January 2025
Eat Creative
Cross-culture branding and communications agency based in Tokyo & Hong Kong
In our first newsletter of 2025, we celebrate the Year of the Snake, hear from one of Japan’s oldest and most renowned confectioners, give a fresh take on branding and why it matters, and much more! We hope you enjoy and learn something new from this month’s newsletter and look forward to new challenges, opportunities and success in 2025!
News
Supporting a Tokyo Icon
We kick off 2025 celebrating our new partnership with the iconic Park Hyatt Tokyo . As the hotel goes through a full refresh, we are working with the Park Hyatt Tokyo leadership across weddings, food and beverage, and sales and marketing, distilling and fortifying what has made the Park Hyatt Tokyo a timeless classic for over 30 years. A lot of work to do in 2025 and we can’t wait for the reopening in October! Stay tuned! And in the meantime, dive into the world of Park Hyatt Tokyo.
We’re Growing our Team!
As we aim to hit even greater heights in 2025, we need smart, dynamic people to help us get there! We are looking for an experienced Client Services Manager who can jump into the complex and fascinating design and communications challenges we are tackling for brands in Japan and around the world.
A New Skin
As we bid farewell to the ferocity of 2024’s Year of the Dragon, we welcome the contemplation, healing and change imbued in the Year of the Snake in 2025. Since all that thinking and change can be exhausting, why not take a moment and enjoy this throwback to one of the most addictive mobile games of the 1990s. Enjoy!
Insights
Brand New Year
Where the language of brands and branding has become highly complex and difficult to understand, what are the fundamentals any business or brand leader should be focusing on? Our Head of Growth Robert Costelloe simplifies what needs to go into your brand and why your brand matters.
领英推荐
The Secret Ingredient
Morinaga is known as one of the Japan’s most established confectioners as well as the purveyor of the most delicious chewy sweet brands HI-CHEW. In our Eat Takeaway interview this month, our content director Tazlu Endo speaks with Morinaga America President and CEO Teruhiro Kawabe about building HI-CHEW into an iconic brand in the United States.
Archive
Pets AND Food
Keeping to our snake theme, given the reptiles can be considered good house pets, we rifled through the Eat Magazine archive, landing on a piece from our May 2003 issue that explores how some pet species are as likely to be found on your plate as at the end of your bed.
Spotlight
What are some of the illuminating brand stories we’ve seen come out of Japan this month?
In response to overtourism pressures facing cities and towns across Japan, Kyoto has announced plans to increase accommodation tax to a maximum of ￥10,000 (US$65) per night, up from ￥1,000 per night.
Ryohin Keikaku, the Japanese owner of household goods and furniture brand Muji has announced it will develop its own solar energy infrastructure so that all its stores run on renewable energy by 2030.
We love Lego and had to share this beautiful Trotting Lantern that helps children learn about the cultural traditions and stories surrounding the Year of the Snake!
If there is anything you read here that sparks an idea or highlights a challenge you are facing, do get in touch at [email protected]!
Eat is a Japanese design and communications firm specialising in cross-culture localisation. We create the stories and tools that brands need to connect with their customers, employees, and stakeholders in Japan and around the world. Founded in 2000, we have teams in Tokyo and Hong Kong and also are part of the Asia Marketing Network – an alliance of agencies bringing together a full ecosystem of capabilities across the Asia-Pacific region.??