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Draft
Kaja Yuyan Anu

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How Japan capitalises on all things British and reinterprets them for a local audience

In a recent article, Tokyoesque touched upon the way that Japanese companies strategically capitalise on what is deemed as being 'Japanese' in the western market when they're looking to appeal to international audiences. Here, we explore what lies beneath the Japanese fascination with British culture, offering examples of how the seemingly 'exotic' can be transformed into something more familiar within a local context, and suggest how this might be helpful in terms of potential branding strategies for UK companies.
How do J apanese audiences tend to perceive British culture?
According to a research study on how Britain is perceived by the Japanese, the top five associations were as follows:

1) Tea (specifically, afternoon tea)

2) The Royal family

3) Big Ben

4) London

5) The Beatles

These might seem like fairly stereotypical associations that are also shared by non-Japanese, but what may be interesting is that even though London ranks fourth here, a large proportion of Japanese people tend not to equate British culture with being modern. The same study found that more than half of the respondents think British culture is 'traditional', whilst only 25% consider British culture to be "modern." Despite the fact that London is a global centre representing some of the most sophisticated and progressive streams of culture including art, fashion and technology, it seems that the primary association among Japanese is still largely with a more Victorian culture.
A Uniquely Japanese Perspective? There's Something kawaii about British Culture
Another research survey, conducted as part of a campaign by Virgin Atlantic, asked both Japanese and non-Japanese audiences what they would like to do if they have the chance to visit Britain. The top three answers from the Japanese respondents were as follows:

1) Visit Buckingham Palace

2) Experience traditional afternoon tea and sweets

3) Visit the Lake District

On the other hand, the non-Japanese respondents selected the following choices:

1) Visit Buckingham Palace

2) View London scenery from the Shard or the London Eye

3) Visit Edinburgh Castle

While "traditional afternoon tea and sweets" ranked second among Japanese, non-Japanese audiences ranked this activity in 15th place. This is something that is more unique from a Japanese perspective. Another point is that Japanese seem to prefer the Lake District more than non-Japanese visitors do (they ranked it 3rd vs 5th among non-Japanese). This is because Beatrix Potter's famous Peter Rabbit series is quite well-known in Japan so, besides campaigns developed by local tourist boards, people have learned about the Lake District in relation to these stories too. We mentioned in our recently published blog article that mascots are widely accepted in Japanese market. Characters including Peter Rabbit, Paddington Bear and Winnie-the-Pooh are some of the prime examples that have come to signify the UK and have become widely accepted by Japanese as being something kawaii (cute), in a similar way to these mascots.

