The Tohoku Pacific Earthquake: Day 4

March 11th.  From early morning to around 1pm, I was doing some work and had taken a late lunch.  I have a habit of watching the Diet proceedings live on television, and on this day Prime Minister Kan responded to the House of Councillors Budget Committee regarding foreign donations.  Foreign Minister Maehara just recently resigned regarding this same problem.  He received 250,000 yen in illicit donations and Prime Minister Kan 1,040,000 yen.  Although not a significant donation, illegal is illegal, and he was pressured to resign.  It was during this House of Councillors Budget Committee session when news of the earthquake broke.  An unfamiliar alarm rang out and echoed as the earthquake hit Japan from Tohoku to Kanto.  The breaking news was about Tohoku, which was a relief, however the shaking was unlike anything I had ever felt and I moved to a place in my home where things would not fall.  The shaking was long, and the earthquake that we thought would eventually come had finally come. 
From Shibuya to Setagaya wards in Tokyo, the extent of the earthquake was mostly limited to items falling off of bookcases.  Even within Tokyo, the shaking and amount of damage differed depending on which area one was located.  Immediately after the magnitude 9.0 earthquake, large aftershocks hit.  I called my mother at her home in Tokyo and was able to contact her using a landline phone, however following the large aftershocks, the calls stopped going through.  The internet continued to work as usual, and I was able to send emails to my family.  In Setagaya ward cell phones stopped working immediately after the quake.  Because landlines and cell phones continued to be out of service, I was able to use Skype to contact others.  It was possible to call a landline number from Skype, however it would not connect to a cell phone number. 

The coverage after the breaking news flash of the earthquake was quite impressive.  The station quickly switched from the live Diet session coverage to a special news program.  They quickly ran footage from after the quake as well as of the widespread damage caused by the tsunami.  Despite the fact that even Tokyo experienced tremendously strong aftershocks, the NHK announcer’s (Taisuke Yoko) demeanor was very strong and he conveyed the situation in Tohoku in a calm manner.  Although only a short time had passed, the information was conveyed in a well-organized manner.  The response and information provided by other stations was also good, yet a little more chaotic.  All of the Tokyo stations switched their schedules to special programming.  ※In Tokyo (excluding cable, CS, etc.) there are a total of 7 channels, including commercial stations.

After the damage caused by the shaking came the tsunami.  Inconceivable images came flooding across the screen.  Immediately after the earthquake, we saw images of the tsunami flowing back at the mouth of the Natori River in Sendai Prefecture, and fields and homes being swept away.  Just when we imagined that the damage could not get any worse, images of other damage and devastation from an ever-widening area continued and there were many people who did not know exactly what to do.

Aftershock and massive tidal wave alarms continue, which is affecting the quick response of rescue operations.  Currently, alarms and warnings for tsunamis have been lifted and rescue operations by the Japanese Defense Force are moving ahead at a rapid pace.  There are many who had been stranded and rescued, and the number of people who sacrificed their lives grows by the day.  The number of people confirmed dead or missing is now at 3367, but this will continue to rise.  In Miyagi Prefecture alone there are said to be 10,000 people still missing.  This earthquake was the largest ever-recorded in Japan and the fourth largest ever in the entire world.   

Prime Minister Kan’s actions on March 12th began with him traveling to the Fukushima Daiichi nuclear power plant from the disaster area.  At the plant, malfunctions were found, which have become just as serious as the earthquake and tsunami.  Japan is a natural resource conservation country and promotes nuclear power, which together with Japan’s technology is sold to other countries.  There are many countries besides Japan who promote nuclear power, and even with different technologies, the desire to avert a large accident is the same.   As the coverage continues from the day before yesterday, hydrogen explosions have occurred in the Fukushima No. 1 and No. 3 reactors, where the box-shaped outer wall was blown away and only steel left.  The government announced that reactor containment structures and pressure vessels are sound.  
The evacuation of nearby residents was expanded to a 20km radius and according to the latest government announcement, the possibility that a large amount of radioactive matter will scatter remains low.  Over 190 people have been exposed, but expert agencies said at a press conference that the exposure was “not at a level hazardous to health.”  The number of people is expected to increase and we can only pray that this situation is resolved quickly. 

