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Japanese startup Tokyo Otaku Mode uses Kyary Pamyu Pamyu in mobile promo

Junya Mori Junya Mori
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See the original story in Japanese. Tokyo Otaku Mode, a curation site focused on the Japanese otaku culture, has partnered with Japanese FMCG (fast-moving consumer goods) giant Sunstar on a toothpaste promotion. The promo makes use of special photo frames designed by Japanese pop superstar Kyary Pamyu Pamyu in Otaku Mode’s app Otaku Camera photo app. This is part of international campaign promoting the FMCG’s toothpaste products in Japan, Thailand, Singapore, and Taiwan. The campaign started today in Japan, and will launch in the other three countries on November 1st. As we write this, the special frames are only available when your mobile is set to the Japanese language environment. (It will likely be available for any language setting after November 1st.) When you launch the latest version of the app, there will be a button to choose the frame on the app’s home screen. In addition to a sample frame, 17 other frames will be available when you scan a barcode printed on the product package. To date the startup has collaboratively worked with brands such as All Nippon Airways, Lawson, and smartphone homescreen decoration app Cocoppa in an effort to help Japanese culture reach the global audience. The…

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See the original story in Japanese.

Tokyo Otaku Mode, a curation site focused on the Japanese otaku culture, has partnered with Japanese FMCG (fast-moving consumer goods) giant Sunstar on a toothpaste promotion. The promo makes use of special photo frames designed by Japanese pop superstar Kyary Pamyu Pamyu in Otaku Mode’s app Otaku Camera photo app.

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This is part of international campaign promoting the FMCG’s toothpaste products in Japan, Thailand, Singapore, and Taiwan. The campaign started today in Japan, and will launch in the other three countries on November 1st.

As we write this, the special frames are only available when your mobile is set to the Japanese language environment. (It will likely be available for any language setting after November 1st.)

When you launch the latest version of the app, there will be a button to choose the frame on the app’s home screen. In addition to a sample frame, 17 other frames will be available when you scan a barcode printed on the product package.

To date the startup has collaboratively worked with brands such as All Nippon Airways, Lawson, and smartphone homescreen decoration app Cocoppa in an effort to help Japanese culture reach the global audience. The app is available via the App Store and Google Play.

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Google Hangouts recruits Asian pop stars for new ‘A-Pop’ initiative

Yukari Mitsuhashi Yukari Mitsuhashi
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Google’s worldwide strategy to make Google+ a competitive social platform is increasingly making use of celebrities in its marketing efforts. All members of the famous pop idol group AKB48 are on Google+, and the annual election to battle for the center position on stage was streamed live via Google Hangouts. And now Google has just announced its latest celebrity-related project, ‘A-Pop Star Week,’ targeting the Asian market. The project, set to kick off on March 8, assembles a range of pop singers from China, Japan, and Korea on Google Hangouts. Celebrities includes J-Pop diva Kyary Pamyu Pamyu (pictured above), Korean star 2PM, and Chinese singer LeeHom Wang. Each celebrity has made an announcement about the coming event on YouTube, asking fans to submit questions for them to answer during the hangout. On the YouTube Asian Pop Channel, you can find the schedule for these hangouts as well as twenty music videos and newly released singles by the artists. Each musician will then hand-pick five lucky fans to participate in the hangout. Kyary Pamyy Pamyu is one of the best known of these performers, famous for her unique digital performances [1]. Recently on her twentieth birthday, she performed at Sojoji temple…

J-pop star Kyary Pamyu Pamyu
J-pop star Kyary Pamyu Pamyu

Google’s worldwide strategy to make Google+ a competitive social platform is increasingly making use of celebrities in its marketing efforts. All members of the famous pop idol group AKB48 are on Google+, and the annual election to battle for the center position on stage was streamed live via Google Hangouts. And now Google has just announced its latest celebrity-related project, ‘A-Pop Star Week,’ targeting the Asian market.

The project, set to kick off on March 8, assembles a range of pop singers from China, Japan, and Korea on Google Hangouts. Celebrities includes J-Pop diva Kyary Pamyu Pamyu (pictured above), Korean star 2PM, and Chinese singer LeeHom Wang. Each celebrity has made an announcement about the coming event on YouTube, asking fans to submit questions for them to answer during the hangout.

On the YouTube Asian Pop Channel, you can find the schedule for these hangouts as well as twenty music videos and newly released singles by the artists. Each musician will then hand-pick five lucky fans to participate in the hangout.

Kyary Pamyy Pamyu is one of the best known of these performers, famous for her unique digital performances [1]. Recently on her twentieth birthday, she performed at Sojoji temple in Shiba Park in front of the brightly lit Tokyo Tower. The spectacle was organized by mobile phone carrier au KDDI (TYO:9433) which turned the local area into a digital interactive theme park. 1,500 participants were able to manipulate taxis, water fountains, and street lights by using their smartphone as a remote control.

Google+ had 25 million users in Japan as of July 2011. The company’s celebrity-recruitment efforts first started in 2012, so the effect of such projects on growing its user base has yet to be fully realized. Stay tuned!

  1. Her name is nearly impossible to pronounce, even for Japanese people. So don’t feel bad if you stumble!  ↩

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