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

2020 - Present Managing director, Hakuhodo Institute of Life & Living ASEAN
2018 - 2019 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
2003 Bachelor of Linguistics, Tokyo Woman's Christian University, Japan
2023 - Present Director of Hakuhodo International Indonesia Group
2019 - Present Institute Director, Hakuhodo Institute of Life & Living ASEAN
2015 - 2023 Executive Director of Strategy, Hakuhodo International Indonesia Group
2011 - 2015 Strategic Planning Director, Hakuhodo Indonesia
2008 - 2011 Associate Strategic Planning Director, Global Advertising Company
2000 Major in Agribusiness , IPB Institute of Agriculture, Indonesia

Tomoka TakadaRegional Strategic Planning Director

Prompohn SupataravanichAssociate Director, Market Research & Strategy

Eka HarithsyahStrategic Planning Director

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
2013 Bachelor of Arts in International Liberal Studies, Waseda University , Japan
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)
2009 Bachelor of Arts in Asia Pacific Studies, Ritsumeikan Asia Pacific University, Japan
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)
2006 Bachelor of Communication in Advertising Studies, University of Indonesia, Indonesia
2002 Diploma in Public Relation Studies, University of Indonesia, Indonesia

Jade "Jedd" IlaganGroup Chief Executive Officer

Wimala DjafarGrowth Strategy Director

Haruna YakuRegional Strategic Planning Director

2023 - Present Group Chief Executive Officer, IDEASXMACHINA Hakuhodo Manila, Philippines
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
2013 Graduate Studies, De La Salle University, Philippines
2010 Bahelor's Degree, University of Santo Tomas, Philippines
2023 - Present Growth Strategy Director H+, Indonesia.
2020 - 2023 Strategic Planning Director LOTUS:H & Hakuhodo Jakarta.
2017 - 2020 Associate Planning Director - LOTUS:H.
2015 - 2017 Strategic Planning Manager LOTUS:H.
2010 - 2014 Account Planner Fortune Indonesia.
2009 Bachelor of Communication, University of Indonesia.
2023 - Present Regional Strategic Planning Director, Hakuhodo Institute of Life and Living ASEAN, Thailand.
2020 - 2023 Account Executive, Hakuhodo Inc, Japan.
2017 - 2020 Strategic Planner, Hakuhodo Inc, Japan.
2017 Bachelor of Liberal Arts and Science, Major in Economics, The University of Sydney, Australia.

Sanu PratomoStrategic Planning Manager

Chulika SaisilaStrategic Planning Manager

Gun ThongsriStrategic Planning Manager

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
2008 Bachelor Degree of Advertising, Communication, University of Indonesia
2004 Diploma of Advertising, Communication, University of Indonesia
2022 - Present Strategic Planning Manager, Hakuhodo Bangkok, Thailand.
2021 - 2022 Strategic Solution Manager, Spicy Hakuhodo, Thailand.
2018 - 2021 Senior Communication Planner, Dentsu Thailand.
2008 Bachelor of Arts (Communication Arts), Chulalongkorn University, Thailand.
2023 - Present Strategic Planning Manager, Hakuhodo International Thailand.
2022 - 2023 Strategic Planning Manager, VDA Bangkok, Thailand.
2020 - 2022 Senior Strategic Planner, VDA Bangkok, Thailand.
2017 - 2020 Strategic Planner, VDA Bangkok, Thailand.
2016 Bachelor of Business Administration in Marketing, Assumption University, Thailand.