Related to the problems at the nuclear power plant is the worry of insufficient power from Tohoku down to Kanto, etc.  Yesterday TEPCO held a press conference about the government’s approval of planned power outages.  There are clearly many people confused about the situation due to the discrepancies in the planned outage area information given to the media and that on TEPCO’s website.  The main discrepancy was related to Tokyo’s 23 wards, where the information provided by the media listed only Arakawa ward, when in fact other areas were included.  The areas scheduled for outages are divided into 5 groups, with power outages of up to 3 hours at specified times.  I was shocked at last night’s 20:00 announcement because certain areas were scheduled for outages beginning the following morning at 6:20am.  
However, this morning there were no planned outages as the government and TEPCO were able to supply the power.  Many railway companies cancelled trains during the scheduled blackout time periods and decreased the number of trains running.   
The announcement regarding rolling blackouts during the morning rush hour had a tremendous impact.  Horrible crowding occurred at stations that remained open, and there were limits placed on movement toward the platforms.  Trains took more than one hour and to get to their offices, many people took routes different from usual.  Also, it took many two to three times as long to get to work.  Many people used buses and taxis from the stations that had been closed.  Even by taking the long way or detours, many Japanese salarymen (businessmen) on their way to their offices took buses and taxis to get near stations that remained in operation.  This is a picture of the Japanese people’s seriousness. 
 The thing that makes me wonder is why wasn’t emergency contact made with each company’s employees at the time of last night’s announcement by the Japanese government and TEPCO.  The railway companies’ announcements were also late, however besides having the internet, to the extent possible employees should continue to go to work.  Some companies have taken temporary days off, however we want them to consider flexible responses.  The rolling blackouts are scheduled to take place this evening in certain areas.  A further announcement regarding tomorrow onward will be made, however there are cases in which the blackouts may continue for a month.  Even in the Tohoku region rolling blackouts are scheduled to take place.

The aftershocks are still occurring and there is a 40% possibility that they will continue.  Although the situation remains unstable, we hope that those isolated in the devastated areas are rescued as soon as possible.  We want those who were lost due to the tsunami to be able to quickly rest in peace.  It will surely take time for the lifelines to the quake-hit areas to recover, however because it is still quite cold in the Tohoku region, we can only pray that the response is quick.  
The latest news is available on NHK.  Japanese: http://www.nhk.or.jp/　English: http://www3.nhk.or.jp/nhkworld/　（Japanese site is more detailed.)

Written on March 14th

Japan

March 16, 2011

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Japanese Animation (Anime): Ghost in the Shell S.A.C.

Japanese animations, after being evaluated overseas, become popular pieces of work.  This year, a new piece is being released as a 3D movie.  The comic was originally written by Masamune Shirow and appeared in 1991 in the Shukan Young Magazine.  It was made into a movie in 1995 and following AKIRA, became a topic overseas. http://www.kokaku-s.com/

The reason that this piece has become popular can be traced to the word “GHOST” in the English title.  On Wikipedia, words used in the works are introduced, however the explanations are very short and the spiritual part of man, ego and consciousness, and parts like emotions are like the snap of a finger. 

It’s set in the 2020s after nuclear war.  The stage is the cyberized society of Japan.  With cyber technology the brain can directly access the internet and information network in a world where whole or parts of bodies can be cyborgs and prosthetic technology is widespread.  Because people, prosthetics and androids are all together, “crimes” are becoming sophisticated.  The characters are part of the Public Security Section 9 under the Japanese Ministry of Home Affairs.  The title, Ghost in the Shell, is their other name.  Spider-like robots with artificial intelligence are active with the characters. 

One interesting point of the story is that even in the world of 2020, not everything can be set right by being cyberized.  There are also areas that feel Japanese.  Two pieces that I like are ”Automated Capitalism” and “Tachikoma Runs Away/The Movie Director’s Dream.”  The former is about a high-profile investor computer that continues to work after his death and seems as if it will appear in the near future.  The latter is about an unnamed movie director who makes his own brain into a computer network, which when accessed (being shown in a movie theatre) is unable to be separated from the world of film. 

It is widely known that Ghost in the Shell S.A.C. was influenced by the movie, Matrix, the 1999 film directed by the Wachowski brothers.  The ideas from the Matrix, such as accessing the internet and networks, as well as taking over prosthetic people’s brains were used.  There are likely other similar scenes from other science fiction films.  Not anime, but the live-action version production rights are said to be held by Steven Spielberg.  As science fiction movie material, it seems that there is little left to use, however I hope that there will be newly produced stories. 

I don’t recommend watching anime works from the middle.  Ghost in the Shell S.A.C. 2^nd GIG and the released movie, etc. can be seen on the BANDAI CHANNEL.  *They are generally pay programs.  There are also some parts that are free.

On another note, news almost certainly appears on the internet as seen in topics such as Facebook and Twitter usage being recently affected by the situation in the Middle East, and the problem of prep-school students using cell phones to post examination questions on Yahoo’s Chiebukuro, etc.  Although we can’t directly access the brain, within human consciousness, the boundary between virtual and real worlds has disappeared and the responses to matters by governments and organizations of “being used” seem to be lagging.    