If we look at Paddington Bear, for instance, the character's popularity manifests itself in Japan in a number of ways. Despite the comparatively low box office earnings compared with other film franchises such as Harry Potter, as a character, Paddington reminds many Japanese people of the UK in that he is synonymous with the iconic Paddington Station in London. There is an official Paddington website in Japanese that delivers the latest news and information so fans can stay in the loop. The world's first Paddington Bear theme park - known as Paddington Town - opened in 2018 as part of Sagamiko Resort near Tokyo. It is 4,420 square metres in size and hopes to attract families with young children, aiming for one million visitors annually. The fact that Paddington would inspire this type of permanent fixture also speaks to the bear's timeless appeal and popularity even among the different generations.
Examples of How British Culture is Perceived in the Japanese Market
What's more quintessentially British than a good old-fashioned pub? Chain restaurants that seek to emulate the pub experience in Japan have risen in popularity, especially in urban areas like Tokyo. The most prominent chain of British-style pubs is 'HUB', which was established in 1998 and now has more than 100 locations across Japan. It also operates 82 Ale House. HUB is more focused on providing a casual and relaxed atmosphere in which guests can enjoy classic British dishes, such as fish & chips or a Sunday roast, but with a slight local twist adapted to more closely suit Japanese palettes. On the other hand, 82 Ale House does serve food but tailors its offering more towards domestic and international craft beers - a sector that has experienced a real boom in Japan over the past few years.
2. Pokemon Sword and Shield
This example isn't so much of a localisation of a British concept, but an integration of Britishness into a Japanese release. It was recently announced that the new generation of Pokemon game, Sword and Shield will be released later this year. There has been huge speculation that it will be set in a fictional version of England. Japanese fans think the new Pokemon town, named Galar, is based on England not only because of the similar geographical shape but also because the scenes include what they imagine represents and characterises British culture. These include a pointy large tower that looks somewhat like Big Ben, an English countryside that depicts villages and farms, the city centre that people think is London but is rather full of medieval style architecture, and a gigantic battling stage which resembles a football stadium. While these aspects certainly comprise one part of a more touristy idea of British culture and history, it can be considered that the Japanese perception of it is rather limited and skewed. It's important to understand which aspects of British culture are most often highlighted among Japanese audiences. This can help to strategise how to capitalise on the Japanese perception of "Britishness."
3. The British Royal Family
On the whole, Japanese audiences are eagerly receptive to grand affairs and displays of national pride from western countries, particularly Royal occasions. Members of the older generation are especially likely to be drawn to official memorabilia and merchandise. Whereas commemorative mugs, plates and other such souvenirs are produced for occasions involving western Royal Families (think William and Kate's wedding, or the birth of Princess Charlotte), this would not be the case in Japan. Instead, fans can opt to purchase the officially recognised brands used by the Japanese Royal Family themselves, but not specific souvenirs featuring their photographs. Biographies of celebrities and historical figures are often communicated in an entertaining and informative way through televised docudramas. These employ a combination of reenactments, official footage and Japanese voiceovers to detail a particular person's backstory or a significant event deemed worth covering. Along the same lines, stories of scandals and controversial happenings are especially interesting to a large proportion of Japanese audiences as they thrive on a sense of drama. Notably, these programmes also show the reactions of well-known local personalities to add another dimension for viewers.
So how can you leverage Britishness in order to create appeal in Japan?
It's true that your product or service may have very little to do with British aspects such as afternoon tea, traditional sweets or London. Naturally, the first port of call is to effectively localise communications to demonstrate what your brand can offer that isn't available locally. It can also be useful, however, to link the core message back to what is considered to be 'British'. Brands should ensure they are still respecting Japanese cultural cues though, as overlooking this could result in a costly misunderstanding. In order to achieve a balance here, it is first helpful to grasp the myriad of ways in which Japanese audiences relate to 'Britishness' as an overall concept and how to leverage this. For instance, the Japanese are often passionate about supporting and promoting regionally-produced goods. This is something that resonates with them about Japanese companies, so covering specific regional methods used to create goods in the UK may be one way to appeal to Japanese audiences.

Tokyoesque is well-placed to work with you to formulate a market entry or expansion strategy based on Japanese consumer insights.

Contact us for a free consultation.

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A Japanese Perspective on 'Exotic' Britain

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How Japan capitalises on all things British and reinterprets them for a local audience In a recent article, Tokyoesque touched upon the way that Japanese companies strategically capitalise on what is deemed as being 'Japanese' in the western market when they're looking to appeal to international audiences.

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Brian Shalom Kieran
1st draft

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Adrianna, Alan, Sophia
1st presentation

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Eloise, Minette, Frank

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Steph, Beatriz, Niall

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Julia, Hicks, Gianni

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JNBY PRESENTATION - 26:11:2020 - Kobak J., Qin R., Maynard G.

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Charly, Chyna and Kata

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Coco, Bénédicte

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Proud, Katie, Kay

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Rebecca, Daisy, Joy

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Neha, Charlie - Royal Enfield

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Neha, Charlie

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Minette, Eloise, Frank

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Minette, Eloise, Frank

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Minette, Eloise, Frank

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Minette, Eloise, Frank

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Minette, Eloise, Frank

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Minette, Eloise, Frank

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Adrianna, Alan, Sophia

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JNBY - Empathy map

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JNBY
Augmented Reality ideas

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We had an Idea to create a game which features the actual bikes that royal enfield sells almost like a Mario kart type of game. They could then hold events where people could play this therefore creating a community. As they are breaking into a US market we were also thinking about them sponsoring a sport like the Super bowl as it has such a big market in America or the X games which has direct links to how Yamaha broke into the motorcycle market through winning competitions for their design and bikes.

https://www.youtube.com/watch?v=25fHOKEX558

youtube.com/watch?v=25fHOKEX558

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Offroad Bike Racing Game #Dirt MotorCycle Race Game #Bike Games 3D For Android #Games Android

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Royal Enfield

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Steph, Beatriz, Niall

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Apple - Local Initiative
Mark, Caspian, Anna

The programme is part of a special initiative made possible by Apple volunteers from the company’s nearby Cork campus. Once a week, more than a dozen volunteers visit the school to help teach coding, drawing, photography, music and video. Since the programme began three years ago, the school — one of the most economically disadvantaged in Ireland — and its students have been transformed.