Phuwasit KosonniyomthanachotSenior Strategic Planner

Kamolwan KreutznerData Intelligence Manager

Chorchat ChodchoyStrategic Planning Manager

2023 - Present Senior Strategic Planner, Hakuhodo First, Thailand.
2019 Bachelor of Business Administration in Marketing, Mahidol University International College, Thailand.
2022 Master of Science in Marketing and Strategy, Warwick Business School, England.
2020 - Present Data Intelligence Manager, Media Intelligence Group Co., Ltd., Thailand.
2017 - 2020 Senior Market Researcher and Data Analyst, Ocean Life Insurance Public Co., Ltd., Thailand.
2015 - 2016 Statistical Data Analyst, CP All Public Co., Ltd., Thailand.
2015 Bachelor of Science (B.S.) in Statistics, Srinakharinwirot University, Thailand.
2022 - Present Strategic Planning Manager, Spicy Hakuhodo, Thailand.
2022 Senior Manager, Ogilvy.
2015 - 2022 Strategic Planning Analyst, Prakit Advertising.
2013 - 2015 Account Executive, Design Wizard.
2012 PR Consultant, Montree PR.
2011 Bachelor's Degree in Brand Communication Arts, Bangkok University, Thailand.
2012 MSc Marketing, Oxford Brookes University, England.

Jutarat ThanpongphanDigital Manager and SEO Specialist

Ananda Joseph SwinburneStrategic Planning Director

Elaine Ewe May LeeLead, Strategic Planner

2023 - Present Digital Manager and SEO Specialist, i-dac Bangkok, Thailand.
2020 - 2023 Digital Marketing Manager, Channel J (Thailand) Co., Ltd.
2016 - 2019 Business Planner, Brother Industries. ltd., Japan.
2016 Bachelor of Arts, Chulalongkorn University, Thailand.
2020 MSc, Psychology in Mental Health, University of Edinburgh, Scotland.
2021 - Present Strategic Planning Director, Hakuhodo Malaysia
2022 - Present Lead, Strategic Planner, Kingdom Digital, Malaysia.
2020 - 2021 Senior Strategic Planner, Kingdom Digital, Malaysia.
2018 - 2019 Digital Strategist, Kingdom Digital, Malaysia.
2011 Bachelor of Communication and Media Studies, Murdoch University, Australia.

Pham Thanh Gia HuyPlanning Manager

Jose Lorenzo VillabrozaSenior Digital Analyst and Brand Planner

Fay Claudette BalloSenior Strategic Planner & Social Good Communications Manager

2020 - Present Planning Manager, Hakuhodo Saigon Advertising, Vietnam.
2018 - 2019 Digital Planner, Mediacom, Group M Vietnam.
2017 - 2018 Digital Performance, Mindshare, Group M Vietnam.
2018 Bachelor in Business Administration in Marketing, Ho Chi Minh City International University, Vietnam.
2023 - Present Senior Digital Analyst and Brand Planner, IdeasXMachina Hakuhodo, Philippines.
2021 - 2022 Digital Analyst, IdeasXMachina Hakuhodo, Philippines.
2021 Community Manager, IdeasXMachina Hakuhodo, Philippines.
2019 - 2020 Human Resources Associate, Jollibee Foods Corporation.
2019 Bachelor of Arts in Psychology, De La Salle University Manila, Philippines.
2023 - Present Senior Strategic Planner & Social Good Communications Manager, IdeasXMachina Hakuhodo, Philippines.
2021 - 2023 Senior Strategic Planner & Social Good Engineer, IdeasXMachina Hakuhodo.
2019 - 2021 Senior Strategic Planner, Dentsu One Philippines.
2018 - 2019 Strategic Planner, Aspac Advertising, Philippines.
2017 - 2018 Research Associate, Aspac Advertising, Philippines.
2016 Bachelor of Science (B.S.) in Advertising Management, De La Salle University Manila, Philippines.

