ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon PrintIcon Twitter

Japanese companies enlist 'otaku' culture to reach young people

Characters from Toyo Suisan's Voice Recipe campaign

TOKYO -- "Here you go. Ethnic lemon ramen, Vietnam-style," Ryo Saionji whispers gently into the consumer's ear. "I'm glad you liked it. Ah, you're finally smiling! Your smile ... makes me blush."

     Saionji is a character in Toyo Suisan Kaisha's Voice Recipe campaign to promote its line of raw ramen noodles. But he is not real; he is an anime character created specifically for the campaign, and played by popular Japanese voice actor Nobunaga Shimazaki. There are three other characters in the campaign, all with sweet voices, and played by other dansei-seiyu, the Japanese word for male voice actor.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more