#Japan #Branding #Shibuya #KOBUSHI BEER

Insightful Dialogue on Branding Strategies

On May 20, 2026, a closed workshop aimed exclusively at brand marketers took place in Shibuya, featuring illuminating discussions between Daisuke Maaki, the Corporate Communications Executive Director of Tokyu Land Corporation, and Natsuhiko Kubota from Shibuya Future Design. This engaging exchange focused on the essential nature of brand identity, challenging traditional marketing paradigms and stressing the importance of meaningful communication strategies in today’s rapidly changing environment.

Event Background

The Shibuya Brand Marketer Community seeks to foster opportunities for professionals involved in consumer-centric products or services. The aim is to share knowledge and create new networking ties among participants. The setting for this interactive session was KOBUSHI BEER, where attendees enjoyed craft beers while discussing vital topics such as how to engender genuine brand enthusiasm and create lasting fan engagement.

Dialog Highlights

1. “I Am Not a Marketer” — Challenging Conventional Advertising Practices

The conversation kicked off with a provocative statement from Maaki, who, despite holding a high-profile title, declared, "I am not a marketer." This sentiment reflects a growing concern regarding the over-reliance on flashy marketing tactics and the persistence of outdated practices within the advertising space. Maaki emphasized that such superficial approaches hinder Japan’s economic growth, stressing the need for decision-makers to sharpen their ability to evaluate whether proposed strategies truly contribute to business success.

2. Connecting All Jobs to Business Objectives

Maaki firmly believes that every task should be aligned with company strategies and business goals. At Tokyu's Corporate Communications Division, he oversees three pillars: Investor Relations, Public Relations, and Branding. He articulated how each function integrates into the overall corporate strategy, ultimately fueling business growth and enhancing brand value in the eyes of stakeholders.

3. “I Realized My Calling in the First 30 Minutes” — Transformational Career Stories

Having a unique background in various sectors, Maaki's journey to his current leadership role stands out in a company that typically promotes from within. His career encompasses experiences in commercial facilities, smart city projects, and startup collaborations. Surprisingly, he shifted to brand advocacy and, within half an hour of his new role, recognized his fit for the position, turning feedback into motivation to drive change. This narrative serves as a crucial lesson for professionals on how to leverage their perspectives to inject fresh thinking into organizations.

4. Upcoming Event: “Creating Empathetic Brands” — July 15, 2026

The next workshop will focus on developing brands that resonate deeply with consumers, featuring insights from leading figures in brand strategy. Attendees can expect an enriching experience as experts discuss practical approaches to sustain consumer loyalty and evoke passion through branding.

Future Directions

The Shibuya Brand Marketer Community is committed to hosting exclusive events for business practitioners and passionate marketers. They will continue to share information on forthcoming gatherings through their official social media channels, ensuring the community remains vibrant and connected.

Speaker Profiles

Natsuhiko Kubota

As the founder of Kubotech and former CMO of Nike Japan and Adastria, Kubota's extensive experience in brand management enriches the dialogue. He has held key roles that shaped prominent initiatives such as NIKEiD and influencer marketing strategies, emphasizing digital transformation in branding. Since branching out on his own, he has been pivotal in driving urban smart initiatives in Shibuya.

Daisuke Maaki

Maaki began his career in facility management before progressing to urban development. After joining Tokyu Land Corporation in 2016, he worked on enhancing commercial asset value and expanding initiatives to elevate urban experiences. As the head of Corporate Communications, he is focused on translating the company’s vision into effective communications that build societal trust.

Hosting Organization

KOBUSHI MARKETING, represented by Yusuke Inoue, places a significant emphasis on building connections through craft beer. This community has expanded rapidly, organizing numerous events to bring together marketers and entrepreneurs, fostering collaborations and innovative projects.

For more information on upcoming events and community initiatives, reach out to Yusuke Inoue via KOBUSHI MARKETING.