Reza PebriantoGroup Head Strategic

Siti Azizah AdaniSenior Strategic Planner

Kumiko HoribaHead of Market Intelligence

2022 - Present Group Head Strategic, i-dac Indonesia.
2021 - Present Academic Expertise Consultant, Purwadhika Digital Technology School.
2022 Wavemaker, Group Head Digital.
2020 - 2021 Senior Digital Manager, i-dac Asia.
2023 Bachelor of Marketing Communication, London School of Public Relations, Indonesia.
2022 Present: Senior Strategic Planner, HYBRID:H, Indonesia.
2021 - 2022 Strategic Planner, Dentsu Creative.
2019 - 2021 Strategic Planner, Hakuhodo Indonesia.
2018 - 2019 Junior Strategic Planner, Hakuhodo Indonesia.
2016 Bachelor of Branding, Prasetiya Mulya University, Indonesia.
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
Waseda University, Japan

Louis Ace Chan Chang BokConsultant

Goro HokariFellow

2021 - Present Consultant, Hakuhodo Consulting Asia Pacific, Singapore.
2021 Bachelor of Arts in Linguistics (Gold Medal), Nanyang Technological University, Singapore.
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
Bachelor of Arts (major in Western History), The University of Tokyo, Japan

In 2014, HILL ASEAN published "The Connected Family", a study focusing on families in ASEAN at the time of its establishment. Needless to say, "family" is at the root of the consciousness and behavior of ASEAN people. They value "family happiness" and "being with family" as they go about their daily lives, but their awareness of family, ways of living with family, and the meaning of "family happiness" are evolving and changing.

In 2024, as a 10th anniversary of HILL ASEAN, we revisit this topic again under the theme "A Decade of shift in ASEAN Families." Ten years have passed since the publication of "The Connected Family", when families expanded their networks externally, consuming a lot of information and enjoying real-time interactions with many families, thanks to the benefits of internet technology. How have ASEAN families changed due to factors such as economic development, social conditions, technological advancements, and COVID-19? Based on the 2014 research data, Hakuhodo Chronological Lifestyle survey, and newly conducted quantitative survey and home visits in six ASEAN countries, we will introduce the changes related to families of ASEAN sei-katsu-sha including the past, present, and future.

Download our full report below.

English Version

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 Version
Japanese Version

COVID-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,

or download our booklets from below.

English Version
Japanese Version

Please also find each countries finding below

When you think about “Generation Z” (people who were born between 1997-2012), what kind of image comes to your mind? They are the generation after Millennials (born between 1981-1996). It is estimated that in 2020, Generation Z will account for 25% of the total population in ASEAN region. 

They were raised in an economically favorable environment compared to the previous generations. A truly mobile-first generation in which the internet and social media are default, they grew up in a more connected, open, diverse and borderless world. On the other hand, various perceptions, or myths about this generation are commonly perceived in today’s society, such as "Because they grew up spoiled, they always put themselves first,” or “they prioritize individuality over society.”

To debunk those “myths”, Hakuhodo Institute of Life and Living ASEAN  dives deep into their views on personal connections, life value and social media usage, and also offer marketing recommendations.
“Discover our full webinar session from below URL, www.hillasean.com/aseangenz_webinar/ or download our booklets from below. ”
English Version
Japanese Version
At HILL ASEAN, we have discovered that more people from the ASEAN region are practicing actions aligned with the Conscious Lifestyle. From our research, we believe that the rise of these “Conscious ASEANs” will soon be influential enough to be labeled, not as a mere trendsetting movement, but a new way of life that will forever change the people’s mindset towards their everyday living.

Who are these people? What are their motivations behind these acts? What are their purchase criteria? In this studies, we will discuss changes in sei-katsu-sha behavior and their interactions with brands influenced by the Conscious mindset. We will also offer marketing recommendation and solutions on what brands should do to respond swiftly to these changes.

“Discover full webinar session from below URL: www.hillasean.com/consciousaseans_webinar/ or download our booklets, available in English and Japanese”
English Version
Japanese Version
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 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
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.
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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
Contact us


HILL ASIA Co., Ltd. (Head office)
140 Wireless Building, 19th Floor,
No.140, Witthayu Road, Lumphini, Pathum Wan, Bangkok 10330


e-mail: info@hill-asean.com