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.
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.
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.
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
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
Daniel Lim Kuo MinhStrategic Planning Manager
Ampa TheerapatsakulStrategic Planning Director
April TanSenior Account Executive
|2015-Present||Strategic Planning Manager|
|2014-2015||Marketing Consultant, American Fast Food Restaurant|
|2013-2014||Digital Account Manager, Singaporean Digital Agency|
|2011-2013||Integrated Account Manager, Malaysian Advertising Agency|
|2009-2011||Account Manager, Malaysian Advertising Agency|
|2004-2009||Sales and Marketing Executive, Japanese Automotive Company|
|2001-2004||Senior Brand Executive, American Advertising Agency|
Bachelor of Business majoring in Advertising
Auckland Institute of Technology
|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
Wareemon BenjapongStrategic Planning Manager
Tran Thi Hong LienStrategic Planner & Digital Planner
RianSenior Strategic Planner
|2015-Present||Assistant Strategic Planning Manager, Delphys Hakuhodo (Thailand) Co., Ltd.|
|2013-2014||Strategic Planning Director, Branding Company (Thailand)|
|2009-2012||Senior Communication Planner, Japanese Advertising Company (Thailand)|
|2006-2009||Senior Account Executive, Japanese Advertising Company (Thailand)|
Bachelor’s Degree in Mass Communication (2001)
Chiangmai University, Thailand
Master’s Degree in Multimedia (2004)
Monash University, Australia
|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
|2016-Present||Senior Strategic Planner, Hakuhodo Indonesia (Indonesia)|
|2015||Senior Digital Planner, Multinational Advertising Agency (Indonesia)|
|2014||Strategic Planner, Multinational Advertising Agency (Indonesia)|
|2013-2014||Junior Strategic Planner, Multinational Advertising Agency (Indonesia)|
|2012||Creative, Indonesia Brand Activation Agency (Indonesia)|
Bachelor’s Degree in Communication Study (2011)
University of Padjadjaran Bandung, Indonesia
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.
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.
15th Fl., Tonson Tower, 900 Ploenchit Rd., Lumpini, Pathumwan, Bangkok 10330, Thailand
Tel : +66-2-257-0399 Fax : +66-2-257-0396