The 17th Japan Marketing Awards: Recognizing Excellence in Marketing
On June 12, 2023, the Japan Marketing Association hosted the 17th Japan Marketing Awards ceremony at the Shinagawa Prince Hotel Main Tower in Tokyo. The event, backed by the Ministry of Economy, Trade and Industry, showcased ten remarkable marketing projects that played a vital role in enhancing daily life, culture, and economic growth in Japan.
The ceremony commenced with a welcoming speech from the committee chairman, Masayoshi Fujishige, who emphasized the importance of acknowledging marketing efforts that foster societal progress. He stated, “By celebrating activities that contribute to enhancing our lifestyle and revitalizing the economy and society, we aim to elevate the presence of marketing in Japan.” Following his opening remarks, Hirotoshi Sakamoto, chairman of the selection committee, reported on the evaluation process, highlighting the influx of entries that exhibited heightened awareness of pressing societal issues. This year’s selection process spanned six months, resulting in the selection of one Grand Prize winner, one Runner-up, five Encouragement Prize winners, and three Regional Prize recipients.
Award Winners
Grand Prize
The Grand Prize was awarded to Asahi Beer Co., Ltd. for their pioneering product, the “Future Lemon Sour,” which features real lemon slices. The selection committee praised the product for its exceptional sensory value and recognized the numerous innovations involved in its development, from sourcing raw materials to designing production equipment. This comprehensive marketing strategy set a high standard in the industry and solidified its place as a leading product.
Runner-up
The Runner-up award went to MyNavi Corporation for its “Suwatte Iiss Project.” This initiative aimed to enhance workplace conditions for part-time employees by developing chairs that facilitate easier standing and sitting. The project has significantly contributed to labor environment improvement, retention rates, and productivity.
Encouragement Prize Winners
The selection committee also acknowledged five notable projects with Encouragement Prizes. These included:
- - The “Lorier at Work & School” campaign
- - The Electric Salt Spoon
- - Shiseido's “Foundation Beauty Serum” as a new proposal in cosmetic products
- - The “Grand Green Osaka” project
- - The Twinbird Rebranding Project
These projects were chosen based on their unique approaches, relevance to societal issues, and innovative marketing strategies.
Regional Prizes
In addition, three projects were recognized for their regional contributions:
- - Kansai Region: “BALTIKA03”
- - Kyushu Region: “Turning Abandoned Bamboo Forests into Assets: Local Craft Menma ‘Nobeoka Menma’”
- - Hokkaido Region: “Milk Land Hokkaido: ‘I Want to Drink Milk!’ General Election and ‘Anpan that Makes You Want to Drink Milk’”
About the Japan Marketing Awards
Established in 2007, the Japan Marketing Awards encourage marketing initiatives that enhance quality of life and invigorate the economy and society. The awards, now in their 17th iteration, received special attention this year for projects addressing social issues and contributing to the Sustainable Development Goals (SDGs). The rigorous judging process ensured that only the most impactful campaigns were celebrated.
The Japan Marketing Association continues to play a crucial role in promoting and recognizing excellence in marketing, aiming for a brighter future shaped by innovative ideas and solutions.
For further inquiries, please contact the Japan Marketing Association:
- - Phone: 03-5575-2101
- - Email: taishou@jma-jp.org
Learn more about the Japan Marketing Awards at
Japan Marketing Awards Site and for general information, please visit
Japan Marketing Association.