It’s one of thousands of organisations where Apple employees volunteer their time. And for every hour an employee gives, or dollar they donate, Apple provides matching funds for both. In 2018, that added up to more than a quarter of a million hours volunteered and more than $125 million donated to organisations around the world.

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Chyan, Charly, Kata

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Chyan, Charly, Kata
Curating- Inspired by a tiktok post, different fun ways of folding and organising your socks. This will be added feature  on instagram rill.
https://vm.tiktok.com/ZSqeQPCW/
https://youtu.be/124L94hoBQg

Story- Loopzu socks are made from Colombian single mothers to help them with employment.
Our packing idea is to feature  the single mothers stories.

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Group 1 (Julia)
HSBC - local initiative

Campaign by Wunderman Thompson that was meant to re-establish HSBC’s values, revitalize it and inspire audiences to consider HSBC as a bank with values. As Wunderman Thompson website states ‘HSBC’s daring campaign We Are Not An Island reminded Britain that no matter what your politics are and no matter what happens, the things that make us quintessentially British are inescapably international.’. They created a specific set of adverts to be launched in 12 different cities in the UK that embraced how things once ‘foreign’ are now a part of the British culture or how the things happening somewhere else impacted the situation or inventions here. I feel like this campaign was very impactful, I’ve seen it a couple times on my way to university, wandering around London or on the tube – it’s catchy, interesting and creates a sense of global community.

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Group 1 (Julia)
Weekday - local initiative

Responsible fashion brand that highlights current cultural and societal trends through their continuous screen-printing campaign called Zeitgeist. In the campaign they create printed T-shirts that are only produced for a week and the theme of the prints always has to do with big-impact news or culture trends happening at that particular moment in time. The T-shirts are produced locally, in shops, as most of their shops have their own screen-printing stations – therefore they're unique, one of a kind and of limited quantity. I think that by using the screen-printing method and touching upon the ever-changing cultural/societal trends the campaign is a successful tool when it comes to maintaining a continuous interest in the brand, spreading awareness about different things happening in other places in the world and making it all fashionable and properly designed (and printed). Apart from the Zeitgeist they also do printing/clothing designing events in their shops, creating one of a kind, customised clothes.

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Group 1 (Julia)
Vans - local initiative

Although the brand in itself is renowned as a skateboarding/BMX/street culture they go beyond ‘traditional’ advertising and created venues (and also do pop up shops/venues) that promote not only the brand, but also the culture they associate with. In House of Vans London they promote underground films, artists, organise concerts, host sporting events and the venue even has its own skate park. It’s a whole experience but at the same time it’s a continuous campaign – it keeps the brand alive and breathing. Vans show that creativity, skating, music and art coexist and thrive in their brand, and they’re not afraid to reach out to local communities (in this case London art & skate scene) and encourage them to be themselves. Due to the pandemic the venue is not open, but they keep on engaging and promoting local and underground scene with things like short films online festival and virtual exhibitions).

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Neha, Billy, Charlie

The John Lewis Christmas ads have become something that people all around the UK look forward to. Every year they address a different theme in a way that is heart-warming for the holidays and unique. The different story lines within the ads means that people can follow along with them easily. They are always released at the time of year that involves bringing people together. As John Lewis is a brand local to the UK this caters to their audience. Many people looking forward to this each year means that a community forms and develops. In the 2020 advert the theme encompasses “Kindness” and with everything that has happened this year I think this theme is very important.

https://www.youtube.com/watch?v=Juv2c0xgGno

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Neha, Billy, Charlie

The company Netflix engages with their audience on a global scale. They have different sites for every country as well as adding films and genres that cater to that specific country. They have an algorithm that means that customers are matched with films and TV based of things that have watched. If a customer likes what they have watched they are able to let Netflix know giving the media a thumbs up or thumbs down. This simple system means that the company is constantly engaging with their audience. The streaming service is used by millions and through the company constantly changing its content it means that the audience always has new things to engage with. Having specific parental controls means that parents can feel comfortable leaving their children to use it. Catering to all age group allows the companies market to be broad as well as bringing in more revenue.

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Neha, Billy, Charlie

The agency created an event, sort of like a farmers market where food specialists were invited. The event was documented by trending food bloggers – who shared posts on social media of the quality of the food.

