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.
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...
Vision and Objectives
To ensure a data-driven approach, we conducted extensive research, which revealed three key audience segments:
Vision and Objectives
To ensure a data-driven approach, we conducted extensive research, which revealed three key audience segments:
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 set ambitious goals: attract 2,000 visitors, design an inclusive layout, and craft an event that resonated with students, families, and language learners.
Vision and Objectives
To ensure a data-driven approach, we conducted extensive research, which revealed three key audience segments:
Vision and Objectives
To ensure a data-driven approach, we conducted extensive research, which revealed three key audience segments:
Vision and Objectives
To ensure a data-driven approach, we conducted extensive research, which revealed three key audience segments:
RESEARCH AND PLANNING
Vision and Objectives
To ensure a data-driven approach, we conducted extensive research, which revealed three 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.
Additionally, our analysis identified TikTok as a promising platform to connect with young adults, while arts and crafts appealed to older demographics.
Strategic Framehouse
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.
The team structure was 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 DEVELOPMENT
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
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.
Mini-exhibitions and language workshops were integrated as experiential elements, ensuring deeper engagement and broader appeal.
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.
Monitoring and Optimization
Metrics and Insights
Monitoring real-time data was pivotal to our success. Key performance indicators included:
- Visitor Count: Surpassed the 2,000 target.
- Social Media Reach: Achieved daily impressions exceeding 35,000.
- Engagement Rate: Consistently maintained a 3% conversion rate.
Weekly reviews allowed us to refine content timing, style, and platform focus. A test ad campaign with a modest budget of 15,000 yen 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.
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
More Projects
Yolar
Role: Experience Design, and creative direction of Yolar Platform
Primedux
Role: Creative Director, Website Designer, Creative Writer
Leumy
Role: Product Manager, Product Designer