PSFK Conference Asia Speaker Michael Keferl

We’re looking forward to to hearing from Michael Keferl, Managing Director at CScout Japan, joining us in Singapore at PSFK Conference Asia to discuss the latest in Asian youth trends.  We asked him to share a little bit about himself with us.

First, who are you and what do you do?

I’m the Managing Director of CScout Japan, the Tokyo office of the CScout global trendscouting network, and have been here since coming to Japan five years ago. Being in charge of project management, I’m constantly scanning the market here with my team to analyze and report to our clients, both here and abroad. Our interests often revolve around Digital Lifestyle, but everything from product design, to innovative marketing campaigns serve as inspiration for our work. Our current focus is on our subscriber-based Trendpool database, and expanding our local network.

You’ll be sharing your ideas in a discussion about trends within Asian youth culture and how they  impact every business around the world. In one paragraph, can you explain what themes and trends you’ve been noticing in the region and how it has begun making a global impact?

Much of the world looks to Japan for trends, but it’s interesting how little the Japanese themselves are aware that they’re being watched! What’s most clear for Japanese youth is that there’s a movement in individual identity, though we’ve long argued that Japan isn’t nearly as homogenous as it’s portrayed anyway. The otaku in Akihabara may be loving their time in the international spotlight with “Cool Japan” and a focus on wacky gadgets and anime, but the real trendsetters are decidedly low-key.

Tokyo is a big place, made up of small towns that are all incredibly unique and have their own taste and cultures. The trends are often very niche, but the rest of the world seems to be moving this way as well, and Japanese catering to the smallest of audiences is a good example to follow.

Five sites that provide you with inspiration?

It’s hard to say, as my inspiration rarely comes from online. It comes from going out every day, attending expositions, meeting people, and getting information as firsthand as possible.

Thanks, Michael!

CScout Japan

Hear more from Michael at PSFK Conference Asia - get your tickets now!