The COVID-19 crisis continues to take away most of the fun things in our lives, as we’re unable to safely assemble in large groups or take vacations in far-off places. McDonald’s is helping their customers in Japan enjoy a virtual vacation to Hawaii with a unique campaign, so I thought I’d look a this, and other ways companies in Japan are innovating in the age of Corona.
McDonald’s New “Hawaii Anywhere” Campaign
Can’t take your usual summer trip to Hawaii because of the virus? No problem! McDonald’s Japan has a line of limited Hawaii-themed treats you will love, like their Cheese Loco Moco Burger, or their Hawaiian Spicy Barbecue Burger. I got some “Mac” (as it’s always referred to in Japan) the other day with Mrs. J-List, and I especially loved the Hawaiian pancakes with macadamia nut sauce on top.
Interestingly, this is an “official” promotion, done in cooperation with the Hawaii Tourism Authority, who wants us to think about Hawaii and plan a visit as soon as we can. I’m certainly looking forward to my next visit!
“Don’t Do Your Best, Japan!”
The Japanese are famous for their culture of ganbaru, a word which means to try one’s best and work hard every day, and Japan’s many office workers are really giving it their all at work to ensure economic damage to Japan’s economy is contained. But a teleworking software company called Cybozu has created quite a stir by airing commercials saying “don’t do your best, Japan!” (ganbaru na, Nippon!) and promoting a work-from-home approach instead.
https://www.youtube.com/watch?v=dE3pCy1USs4
Learning English Online in the Age of Corona
My former (long ago) occupation of English conversation teaching has really changed. Since face-to-face lessons in a stuffy classroom aren’t optimal, online streaming of English lessons has really exploded, at least judging by the many TV commercials by services like DMM English Conversation, NativeCamp, and Best Teacher. Another popular option is an app called Study Supplement, which lets you study English any time you’ve got three minutes of free time.
(If you’ve always wanted to teach English in Japan but couldn’t find a way to make it happen, I imagine there are some opportunities to work for these new online services, teaching “virtually” through the Internet. It might become an interesting side hustle while allowing you to connect with Japan in new ways. Here’s a short google search to get you started.)
Super Virus-Scrubbing Air Conditioners
Being a high-tech country in most ways, Japan has always had amazing air filters available, like the industrial Daikin air purifier that helps keep the J-List office and servers dust-free. Sharp has repositioned its Airest line of air conditioners as able to clean viruses like COVID-19 from the air.
Individual Anti-Viral Sheets for Problem Areas
Concerned about the virus being spread through surfaces? A company called Kansai Paint has developed flexible anti-viral sheets you can put anywhere you’re afraid the virus might spread by touch, such as door handles. The sheets are anti-bacterial and should kill any viruses that come into contact with them.
This commercial actually highlights a concern I have about advertising in Japan. There are some things I like about TV commercials in Japan, for example, the way companies are forbidden from making claims of 100% effectiveness, resulting in interesting effects like CGI mouthwash always leaving a few visible pieces of bacteria behind on teeth while carrying most of it away. On the other hand, a lot of companies like to advertise in ways that prey on people who might have unfounded fears about bacteria, although it’s understandable during a crisis like this.
New Mask-Friendly Make-Up Products
Since we’re all wearing masks these days — you do have your mask with you, right? — there have been a lot of innovations related to mask-wearing. Like makeup formulated to not rub off on your mask and mess up your face, or new kinds of masks that keep you feeling cool even in the hot summer.
Companies Reinvent Themselves on Short Notice
Mrs. J-List is a master at planning trips abroad, and the company she always used to find airfare or hotel reservations was HIS Travel. Since international travel isn’t really a thing in the age of Corona, the HIS Travel group has reinvented itself around offering smart lighting and other advanced tools to save on electricity costs. Their commercials in which two wall sockets have a conversation about how to save money on electricity this summer are cute.
See my posts on what Tokyo was like during the shutdown and an update from last month.
The Rise of Zoom Dating?
In response to the crisis, online dating companies that help people with similar interests find each other have switched to an “online date” model, helping people get to know each other via Zoom-style dating before meeting IRL when it’s safe to do so. I’m sure I’ll be writing articles on what effect the crisis has had on Japan’s birth rate at some point in the future…
Japanese Television Has Been Very Innovative
Finally, it’s been interesting to see how Japan’s entertainment world has innovated, in order to allow the same kinds of TV programs we’re used to. While a variety program might have had six people discussing some topic in a close group before, they’re now separated by several meters, with individual cameras on each person to make it look like they’re having an intimate discussion when they’re really very far from each other. The use of plexiglass barriers to separate guests has also become common, and I caught a manzai standup routine in which two comedians were able to safely stand next to each other on stage thanks to a plexiglass barrier between them.
See my post on celebrating Evangelion in the age of Corona to see other ways Japanese television has been adapting!
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