TPO and Marketing’s Relationship, Part 1 ~Seeds of Marketing 102

👕 The “No Hoodies After 40” Debate: A Uniquely Japanese Controversy?
In Japan, you often hear talk about “dressing for your age.” A prime example is the debate that occasionally flares up on social media, with claims that “wearing a hoodie after 40 looks pathetic.” 👀 This likely stems from a culture that highly values TPO (Time, Place, Occasion) and a strong awareness of how one is perceived by others.
“TPO” is a wasei-eigo (Japanese-coined English) term, short for Time, Place, and Occasion. In English, the closest concept would be “acting appropriately depending on the situation.”

But the strange thing is, for a culture supposedly strict about TPO, people seem very eager to comment on other people’s TPO. Phrases like “trying too hard to look young” or “it’s unbecoming” reveal an impulse to impose one’s own rules on others.

This atmosphere of being “strict with myself, and strict with others” can feel a bit stifling for some people, don’t you think? 🤔

🧢 More Freedom in Hong Kong? Frank Feedback and Self-Affirmation
Meanwhile, in Hong Kong, you’re more likely to see exchanges like this:
👭 Friend: “Hmm, that might not suit you very well~”
👩‍🦳 Wearer: “But I like it, so it’s fine! 😆”
The balance between direct feedback and the ability to brush it off is exquisite. The priority is not whether something “suits you” but “whether you like it.” This stance is evident not just in fashion, but across their entire lifestyle.

🎯 A Look from a TPO and Marketing Perspective…
How do these cultural differences impact marketing?
In Japan, it’s relatively easy to design personas based on TPO and age (e.g., late 30s, office worker, prefers muted colors). The “relatable lifestyle image” is quite well-defined.
However, in Hong Kong…
🧓 Jenny, 65 years old
💎 Loves “gyaru” (gal) fashion
🏬 Owns a jewelry store
📱 Posts on TikTok three times a week
…personalities that defy conventional wisdom are not uncommon.
In other words—While designing personas is difficult, meaning the target audience is hard to predict, it’s also a market where the inherent appeal of a product can strongly resonate because purchasing behavior is driven by an individual’s “likes.” 💡

🛍️ “How It Resonates” Over “Who to Sell To”
In Hong Kong, value-based marketing is more effective than segmenting by “age” or “gender.” This means the approach isn’t “This product will probably sell to this type of person,” but rather, “This message has the potential to resonate with anyone.”
Because detailed targeting is difficult, the following elements become even more crucial:
✔️ The brand’s worldview and story
✔️ The product’s unique narrative
✔️ Emotionally compelling expression
This is why these factors are of the utmost importance.

🤝 Turning Cultural Differences into Strategy
The concept of TPO and the degree of self-expression vary by country and city. But it is these very differences that provide hints for marketers.
Instead of thinking, “I’ll sell to this person,” the perspective of “How can I make this resonate in this city?” will become increasingly vital.
Next time, we’ll look at a real marketing campaign in Hong Kong to explore a practical application of this “value-based approach.” (To be continued)

You might also like this article from the Marketing Seeds series: → [Marketing Seeds 27] Seirogan – The Trust of a 100-Year Brand