When Cultures Collide: Reinventing "Cool Japan" Through Diverse Perspectives
Mike Sunda
In the past two years, the creative output at PUSH’s Tokyo office has played a role in the cultural “renaissance” of Japan-themed global content. But this is not the tired stereotypes of “Cool Japan” past – we’re talking about pushing boundaries with the MTV VMA-award winning music video for Megan Thee Stallion’s “Mamushi”, unique Tokyo-based content featuring other global stars such as Billie Eilish and Rosalia, as well as viral brand campaigns including this year’s “Air Max Day” campaign featuring K-Pop band XG.

In this session, we’ll talk about the elements that contributed to the incredible success of these projects, and demonstrate how cross-cultural collaboration and diverse perspectives are pivotal to success. Although this is a Japan-focused session in terms of the output, the same logic can be applied to other APAC markets at a time when Korean culture continues to thrive, more and more consumers are interested in China, and creative professionals around the world are increasingly curious about markets such as Thailand and Vietnam.

Mike Sunda
MD, Strategy Director & Co-Founder
PUSH
Tokyo

Mike Sunda is a multidisciplinary creative and strategist based in Tokyo since 2013. He is the co-founder of PUSH Japan (established January, 2020) — a 10-person independent creative studio specialising in culturally resonant work ranging from branded content to music videos — and was awarded “Entrepreneur of the Year” by the British Chamber of Commerce in Japan in 2023. He has led Japan-market strategy and creative for global brands and institutions ranging from Amazon and Nike to Manchester City FC and Uniqlo, was the executive producer on awardwinning music videos such as Megan Thee Stallion’s MTV VMA-winning “Mamushi”, and has himself also directed acclaimed music videos and activations. Mike holds an undergraduate degree in Japanese from the School of Oriental and African Studies (SOAS) in London, and a master’s degree in Japanese / cultural studies from Sophia University (Tokyo). He has written extensively about Japanese society and culture for global publications including the BBC and The Japan Times, and spent his formative years in Japan working as a music journalist, documenting Tokyo’s electronic music scene for the likes of Resident Advisor, Boiler Room and Red Bull Music Academy.
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