[One Sip of a Book] Wearing, Eating, Sleeping, Resting, Enjoying, and Playing in the 'Real Japan'

Some sentences encapsulate the entire content of the book itself, while others instantly reach the reader's heart, creating a connection with the book. We excerpt and introduce such meaningful sentences from the book. - Editor's note

A Japanese marketing expert conveys Japanese trends and marketing stories. Introducing the ‘real Japan’ seen through clothing (衣), eating (食), sleeping (住), resting (休), enjoying (美), and playing (樂). Interesting stories catch the eye, such as why an iPhone parts manufacturer raises crickets, the pride battle between Korea and Japan over syringes in the COVID-19 era, and AI conveyor belt sushi. The author said, “Through Japanese companies’ marketing, culture, national character, and exemplary cases, I hope many readers gain insights and view Japan without prejudice.”

Park Sun-ho (Head of Economic Research Institute, EToday)

“From my experience writing articles on the ground, I know that writing insightful articles that are easy and fun is difficult. Good writing requires a lot of knowledge, but it also needs the ‘humility’ to omit some of what you know. It’s the difference between ‘pretending to know’ and ‘truly knowing.’

I knew the author was a Japan expert, but after reading the book, I thought, ‘He really is an expert.’ It’s easy and enjoyable. Each anecdote contains various lessons and a fundamental insight (‘Gwanji’ (貫之)) that runs through them all. Like the subtle and moist fragrance of tea, it seeps gently.”

Song Jeong-ryeol (Head of Digital News Department and Content Director, MoneyToday)

“Once you pick it up, it will be hard to put down until you finish reading. The intellectual shock I received from reading the late Minister of Culture Lee O-ryeong’s book ‘The Japanophile’s Shrinking Orientation’ during my university days is still vivid after 30 years. It offered a new perspective and sharp insight into who the Japanese really are, beyond being mere objects of hatred and resentment. Author Kim In-kwon is regarded as the top Japan expert in the domestic industry. His stories about Japan, developed through long immersion, are rich in detail. It offers an experience as if you are peering directly into the life of the Japanese. I recommend it to those curious about Japan, a country that has recently become somewhat distant.”

Choi Ji-young (Economic Editor, JoongAng Ilbo)

This is a story about Japan full of freshness from the field and details. The author, who has devoted his life to corporate marketing and PR, analyzes trends discovered while roaming Japan’s back alleys and bustling streets with a ‘hawk’s eye.’ Wherever in the world, places that capture consumers’ hearts and money always have their secrets. For those seeking marketing insights, I recommend reading this book.

Exploring Japan | Written by Kim In-kwon | Making Books | 268 pages | 12,000 KRW