#Japan #Tokyo #GumGum #Shabu-Yo #Spectacles2026

Unveiling the Secrets of Successful Advertising in 2026

In a rapidly changing economic landscape, the ability to connect with consumers on a deeper emotional level has never been more crucial. GumGum, a Santa Monica-based company, is set to participate in Spectacles 2026 – The Data Must Flow: Who Drives AI? on September 17, 2026, at the Tokyo International Forum, alongside partners Sukairaku Holdings and ADEX. This big data conference aims to address the evolving dynamics of consumer engagement in an age marked by inflation and cautious spending.

During the conference, GumGum will present a compelling case study centered on its advertising strategy for Shabu-Yo, a beloved shabu-shabu chain in Japan. The discussion will revolve around understanding how lifestyle changes and emotional triggers can influence consumer behavior even before they search for or purchase a product. The goal is to inspire the feeling of wanting to visit a restaurant, thereby transforming potential interest into actual foot traffic.

Advertising in the Context of Inflation

With inflation leading consumers to make more selective choices, brands need to evolve their strategies. The current focus must shift towards identifying and nurturing the underlying desires of consumers who may not yet openly express their intentions to visit or engage. This session will shine a light on how GumGum employs innovative techniques to tap into these moments, effectively encouraging the desire to visit.

Utilizing advanced data analytics, GumGum will showcase how its advertising efforts do not merely end at piquing consumer interest but culminate in measurable outcomes, such as increased foot traffic and sales. With a reported ROI of 8.8 times on its campaigns, the collaborative effort between GumGum, Sukairaku, and ADEX illustrates the power of data-driven marketing strategies.

Keynote Insights

Session Title: How Are Brands Chosen in Times of Inflation? An ROI of 8.8 from Shabu-Yo's Advertising Strategy

• - Date & Time: September 17, 2026, 12:40 PM - 1:00 PM
• - Location: Tokyo International Forum, B7 Hall (FOCUS Stage)
• - Participation Fee: Free (Advance registration required)

This session will offer insights from leading professionals:

• - Kaede Ikemoto, Senior Account Executive, GumGum Japan – A seasoned expert with a robust background in attention measurement campaigns and strategic branding.
• - Tomoko Okada, Director of Japanese Cuisine Development Group, Sukairaku Holdings – A marketer proficient in integrating data analysis with creative strategy to enhance brand experiences across local and international markets.
• - Sota Minamino, Project Leader, ADEX – A specialist in bridging strategy and execution, focusing on improving campaign efficiency through continuous evaluation and enhancements based on real-time data.

Unique Interactive Experience

As a part of the SPECTACLEs experience—reflecting the event's theme of “seeing the unseen”—GumGum will set up an interactive booth aimed at demonstrating how consumer sentiments evolve prior to actual purchasing behaviors. Attendees will have the chance to explore the moments that lead to desire, tapping into various signals such as content context, weather, time, and location that influence ad acceptance and the ‘want to visit’ feeling.

We encourage attendees to dive into this unique experience and better understand how GumGum’s mindset marketing can reshape advertising strategies for the modern consumer.

About GumGum

Founded in 2008, GumGum has been at the forefront of evolving advertising by capturing shifts in consumer consciousness and creating valuable ad opportunities during peak engagement moments. The company’s proprietary AI data engine, Mindset Graph™, analyzes a vast array of signals—from content and environment to historical trends—connecting brand messages with receptive consumers.

With operations extending across over 19 markets, including North America, Europe, Japan, and Australia, GumGum continues to innovate and redefine experience in advertising.

For more information, visit GumGum Japan’s official website or contact them via email at [email protected].