In place since 2016 in Paris, the notoriety marketing agency Trends opened in September 2021 Trends Tokyo in the Japanese capital. On the occasion, L’ADN asked its co-founder, Jean-Baptiste Quesnay, and the general manager, Tomoaki Moribe, to draw the trends of well-being in the land of Zen.
1 – Find a work-life balance
In popular imagery, in Japan, we work without counting the cost. A reputation that sticks to a certain reality, recognizes Tomoaki Moribe, general manager of Trends Tokyo, 20 years of expertise in marketing and passed in particular by Nike Tokyo, Apple and Beats by Dre. “We are in a society where we work too hard, like soldiers. We arrive at work at 7-8 a.m. and leave at 10-11 a.m. This is not the right way to work. »
A trend that is about to change. “Today, “wellness” refers to emotional health, mental health, continues Tomoaki Moribe. For young people in their twenties, this means creating a rich lifestyle, finding a balance between private life and work. »
” During recruitment in Japan, the first questions are about well-being, health, the needs of their family, confirms Jean-Baptiste Quesnay, co-founder with Sarah Sandra Taïbi of Trends Paris and Trends Tokyo. In the interview, we have women who tell us of their need to pick up their children at such an hour – in the world of communication, in Paris, that does not exist.
2 – Appropriate small spaces
Tokyo is a dense city. “Less than Paris but there are 50 million people in the city, the apartments are very small, it is very rare for people to have large areas, specifies Jean-Baptiste Quesnay. The city is very long and wide, there are long routes. »
A constraint that encourages residents to appropriate spaces and architecture differently, especially for workspaces. “The architecture, the light, are very important. For example, there are no aggressive lights. »
3 – Return to nature and traditions
Whether it’s hot springs (Onsen) or the tea ceremony, the Japanese have a strong link to traditions in their relationship to well-being.. “Well-being, body care, relaxation, massages, it’s part of their DNA and their culture”, explains Jean-Baptiste Quesnay. “In Kyoto, for example, the historic district is very serene, it looks like the Japan you see in old-fashioned movies: geishas are walking in the street, there are places where you can drink tea in a real ceremony, in a quiet place, as we did in those days. »
Tomoaki Moribe mentions Zazen, a meditation performed most often in temples. “It’s a way of finding a mental balance in a society that is too fast, where there is too much information. There, you have to sit facing the wall and not talk,” he explains.
Well-being traditions that integrate nature into the heart of the practice. “Japan idolizes its nature, it is an integral part of the culture, presents the co-founder. For a Japanese, Mount Fuji is an icon. Everything has to do with the elements, history is not only the history of the country but also that of the environment. »