Hakuhodo Malaysia | THINK FUTURE-FORWARD
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HILL ASEAN Press Release - 768 x 435 Apr 2019


Titled “THINK FUTURE-FORWARD: ASEAN Lives Evolve As Technology Gets Smarter” the presentation delved into what media the Internet of things (IoT), artificial intelligence (AI) and other “next smartphone” technologies will give rise to; how sei-katsu-sha behavior, brand selection and shopping processes will change; and what companies and brands should do today to prepare.


THINK FUTURE-FORWARD” means thinking about creating the future yourself


The best way to predict the future is to create it yourself. From this year’s ASEAN Sei-katsu-sha Forum on, we will research what ASEAN sei-katsu-sha’s futures will look like, and make recommendations to enable companies to create the future themselves.

We believe that the IoT will be the next technology to change ASEAN sei-katsu-sha after the smartphone. The spread of the IoT will usher in Assistive Media, a new form of media that will provide the right solution at the right time; release sei-katsu-sha from routine, everyday actions, enabling them to say Bye-Bye Boring Routines; and bring about shopping behavior based on preference matching—the Match-Me Journey—in which sei-katsu-sha will not compare information on and select and decide the best product or service by themselves, but receive best-buy recommendations suggested by AI and buy things that have been matched to their personal preferences.

[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.


■ How sei-katsu-sha behavior will change as IoT and AI technology evolve.

From our ASEAN sei-katsu-sha research, we defined two behaviors that will emerge among sei-katsu-sha in ASEAN.


First is Bye-Bye Boring Routines. Carrying out everyday routines will decrease as these actions are streamlined, simplified and automated by the IoT and AI technology. Moreover, the IoT and AI will make boring routines more fun. When it comes to shopping, regular purchases and items that sei-katsu-sha have no particular preferences about may no longer be selected by sei-katsu-sha themselves.


The second is the Match-Me Journey. Instead of researching, selecting and making decisions about the best product or service themselves, sei-katsu-sha will receive best-buy recommendations suggested by AI and buy things that have been matched to their personal preferences.


■ New sei-katsu-sha behaviors that will emerge in ASEAN

BB routine - Match-Me Journey




■ Background to new sei-katsu-sha behaviors (from independent Hakuhodo quantitative research)

Like elsewhere, information fatigue and decision fatigue are spreading in ASEAN, leading to the desire to have someone assist with information gathering and the purchasing process.


In addition, positive attitudes to AI technology and high usage of IoT devices suggest that sei-katsu-sha will accept IoT- and AI-assisted labor saving and recommendations without resistance.

Info fatique



Survey outline

Hakuhodo Institute of Life and Living ASEAN’s Study of the IoT in Six ASEAN Countries

Qualitative survey Quantitative survey
Home-visit study Survey method Internet survey

Men and women aged 20–49

(SEC classes A–C)


Men and women aged 20–49

(SEC classes A–C)

Bangkok (Thailand), Singapore, Kuala Lumpur (Malaysia), Jakarta (Indonesia), Ho Chi Minh City (Vietnam), Manila (Philippines) Survey areas Thailand, Singapore, Malaysia, Indonesia, Vietnam, Philippines (nationwide)

6 households in each country

36 respondents in total

Sample size

900 samples in each country

5,400 samples in total

September–October 2018 Survey period June 2018


Home-visit study Targeted categories and respondent eligibility

Smart homes Smart cars Online shopping
Users of the following products and services:

– Smart speakers (those with an interface for operating home appliances, etc. by voice. Excluding those that can simply connect via Wi-Fi or Bluetooth)

– Home appliances and home security that can be operated by smartphone (TV, air-con, lighting, security camera, etc.)

-Voice operated cleaning robots

– Connect car and smartphone via Wi-Fi or Bluetooth to play music or videos

– Priority given to those that had selected and purchased a passenger car by themselves in the past year

Users of the following products and services:

– Mobile payment

– Paid subscription services (movies, music, fashion, etc.)

– Frequent users of e-commerce sites (e.g. does all shopping online, use of at least 5 times per month, excluding food deliveries, etc.)


About Hakuhodo Institute of Life and Living ASEAN

Established as an in-house think tank studying sei-katsu-sha in 2014, HILL ASEAN was incorporated in Thailand in March 2017. It supports clients’ marketing activities in ASEAN through insights into and proposals for ASEAN sei-katsu-sha.


Trade name: Hakuhodo Institute of Life and Living ASEAN

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 year)
  • Research and analysis from local perspectives in ASEAN countries
  • Forums in ASEAN countries


About Hakuhodo

Founded in 1895, Hakuhodo is an integrated advertising and communication agency headquartered in Japan. The core agency of the Hakuhodo DY Group, Hakuhodo is the world’s 6th largest advertising agency according to Advertising Age’s “Agency Report 2018.”

The Hakuhodo Group has offices in 20 countries and regions, and over 10,000 specialists working in Japan and abroad. Hakuhodo is strengthening its structure in emerging countries, particularly those in Asia, as it prepares to further expand its business across the region.

Sei-katsu-sha insight is the foundation for Hakuhodo’s thinking, planning, and brand building. It reminds us that consumers are more than shoppers performing an economic function. They have heartbeats. They are individuals with distinct lifestyles. Hakuhodo introduced this term in the 1980s to emphasize its commitment to a comprehensive, 360-degree perspective on consumers’ lives.

Renowned for its creativity, Hakuhodo has twice won the Grand Prix at Cannes Lions International Festival of Creativity, and was the only agency headquartered in Asia to be awarded a Special Lion commemorating Cannes Lions’ 50th anniversary in 2003.

To learn more, visit: www.hakuhodo-global.com