S.A.C. stands for Stand Alone Complex.  Within the information network, there are isolated individuals, but because information is shared or made parallel expression seems to develop into a collective action.  A certain individual sends a signal and unconsciously another person assumes that it is a message addressed to him, which is what these pieces portray.

Japan

March 5, 2011

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Japanese Manga: ONEPIECE

Tunisia, Egypt, and the surrounding countries.  In the midst of the instability in the Middle East, I wondered about Japanese manga (comics) as a Frenchman, dressed like the protagonist Luffy from ONEPIECE, flashed across the television.

Last November, circulation of ONEPIECE, Shueisha’s Weekly SHONEN JUMP comic book, surpassed 200 million copies.  Having been made into a television cartoon and movies, the name is known by everyone in Japan.  In all, 10 movies have been released and in December 2009 the ONEPIECE FILM STRONG WORLD, with a story by the author Eiichiro Oda, became the number one grossing film for the second half of 2009.  For the movie release and the visitors, giving the zero (0) volume as a present seemed to work well.  In addition, there are video games, etc. and contents are being expanded through the media mix.  There are things in which the characters are used, as well as times when they appear in other areas or fields and other companies’ product and service television commercials and campaigns, etc. 

ONEPIECE was created to take place in the fantasy Great Pirate Age. ONEPIECE is seeking the team’s hidden treasure and goes to places where that may be.  It is the story of the protagonist Luffy (wearing the straw hat) and his pirate friends (The Straw Hat Pirates) and their travels.  The friends meet during the voyage.  Luffy is the captain and meets the following in order: swordsman (Zoro), navigator (Nami), marksman (Usopp), chef (Sanji), doctor (Chopper), archaeologist (Robin), shipwright (Franky), and musician (Brook).  The episodes are made up of the encounters with these people and the encounters on land, battles (the majority), unknown forces, new discoveries, as well as the tests, etc. given to each individual and the group.  And, it is made up of fairy tale-like elements.  Very soon, the 61st comic book will go on sale and for anyone who has not yet read the entire series, I strongly recommend that you do so.  The books have apparently been translated into a number of different languages. 

While there are modifications and discrepancies because the weekly comics are a series, they are enjoyable because the stories have been taken from the era of pirates after the fall of the Roman Empire.  Of course, they also touch on the old legends of pirates from long ago.  Also, the tug of war between pirates; battles against the world, countries, and societies; as well as the interwoven theme of the greatness of nature, etc. make us really think. 

SHONEN JUMP has three basic principles: friendship, triumph, and effort.  In the case of ONEPIECE, because the feelings (both good and evil) of Luffy and the characters that appear are conveyed toward other people, it seems that love seems to be more correct than friendship.    

To mark the comic’s circulation of over 200 million copies, Shueisha began a campaign yesterday.  In magazines that the company produces and sells itself, ONEPIECE is being used to attract people and promote the comic.  How much are they leveraging to promote their own brands?  Although there are items in which the ONEPIECE characters appear, the content is such things as the cover being the ONEPIECE color.  Lottery presents and supplements also use ONEPIECE information and items.  To conclude, here are some descriptions of some of the presents and supplements introduced in Shueisha magazines used to promote the comic and in yesterday’s WEEKLY JUMP:

SHONEN JUMP (comic magazine): Comic book cover box speaker & illustration by Mr. Oda “mini mini colored paper”
WEEKLY YOUNG JUMP (comic magazine): Special handmade wooden jug (set of 3)
WEEKLY PLAYBOY (men’s magazine): Nami/Robin/Hancock 3D mouse pad
BAILA (women’s magazine): BAILA & AHKAH motif bracelet
SEISHUN TO DOKUSHO (Shueisha reading magazine): Original book card
MYOJO (entertainment magazine): ONEPIECE special pencil board
MORE (women’s magazine): Chopper plastic folder
COBALT (girl’s novel magazine): Premium book cover
JUMP SQ. (comic magazine): Set of 4 serialist-drawn illustration posters
DUET (idol magazine): Set of 3 very cute hair scrunchies
MARGARET (women’s comic magazine): Casual dress
SPUR (women’s magazine): SPUR & beautiful people MANGA pouch
CHORUS (women’s comic magazine): Wooden lunch box set with rubber band fastener
SEVENTEEN (junior/senior high girl’s magazine): Chopper & ST casual socks
MARISOL (women’s magazine): Original tote bag with crystal elements
YOU (women’s comic magazine): Special lunch mat
MAQUIA (women’s magazine): Pirate cosmetic case
ECLAT (women’s magazine): Special pocket electric toothbrush with case
LEE (housewife magazine): Set of 3 sponge wipes
SHOSETSU SUBARU (novel magazine): Pure gold bookmarks (set of 2)
V JUMP (comic magazine): Special 3D decoration sheet (set of 2)
THE MARGARET (girl’s comic magazine): Good dream cushion
BUSINESS JUMP (comic magazine): Original computer keyboard
SUBARU (novel magazine): Original book card (set of 2)
MEN’S NON-NO (men’s magazine): MEN’S NON-NO & BEAMS T bandana
ULTRA JUMP (comic magazine): Miwa Shiro illustrated ONEPIECE T-shirt
OFFICE YOU (women’s comic magazine): Reflectors (set of 3)
UOMO (men’s magazine): Special notepad covers
RIBBON (girl’s comic magazine): limited edition padded stickers (set of 3)
BESSATSU MARGARET (girl’s comic magazine): ONEPIECE tumbler (set of 9)
NON-NO (women’s magazine): Chopper logo hooded dress
SUPER JUMP (comic magazine): ONEPIECE 200 million copies commemorative original 500 piece puzzle
COOKIE (girl’s comic magazine): Going Merry commemorative coin cell phone screen cleaner

