To report on Lady Gaga’s ad for the FamilyMart convenience store chain, the first thing I had to do was watch the video of it.
Gaga plays the part of a store worker dancing through the aisles in a leather uniform and platform shoes. To me, she looked like a high priestess of camp, boogying through a temple of retail efficiency to a mad techno beat.
It wasn’t just the wild style that hooked me. It was also the confluence of culture and commerce in Japan.
The issue of Japan’s aging society and shrinking its workforce are an inescapable part of life in Japan, and foreign workers are an inevitable part of the solution. FamilyMart’s ad leverages Lady Gaga’s non-conformist pop persona to appeal to an increasingly diverse workforce, a retail analyst explained to me.
Konbinis, as convenience stores are called in Japan, are also an inescapable part of life there. They function as a deli, post office, copy shop, bank, tax office and Ticketmaster all rolled into one. That’s because it’s cheaper for the government and businesses to offer these services through the konbinis than to run their own.
Another draw is the crazy fresh food, delivered to the stores several times a day. When I’m on assignment in Tokyo, I’m often on deadlines, so I head straight for the konbini onigiri (rice balls) with salmon, tofu and seaweed salad and mochi for dessert. It would be nice to have time for a proper meal, but until I do, I’m not too badly off living the konbini lifestyle.
Give the segment a listen, at your convenience! |