Rebranding the 'ordinary'

Despite the proximity and the perception of cultural similarity between Taiwan and Japan, there were various differences hidden beneath the surface that contributed to the gap in Tatung Electric Cooker awareness. These differences encompassed aspects such as lifestyle, customs, and perceptions.

The company behind the Tatung Electric Cooker, Tatung Corporation, is a prominent household appliance manufacturer that celebrated its 100th anniversary in 2018. It has received recognition as one of the 'Top 100 Taiwanese Brands' from the Taiwanese government, firmly establishing itself as an integral part of everyday life in Taiwan. However, the challenge arose when it came to promoting the Tatung Electric Cooker in Japan, where a deeper understanding of Taiwan was limited to a niche audience.
One significant observation was the disparity in microwave oven adoption rates. In Japan, where microwave ovens are commonly used, the adoption rate is nearly 100%, while in Taiwan, it's less than 50%. Recognizing this divergence in lifestyle culture, we realized that positioning the Tatung Electric Cooker as an 'essential item' in Japan, as it is in Taiwan, would be a formidable task.

By acknowledging the disparities between the two nations, our objective was to generate curiosity and evoke positive sentiments even among those less acquainted with Taiwan. We strived to translate the brand in a manner that would make the Tatung Electric Cooker appealing to individuals in Japan, including those with distinct cooking preferences.

Content design and platforms tailored for Japanese users

Drawing inspiration from user interviews, we contemplated the value that the Tatung Electric Cooker could offer in Japan. For communication in Japan, we identified key themes as 'Healthiness,' 'Everyday Convenience,' and 'Approachability.

Our research has revealed that the straightforward cooking method of placing only water and ingredients into a pot directly addresses the needs of Japanese individuals who seek to prepare healthy meals with ease. While the Tatung Electric Cooker's size may pose a hurdle at the point of purchase, its range of colors and retro aesthetics seamlessly integrate into Japanese interiors. We established a way to present '#LifeWithTheTatungElectricCooker' as an enriching addition to daily life, serving as both a functional and aesthetically pleasing storage solution. Furthermore, we aimed to convey that, through our presentation, we can bridge the gap between Japanese audiences and the historical and traditional elements of Taiwan. Instead of coming across as imposing or distant, our goal is to introduce these elements with the same sense of comfort and tradition that has been cherished for generations.

For outreach, we chose platforms familiar to Japanese users. Starting in October 2020, we began regular posts on Instagram and created product listing pages on Rakuten and Amazon, ensuring an accessible environment for easy purchases in Japan.

Considering the vast differences in food culture and seasonal ingredients between the two countries, we create and photograph all content for each platform. This includes unique Japanese recipes inspired by local seasonal trends and cooking methods, as well as detailed explanations of usage and information that might be common in the product's home country but new to Japan. We are spreading Japan-specific content to resonate with local audiences.

Engaging and enjoyable outreach

To ensure that the Tatung Electric Cooker reaches a broader audience in Japan, we needed to generate resonance among users and extend the reach of our messaging collaboratively.

On Instagram, we create influencer collaboration posts from three perspectives: brand, content creator, and platform. We also make effective use of Instagram's collaborator settings to ensure that all contributors genuinely want to share content without it feeling overly branded. With Reels, our goal is to entertain a broader audience, especially the younger generation, by sharing more vibrant and pop-oriented content.

In addition to our Instagram presence, we collaborate with YouTubers to share collaborative videos on YouTube. Our outreach efforts consciously target not only Taiwan enthusiasts but also the culinary enthusiast community. As a result, we've witnessed a natural increase in User Generated Content (UGC) across various platforms. This UGC isn't limited to just raising awareness and driving purchases; it has also created a community of users who actively support the brand and voluntarily introduce the Tatung Electric Cooker through platforms like Twitter and blog articles.

Even if something is considered 'ordinary' in one country, effective cross-cultural communication often requires various forms of language and visualization when conveying it to other cultures. At TAM Taiwan, native speakers of each language and culture collaborate as a team to rediscover the cultures of Taiwan and Japan alongside clients, including Tatung, from various perspectives.