culture, Japan

February 3, 2011

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Why the crane? The new JAL brand logo

Although I had been working on another topic for this blog, a piece of news jumped out at me this evening about which I just had to write.  JAL (Japan Airlines), currently under corporate rehabilitation, may renew its brand logo.  According to the news, the “crane” is making a comeback, which really made me think.  Isn’t  JAL a brand that must move forward?  As a consumer, and for those involved with the brand, it’s difficult to understand. 

Keeping in mind the original intentions, is returning to the starting line something that can be embraced?  Do the good old days of JAL have an influence on the current situation?  Wanting to change the present brand logo is understandable, however it feels that the crane is wrong somehow. 

One of the reasons that Japan’s leading wing has disappeared is that synergy could have been taken up with the times, but that hasn’t been done entirely.  As for the service, it was thought of as advanced and a very attractive blend of traditional Japanese hospitality.  Foreign friends and acquaintances that have used JAL all call it “amazing.”  However, meeting the needs of the many customers is another story.  The number of customers who want the lowest fares to their destinations has increased and the soft side is not a priority element.  Also, although traffic from people in emerging markets is increasing, LCC (low cost carriers) are becoming popular and for people in Asia and other areas airplanes are becoming like trains and buses.  I remember going to Morocco four years ago and the high level European executives assembled in the meeting used low cost carriers to return home.  Although just a short distance, I found that the reason was that the number of airlines without first-class seats was increasing. 

The airplane is the easiest to use, so why the crane?  If it were being refurbished like the Starbucks logo (which we mentioned in the last blog entry) then I understand, however I only see a minor change in the crane, which I can’t say is meaningful.  Also, am I the only one who thinks that it just doesn’t sound right during a time when there are also layoffs due to reconstruction?  Or perhaps JAL itself may disappear in the near future? 

The original crane was designated in 1959 and JAL was founded in 1951.  The revival of the crane comes about 50 years after its birth.  Particularly in Asian countries, Japan’s high level of quality has made it popular and we hope that JAL and its reputation for good service will continue to do its best.  We hope that the wings will lead to blue skies.

Airlines, Branding, Japan

January 19, 2011

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Business domain not needed in a brand name?! A Starbucks story

The new Starbucks brand logo was a hot topic in the news last week.  The simple design eliminates the name “STARBUCKS COFFEE” and keeps only one part of the symbol, the siren (mermaid).  You can listen to Starbucks CEO Howard Schultz talk about the logo design transition online at   http://www.starbucks.com/preview

In the past, Apple Computer became Apple and now product brands such as iPod and iPhone, as well as Byte and Bite, have been developed with only the “apple” mark.  When it comes to famous brands (because of large amounts of communications such as advertising), many create environments that can communicate with only symbols, however Starbucks seems to be a little different. 

Starbucks had been doing poorly in the US, however the company seems to be improving.  According to published articles, its largest market outside the US is China, followed by Canada.  As of last December, the company had 406 stores in China and plans to increase this number to 1500 by 2015.  As part of the company’s 2011 business strategy, Starbucks is focusing on 53 markets outside the US with plans to open 300 stores around the world.  If we know its future China plans, most of these are likely Chinese stores.  

Starbucks is apparently focusing on continuing to develop Starbucks VIA  (Starbucks instant coffee developed two years ago), as well as creating more variations of products such as the Frappuccino for each local market. 

