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
Tomoka TakadaRegional Strategic Planning Director
Prompohn SupataravanichAssociate Director, Market Research & Strategy
Eka HarithsyahStrategic Planning Director
EXPERIENCE | |
2019 - Present | Regional Strategic Planning Director, Hakuhodo Institute of Life & Living ASEAN |
2016 - 2019 | Strategic Planner, Hakuhodo Inc, Japan |
2013 - 2016 | Account Executive, Hakuhodo Inc, Japan |
EDUCATION | |
2013 | Bachelor of Arts in International Liberal Studies, Waseda University , Japan |
EXPERIENCE | |
2021-Present | Associate Director, Market Research & Strategy, Hakuhodo Institute of Life and Living ASEAN |
2017-2020 | Strategic Planning Manager, Hakuhodo Institute of Life and Living ASEAN |
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 | |
2009 | Bachelor of Arts in Asia Pacific Studies, Ritsumeikan Asia Pacific University, Japan |
EXPERIENCE | |
2021 - Present | Strategic Planning Director, H:Three (Indonesia) |
2017 - 2021 | Associate Strategic Planning Director, H:Three (Indonesia) |
2013 - 2017 | Strategic Planning Manager, Hakuhodo Lotus (Indonesia) |
2009 - 2013 | Senior Business & Strategy Development Manager, Neo Indonesia Group (Indonesia) |
2007 - 2009 | Account Executive, OgilvyOne (Indonesia) |
EDUCATION | |
2006 | Bachelor of Communication in Advertising Studies, University of Indonesia, Indonesia |
2002 | Diploma in Public Relation Studies, University of Indonesia, Indonesia |
Jade "Jedd" IlaganManaging Director, BRAND-Y,
"A Member of IDEASXMACHINA Hakuhodo"
Inayati SuryaniStrategy and Data Lead
Supapen ChirakwanchayProject Coordinator
EXPERIENCE | |
2020 - Present | Managing Director, BRAND-Y, A Member of IDEASXMACHINA Hakuhodo |
2018 - 2020 | Research and Strategy Director, IDEASXMACHINA Group of Hakuhodo |
2017 - 2018 | Business Unit Director, IDEASXMACHINA Manila |
2013 - 2017 | Strategy Manager, IDEASXMACHINA Manila |
2011 - 2013 | College Instructor, Pamantasang Lungsod ng Muntinlupa |
EDUCATION | |
2013 | Graduate Studies, De La Salle University, Philippines |
2010 | Bahelor's Degree, University of Santo Tomas, Philippines |
EXPERIENCE | |
2022 - present | Strategy and Data Lead, Hakuhodo Digital (Indonesia) |
2020-2022 | Strategic Planning Manager, Hakuhodo Digital (Indonesia) |
2019-2020 | Strategic Planning Manager, Hakuhodo Lotus / LOTUS:H (Indonesia) |
2016-2019 | Sr. Strategic Planner, Hakuhodo Lotus (Indonesia) |
EDUCATION | |
2010 | Master of Mass Communication, Journalism, Moestopo University, Indonesia |
2007 | Bachelor of Communication in Advertising Studies, Moestopo University, Indonesia |
EXPERIENCE | |
2021-Present | Project Coordinator, Hakuhodo Institute of Life and Living ASEAN |
2019-2021 | Secretary, Delphys Hakuhodo (Thailand) |
2018-2019 | Executive Secretary, AEON Topvalu (Thailand) |
2015-2018 | Japanese Assistant, Orico Auto Leasing (Thailand) |
EDUCATION | |
2015 | Bachelor of Arts in Japanese, Chulalongkorn University, Thailand |
Sanu PratomoStrategic Planning Manager
Teeramet NitichanyawongStrategic Planning Director
Songkran ChirayunonCommunication Strategist Senior Manager
EXPERIENCE | |
2014 - present | Strategic Planner Manager, Hakuhodo Indonesia |
2013 - 2014 | Associate Director, Verbrand - Fortune PR |
2010 - 2013 | Strategic Planner - OneComm Innovate |
2008 - 2010 | Brand Strategist - BDA Design |
EDUCATION | |
2008 | Bachelor Degree of Advertising, Communication, University of Indonesia |
2004 | Diploma of Advertising, Communication, University of Indonesia |
EXPERIENCE | |
2022-Present | Strategic Planning Director, Hakuhodo International Thailand |
2020-2022 | Chuo Senko Advertising (Thailand) |
2015-2019 | Amex Advertising |
2012-2014 | McCann Worldgroup |
EDUCATION | |
2003 | Master of Commerce in Marketing, University of New South Wales, Australia |
