Hakuhodo Institute of Life and Living JAPAN/CHINA/ASEAN


Hakuhodo Institute of Life and Living (HILL) is a research organization established in 1981 by Hakuhodo, Japan’s second largest advertising company.
With a mission to realize Hakuhodo’s Sei-katsu-sha Insight philosophy, HILL researches the perceptions and behaviors of sei-katsu-sha, a term we use in place of “consumer” to mean the holistic person with a lifestyle, aspirations, and dreams.

Tracking changes in sei-katsu-sha values with time series surveys. Discovering portents of the future using experimental methods. Immersing ourselves in the places sei-katsu-sha live to think about things with them. These are just some of the multivariate and unique approaches to sei-katsu-sha taken by HILL, a think tank that has no peer anywhere in the world. 

Following on from our main facility at Tokyo HQ, we established Hakuhodo Institute of Life and Living Shanghai in 2012 in Shanghai, China, and Hakuhodo Institute of Life and Living ASEAN in 2014 in Bangkok, Thailand, thus expanding HILL’s research area outside Japan.
From 2015, we have also focused on regional lifestyles within Japan, sending visiting researchers to Hakuhodo branch offices and regional companies around the country. We conduct research from broad perspectives, from local to global.