Shaping Public Perception for Integrated Resort Market Entry in Japan

As part of its bid to enter the Japanese market, a global Integrated Resort (IR) operator worked together with us to support the development of a strategy for increasing public receptivity toward its category—casinos and entertainment complexes. The aim was to understand what values and concerns Japanese consumers associate with out-of-home entertainment, and how to co-create a brand and offer that resonates locally and earns public trust. 

We facilitated extended workshop-style sessions with consumers across different age groups and entertainment preferences. These conversations explored deeply held personal values, attitudes toward leisure, and emotional responses to the IR category, highlighting alignment and disconnects with the client's intended brand position. 

In close collaboration with participants, we co-developed potential narratives, brand promises, and messaging approaches that would feel relevant, credible, and culturally attuned. This also included testing how different aspects of the IR offer—from services to tone of communication—could best land with a Japanese audience.