This campaign was aimed to dismiss the idea that Lidl sold food of low quality than other supermarkets. Even though this was a small event it sent a powerful message and people started reacting to the campaign by using the hashtag #lidlsuprises in their posts.

Lidl then used some of the posts as adverts in shopping aisles. This was a very clever idea as people would then get excited to see their post-up in the store. People then post again most times show that their post is in the store, thereby creating cycle and keeping the hashtag alive.

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shalom

KitKat is a famous chocolate brand that blew up in Japan because of a campaign.
They did a 'KitKat Mail' campaign where they offered customers the chance to write personalised messages on the wrapper and send it via Japan Post. The brand was founded in the UK but Japanese treated it as a symbol of luck.

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MUJI EU: MUJI Kings Road Community Market: Phlox Flowers | Milled

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PS. If you do not wish to receive details about our future product launches and promotions you can of course unsubscribe now, or at any time in the future, by simply clicking on this unsubscribe link. Unsubscribe

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Chyna, Charly and Kata

Coca-cola has a renowned global success.
Has a range of drink flavours within different contraries such as blood orange-flavoured drink available in France. That particular flavour ’Sango’ is the first product developed in the company’s headquarters in Atlanta.

Coca-cola Citra was sold in Japan in 2006. This grapefruit was later sold in India 1980 and 1990s.

This brand uses the packaging on each bottle to relate to the targeted audience, all around the world.

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( Kay, Proud, Katie) originating in Germany, selling pizzas and baking products, they did well in the general European market however, Italians weren’t interested in buying a pizza with a german name. They then changed the name to ‘Cameo’ a more Italian sounding word.

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Mac Cosmetics x Pony Park collaboration 

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Mac Cosmetics x Pony Park collaboration 

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Eloise, Minette, Frank

Mac Cosmetics, one of the biggest names in beauty, collaborated with Pony Park, a Korean beauty YouTuber. They created a makeup collection with influences from k-beauty.

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brian

KFC has launched an advert campaign for it's hot and spicy chicken. They had used the chicken itself and it's shape to create a series of photos, such as explosions formed with hot wings or effects from concerts These images were screaming for your attention and was a smart way to present these wings.

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Chyan, Charly, Kata

McDonald's has global success, and brings local flavour to different countries with regional specific menus. In 2003 McDonald's introduced McArabia flatbread sandwich in the Middle East. In the French branches they introduced macarons, finally in the Philippines they added McSpaghetti.

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Eloise, Minette, Frank

"The same mix of characters was carried across the label’s last collection in partnership with the Warner Bros cartoon, which consisted of repetitive prints layered across sportswear-inspired styles." - FashionBeanz

Introducing new audiences to Lazy Oaf by collaborating with one of the biggest cartoons in the world. Designed and showcased in London, their style suit the designs and creates a fun and colourful feel.

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(Steph, Beatriz, Niall)

P&G expected that the fabric refresher Febreze would do well in Japan, because the Japanese are highly sensitive to odors. They changed the fragrance from high profile to a very low profile scent. They changed the bottle to a much more delicate design that more Japanese people felt comfortable having visible in their homes. They changed the spray pattern to a mist. They changed everything but the core technology of the product, and it became a phenomenal success in Japan.

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(Anu)
Nike often uses professional athletes in their ads but ‘Nothing Beats a Londoner’ features real teens to show what it was like to be a young sportsperson in London and how tough it is to train in their area. The setting is taken place in local areas that are less known such as Peckham and Dalston. The ad focuses on the reality of sport while using humour ensuring the target audience of young and consumers who lives in the city.

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NOTHING BEATS A LONDONER - NIKE AD (Prod. by Tone P & Mark Ronson)

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(Anu)
McDonald's menu varies depending on the location. For example, McDonald's in India, for religious reasons, does not serve beef or pork and has more vegetarian options on the menu. They also have separate sections for vegetarian and non-vegetarian meals are prepared. Some meals are inspired by local flavours.

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(Steph, Beatriz, Niall)

Netflix Global Integration -
US Company first initially expanded into Canada in 2010. Then expanded into 190 countries.  Netflix must secure content deals region by region, and sometimes country by country. It also must face a diverse set of national regulatory restrictions, such as those that limit what content can be made available in local markets. International subscribers, many of whom are not fluent in English, often prefer local-language programming.

Within 6 months of Netflix entering Poland and Turkey in 2016, they added the local languages to its UI, subtitles and dubbing.

