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

Goro Hokari

Institute Director

The difficulty of capturing sei-katsu-sha as a whole

The core idea of sei-katsu-sha insight is not to view
people as consumers, a one-dimensional definition;
but as individuals with lifestyles, aspirations and
dreams. In other words, to see the holistic person.
The word consumer is often used by marketers,
but it focuses only on the areas of sei-katsu-sha that
they are interested in. There are also motives and
desires hiding in areas that are not in the spotlight.
Without looking at people from every angle, it is not
to understand their true desires. However, In fact,
it is not easy to capture individuals as a whole. it is very
difficult.
Looking up into the night sky, you can see the full moon.
It appears that the whole moon, all 360° of it, is bright and
beautiful. But that is merely what you see from the Earth.
You cannot see the back side of the moon. As long as your
point of observation is planet Earth, you will never be able to
see the sun shine on the back of the moon.
The moon observation example might make it simpler to
understand the issue I am trying to address. You might think
you are seeing the whole, but what you see might just be part
of it. This happens when we study human beings, too.
So what do we do?
For a start, we try our best to shine light onto people from as
many angles as we can. The more areas we shine the light on,
the fewer the areas that remain in the shadows. It is also
important to remind ourselves that no matter how hard we try, there will always be areas we cannot cover.
Another thing we can do is to exercise our imaginations when we think about what might lie on the dark side of the moon. When thinking about the visible, it is also important not to forget the invisible.
Using this holistic approach is how we capture sei-katsu-sha
as a whole. We combine Yin and Yang and analyze all and
every angle of their lives.

2014
2013

2005

1995
Institute Director, Hakuhodo Institute of Life & Living ASEAN
Executive Regional Strategic Planning Director, Hakuhodo Asia Pacific (HAP)
Assigned to work at Global Advertising Company (London), then at Brand Consultancy (London) in 2006, before returning to Hakuhodo
Graduated from Tokyo University with a Bachelor of Arts, major in Western History Started working at Hakuhodo as Corporate Marketing Planner

Yuko ItoRegional Strategic Planning Director

Yusuke MiyabeRegional Strategic Planning Director

Farhana E. Devi AttamimiExecutive Strategic Planning Director

EXPERIENCE
2018-Present 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
Bachelor of Linguistics, Tokyo Woman's Christian University, Japan
EXPERIENCE
2014-Present Regional Research and Development Director, Hakuhodo Institute of Life and Living Asean
2012-Present Regional Strategic Planning Director, Hakuhodo Asia Pacific, Thailand
2009-2012 Facilitator at Hakuhodo Original Workshop Dept, Hakuhodo Inc, Japan
2004-2012 Strategic Planning Supervisor, Hakuhodo Inc, Japan
EDUCATION
Bachelor of Arts in Environmental Information (2004)
Keio University, Kanagawa, Japan
EXPERIENCE
2015-Present Executive Strategic Planning Director, Hakuhodo Network Indonesia
2011-2015 Strategic Planning Director, PT Hakuhodo Indonesia
2008-2011 Associate Strategic Planning Director, Global Advertising Company (Indonesia)
2007-2008 Head of Planning, Global Advertising Company (Indonesia)
EDUCATION
Major in Agribusiness (2000), IPB Institute of Agriculture, Indonesia

Ampa TheerapatsakulStrategic Planning Director

Chutima WiriyamahakulExecutive Strategic Planning Director

Anunpapa SiriwanStrategic Planning Director

EXPERIENCE
2015-Present Strategic Planning Director, Hakuhodo (Bangkok) Co., Ltd.
2007-2015 Associate Strategic Planning Director, Hakuhodo (Bangkok) Co., Ltd.
2007 Research Executive, Research Company
2005–2006 Client Service Executive, Global Research Company (Thailand)
2005 Administrative Executive, Global Electronics Company (Thailand)
2001–2003 Customer Service, Japanese Logistics Company (Thailand)
EDUCATION
MA in Business Management (2004)
Kingston University, London, UK
Bachelor’s Degree in Business Administration (2001)
Assumption University, Bangkok, Thailand
EXPERIENCE
May 2014-present Executive Strategic Planning Director, Delphys Hakuhodo (Thailand)
May 2010-May 2014 Vice President, Account Planning Director/ Business Director, DRAFTFCB (Thailand)
Jul 2005-May 2010 Director, Strategic Planning Group, Chuo Senko (Thailand) PLC.
Jun 2000-Jun 2005 Strategic Planner, FCB Worldwide (Thailand)
EDUCATION
Master of Business Administration, With Distinction (2001) Major in Marketing and Finance
Sasin Graduate Institute of Business Administration of Chulalongkorn University, Thailand
Bachelor of Business Administration, First Class Honors (1996) Major in Marketing, Kasetsart University, Thailand
EXPERIENCE
2017-Present Strategic Planning Director, Socius Co., Ltd.
2015-2017 Associate Strategic Planning Director, Socius Co., Ltd.
2012-2015 Senior Strategic Planner, Chuo Senko (Thailand) Public Co.,Ltd.
2010-2012 Strategic Planner, Far East DDB (Thailand)
2006-2010 Senior Marketing & CRM Officer, Triple T Broadband (Thailand)
2005-2006 Strategic Planner, BBDO Bangkok
EDUCATION
Master of Marketing (2005)
Griffith University, Australia
Bachelor in International Business (2003)
Chulalongkorn University, Thailand

