20 December 2006

Colonel Sanders is Santa Claus



Funny excerpt I found on the web that may shed some light on what Christmas is like in Japan
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Although Christmas is not the enormous money spinner that it is in the West, clever marketers have twisted the theme of Christmas two ways, turning it into Romanchikku Kurisumasu (Romantic Christmas) and Kentucki Furaido Kurisumasu (Kentucky Fried Christmas).

Romantic Christmas is the catchall title for a practice that caught on during the high-rolling late 1980s, when the yen doubled in value overnight and ordinary Japanese people found out that they could pretty much buy whatever they wanted. There was a boom in luxury goods; if it was expensive, exclusive, and trendy, there was an eager market in Japan. Foreign food, especially French food, became very popular. Top chefs were lured to Japan with the promise of enormous salaries and prime locations in the huge new hotels that were springing up all over Tokyo and Osaka. Women signed up for classes on how to decipher the mysteries of fish forks and sorbet spoons. Everyone dressed up in their best designer dresses and bespoke suits and went out for dinner.

I don't know who first spotted the trend, or who had the brilliant idea of exploiting it, but someone noticed that quite a few of the couples in the dining room were making more than dinner reservations; they were booking overnight stays at the hotels where they had eaten. Foreign food was sexy, and big, soft, western-style beds were sexier still. Soon hotels were offering bed-and-room packages, choosing December as the best time for a marketing push. Most salaried Japanese receive a large end-of-year cash bonus, and the brutal work hours enforced by company discipline are relaxed in the face of the looming New Year's holiday.

The market was there, the product was there, and all that was needed was the genius advertising line "Romantic Christmas". Expensive dinners went from being a luxury to a necessity, posh hotel rooms from being a businessmen's perk to a lovers' playground.

Romantic Christmas has informed an entire generation's idea of what Christmas should be: tasty, sexy, and expensive. Fourteen years of economic recession have forced most people to cut back on the expensive part; while upscale hotels are booked up for the season, prix-fixe dinners at less expensive restaurants have gained in popularity in recent years. Smaller restaurants have the disadvantage of being bedroom-free, but love hotels, which rent by the hour, are ubiquitous and popular. Places like the Hotel Zoo and Chapel Coconuts might not be the best places to invoke seasonal romance, but the Chapel Christmas hotel in Yokkaichi, with its larger-than-life Santa perched on a cornice, holds a bountiful choice of seasonally themed rooms.

Japanese Christmas cake is a triumph of pragmatism over romanticism. Japanese like their cake fluffy, creamy, and fruity. No heavy, brandy-soaked fruitcake for them; they simply take what they like, plop a Santa on top, and proclaim it festive. Another difference between western fruitcake and Japanese Christmas cake is that fruitcake lasts forever, but Kurisumasu kehki is at its best for only one night. Nobody would buy a Christmas cake after the 25th--hence the phrase "Christmas cake" to describe a woman who remains unmarried by her 25th birthday.

The fried chicken comes courtesy of Colonel Sanders. Thirty years of intensive marketing have convinced the Japanese that chicken is the traditional Christmas food in North America. This belief is not a measure of Japanese gullibility: most Japanese have never seen or eaten turkey, and cooking and consuming a bird that large--or even having an oven big enough to roast it in--would strike most people here as being excessive and slightly deranged, like making omelettes out of ostrich eggs.

All the Kentucky Fried Chicken franchises in Japan have a life-size fibreglass figure of Colonel Saunders posted outside their doors, crafted in realistic detail down to the natty black cane and Masonic pin on his lapel. In mid-November, the Colonel's customary white suit is swathed in red, transforming him into Colonel Santa. Once the white-trimmed red hat goes on his head, the resemblance is uncanny; just like Santa, only with beady eyes and less beard than one might hope. Then the sales pitch begins in earnest: buckets of chicken featuring the Colonel's Christmas face; boxes of chicken printed with holly designs; giant banners showing a Christmas feast of fried chicken, corn salad, hot Christmas biscuits, and Kentucky Fried Chicken Christmas cake, with a tiny log cabin and snowman planted in the creamy white topping.

17 December 2006

Ichou no ki

Fall color is still very vibrant here, even in December. Its still very mild compared to what it would be in the Northeast US right now I think. These are some shots I took at a kind of famous place for 'Ichou no ki' (ginkgo trees) called Ichou namiki. This double-lined row of Ginkos is a popular spot for shooting TV 'dorama' (dramas). The street becomes a thick yellow carpet and the particular smell of gingkos is unmistakalble!



06 December 2006

New sports drink commercial

Been busy working on a kind of big spot - one for a Gatorade-type of sports drink that is distributed by Cola-Cola here in Japan called Aquarius.

These drinks are becoming really popular here and you see more of them as you do soda in the stores these days. This is a closing animation I am doing of the product at the end of the commerical, but it will be also be used at the end of other ones during the winter season. I hope it comes out well! When the whole commercial is assembled, i will post it. Here is just the animation by itself (not too exciting)...