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(Anu)

KitKat in Japan is famous for bringing good luck as it sounds similar to the phrase ‘Kitto Katso’. The brand offered a chance for the customer to print personalized messages on wrappers and send by post. The launch was also during the exam seasons so the chocolates could be sent to wish students good luck with a chocolate break.

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(Adrianna, Alan, Sophia)

In Japan, KitKat is famous for bringing good luck as it sounds similar to the Japanese phrase “Kitto Katsu”.

Leveraging this and the Japanese tradition of sending “good luck” cards for the new school year, the famous chocolate bar brand offered customers the chance to print personalized messages on the wrapper and send via Japan Post.

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Nestle partnered with Japan Post recently to market the Kit Kat with edible post cards, a campaign recognised with the Media Grand Prix at Cannes International Advertising Festival 2009. The Japanese translation of Kit Kat, "Kitto Katso", is translated as "surely win".

The JWT Japan team made the connection between the translation and the tradition of sending students good luck wishes before higher education entrance exams. Kit Kat Mail, sold exclusively in 20,000 post offices, were made available as edible good luck charms.

"It was a brilliant idea, flawless execution and amazing results," said Nick Brien, president-CEO of Mediabrands Worldwide and president of the media jury at Cannes. "They created a business model that didn't exist before."

The Kit Kat edible postcard is the latest form of the Student Exam campaign started in 2003. Nestle is keeping the edible post card as a permanent product, to be used on any occasion.

The Campaign Video

Click on the image below to play the video.

Credits

The Edible Postcard campaign was developed at JWT Japan, Tokyo, by senior creative director Eisaku Sekihashi, senior account planning director Kiyoshi Usami, art director Shizu Yamada, copywriter Midori Usui, account director Yasuhiko Yuasa, account executive Yuki Nakamura, chief producer Naoya Takahashi, producer Maemi, with PR By Prap Japan.

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Kit Kat Edible Postcard - The Inspiration Room

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Nestle partnered with Japan Post recently to market the Kit Kat with edible post cards, a campaign recognised with the Media Grand Prix at Cannes International Advertising Festival 2009. The Japanese translation of Kit Kat, "Kitto Katso", is translated as "surely win". The JWT Japan team made the connection between the translation and the tradition ...

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(Steph, Beatriz,  Niall)

Glocal Marketing - McDonalds adapt their menus and what they sell to each region and country based on their cultures and what they like as a society to eat. Macaroons in France and McArabia in the Middle East. In Japan, meals which can be shared are the only ones which are considered for lunch and dinner and McDonald are considered to be a snack - after failing sales they are now increasing franchising options and increasing their marketing - the have now hired brand ambassadors and are launching more lighthearted media advertisements - they are also increasing their breakfast marketing - which has been successful.

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(Adrianna, Alan, Sophia)

Dunkin' Donuts has more than 900 locations throughout South Korea, making it one of the chain's largest international markets. The most distinguishing feature of Korean food is its spiciness. Dunkin' Donuts South Korea offers unique doughnut options such as a jalapeno sausage pie doughnut and a kimchi-stuffed savory doughnut. There's also a black rice doughnut you can wash down with a bubble tea latte.

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Snickers – You’re Not You when You’re Hungry

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Snickers – You’re Not You when You’re Hungry

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(Niklas, Chiara)

Snickers found that men have an innate social desire to remain part of the pack, and when they’re hungry, they become bitter, angry or “whiny” which puts their position in the group in jeopardy.
Using pastimes, features and celebrities local to each region, they tailored their insight with familiarity.

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Chyna, Charly, Kata
Heineken.

With over 300 brands available across more than 190 countries allows this beer brand to be very versatile and local.

Some of this sub-brands are exclusively produced and consumed in the area. Examples of this are Primus in central Africa or star in Nigeria. Harar in Ethiopia. Windhoek in Namibia. Maltina in Nigeria. Dos equis in USA and mexico. Red stripes in Jamaica, and a big etc.

But let's take maltina example as is a good one to represent Heineken Local strategy. Maltina is a non-alcoholic beer exclusively produced and consumed in Nigeria - country with a great desire for malt drinks.

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(Adrianna, Alan, Sophia)

This  example of experiential marketing caught the world’s attention in 2012, with over 80 television stations carrying the event live in 50 countries and over 52 million views online on over 280 digital platforms. This made it the most viewed live stream in history at the time.

