Ministry of Culture / اليابان / 2025التجارب الحيّة · الأفلام · الفعاليات والرعاية
Meet Saudi.
Saudi Arabia's Ministry of Culture used its Expo 2025 Osaka pavilion to recast how Japan sees the Kingdom, with a campaign built on the things the two cultures have in common.
- العلامة التجارية
- Ministry of Culture
- الوكالة
- Consulum
- السوق
- اليابان
- المنطقة
- عالمي
- السنة
- 2025
التحدي
Research cited in the SABRE entry found low positive sentiment towards Saudi Arabia in Japan, with the country seen mainly through oil and the holy cities.
الفكرة
Consulum led with cultural similarities drawn from primary research. A seven-city caravan toured Japan with Saudi food, music and customs before the Expo opened, followed by a cross-cultural cooking challenge, a hero film and VR experiences that pointed visitors to the Saudi Pavilion.
النتائج
- According to Consulum and the ministry, favourable impressions of Saudi Arabia in Japan rose 37 points to 79%.
- The pavilion received 3 million visitors over six months, 40% of them attributed to the campaign, according to Consulum.
- The SABRE Awards entry reports 959 million in traditional media reach.
مصدر دراسة الحالة: Consultancy-me.com المصدر ↖
الجوائز
- Athar Festival Awards 2025Best Transformation Campaignبرونزية
- Athar Festival Awards 2025Best Governmental Campaignفضية
فريق العمل
- الوكالة الإبداعية
- Consulum
- المدير الإبداعي التنفيذي، Consulum
- Julián Hernández
