Gen Z Innovates Car Lease Awareness Strategies in Karuizawa

In a progressive move, Joycal Japan, a leader in the car leasing sector, recently conducted an immersive marketing internship program in the serene setting of Karuizawa. Targeted at individuals selected for the 2026 graduating cohort and students from Nihon University, this program aimed at cultivating innovative marketing strategies that resonate with younger audiences.

Overview of the Internship Program

As the relationship between the younger generation and vehicles evolves, Joycal Japan recognized the importance of understanding their perspectives. The program was carefully designed to delve into the core of marketing, focusing on the essential questions: “Who to target? Where to convey the message? How to deliver it effectively?” Participants engaged in a mini-camp that not only fostered creativity but also encouraged critical thinking regarding how to effectively reach potential customers through their unique services.

By facilitating a blend of networking, skill development, and experiential learning, Joycal aimed to deepen participants’ understanding of their business culture and objectives while enhancing essential business skills such as professionalism, creativity, and communication.

Characteristics of the Program

Engagement with Gen Z Perspectives

Through hands-on workshops set against the stunning backdrop of nature, students explored the possibilities of car leasing from a fresh perspective. The program featured:

- Direct presentations to company executives, yielding immediate feedback.
- Opportunities for participants to create their marketing strategies that may be implemented in actual business scenarios.

The workshop addressed several key elements:

- Persona Development: Encouraging the questioning of conventional views about car ownership.
- Customer Journey Mapping: Participants crafted journey maps for Joycal’s budget-friendly car leasing service (“7MAX”), helping them experience the process from awareness to interest directly.
- Slogan Brainstorming: Tapping into creative ideas linked to the