Lessons from Japan: A Traveling Marketer’s Perspective

Originally written for ERI Insights.

As a passionate world traveler, I believe that some of the most valuable lessons we can learn come from exploring the world around us. Guided by this conviction, I’ve had the privilege of embarking on enriching journeys around the globe. Most recently, the travel bug has brought me to Japan. 

This summer, I found myself exploring the bustling streets of Tokyo, the lush mountains of Yamanochi, and the ancient temples of Kyoto. Within these cities and towns, I witnessed life through a lens much different from the places I call home. However, the lessons I learned there were not limited to the context of a Japanese lifestyle – since being back in the United States, I’ve been able to apply these lessons into my relationships, work, and everyday life. 

---

Lessons in Technology, Nature, and Balance

Nintendo, Sony, Mitsubishi, Panasonic, Canon… the impact of Japan’s technological prowess on the world has been inimitable for decades. Witnessing this innovation firsthand was exhilarating – returning to Boston’s MBTA system after growing accustomed to the unmatched efficiency of the Tokyo subway system was one of the many sources of my reverse culture shock. 

What resonated with me the most, however, in the realm of Japan’s high-tech culture, was their ability to still champion the natural world and place its importance in harmony – not in competition – with the technological advances they were reaching for. 

The spiritual importance of nature in Japan is rooted in its indigenous belief system, Shintō. Within their culture, all natural objects have spirits, or kami (神), that must be respected. With this belief in mind, it’s clear that the modern thirst for technological greatness does not eclipse the desire to connect with the basis of life. Visiting Yoyogi Park in the Harajuku neighborhood of Japan was a particularly vivid visual for me on this concept – though enveloped by the bustling streets of fashion, neon lights, and trains, the expansive and tranquil forest holds significant space in the heart of Shibuya. 

On a global scale, rapid technological advances and AI initiatives have become a massive phenomenon, placing technology at the forefront of our idea of improving as a society. However, by viewing artificial intelligence as the sole vehicle for advancement, we lose our sense of the natural world entirely – this is where the lesson of harmony that I learned in Japan can come into play. By using technology in tandem with natural, human resources rather than in the place of, we can excel to greater heights without losing sight of what it means to be human in our storytelling efforts.

---

Lessons in Delight, Emotion, and Joy

Being a self-proclaimed trinket-lover and follower of Japanese pop culture, icons like Hello Kitty and Doraemon were by no means foreign to me when I landed in Japan. I quickly understood the traveler’s joke of having to buy a second suitcase at the end of your trip to Japan – in all honesty, I bought more souvenirs than may have been necessary. 

Within the realm of Japanese characters lies a relatively new face – launched in 2004 but experiencing a wave of hype within the past year, Sonny Angel collectibles have skyrocketed into the limelight. The figurine itself is a 3-inch cherub sold in blind boxes with the allure of not knowing exactly which figurine you’ll end up with. 

Diving further into the backstory of these miniature angels, I learned that they were designed to be a tiny companion for working women in their mid-20s dealing with the stresses of adulthood, illustrated best by its “he may bring you happiness” slogan. As someone who fits this description to a T, as well as a marketer always eager to join in on viral moments, I had to get my hands on one. Apparently, the rest of Tokyo was on the same mission, as nearly every store was sold out. 

While at face value some may view the figurine as a childish toy, the item’s purpose struck a chord with me. These cherubs seem to flip the script on the “staunch professional” narrative in today’s business world – when things become serious and rigid, we lose unique perspectives, critical confidence, and memorable impressions. The emphasis of bringing lighthearted creativity into the workplace while also being regarded as a respected professional resonated with me deeply, especially as a woman. 

The core concepts surrounding the Sonny Angel conversation are quite similar to a recent conversation led by ERI’s Raffi DerSimonian on the power of delightful interactions within the marketing landscape. Defined as small, thoughtful design elements on a website that aim to bring joy to users while making their user journey memorable and enjoyable, delightful interactions help form emotional connections between users and the institution. Just as Sonny Angels bring young professionals a sense of whimsy on their desk, delightful interactions can elicit the same response on an institution’s digital doorstep. 

---

Lessons in Philosophy, Purpose, and Improvement

Japanese philosophy brings about a myriad of fascinating, thought provoking concepts – visiting the temples and shrines that sparked these ways of thinking was a surreal experience, and allowed me to further comprehend what these philosophies meant to a fulfilled life.

Already somewhat popular in the American realm of self-improvement, Ikigai (生き甲斐)  refers to finding the balance between what we love, what we’re good at, and what the world needs in order to determine our true purpose in life. Interestingly enough, this philosophy is very reminiscent of my experience making my way into the marketing world. Originally a lost economics student, I realized that my love for creativity could not be satiated on the path I was on. From there, I recognized my strengths in visual design, problem solving, and storytelling. Ultimately, I found my way into marketing through what the world needed – individuals who can assist others in accurately expressing their mission in a thoughtful manner. 

Omotenashi (御持て成し) is a concept I was less familiar with prior to my Japan travels, but rings true in my workplace values. This philosophy involves providing the best service without expecting a reward, artfully blending hospitality with mindfulness. From restaurants to lodging to traditional ceremonies, this concept is at the core of Japanese culture, and should be a staple everywhere – we should all pay close attention to small details and anticipate the needs of others without first thinking of how it will benefit us.

A final lesson was found in Kaizen (改善), the idea that there is always room for improvement, no matter how well something works. However, improvement within Kaizen does not mean revolutionary steps, but rather small, incremental changes to make the world around us more fulfilling, less tiring, and safer. In a world constantly growing with large strides, a reminder that growth is possible in simple forms is the lesson many of us need when overwhelmed.

---

While this particular journey to learn new lessons away from my desk took me over 13 hours in a plane and a considerable budget, efforts to elevate cultural learning do not need to be as intense as a one-month foreign escapade to reap the same benefits! By taking advantage of online resources, local museums, community events, and open conversations, anyone can expand their worldview and become open to new, unique perspectives that will change the way they interact with the world.