Skip to main content
Article thumbnail
Location of Repository

The emergence of pan-Asian brands: regional strategies of Japanese cosmetic brands

By Shinji Oyama


In this article, I analyse the regional strategy of luxury Japanese cosmetics brands to investigate the claim of the Japanisation of Asia. I begin by examining the emergence of pan-Asian advertising for Japanese cosmetic brands, then make the case for an emphasis on branding, as distinct from advertising, which changes the way in which we understand this regional phenomenon. I explore the different ways in which a brand engages consumers, and argue for a sober assessment of the relative importance of advertising (and the salience of image of country of origin) in the overall branding process. I then follow the regional circulation of Japanese brands and media contents, neither of which can any longer be understood coherently in terms of a national framework such as Japanisation. I argue that the globalisation of advertising in Asia is a complex process shaped by large multinational corporations and a disjunctive flow of media contents, and that a more pronounced focus on brands will help to make sense of this process

Topics: mcs
Publisher: The University of Queensland
Year: 2009
OAI identifier:

Suggested articles


  1. (2006). Advertising Agencies, Media and Consumer Market: The Changing Quality of doi
  2. Asia Marketing Wo Kokokara Hajimeyō,
  3. (2006). Branding in China: Kyodai Shijō Chūgoku Wo Seisuru Burando Senryaku, Tōyō Keizai Shinpō Sha, Tokyo. Shinji Oyama is a Research and Teaching Associate in Japanese Creative Industries,
  4. (2006). Brando Rashisa No Tsukurikata: Gokan Branding No Jissen,
  5. Brands And Branding, The Economist,
  6. (2006). Brands: Meaning and Value in Media Culture, doi
  7. (2004). Brands: The Logos of the Global doi
  8. (1998). Brands: The New Wealth Creators,
  9. (2002). Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, Jossey-Bass,
  10. (2004). Conceptualizing an East Asian Popular Culture’, doi
  11. (2006). Cool Japan: Sekai Ga Kaitagaru Nihon,
  12. (2003). Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers,
  13. (2007). Globalisation and Regionalisation of the Advertising Industry in the Asia-Pacific’, doi
  14. (1995). Glocalization: Time-Space and Homogeneity-Heterogeneity’, doi
  15. (2001). Higashi Ajia No Nihon Taishū Bunka,
  16. Keshōhin Hanbai No Genten Ni Kaiki Shi Shōhin Ni Komerareta Atsui Omoiwo Tsutaeru Sekkyaku De Brand No Fan Zukuriwo Oshisusumeru’, Kokusai Shōgyō,
  17. (2006). L’Oréal and the Globalization Of American Beauty’,
  18. (2002). Managing the Customer Experience: Turning Customer into Advocates,
  19. (1996). Modernity at Large: Cultural Dimensions of Globalization, doi
  20. (2006). Nihon No Poppu Pawā: Sekai Wo Kaeru Kontentsu No Jitsuzō, Nihon Keizai Shinbun Sha,
  21. O u b e i D e n o S o n z a i k a n W o T a k a m e S h a n a i
  22. (2002). Recentering Globalization: Popular Culture and Japanese Transnationalism, doi
  23. (2009). Strategic Regionalization in M a r k e t i n g C a m p a i g n s : B e y o n d t h e Standardization/Glocalization Debate’, Continuum: doi
  24. (2009). The East Asian Brandscape: Distribution of Cultural Power in the Age of Globalization’, doi
  25. (2007). The Rise of Brands, doi

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.