Recently, Howard Schultz made some interesting comments in the Wall Street Journal.  Sales apparently do well in China mainly from afternoon to night.  That’s why from now Starbucks wants to enhance morning and morning coffee.  I heard before that for Chinese who live in cities, breakfast is a light meal and they eat something between morning and noon.  Whether or not this remains a custom is unknown, however they have time to relax and take a breather.  This time is not long and therefore there has to be a store nearby.  This means that opening new stores and continuing to develop VIA instant coffee are probably vital to Starbucks. 

Back to the new Starbucks logo.  The reason for deleting COFFEE is that the company sells other items besides coffee and from now on will continue to focus on developing areas other than coffee.  In addition, for the company’s 40^th anniversary the logo is being “rejuvenated.”  The point that feels a little different is that it is disconnected from its hometown or origin (Seattle).  Not only coffee, but also “STARBUCKS” has disappeared from the symbol itself.  “STARBUCKS” naming is derived from its hometown.  Perhaps they are putting effort into making strengthening markets outside the US part of the brand strategy.

Asia, Branding, China, Emerging markets, Retail branding

January 10, 2011

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Wastewater

In Japan (other countries may also be used as reference) it’s said that wastewater from households is the cause of 70 percent of water pollution.  According to documents from the Ministry of the Environment, wastewater refers to drainage water from everyday life such as kitchens, toilets, baths, laundry, etc.  The amount of water used by a single person each day has reached 250 liters.  Wastewater can be broken down into miscellaneous household drainage (kitchens, baths, laundry) and human waste (toilet), with the former accounting for 70 percent.  Of this, the largest is wastewater from kitchens, with miscellaneous household drainage making up 40 percent. 

One indicator of the degree of water contamination is BOD (Biochemical Oxygen Demand).  BOD is the amount of oxygen used when microorganisms in the water breakdown wastewater.  Put simply, high BOD means we must be mindful of flushing water that is not dirty. 

For BOD value, the value where oxygen still exists of 10mg O2/L has been adopted as the minimum environmental standard.  In Japan, thanks to vault toilets, separate sewage treatment tanks, public sewage systems, rural community sewage, community plants, and individual sewage treatment tanks, one public body of water, a major river’s BOD value (from the Ministry of the Environment’s collection of environmental statistics) is continuing to decrease when compared to the previous year’s study.    Although the data is old, the numbers for the Tone River in Japan were 1.9mg in 1985, 1.7mg in 2000, and 1.5mg in 2002.  Even non-major rivers are showing improvement (reference: the Ministry of the Environment, public water quality measurements).

In recent news, Chinese investment firms and investors are said to be eyeing Japan’s water sources and purchasing or considering purchase.  Population growth is one reason, but the number one reason is apparently water contamination.  The main contaminants in Chinese rivers are organic materials and ammonium-nitrogen, as well as phenol and cyanogen, which are causing the pollution to progress.  These come mainly from industrial wastewater and miscellaneous household drainage, with the former slightly under 40 percent and most of the latter being released into the environment without being treated.  One of the six large rivers in China, the Yangtze and its tributaries, has relatively good water quality, however it is degrading and worsening (reference: the Ministry of the Environment website.)  Even though the maintenance and installation of public sewage and septic tanks is rapidly taking place, water quality improvement is likely to take a long time.  
Water contamination is undoubtedly a large problem for not only China, but also other emerging nations.    

As we are not researchers we don’t know if Japan is a good example, however if water quality has improved as the data shows, then as a country we should proactively carry out technical collaborations such as sewage treatment and septic tanks.  Recently, we often see the phrase “water business” so we think that perhaps actions are being taken.  However, wastewater improvements are not just talk about technical capacities, but also have a big influence on the country and the culture, as well as the way of living.  The topic is likely much larger than we can possibly imagine.

Asia, China, Ecology, Japan, pollution, water

December 20, 2010

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The world’s population

To get a macro understanding for a task, we visit the Japanese Bureau of Statistics website.  This site has a page on world population and the content is taken from the United Nations Statistic Division. 

We’d like to show the shifts taking place in the world’s population.  Below are the populations for the top 10 countries in 2009.

China                               1.35 billion            Male 700 million    Female 650 million

India                                1.2 billion               Male 620 million    Female 580 million

United States                315 million            Male 155 million    Female 159 million

Indonesia              　    230 million         Male 115 million    Female 115 million

Brazil　                          194 million               Male 95 million      Female 98 million

Pakistan　                     181 million                Male 93 million      Female 88 million

Bangladesh                  162 million               Male 82 million      Female 80 million

Nigeria                         155 million               Male 78 million      Female 77 million

Russia                             141 million               Male 65 million      Female 76 million

Japan                              127 million               Male 62 million      Female 65 million

The 2050 population estimate is below.  *The website also lists a 2025 forecast. 

