Fireworks and Japanese companies - Events and Brands (2/2)

One of the best ambiances in Japan are the Firework festivals (hanabi) held in summer. Every year, people wear yukatas (kimono-like, light, traditional costumes), gather with friends and watch amazing fireworks while drinking.

Biggest firework festival, Sumida River Firework Festival in Tokyo with 20.000 fireworks attracts thousands of tourists and millions of people to the riverside to watch this great event. And as you might expect, there is a huge economy behind this event. The total expenditure is about 200 million JPY ( 2.6 million dollars) for 2 hours of firework show. This cost is sponsored by local ward offices, TV station and private corporations. Many Japanese firms are willing to sponsor this huge festival to be attached with this highly emotional, attractive and charming experience.

There are also many local hanabi festivals sponsored by local firms. For every firework a company's name is announced  during the show so that they can increase their awareness in the neighbourhood.

While finalizing brand and events article, I would like to refer to David Hume's thoughts about "association". According to Hume, there are 3 types of association in human mind:
1. Resemblance: Polarbears resemble (somehow!) Coca-Cola.
2. Cause and Effect: What is the effect of having a Volvo? Safety.
3. Contiguity in time and place: Sponsorships & Events: When you drink Redbull, you "fly": Flugtag

Companies are trying to associate themselves with positive values and experiences around us by using these three ways. Sponsorships and events is the third option; when you experience an amazing event (such as hanabi) company's name is there at that exactly same time and you unconsciously associate the positive feeling with the company.


  1. 『お祭り』とは、元々地元の人の結びつきを強くする目的で、地元の人達によって行われていて、花火大会への出資も地元企業としての『責任』という側面があると思う(^O^)/




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