You free for coffee? and a chat about semiotics and culture and trends and strategy and ideas?
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We

To inspire
forward-thinking
organisations.

Decode
Culture

Intro

We’re a cultural insights and semiotics practice that helps leaders make stronger strategic decisions. Based in Tokyo, Shanghai and Singapore, Yuzu Kyōdai specializes in decoding subconscious decision making, to help clients around the globe deeply understand their consumers.

How deeply do you know your consumers and their world?
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Meet our thinking
collective
Yuzu Kyodai Thinking Collective
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Major Beauty Brand
CAse Story
How to make skincare for Gen Z if you’re a Gen X brand?

In a world of thousands of skincare ingredients and brands vying for attention, it’s hard to break into this fickle new segment that is so spoilt for choice, and so digital savvy.

Who are the ‘New Rich’ upending ‘Old Rich’ luxury?
Epic Fashion House
CAse Story
Who are the ‘New Rich’ upending ‘Old Rich’ luxury?

There’s a new breed of luxury consumers out there – not married to or inheriting wealth, but self-made millionaires whose countless start-up hours paid off dearly; merely in their 20s and 30s, they want luxury.

The travails of getting a product on a Japanese shelf
Swissmooh
CAse Story
The travails of getting a product on a Japanese shelf

Swissmooh, the export arm of Switzerland's farm cooperative, was searching for a new way to relaunch its brand in China, but in a way that could pave the road for market entry to Japan.

What’s on Yuzugram

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Korea’s latest TV obsession, Culinary Class Wars, is more than just a cooking show— it’s sparking big debates on gender, class, and culture. Discover why this culinary showdown has everyone talking – both locally and globally. Read the full story through the link in our bio.
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Korea’s latest TV obsession, Culinary Class Wars, is more than just a cooking show— it’s sparking big debates on gender, class, and culture. Discover why this culinary showdown has everyone talking – both locally and globally. Read the full story through the link in our bio.
06
November
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Welcome to Interesting Reads, where at the end of every month we handpick the most intriguing articles on culture for you. This month’s reads cover the bold and unexpected—thought-provoking trends, brand tactics, and more. From clever marketing moves to semiotic explorations, there’s something here to spark creativity and insight. Read more through our link in bio.
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Welcome to Interesting Reads, where at the end of every month we handpick the most intriguing articles on culture for you. This month’s reads cover the bold and unexpected—thought-provoking trends, brand tactics, and more. From clever marketing moves to semiotic explorations, there’s something here to spark creativity and insight. Read more through our link in bio.
30
October
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Looking to disrupt the status quo? Semiotics is your secret weapon to zig where others zag. We dive into how @vacationinc —a bold newcomer—taps into nostalgia to create a brand universe that stands out in all the right ways. 🚨 ANNOUNCEMENT 🚨Our Haute Culture Substack is LIVE. Unlock cultural insights and discover how semiotics shapes brands across markets, cultures, and passions. Ready to decode the future? Read the rest through our link in bio.
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Looking to disrupt the status quo? Semiotics is your secret weapon to zig where others zag. We dive into how @vacationinc —a bold newcomer—taps into nostalgia to create a brand universe that stands out in all the right ways. 🚨 ANNOUNCEMENT 🚨Our Haute Culture Substack is LIVE. Unlock cultural insights and discover how semiotics shapes brands across markets, cultures, and passions. Ready to decode the future? Read the rest through our link in bio.
03
October
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CASE STORIES → Competition in haircare is all about ingredients and design. Few think about competing with 90% inside the bottle: the nature of the liquid itself. Our client set out to change that and asked us to devise ways of thinking about the topic: how to make a liquid look & feel premium? Read more at the link in our bio.
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CASE STORIES → Competition in haircare is all about ingredients and design. Few think about competing with 90% inside the bottle: the nature of the liquid itself. Our client set out to change that and asked us to devise ways of thinking about the topic: how to make a liquid look & feel premium? Read more at the link in our bio.
11
September
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Find out more about what we do through past projects we’ve worked on, all to deconstruct what drives consumers. Visit our website (link in bio) to read our Case Studies. See you there.
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Find out more about what we do through past projects we’ve worked on, all to deconstruct what drives consumers. Visit our website (link in bio) to read our Case Studies. See you there.
03
September
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23
August
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19
August
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Culture-first. Consumers don’t see categories, they see culture. We look beyond your competition and start with what’s happening in the culture they operate in, by living and breathing culture ourselves. We invite you to become an insider through our eyes – stay tuned for more exciting content.
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Culture-first. Consumers don’t see categories, they see culture. We look beyond your competition and start with what’s happening in the culture they operate in, by living and breathing culture ourselves. We invite you to become an insider through our eyes – stay tuned for more exciting content.
16
August
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14
August
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Mandarin Typo in a circle
Mandarin Typo in a circle
Mandarin Typo in a circle

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tact
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What We Do