Connecting The Japanese to the World, One Market at a Time
The Sapporo International Market (SIM) was more than just a community-driven flea market—it was a bold initiative to foster cultural exchange and build bridges between native Japanese residents and foreign communities in Sapporo. As the Creative Director and Project Manager, I was entrusted with the responsibility of transforming this vision into a reality. This case study chronicles my approach to navigating the project lifecycle, balancing cultural sensitivities, and achieving measurable success.
This is a Project Management Case study as the creative and marketing director, stay on this page to see my approach to events. You can also click on any of the links below to either visit the project, or see a UI/UX proposal case study I designed for the event.
Role
Creative Project Manager, Creative and Marketing Director, UI/UX Designer
Date:
September 2022 – January 2023
Client
SIM Sapporo, Sapporo Hokkaido, Japan
Deliverables
User Research, Design Prototype, Brochure, Marketing Strategy
A word...
PROJECT INITIATION
Vision And Objectives
SIM was conceived as a vibrant platform to encourage cross-cultural interaction through commerce, workshops, and performances. Our mission was clear: bridge communication gaps and foster mutual understanding. However, we faced notable challenges, including:
Language Barriers
Many Japanese residents were hesitant to interact due to limited English proficiency.
Cultural Conditioning
Societal norms often discouraged risk-taking in communication.
Limited Interaction Opportunities
Few existing platforms catered to such exchanges.
Despite these hurdles, we defined the scope and set ambitious goals: attract 2,000 visitors, design an inclusive layout, and craft an event that resonated with students, families, and language learners within a 4 month period. We also wanted to increase the SIM brand awareness, and build a community for cultural exchange. I created a guiding document for our planning and execution stages, and we got to work.
RESEARCH AND PLANNING
An Agile Approach
Understanding that this event was a first of its kind, it was important to us that we were very flexible, and we moved quickly – learning and iterating as we went along. To ensure a flexible yet data-driven approach, we conducted extensive research, which revealed four key audience segments:
Non-English speakers desiring interaction but hindered by language barriers.
Limited English speakers deterred by fear of mistakes.
Proficient speakers with minimal opportunities for meaningful engagement.
Skilled foreigners in arts and crafts seeking opportunities to showcase their product to an international audience.
Additionally, our analysis identified TikTok as a promising platform to connect with young adults, while instagram and facebook appealed to older demographics who were more interested in arts and crafts. As part of planning, we worked with the operations team in determining a goo
Strategic Framehouse
I created a marketing plan that comprised of a full-stack content marketing strategy tailored to each audience segment and customized for each identified touchpoint. We aimed to build trust through our content while creating an experience that cultivated a brand perception of family, excitement and community. We opted to market organically as well. I introduced the mnemonic PLAN to structure our strategy:
- P: Define project objectives and conduct situational analysis.
- L: Leverage research for insights.
- A: Outline actionable approaches and touchpoints.
- N: Network strategies into a cohesive plan.
We had an exciting team that consisted of the 3 key stakeholders, and 4 volunteers. I created a team structure streamlined for efficiency:
Research: Analyzed market dynamics and cultural nuances.
Design: Crafted the visual identity and branding elements.
Social Media: Managed content creation and platform engagement.
DESIGN AND EXECUTION
Branding Evolution
Recognizing the need for inclusivity, I proposed renaming the event from “Sapporo International Marche in Winter” to “Sapporo International Market.” This subtle shift ensured clarity and appeal for a global audience. Our branding emphasized warmth and connection, using earthy tones (#b6c26c, #f8b386) and designs that harmonized Japanese aesthetics with international elements
Venue Design
I worked together with the operations director and event sponsor to brainstorm and design arrangements that allow for openness and cultural integration.
Marketing Blueprint:
Our social media strategy was tailored to maximize impact:
Timeline
Gradual content escalation—from teasers in September to daily countdowns in January.
Platforms
Prioritized Instagram, TikTok, and Facebook to target younger demographics.
Content Styles
A mix of promotional videos, behind-the-scenes updates, and interactive posts to build anticipation.
EXECUTION
Operational Excellence
Execution required meticulous coordination:
Event Layout
Designed an open-access format encouraging organic interactions among attendees.
Experiential Marketing
Utilized branded merchandise and social media campaigns to amplify visibility.
Dynamic Content
Created TikTok challenges, vendor interviews, and educational videos to sustain buzz.
Regular team huddles ensured alignment, while adaptive strategies addressed emerging challenges seamlessly.
Attendees
The atmosphere was filled with laughter, chit-chats, cultural exchanges, and excited shoppers.
Vendors
Over 70% of our vendors were internationals, and the rest Japanese, and most of them were participants for the first time.
Countries
It was beautiful seeing flags from various nations displayed in each corner. SIM was the first of its kind.
Team Members
The event was possible due to the tireless work of great team of Executive Committee planners and volunteers.
Monitoring and Optimization
Metrics and Insights
Monitoring real-time data was pivotal to our success. Key performance indicators included:
- Visitor Count: Although we had set an ambitious goal of 2,000 attendees using paid advertising. We finally opted for organic marketing instead, and had over 400 attendees.
Weekly reviews allowed us to refine content timing, style, and platform focus. Our test marketing campaigns provided valuable insights for optimization.
Closing and Reflection
SIM attracted a diverse audience, fulfilling its mission of fostering cross-cultural connections. Attendees lauded the workshops and layout for facilitating meaningful interactions. Beyond numbers, SIM established itself as a beacon of inclusivity in Sapporo. We gathered together at the end to celebrate, reflect on what we did right, and explore areas of improvement.
Lessons Learned
- Tailored messaging is crucial in addressing cultural nuances.
- Dynamic content strategies effectively engage younger audiences.
- Experiential elements enrich the overall impact and resonance.
Conclusion
The Sapporo International Market demonstrates the transformative power of strategic project management in bridging cultural divides. By combining data-driven insights, innovative branding, and inclusive design, SIM not only met but exceeded expectations. It stands as a testament to the potential of creativity and collaboration in driving meaningful change.
UI/UX Design Case Study:
Website Redesign Proposal case study
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