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Samurai Pedometer: Mission to Unify Japan in the Year 1500, While Exercising?

 

(August 4rd, 2009)

Samurai Pedometer: Mission to Unify the Nation in year 1500 in Japan, while exercising?

The key words for today’s market in Japan are the followings: health-conscious, Japanese historical figures and toys for grown-ups.

On July 18, 2009, Bandai co., ltd., one of the biggest toy manufacturers in Japan, released a digital pedometer which is getting attention from the media and general public in Japan. You select one of the popular SAMURAI figures at the start: “Oda Nobunaga”, “Takeda Shingen” or “Uesugi Kenshin” and follow their historical path in the virtual world as you physically take steps in the real world. Previous digital pedometers featured popular characters like Hello-kitty, Pokemon or “roll-playing” game functions but this is probably the first time to see the story of historical figures being featured on the pedometers. The expected retail price is set at JPN 4,725 yen, which is within the ordinary range for the typical digital pedometers sold in Japan, and the company expects to sell 100,000 by March, 2010.

There could be two segments of consumers who can be the potential target for this product. One is the health conscious men in their 30`s, and the other is the fans of the historical figures (who are also health conscious) – mainly a group of women called “REKI-JO (literally means ‘history woman’)”, a new word created to describe women (typically in their 20’s to 40’s) who are intrigued by Japanese national history and anything related to it .

In addition, in this pre-programmed story, you can actually simulate their dream of becoming the Shogun (the General) to unite local regions of Japan as one nation in the year 1500, which in reality none of these SAMURAI soldiers were able to achieve back in their time. The story is programmed for 90-days, which is thought to be the length of time for the result to show the complete walking exercise program. Of course, the pedometer is a high-tech gadget featuring a 3D sensor (3 dimensional acceleration sensor) installed to capture multi-directional movement. It can be carried in your pocket or handbag instead of clipping on to your belt to prevent anyone knowing that you are on a diet program. Your exercise data such as the total counts for your walks and total consumed calories can also be monitored and controlled on the website created specifically for it. You can also get advice on “battle” strategies on how to stay in shape from the Princess and the Commander on this website.

Japanese consumers are on high alert for the keywords “healthy-” and “historical-” things. And like fashion industry in many countries, the trend changes very fast in Japan. So, it is very important to know what the current trend and keywords are as well as and what is coming next so that you can judge when and how to introduce your products to Japanese market.

KN
2009/08/12