India                              1.61 billion              Male 820 million      Female 790 million

China                             1.41 billion               Male 730 million   Female 680 million

United States             400 million　            Male 200 million       Female 200 million

Pakistan   　                  335 million　           Male 171 million      Female 164 million

Nigeria　                         289 million　           Male 146 million      Female 144 million

Indonesia　                        288 million　           Male 142 million      Female 146million

Bangladesh                         222 million　           Male 111 million      Female 111 million

Brazil                                  219 million             Male 106 million    Female 113 million

Ethiopia                              174 million              Male 87 million       Female 87million

Democratic Republic of the Congo   148 million     Male 73 million       Female 74 million

The world population is estimated to be 6.83 billion people in 2009 and 9.15 billion in 2050. 

One possible reason that India will overtake China is China’s “one child policy,” which has been in effect since 1979.   The policy may also explain the difference in China’s male to female ratio.  In India, the male to female ration difference may come from the fact that males are preferred from the labor and manpower standpoint.　　Also, it has been pointed out that for women, families must come up with expensive dowries during weddings.    Some feel that the gender discrimination problem also has an impact.  If the predictions are correct, this will mean that in 2050 approximately 50 million Chinese men and 30 million Indian men will be unable to marry.  China will also be facing the problems associated with becoming an aging society.  

Recently, the United States has also become a topic in the population discussion.  It is being said that in 2050 the number of Hispanic residents will reach approximately 100 million.  *Population growth is also affecting the United States.  In Europe, countries are facing dwindling birthrates and aging populations as well as increasing numbers of immigrants.  The number of people with Arab backgrounds also continues to increase. 

Countries known as “developed nations,” are beginning to take measures for aging populations (or already aged societies).  Population growth is considered one of the contributing factors for economic growth.  What should be done in Japan?  Japan’s 2050 population is expected to be approximately 90 million.

China, India, Japan, population, race, United Nations, United States

December 5, 2010

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Healthcare-branding: World AIDS Day

December 1^st was World AIDS Day.  Although the red ribbon symbol is widely known, there are probably few people who remember the exact month and day that it takes place.  World AIDS Day was first observed in 1988 and was directed by the Joint United Nations Programme on HIV/AIDS (below UNAIDS) until 2005 when it was changed to The World AIDS Campaign.    

As a side note, the red ribbon wasn’t something decided on by UNAIDS alone.  A short while before World AIDS Day was established, an American Christian group made the red ribbon a symbol to eliminate the prejudice and discrimination against AIDS patients. 

AIDS, or Acquired Immune Deficiency Syndrome, is a symptom induced by HIV infection, but the term doesn’t refer to the HIV infection itself.  According to the UNAIDS AIDS Epidemic Update 2009, the number of deaths around the world due to AIDS was 2 million, including both adults and children.  The number of people infected with HIV (officially HIV-positive people) is said to be 33.4 million. 

The region with the highest number deaths from AIDS and people infected with HIV is sub-Saharan Africa.  In 2008, the number of AIDS-related deaths was approximately 1.4 million and 22.4 million people were infected with HIV.  In the same year, the HIV positive rate decreased compared to rates from 2001, the sole piece of good news.  Following Africa, the region with the next highest number is Asia, which had 300,000 AIDS-related deaths and 4.7 million HIV-infected people in 2008.  In 2001, with the former at 280,000 people and the latter at 4.7 million, the rate of infection appeared to be easing compared to the 1990s, however the fact is that it is increasing.

Although there are geographical differences, the main means of transmission is sexual intercourse.  UNAIDS is strongly appealing for the necessity of measures in each region.  While the details are not written about in a report, it seems that a country’s economic growth relieves the spread of infection.  However, it has also been pointed out that the disparity in income may lead to further expansion. 

Though the situation is not completely stable, the results from the 22 years of UNAIDS-led activities are promising signs.

Africa, Asia, healthcare, United Nations

December 5, 2010

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Healthcare-branding: World Diabetes Day

The Tokyo Tower was lit up in blue on November 14, 2010. This was to commemorate World Diabetes Day, for which the global symbol is a blue circle.

Diabetes, properly called “diabetes mellitus,” is a group of metabolic diseases that cause a person to have high blood sugar, either because their body does not produce enough insulin, or because their cells do not respond to the insulin that is produced. According to Japan’s Ministry of Health, Labour, and Welfare, there are four types of diabetes:

Type 1 Diabetes:
The destruction of the pancreatic β-cells, which make insulin, causes the amount of insulin in the body to be depleted. This type of diabetes, which usually begins in childhood, is also known as insulin-dependent diabetes or juvenile diabetes.