2000 | Bachelor of Business Adminstration in General Management, Assumption University |
EXPERIENCE | |
2018-Present | Communication Strategist - Senior Manager, MI Group |
2018-2018 | Senior Media Planner, Havas Media Thailand |
2014-2016 | Media Planner, Maxus (Group M Company) |
2014 | Producer Assistant, MaaDee Creative House |
EDUCATION | |
2014 | Master of Business Administration International Program (MBA IP) Marketing, Bangkok University |
2007 | Bachelor of Arts (Communication Arts) Broadcasting and Film/ Advertising, Bangkok University |
Bavontut UdomwongStrategic planning manager
Touchchai KleebbuaStrategic Planning Manager
Narawit KongkoStrategic Planner
EXPERIENCE | |
2022-Present | Strategic planning manager, Hakuhodo Bangkok (Thailand) |
2019-2021 | Head of strategy & advertising, Shopspot co.ltd (Thailand) |
2017-2019 | Creative copy writer, Leo Burnett (Thailand) |
2016 | Communication planner, J. Walter Thompson (Thailand) |
EDUCATION | |
2013 | Master of Arts/Organizational Leadership, Woodbury University, California USA |
2011 | Bachelor of Arts/Brand Communication, Bangkok University, Thailand |
EXPERIENCE | |
2022-Present | Strategic Planning Manager, Spa Hakuhodo (Thailand) |
2021-2022 | Strategist, Ogilvy Bangkok (Thailand) |
2019-2021 | Strategic Solution Planner, Spicy Hakuhodo (Thailand) |
2017-2018 | Marketing Executive, Major Group Plc (Thailand) |
2017 | Account Executive, CJ Worx (Thailand) |
EDUCATION | |
2016 | Master of Science/International Marketing, Newcastle University, UK |
2015 | Graduated Diploma/International Business & Humanities, Newcastle University, UK |
2013 | Bachelor of Engineering/Industrial Engineering, SIIT Thammasat University, Thailand |
EXPERIENCE | |
2022-Present | Strategic Planner, Hakuhodo First (Thailand) |
2021-2022 | Strategic Planner, Rabbit's Tale (Thailand) |
2019-2021 | Management Trainee, True Corporation (Thailand) |
EDUCATION | |
2019 | Bachelor of Arts (English), Chulalongkorn University, Thailand |
Ananda SwinburneStrategic Planning Director
Ha Le Uyen PhuongStragegic Planning Manager
Nguyen Kim Thanh ThaoIntegrated Marketing Communication (IMC) Manager
EXPERIENCE | |
2021 - Present | Strategic Planning Director, Hakuhodo Malaysia |
EXPERIENCE | |
2022 - Present | Strategic Planing Manager, Hakuhodo & Saigon Advertising Company |
2020 - 2022 | Strategic Planner, Cheil Vietnam |
2019 - 2020 | Digital Planner, Isobar Vietnam |
2018 - 2019 | Junior Planner, Isobar Vietnam |
EDUCATION | |
2017 | Master of Art / Marketing Communications, Middlesex University, London, UK |
2015 | Bachelor of International Business, Foreign Trade University, HCMC, VN |
EXPERIENCE | |
2022 - Present | IMC Manager, Hakuhodo Digital |
2018 - 2022 | Senior Integrated Communication Planner, Climax Vietnam |
2016 - 2018 | Communication Planner, The Purpose Group |
2012 - 2016 | Account Manager, BBDO Vietnam |
EDUCATION | |
2011 | Bachelor of Professional Communication, RMIT Unversity Vietnam |
Patricia "Summer" SiaoSr. Brand Planner & Researcher
Maria "A.I." TolentinoStrategy Manager
Kumiko HoribaHead of Market Intelligence
EXPERIENCE | |
2021-Present | Brand Planner & Researcher, BRAND-Y, A Member of IDEASXMACHINA Hakuhodo |
2019-2021 | Art Director, NJYN, A Member of IDEASXMACHINA Hakuhodo |
2019 | Jr. Art Director, CRE8Manila |
EDUCATION | |
2019 | Bachelor of Fine Arts in Visual Communication, University of the Philippines Diliman |
EXPERIENCE | |
2023-Present | Strategy Manager, BRAND-Y, A Member of IDEASXMACHINA Hakuhodo |
2022-2023 | Sr. Communications Strategist, BRAND-Y, A Member of IDEASXMACHINA Hakuhodo |
2021-2022 | Communications Strategist, BRAND-Y, A Member of IDEASXMACHINA Hakuhodo |
2020-2021 | Relationship Manager, Accel Digital Media, Inc. |
EDUCATION | |
2020 | Bachelor of Arts in Integrated Marketing Communications, University of Asia & the Pacific |
