MANILA, PHILIPPINES — Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) presented its annual research on ASEAN sei-katsu-sha, Hakuhodo’s term for the “living person,” with this year’s focus on the ASEAN Family. The talk was held on September 26 at Samsung Hall BGC, Taguig City.
According to IDEASXMACHINA Group of Hakuhodo CEO Jedd Ilagan, “Hakuhodo’s sei-katsu-sha philosophy emphasizes viewing individuals as whole people with their own lifestyles, aspirations, and dreams, rather than simply as consumers. This holistic perspective allows the development of more targeted and impactful campaigns.”
This contrasts with sho-hi-sha, the traditional view of people as mere consumers.
HILL ASEAN, founded in 2014, celebrated its 10th anniversary by presenting a study titled “A Decade of Shift in ASEAN Families” on how the ASEAN family has evolved. In collaboration with Hakuhodo International, the study presented attitudes and behaviors in six ASEAN countries — Thailand, Indonesia, Vietnam, the Philippines, Malaysia, …