Type 2 diabetes:
There are two kinds of Type 2 diabetes. In one, the body produces a small amount of insulin; in the second, insulin deficiency is caused by a lack of response to insulin in the liver and muscle cells. Type 2 diabetes is often related to lifestyle, such as diet (eating habits) and lack of exercise. About 95% of diabetes cases in Japan are of this type.

Diabetes caused by disease or genetic abnormalities
Infections and diseases of the liver and pancreas, reactions to medication, and genetic abnormalities can also cause diabetes.

Gestational diabetes
In gestational diabetes, pregnant women who have never had diabetes before develop high levels of blood glucose during pregnancy. This may be a precursor to the development of Type 2 diabetes.

Type 2 diabetes is on the rise globally. Five to six percent of the world’s adult population—246 million people—face diabetes. According to the International Diabetes Federation, it may be as high as 380 million by 2025. Increases are seen mostly in emerging economies in regions such as Asia, the Middle East, Africa, and South America. These areas are expecting the number of diabetes patients to double in the next 15 years.

Emerging economies are growing very fast compared to Japan’s own growth. Furthermore, Japan is an island nation, so its economic development is easy to track. Still, no matter how economic growth occurs, living in the same mass-consumption society will bring up common issues—including diabetes caused by changes in people’s lifestyles.

As Japan’s society is aging and its birthrate falling, people are becoming more sensitive and concerned about their own health. In response, many Japanese companies are producing “healthcare” related products. Through their advertisements and PR, they are also offering ideas about ways to combat or prevent diabetes. These include promotion of beverages such as low-malt beer and low-carbohydrate or carbohydrate-free sparkling beverages that taste like beer, and reducing the absorption of sugar with a meal by consuming fiber in the form of unique vegetable juices or recipes from the makers of brand-name seasonings. Companies have also been promoting exercise trends such as walking or jogging, and supplements and drinks that slow the absorption of sugar. They are sure to come up with even more ideas, since healthcare businesses and the healthcare market are growing more every year.

Japan, as an economically developed country, should take the lead in helping regions that are expecting the number of diabetes patients to double over the next 15 years. The country should go beyond the contributions of any individual company or academic study, and seriously consider how to take action for the future health of all of Asia.

Asia, healthcare, Japan

November 22, 2010

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Eco-branding: The “Econvenience” store in US

If you asked the average American consumer to describe a convenience store, most would say it’s a place that sells junk food, lottery tickets and cigarettes. Ubiquitous in many other areas of the world, convenience stores are less common in the US. They also carry fewer goods, and tend to have a negative image, being associated with negative images such as frequent burglaries, unhealthy food and beverages, and dirty interiors. However, a new and interesting niche with a completely different image has appeared: eco-friendly convenience stores, branded “Econvenience stores,” have started opening across the nation and are becoming a new green/eco-trend.  

Convenience stores in the US

Convenience stores have been in the US since 1927, when 7-Eleven began in Texas. Today there are a variety of stores across the country ranging from major chains (am/pm, 7-Eleven) to gas station mini-marts and local mom-and-pop stores. In the US, convenience stores are generally located in urban areas or along major roads and highways, making them easily accessible to shoppers who usually visit via car. Many convenience stores are connected to gas stations. Convenience stores typically offer snacks and processed foods (candy, potato chips, soda, etc.), lottery tickets, newspapers and magazines, and tobacco products. Depending on the location, they may also sell some groceries (including liquor and alcohol, depending on the state) or household goods. Prices, however, tend to be higher, and selections more limited compared to larger retailers. Although some convenience stores offer pre-packaged or hot food items, these tend to be unhealthy options such as pizza, burritos, hot dogs, and high-fat sandwiches. In response to an increasing demand for healthier items, many convenience stores have begun offering “healthier” options such as lower-calorie sandwiches, fresh salads and fresh fruit.  

