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

Ampa TheerapatsakulStrategic 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
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

Duangkaew ChaisuriviratAssistant Strategic Planning Manager

Chiranya ProhmchumStrategic Planner

Anunpapa SiriwanStrategic Planning Director

2016-Present Assistant Strategic Planning Manager, Delphys Hakuhodo (Thailand) Co., Ltd.
2014-2016 Senior Strategic Planner, Delphys Hakuhodo (Thailand) Co., Ltd.
2012-2013 Strategic Planner, DraftFCB (Thailand)
2010-2012 Strategic Planning Analyst, DraftFCB (Thailand)
Master of Arts, Mass communication, Strategic Planning Communication Management (2010)
University of South Florida, United States
Bachelor Degree, Political Science, Sociology and Anthropology (2007)
Chulalongkorn University, Thailand
2016-Present Strategic Planner, Spicy H Co., Ltd.
Master's Degree in Marketing Program (2015)
Thammasat University, Thailand
B.A.(Communication Arts) (2010)
Chulalongkorn University, Thailand
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
Master of Marketing (2005)
Griffith University, Australia
Bachelor in International Business (2003)
Chulalongkorn University, Thailand

Sasana JitwatnaDigital Strategic Planning Manager

Prompohn SupataravanichStrategic Planning Supervisor

Wimala DjafarSenior Strategic Planning Manager

2017-Present Digital Strategic Planning Manager, i-dac (Bangkok) Co., Ltd.
2015-2016 Senior Digital Strategic Planner, Rabbit's Tale Digital Agency (Thailand)
2014-2015 Digital Strategic Planner, OgilvyOne Worldwide (Thailand)
Major in Mass Communication (2010)
STOU, Thailand
Major in Architecture (2008)
Kasetsart University, Thailand
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)
Bachelor of Arts in Asia Pacific Studies (2009)
Ritsumeikan Asia Pacific University, Japan
2015-Present Senior Strategic Planning Manager, Hakuhodo Network Indonesia
2014-2015 Associate Strategic Planning Director, Fortune Indonesia Tbk
2012-2014 Account Planning Manager, Fortune Indonesia Tbk
2011-2012 Business Executive, DRAFT FCB (Indonesia)
2010-2011 Business Executive, Plan B Communication (Indonesia)
2009-2010 PR Executive, Strategic Solutions LLC (Dubai)
Bachelor of Mass Communication (2009)
University of Indonesia, Indonesia

Joanne HoeStrategic Planner

Ann Liew Leng HuiStrategic Planning Manager

Le Thi Hien TrangSenior Strategic Planner

2015-Present Strategic Planner, Hakuhodo Singapore Pte. Ltd.
Bachelor of Business Management, Major in Marketing (2014)
Singapore Management University
2015-Present Strategic Planning Manager, Hakuhodo Malaysia Sdn. Bhd.
2014-2015 Assistant Product Manager, Talk Focus Sdn. Bhd.
2012-2013 Marketing Executive, Uni-Charm Corporation Sdn. Bhd.
2008-2012 Research Executive, GfK Group
Bachelor of Marketing (Hons)
Tunku Abdul Rahman University, Malaysia
2015-Present Senior Strategic Planner, Hakuhodo & Saigon Advertising Co., Ltd.
2013-2015 Account Executive, Hakuhodo Vietnam Co., Ltd.
2012-2013 Cultural Program Coordinator, The Japan Foundation Centre for Cultural Exchange in Vietnam
Bachelor in Economics (2012)
Foreign Trade University, Vietnam
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
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


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.


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: info@hill-asean.com
Tel : +66-2-257-0399     Fax : +66-2-257-0396