In March 2026, Suntory launched Guilty Carbonated NOPE, its first major new soft drink brand in 14 years. The product arrived with unusually loud visual language, unapologetically sweet flavor, and…

Advertising targeting Japan’s aging population has become some of the country’s most culturally intelligent marketing. Here’s what some campaigns reveal about how to connect with this audience genuinely. Introduction Japan is often described as a preview of the demographic…

Every household task has an invisible first step. Before you vacuum, you move toys off the floor, push chairs aside, and relocate the pile of magazines that somehow migrated from the shelf…

How Empathy and Practicality Can Drive the Adoption of AgeTech Few problems are as globally relevant as the rapidly ageing population. According to the UN, the percentage of the world’s…

With more than 34 million people over the age of 65, Japan is the oldest country in the world, and it already feels the effects that many countries will