The “Econvenience store”

Vastly different from the typical American convenience store, “econvenience stores” sell natural and organic food and beverages, and focus not only on price and convenience, but also on health, safety, taste, and the environment. Note: In the US, demand for eco-friendly food (including organically grown, vegan-friendly, gluten-free, and local offerings) has skyrocketed, and such products are readily available in most major supermarkets. Americans spend billions of dollars each year on these items, and today there are major natural-food supermarkets that carry only organic and natural products. One of these companies, Whole Foods Market (http://www.wholefoodsmarket.com), is one of the world’s largest retailers of organic and natural food, with more than 270 stores in North America and the United Kingdom. Whole Foods carries only products that are minimally processed and that are free of hydrogenated fats, artificial colors, sweeteners, flavors and preservatives. Despite its higher prices, Whole Foods has become a popular and trendy place to shop, and its success has helped to make organic products more easily attainable and commonplace in American society. One could argue that it has also played a role in increasing awareness of eco-friendly products and practices (recycling, eco-bags, etc.). As a “hybrid” of the traditional convenience store (am/pm or 7-Eleven) and the large organic grocery store (Whole Foods), the econvenience store offers healthy and natural options together with the handiness of a convenience store (as well as the community feel of a local store). While the majority of American consumers still shop at local chain supermarkets and base their purchasing decisions on price, there are more and more shoppers who are concerned about where their food comes from and are willing to pay a little more, and drive a littler farther, to get the products.   

The following are two examples of econvenience stores in the US:

1. Locali (http://www.localiyours.com)

One example of an “eco-friendly” or “econvenience” store is Locali Conscious Convenience, located in Hollywood, California. Locali, meaning “community” in Italian, calls itself “Your sustainable neighborhood market.” At first glance, Locali appears to be just a small, nondescript grocery store in a strip mall. However, upon entering the store you find a clean and hip market. The 7-Eleven-style fluorescent lights and shelves of processed foods are nowhere to be found–instead you see wood shelves (made from reclaimed wood) full of interesting local, organic goods. The interior also features energy-efficient appliances and lighting fixtures. According to the company’s website, Locali “aims to serve its community by providing eco-friendly products and healthy food and beverages from sustainable growers, artisans and suppliers.” While the shop caters to customers stopping by for to-go drinks or a bite to eat, there are plenty of unique organic and local products for sale. You can find everything from frozen organic food to natural teas and juices, local/sustainably produced wines, and natural snacks. Besides food and beverages, Locali also sells eco-friendly household and everyday items, including light bulbs, feminine products, household cleaners, hand sanitizer, and even lip balm. In addition, Locali offers a variety of natural and organic deli sandwiches; salads; beverages featuring reverse-osmosis water; antibiotic-, hormone-, gluten-, and casein-free meats; and locally made fresh, natural breads. All deli packaging and utensils are biodegradable and compostable. The shop encourages customers to bring their own reusable bottles and containers for both drinks and food. Another important aspect of the econvenience store is its involvement with the community. Locali does this by not only showcasing local products, but also by promoting local events and giving back to the community.

2. Green Spot (http://www.greenspotmarket.com)

The Green Spot Market & Fuels, another eco-friendly convenience store, opened for business in 2008 in Dallas, Texas, after the owners realized that many local consumers wanted to be more environmentally conscious and eat more healthily. Unlike a typical gas station and mini-mart, Green Spot doesn’t sell Snickers bars or bags of Doritos. Green Spot is a “Healthy Convenience” store where customers can find guilt-free natural snacks and drinks, and can also fill their cars with biodiesel fuel. The store specializes in healthy, organic, and wholesome products such as natural sodas, organic snacks, fresh flowers, gourmet sandwiches, organic/fair trade coffees, natural teas, and even organic diapers. You can still find Coca-Cola; however, it’s from Mexico, where it’s still made from real sugar. As at most organic grocery stores in the US, there are also numerous items for vegans. This convenience store also serves as a café offering healthy, organic meals made from only natural ingredients. In addition, Green Spot uses eco-friendly products, including cups and straws made from corn, utensils that are 100% biodegradable, and plates and bowls made from sugar cane. Even the wallpaper is made from used paper grocery bags. Green Spot is not just a natural market, but also a “green” gas station. Customers can purchase biodiesel-blended fuels (made from corn oil, soy oil, etc.) in two grades, 5 percent and 100 percent. Compared to regular fuel, biodiesel fuel is cleaner-burning and adds no carbon dioxide to the atmosphere. The biodiesel is also available for onsite fueling at events and festivals, including concerts. Green Spot hopes to educate consumers on both healthy eating options and being environmentally responsible.

Eco-friendly convenience stores are still relatively new and rare in the US. Those that do exist are quite small in size and usually frequented by a niche group of shoppers. However, the increasing popularity and demand for organic and health foods, as well as increasing awareness of the environment (and living in an eco-friendly way) are advantages for these stores. Other recently popular trends in the US such as environmentally friendly building practices; green businesses; products that are organic, natural, /safe, and/or clean; returning to the local community; and the ever-increasing need for convenience and saving time, are all areas that fit well with the concept of the econvenience store. As more and more consumers learn about these stores and the benefits they bring to not only individuals, but also communities, we are likely to see many more of them around the country.

Eco-branding, Marketing, United States

November 10, 2010

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