Marketing

Trend Words for May 2026

While the evolution of AI and technology has led to increasingly sophisticated services and outputs that operate without human intervention, there is also growing interest in collaborative living arrangements like “co-living” and family dynamics such as “pet humanization.” Precisely because we live in an era driven by efficiency and rationality, we are seeking warmth and human connection—a clear counter-trend is emerging. Why not take a closer look at the underlying shifts in consumers’ values through these trending terms?

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Three Key Perspectives for Brand Rebuilding: Insights for Entering Thailand’s Wellness Market

Thailand is the ASEAN country with the highest number of Japanese companies operating there. We spoke with Kenji Yano of Dentsu One Bangkok, who led the rebranding project for Suntory Wellness in Thailand, to learn about the branding challenges Japanese companies face and the key points for success.

Kenji Yano

Hints for Japanese Clients Entering New Overseas Markets [2/2]

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"Integrated Online-Offline Marketing" Will Accelerate the Sports Business

SEPTENI HOLDINGS CO.,LTD. and Dentsu Inc. have formed a business partnership to begin offering digital solutions specialized for the sports sector. Through examples of integrated online-offline marketing, they discussed the current state of the sports business, the initiatives of both companies, and their future outlook.

Daisuke Suefuji, Ryosuke Sumitomo, Yudai Tanabe

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[SB 2026 Tokyo] What Is Required of Corporate Sustainability Communications

Dentsu Live Inc. took the stage at the “10th Sustainable Brands International Conference 2026 Tokyo Marunouchi (SB 2026 Tokyo).” Here is an overview of the two sessions.

Hotta Mineko, Rie Tanaka

【Global】Accelerating Sustainability & Circular Economy [33/33]

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How Do We Discover “Invisible Insights”? ~How to Uncover “Insights” Buried in Information~

I’ll share key points for using AI to uncover “hidden insights” and tips for identifying insights that truly resonate and transforming them into strategic narratives.

Emi Nobukuni, Daigoro Nishimura

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What does Dentsu Inc. envision as innovation in TV commercials?

Yasuki Boku from the MC Transformation Bureau discusses the current state of TV commercials and Dentsu Inc.’s vision for innovation in this medium.

Park Tae-hee

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems [6/6]

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The Mizuho Corporate Branding Project: A Journey That Began with a Reinterpretation of “Blue”

I would like to introduce a corporate branding campaign centered on Mizuho Financial Group’s tagline, “Challenge with Blue.”

Kokaku Iya, Kentaro Mito

Solving Future Challenges This Way by Future Creative Center [28/28]

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Trending Terms for April 2026

What is happening "right now" on the front lines of business? We have carefully selected keywords that offer clues to grasping these trends. These include physical AI operating in the real world, the new values of seniors known as "Ima-katsu," and the "right to disconnect," which is gaining attention in discussions surrounding the 2026 legal reforms. At this moment where changes in technology and lifestyle intersect, we deliver inspiration to help you update your perspectives on marketing and creativity and take the next step forward.

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[Call for Participants] Dentsu Inc. × Dentsu Macromill Insight, Inc. Co-hosted Webinar: "Changes in Purchasing Behavior Driven by AI" – April 16–22

Dentsu Inc. and Dentsu Macromill Insight, Inc. are recruiting participants for the webinar "Changes in Purchasing Behavior Driven by AI," which they will co-host from Thursday, April 16, to Wednesday, April 22. *This is a rebroadcast of the webinar held on January 21, 2026.

Online (その他のオンラインツール)
[2026/04/22]

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What is needed to implement “PR-driven co-creative marketing”?

Our guest was Tomoko Tagami, CEO of Synergy, a consulting firm that leads business growth through social innovation. She discussed trends observed from the various PR awards she has judged, as well as what is required for “PR-driven co-creative marketing.”

Tomoko Tagami, Yasuo Takei, Jiang Wanqing

PR-Driven Marketing "MARKETING+PRUS" [4/4]

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Expanding Media’s “Experiential Value” Through Blockchain and AI

The key to understanding the experiences created at the intersection of online and offline initiatives and connecting them to the next experience lies in the use of blockchain and AI. By combining blockchain, which records behavior, with AI that interprets those records, we can grasp scattered customer touchpoints as a “seamless flow of experiences” and lead to better experiences.We spoke with four individuals involved in the “Minna no Ashito” project, a consumer behavior analysis service jointly developed and deployed by Dentsu Inc. and SUSHI TOP MARKETING.

Daisuke Tokunaga, Shoma Morishita, Hirokazu Ito, Kohei Katagiri

Blockchain × AI: Transforming Marketing [2/2]

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【Embodiment】

March is coming to an end again this year. For many people, March is a season of turning points. Even so, I can’t help but feel that even discontinuous events and sudden changes are all part of a continuous flow. Triggered by the Great East Japan Earthquake in March 2011, I’ve been connected to the “Tohoku Youth Orchestra” through my work and the systems at Dentsu Inc.

Yutaka Miyakawa

A resident of the marketing world peeked into the world of art. [16/16]

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What is Single ID Marketing enabled by approximately 100 million Docomo data points?

From left: NTT DOCOMO's Sho Kato, D2C Inc.'s Kazumasa Kondo, Dentsu Digital Inc.'s Hirohiro Watanabe, Dentsu Inc.'s Makoto Nakajima Delivering a "personalized experience" to each individual customer. Many likely consider this an ideal in digital marketing. Based on DOCOMO's data...

Sho Kato, Kazumasa Kondo, Kanta Watanabe, Makoto Nakashima

Don't Miss Out! How to Leverage Data Clean Rooms [9/9]

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How does the world's perception of Japan's value change across generations? ─ The enduring appeal of Japan's ever-evolving identity ─

The Japan Brand Survey is Dentsu Inc.'s proprietary commercial marketing research initiative launched in 2011. Its purpose is to understand the attitudes and actual behaviors of overseas residents regarding Japan brands in general, including inbound tourism, regional revitalization, food sectors, Japanese products, and lifestyles. 15 years...

Hitomi Komatsu

Insights from Overseas Residents in Their 15th Year: Japan Brand Survey 2025 [3/3]

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March 2026 Trend Words

"Living wage" reflects corporate values, while "journaling" unlocks individual creativity. A growing movement is prompting companies and individuals to reexamine their inner workings and question the true sources of value. Equally significant are emerging trends in experience design driven by data and technology, such as "query fanout" where AI reshapes search experiences and "FAST" transforming viewing habits. Here are five keywords to sharpen your marketing focus.

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