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
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.



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

Yusuke MiyabeRegional Strategic Planning Director

Farhana E. Devi AttamimiExecutive Strategic Planning Director

Chorfa YuktanunExecutive Strategic Planning Director

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
Bachelor of Arts in Environmental Information (2004)
Keio University, Kanagawa, Japan
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)
Major in Agribusiness (2000), IPB Institute of Agriculture, Indonesia
2014-Present Executive Strategic Planning Director, Socius Co., Ltd.
2005-2014 Executive Director, Integrated Marketing and Consumer Strategic, Japanese Advertising Company (Thailand)
2003-2005 Project Manager & Assistant to Brand Consultant, Global Branding Company (Thailand)
2001-2003 Assistant Marketing Manager, Thai industrial Company
2000-2001 Sales and Marketing Executive, German Automotive Company (Thailand)
Master of Art, major in Marketing Communication (2002)
University of the Thai Chamber of Commerce, Thailand
Bachelor of Art, First Class Honors, major in Hotel Management (English) (1996)
Rangsit University, Thailand

Natnika TanwongprasertStrategic Planning Director

Ampa TheerapatsakulStrategic Planning Director

April TanSenior Account Executive

2010-Present Strategic Planning Director, Spa-Hakuhodo Advertising Co., Ltd. (Thailand)
2008-2010 Strategic Planning Manager, Global Advertising Company (Thailand)
2005-2008 Strategic Planning Manager, Thai Hakuhodo
2003-2004 Regional Account Supervisor, Hakuhodo Asia Branding & Solutions (Thailand)
2001-2003 Regional Account Executive, Global Advertising Company (Thailand)
Bachelor's Degree in Communication Arts, Advertising
Assumption University, Bangkok Thailand
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)
MA in Business Management (2004)
Kingston University, London, UK
Bachelor’s Degree in Business Administration (2001)
Assumption University, Bangkok, Thailand
2013-Present Senior Account Executive, Hakuhodo Singapore Pte. Ltd.
2011-2013 Account Executive, Global Advertising Company (Singapore), Integer Group
Bachelor of Business, Double Major Marketing and Hospitality (2010)
James Cook University, Singapore

Aticha TienprasertkijSenior Strategic Planner

Tran Thi Hong LienStrategic Planner & Digital Planner

2015-Present Senior Strategic Planner, Delphys Hakuhodo (Thailand) Co., Ltd.
2013–2014 Strategic Planner, Delphys Hakuhodo (Thailand) Co., Ltd.
2011-2012 Marketing & PR Assistant, Japanese Apparel Company (Thailand)
Master of Advertising and Marketing, Leeds University Business School, With Merit (2010)
University of Leeds, United Kingdom
Bachelor of Arts Program in Journalism (Mass media studies), First Class Honors with Gold Medal (2006)
Thammasat University, Thailand
2015-Present Digital Planner, Hakuhodo & Saigon Advertising Co., Ltd.
2014–2015 Strategic Planner, Hakuhodo & Saigon Advertising Co., Ltd.
2013–2014 Marketing Executive, Japanese Pharmaceutical Company (Vietnam)
Bachelor of International Business (2013)
Foreign Trade University, Ho Chi Minh City, Vietnam
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
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


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.


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


15th Fl., Tonson Tower, 900 Ploenchit Rd., Lumpini, Pathumwan, Bangkok 10330, Thailand


e-mail: hill.asean@hakuhodo.co.jp
Tel : +66-2-257-0399     Fax : +66-2-257-0396