The event involved daredevil skydiver Felix Baumgartner attempting the highest ever freefall skydive from a height of approximately 39 kilometres above earth. The outstanding event broke numerous world records, including the first time a human had broken the sound barrier without any form of engine power. This brave and bold marketing event played on Red Bull’s slogan, “Red Bull gives you wings.” and enhanced the brand’s image of being able to achieve the limit of one’s capabilities with the energy of it’s product.

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On October 14, 2012, Austrian skydiver Felix Baumgartner broke the sound barrier and two other world records during his jump from the edge of space. And you can now experience it for yourself.

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On October 14, 2012, Austrian skydiver Felix Baumgartner broke the sound barrier and two other world records during his jump from the edge of space. And you can now experience it for yourself.

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(Niklas, Chiara)

- example of grassroots marketing - targeted a highly niche group of people in an attempt to persuade that group to then propagate your message organically

Canadian low-cost Airline that used a stunt-based social media campaign to engage goodwill and awareness for their corporation through social media. They asked some travelers what they wanted for Christmas, then, while the passengers were airborne, raced to buy and wrap the requested items, which were delivered to recipients via the destination airport’s baggage carousel.

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WestJet Christmas Miracle: Real-time Giving

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Coke - Change has a Taste, Middle Eastern ad

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Coke - Change has a Taste, Middle Eastern ad

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(Kelly, Freya, Jordan)

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Coca-Cola – Change Has A Taste | كوكاكولا – للتغيير طعم

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Jo Malone - John Boyega Replacement in Chinese ad

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Jo Malone - John Boyega Replacement in Chinese ad

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(Kelly, Freya, Jordan)

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John Boyega Jo Malone Ad Compared to Liu Haoran

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(Mark , Caspian, Anna Lisa)

BigHit Entertainment is a South Korean entertainment company that has gotten popular globally. BigHit own a very popular group called 'BTS' who are changing from a local group to a global group.
They were controversial in the past but then had to apologize and right their wrongs e.g. saying racial slurs, being prejudice. They appeal to me as an audience because they are very socially aware and know when they are wrong. They are currently getting a lot of xenophobic hate for trying to turn into a global brand.

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(Mark, Caspian, Anna Lisa)

Adidas came up with a marketing strategy in which they scouted young football talent across major cities in Europe. The scouted teams consist of 19-24 year old footballers that promote Adidas events through their social media. Every city/ country has their own 'tango squad' that are able to participate in different trainings and events with top football players.

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(Niklas, Chiara)

- Individualization of the product -
The leading drinks brand researched the most popular names in its core markets and printed them on individual bottles to drive engagement and purchasing. By using popular regional names, coke spoke to individuals en masse.

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(Kelly, Freya, Jordan)

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(Group15 -Daisy&Joy&Rebecca)
Maison Kitsune is a combination of Maison, which means house in French, and Kitsune, which means fox in Japanese. Maison Kitsune is half french and japanese brand. They used their signature fox character wearing a hat with a Korean flag on it to celebrate the opening of the flagship store on Garosu-gil in Korea.

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In groups discus the 3 case studies and what you think about them – are they controversial?  Do they appeal to you as the audience?  How do you feel about global brands tapping into local communities?

Find 3 further examples of where brands have engaged with grass roots/ local initiatives?

Upload them here!

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IKEA – Silence The Critics - TV Advert 90 #WonderfulEveryday

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(Group15-Daisy&Joy&Rebecca)
Maybelline designed a makeup set for 2019 Chinese new year.

Maybelline is able to distinguish itself from other cosmetics brands by printing Chinese characters and zodiac signs in red on its products in Mahjong sets.

Mahjong is one of the most popular family games in China, not widely known in other countries/regions, and it combines many elements that Chinese people like to see during festivals -- family, wealth and entertainment. ,

Maybelline's New Year gift boxes are filled with novelty lipsticks such as "firecrackers," "Spring Festival couplets" and "Hongzhong," along with chic mahjong tiles, which have surprised many Chinese consumers.

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(Group15-Daisy&Joy&Rebecca)
KFC is a very international brand, available in most countries. I think this is a famous fast-food brand in different countries. For example, in China, as far as breakfast is concerned, because porridge is a typical breakfast feature in Chinese food culture, KFC has developed breakfast porridge as a product and also has breakfast burgers. I think this is a good example of creating products and promoting brands based on culture.