Prompohn SupataravanichSenior Strategic Planning Supervisor

Manasrin Na Ranong Strategic Planning Manager

Kantawee SribenjachoteSenior Strategic Planner

EXPERIENCE
2017-Present Strategic Planning Supervisor, HILL ASIA (Thailand)
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
Bachelor of Arts in Asia Pacific Studies (2009)
Ritsumeikan Asia Pacific University, Japan
EXPERIENCE
2014 - Present Senior Strategic Planning Supervisor, Hakuhodo (Bangkok) Co., Ltd.
2012 - 2014 Management Trainee/ PMO Manager, FrieslandCampina (Thailand) PCL
EDUCATION
Master of Commerce, Marketing specialisation University of New South Wales, Australia
Bachelor of Business Administration, Accounting Thammasat University, Thailand
EXPERIENCE
2017 – Present Senior Strategic Planner, Delphys Hakuhodo (Thailand) Co. Ltd.
2016 Senior Strategic Planner, Dentsu (Thailand) Co. Ltd.
2015 Brand Planner, Verb Co., Ltd.
EDUCATION
Master of Science in Creative and Cultural Industries Management, The University of Sheffield, United Kingdom
Bachelor of Decorative Arts (Product Design), Silpakorn University, Thailand

Prewprae MungkornSenior Communication Planner 

Kanchaporn BejraputraDigital Strategic Planner

Takamichi NiheiMedia Strategic Planning Director

EXPERIENCE
2011-2014 Communication Planner, Dentsu Thailand
2014-2015 Communication Planner, JWT Bangkok
2015-2016 Communication Planner, Spa Hakuhodo
2018-Present Senior Communication Planner, Spa Hahuhodo
EDUCATION
Bachelor of Business Administration, Chulalongkorn University, Thailand
Master of Business Administration, National Taiwan University, Taiwan
EXPERIENCE
2016 Present Digital Strategic Planner, I-dac  (Bangkok)  Co., Ltd.
2015 - 2016 Project  Manager, OgilvyOne  Worldwide
2014 - 2015 Project  Manager, Area80  Co., Ltd.
2014 - 2015 Project  Manager, J  Walter Thompson Bangkok
2011 - 2013 Business  Development, Hyperactive  Online  Co., Ltd.
2009 - 2010 Account  Executive, Nas  Innovation  Co., Ltd.
EDUCATION
Bachelor’s Degree in Food Process Engineering, Chiang Mai University
EXPERIENCE
2008–2013 Account Executive, HAKUHODO
2013-2015 IMC Planner, HAKUHODO DY media partners
2015-2017 Regional IMC Planning Director, HAKUHODO ASIA PACIFIC
2017 Media Strategic Planning Directorm, Media Intelligence
EDUCATION
Bachelor of Economics, Tokyo University

Narpati AdityasaSenior Strategic Planning Manager

Liu XiaoxuanConsultant

Kiew Yen NieAssociate Account Director

EXPERIENCE
2017 – Present Senior Strategic Planning Manager at Hybrid:H
2010 - 2016 Strategic Planning Manager at Hakuhodo Indonesia
2008 - 2010 Senior Qualitative Researcher at Synovate Indonesia (Currently IPSOS Indonesia)
EDUCATION
2002 - 2007 Bachelor of Marketing at Atma Jaya University, Indonesia
EXPERIENCE
2017-Present Consultant, Hakuhodo Consulting Asia Pacific
2013-2017 Regional Sales, Transaction Banking Solutions, Sumitomo Mitsui Banking Corporation
2012-2013 Manager, Advisory Centre, International Enterprise Singapore 4.
EDUCATION
Bachelor of Social Sciences, Communications & New Media (2nd upper Hons)
Bachelor of Business Administration National University of Singapore
EXPERIENCE
2013 - Present Hakuhodo Malaysia Sdn. Bhd.
2012 - 2013 Sales Executive, Dot Creative Design Sdn. Bhd.
EDUCATION
Bachelor of Communication (Hons) Advertising
Tunku Abdul Rahman University, Malaysia 

Emmanuel James G. MangahasDigital Director

Dang Thi Ngoc DiemStrategic Planning Manager

Ho Thi Hong VanStrategic Planner

EXPERIENCE
2013 - Present Hakuhodo Malaysia Sdn. Bhd.
2012 - 2013 Sales Executive, Dot Creative Design Sdn. Bhd.
EDUCATION
Bachelor of Communication (Hons) Advertising
Tunku Abdul Rahman University, Malaysia 
EXPERIENCE
2013 - Present Hakuhodo Malaysia Sdn. Bhd.
2012 - 2013 Sales Executive, Dot Creative Design Sdn. Bhd.
EDUCATION
Bachelor of Communication (Hons) Advertising
Tunku Abdul Rahman University, Malaysia 
EXPERIENCE
2013 - Present Hakuhodo Malaysia Sdn. Bhd.
2012 - 2013 Sales Executive, Dot Creative Design Sdn. Bhd.
EDUCATION
Bachelor of Communication (Hons) Advertising
Tunku Abdul Rahman University, Malaysia 

Jade IlaganStrategic Planning Director

EXPERIENCE
2013 - Present Hakuhodo Malaysia Sdn. Bhd.
2012 - 2013 Sales Executive, Dot Creative Design Sdn. Bhd.
EDUCATION
Bachelor of Communication (Hons) Advertising
Tunku Abdul Rahman University, Malaysia 
Forums
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 http://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