To commemorate the 58th anniversary of ASEAN’s founding on 8 August, and in conjunction with the ASEAN Special Day at Expo 2025 Osaka, the ASEAN-Japan Centre (AJC) launched a multi-channel promotional campaign to enhance public awareness of ASEAN in Japan.
Objectives
- Raise recognition of ASEAN and ASEAN-Japan relations in Japan
- Reach diverse audiences including the general public, business community, and policymakers
- Implement multi-channel communication by combining newspapers, transportation advertising, and social media
Feature in The Japan Times
On 8 August, the AJC placed an advertorial titled “Celebrating 58 years of resilient ties” in The Japan Times ASEAN Special. This special issue also featured coverage of the ASEAN Pavilion at Expo 2025 Osaka. Published on ASEAN Day, the feature reached a wide readership, including the business sector, diplomatic community, and international residents in Japan.
Osaka Station Vision Ads
From 4 to 11 August, the AJC ran digital vision ads across 93 screens inside Osaka Station, the largest transportation hub in the Kansai region. The colorful graphics dipicting the vibrance of the people and cultures of the ASEAN Member States were prominently displayed, timed to coincide with ASEAN Day (8 August), the ASEAN Special Day at Expo (8 August), and the ASEAN Business Forum co-organized by the AJC and the Osaka Chamber of Commerce and Industry (7 August).
With an average daily footfall of 850,000 passengers, Osaka Station provided broad visibility to commuters, students, and tourists alike, leaving a strong impression of ASEAN’s presence.
Social Media Campaign: “Celebrating ASEAN Day with Origami”
On social media, the AJC invited users to fold flowers using original the AJC-designed origami paper and share their creations online. Origami, a cultural tradition familiar in both Japan and the ASEAN Member States, served as a symbolic motif connecting the two regions.
Although modest in scale, the campaign gained traction as the Mission of ASEAN to Japan and JABOT’s official account also participated, creating a new way to celebrate ASEAN Day online.
Outimes and Impact
- Shared the importance of ASEAN and ASEAN-Japan relations in an international English-language medium
- Reached an average of 850,0001 daily users through Osaka Station advertisements
- Piloted a participatory social media initiative for ASEAN Day
- Achieved exposure across a wide spectrum from business leaders to the general public
Key Takeaways
- A multi-channel strategy successfully delivered ASEAN messages to diverse target groups.
- Newspaper ads reached business and policy audiences, station ads engaged everyday commuters, and social media offered participatory engagement. Each channel complemented the others.
- While small in scale, the origami campaign proved effective as a new initiative, highlighting opportunities for future improvement.
Way Forward
By combining newspapers, transportation advertising, and social media, the AJC maximized visibility for ASEAN during its anniversary week. Building on the lessons learned, the AJC will continue to explore innovative ways to communicate ASEAN’s value and appeal to audiences across Japan.
- Data for Fiscal Year 2022 by JR West Communications Co., Ltd. ↩︎
