Beyond bushrangers and geishas
John Corleto and Michelle Schneideman explain how a new wave of brands are shifting Japanese perceptions of Australia, and how Japan’s brands are changing Aussie cities.
A sprawling metropolis, neon lights and the rattle of packed subway trains. Or an expanse of orange desert, vast mountain ranges, pristine beaches and a rumbling ute (A pickup truck for those who don’t know). The straight talking larrikin with a sense of humour. Or the geisha whose words are chosen carefully, whose gestures are controlled gracefully. A slab of steak on the barbie (read: Barbeque), or a sliver of salmon, embracing an exact-mouthful sized bed of sushi rice.
The contrasts between stereotypes are stark and endless when it comes to Australia and Japan. The former, seen to be a free, natural paradise and the latter, a neon fantasy city.
The sheer sense of difference is the cause for many plane trips, boosting education and tourism industries and strengthening ties between businesses, sister cities and governments.
But as these two parts of the world strive to break-free from the stereotype and go on their own trajectories towards growth and prosperity, it’s the similarities that are bringing them closer together – as much as travel and government efforts are shaping perception, it is brands that are spreading the word, and acting as drivers for growth.
