Sei-katsu-sha Forum: ASEAN MILLENNIALS: One Size Fits All?

Feb. 21, 2017
  • News
  • Research
  • Events
  • HILL

Tokyo—February 21, 2017—Hakuhodo Institute of Life and Living ASEAN (“HILL ASEAN”), a think tank established in Thailand in March 2014 by Japan’s second largest advertising company, Hakuhodo Inc. (Minato-ku, Tokyo; Hirokazu Toda, President & CEO), today in Bangkok announced findings from its latest research into ASEAN sei-katsu-sha*1. Entitled “ASEAN MILLENNIALS: One Size Fits All? A Generation Gap in ASEAN,” the presentation, HILL ASEAN’s third, unveiled differences in attitudes to life and work, interactions with digital technology, and more between the Millennial generations.

The presentation was a great success, with over 300 marketing staffers and managers from ASEAN, Thai and Japanese companies, Thai media people, and others gathering for the occasion.

Millennials, or those born in the 1980s and 1990s, have captured the attention of the marketing industry the world over. With their fresh values and high degree of fluency in digital technology, Millennials are very different from previous generations and notoriously difficult to reach with traditional marketing approaches.

Millennials are especially prominent in ASEAN countries, whose populations have a high percentage of young people. However, given the dramatic social and economic shifts that have taken place in these countries in recent years, it is difficult to define such a broad age group as a single entity. Instead, for this study HILL ASEAN divided the generation up into those born in the 1980s and those born in the 1990s. Analysis of research into the attitudes of each group revealed gaps between them in the way they live and work, their use of digital technology, their shopping behavior and more.

*1 Sei-katsu-sha are more than simply consumers, just as people’s lives and lifestyles include more than just shopping. Hakuhodo introduced this term in the 1980s to emphasize its commitment to a comprehensive, 360-degree perspective on consumers’ lives.

For details on the presentation, please visit the HILL ASEAN website at:

Hakuhodo Institute of Life and Living ASEAN will continue to conduct sei-katsu-sha research, observing sei-katsu-sha from unique viewpoints and offering insights from fresh perspectives.

About Hakuhodo Institute of Life and Living ASEAN

Established in 2014, Hakuhodo Institute of Life and Living ASEAN is the Hakuhodo Group’s sei-katsu-sha think tank in the ASEAN region. Leveraging sei-katsu-sha research know-how accumulated in the thirty-plus years since launching the Hakuhodo Institute of Life and Living in Japan in 1981, the Institute supports companies’ marketing activities in the ASEAN region, while developing local insights and making proposals on future ways of living in the region.

Institute Director: Goro Hokari
Location: Bangkok, Thailand
Research & other activities:

  • ASEAN Fixed Point Survey, a fixed-point survey of ASEAN sei-katsu-sha (every second
  • Research and analysis from local ASEAN viewpoints
  • Forums in ASEAN countries

Read news release

Back to News & Insights