believe that besides gathering information from desk research, it is important to also live the latest sei-katsu-sha lifestyles for myself in my own life. I have gained perspectives that I would not have from information alone by living the latest lifestyles myself, trying out such things as live streaming video games and automated driving. I believe that experiencing something first-hand is more useful that imagining it in your head. This is what “sei-katsu-sha insight” means to me.

For many, trying out the latest lifestyles to obtain sei-katsu-sha insight might not be possible due to constraints such as time, age and existing values. But I hope that more of us within the Hakuhodo Group overcome these obstacles and try out the latest lifestyles for ourselves, and through this, deepen our understanding of what sei-katsu-sha are really thinking.

Roles and titles current when this article was published in January 2020.