Hit List: Japan’s Top 20 Products In 2010 (And 2011)


What are Japan’s top products in 2010? That’s a question Japan’s (and one of the world’s) biggest advertising agency Dentsu recently asked in a survey [PDF] it has been conducting since 1985 (n=1,000). For the first time, Dentsu has also compiled a “hit list” that’s supposed to shine a light on what’s going to be “hot” in Japan next year.
The subjects of the survey could name anything they wanted to: persons, products, services, TV shows, food etc. What’s interesting is that there is a high number of tech-related items in both lists, which are shown below:

2010 Hit Products (emphasis on tech-related items supplied)

No. 1: Smartphones
No. 2: Twitter

No. 3: Munchable chili oil (a hot topping)
No. 4: Digital broadcasting-equipped flat-panel TVs
No. 5: Ryoma Sakamoto (popular historical figure; a TV series about him was aired earlier this year)
No. 6: International flight services at Haneda Airport (Japan’s No. 2 airport boosted its number international flights this year)
No. 7: Tokyo Sky Tree (broadcasting tower to be completed in 2012)
No. 8: Energy-saving home appliances (the government supports individuals buying eco-friendly electronics)
No. 9: 2010 FIFA World Cup in South Africa
No. 10: LED light bulbs
No. 11: “B-grade” local gourmet food (relatively inexpensive food)
No. 12: Akira Ikegami (journalist)
No. 13: Domestic “fast fashion” brands
No. 14: GeGeGe’s Wife (hit TV drama)
No. 15: 3D movies, TV, cameras and other 3D products
No. 16: Hybrid vehicles

No. 17: Imported “fast fashion” brands
No. 18: AKB48 (48-member all-girl idol group)
No. 19: Tablets
No. 20: Yoichi Watanabe (war photographer and TV personality)
In the 2010 list, eight of the top 20 products are tech-related, but the number is much higher in the list of the upcoming hit products and services, which just sees six items that are not related to technology in one form or the other:

2011+ Hit Products (emphasis on tech-related items supplied)

No. 1: Tokyo Sky Tree
No. 2: LED light bulbs
No. 3: Electric vehicles
No. 4: International flight services at Haneda Airport
No. 5: Smartphones
No. 6: 3D movies, TV, cameras and other 3D products
No. 7: Hybrid cars
No. 7: E-book readers

No. 9: Discount airline tickets
No. 10: Tablets
No. 11: Home solar power systems
No. 12: Digital broadcasting-equipped widescreen flat-panel TVs

No. 13: Compact data communication devices
No. 14: Home fuel cell systems

No. 15: Group purchase coupons
No. 16: Bread and sweets made with rice powder
No. 17: Blade-less electric fans
No. 18: Cloud computing (including related books)

No. 18: B-grade local gourmet food
No. 20: Alcohol-free beer-like beverages

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