EXPERIENCE | |
2018-Present | Senior Director, Hakuhodo Consulting Asia Pacific (Singapore) |
2014-2018 | Director, Kantar MillwardBrown (Singapore) |
2009-2014 | Manager, Kantar Japan |
2005-2009 | Manager of ThinkTank Devision, Venture Link |
2004-2005 | SME(Sony Music Entertainment) TV inc, Marketing |
EDUCATION | |
Waseda University, Japan |
Louis ChanAssociate
Chisa UhiraStrategic Planning Director
Goro HokariFellow
EXPERIENCE | |
2021-Present | Associate, Hakuhodo Consulting Asia Pacific (Singapore) |
EDUCATION | |
2021 | Bachelor of Arts in Linguistics (Highest Distinction), Nanyang Technological University, Singapore |
EXPERIENCE | |
2009-Present | Strategic Planning Director, Hakuhodo Inc, Japan |
EDUCATION | |
2009 | Bachelor of Social science, The University of Tokyo, Japan |
EXPERIENCE | |
2020 | General Manager, Hakuhodo Inc, Japan |
2014 | Institute Director, Hakuhodo Institute of Life & Living ASEAN |
2013 | Executive Regional Strategic Planning Director, Hakuhodo Asia Pacific (HAP) |
2005 | Assigned to work at Global Advertising Company (London), then at Brand Consultancy (London) in 2006, before returning to Hakuhodo |
EDUCATION | |
Bachelor of Arts (major in Western History), The University of Tokyo, Japan |
The economy of ASEAN has grown remarkably compared to the global rate, resulting in an increase in the wealth of individuals in the middle class. These individuals have the potential to become a significant driving force for the ASEAN consumer market.
However, little is known about these individuals who have recently moved up from the middle class and are on their way to becoming part of the wealthy class.
Who are these people? HILL ASEAN refers to this invisible class as the "Emerging Affluent." Although this term may bring to mind the "upper middle class," our research has revealed that the ASEAN individuals in the Emerging Affluent segment differ significantly in terms of their lifestyle, values, consumption behavior, and brand preferences.
Find out more about the Emerging affluent in ASEAN and how brands can adjust their communication to better suit them from our full report below.
English VersionCOVID-19 has had a significant impact on the behavior and thinking of Sei-katsu-sha. One of the positive changes is the increase in the number of Sei-katsu-sha in ASEAN, who enjoy "fandom" with their peers. In ASEAN, the term "fandom" refers to "the people who are passionate fans of idol singers, manga, sports, hobbies, etc., and the world/ culture formed by these fans”.
The ASEAN Sei-katsu-sha who enjoy sharing their passion towards idol singers, cats, soccer, board games, touring, watches, anime, etc. with their peers were overflowed with energy. Thus, HILL ASEAN researchers who conducted interviews were often inspired by their positive vibes. The benefits that ASEAN Sei-katsu-sha receive from fandom are not only pure enjoyment, but also a wide range of other things. For instance, it includes aspirations that cannot be fulfilled in the real world, mutual support relationships beyond the family, a sense of belonging, and so on. It is also worth noting that the value of fandom is very different from that of Japan, which was surveyed as a comparison.
HILL ASEAN would like to present our findings on "Why ASEAN Sei-katsu-sha are so enthusiastic about fandom", which we have discovered from our analysis of their words and behaviors. Our implications and original solution for creating brand fandoms will be also introduced too.
Discover our full webinar session from below URL,
https://www.hillasean.com/aseanfandom_webinar/
or download our booklets from below.
English VersionPlease also find each countries finding below
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.
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