Chapter 252: Ryuichi Koike’s Visit! On The Use Of Information Cocoons! This Is Hiroshi Nohara’s Talent!
In Tokyo in November, the early morning chill already carried a hint of sharpness.
In the meeting room on the top floor of the Tokyo Television Headquarters Building, the atmosphere was several times more heated than the temperature outside. Station Manager Nobuhiko Sakata sat at the head of the table, his fingers lightly tracing the rim of a ceramic teacup, his eyes filled with anticipation, yet concealing a hint of imperceptible nervousness.
To his left, Director Toshihide Takada, dressed in a crisp dark gray suit, had a rare smile on his lips, which were usually tightly pursed. He repeatedly tidied the documents on the table, clearly adjusting his own state of mind.
Managing Director Asumi on his right appeared much more composed. He was looking down at a progress report for the “Taste of Neon” nationwide promotion, his pen occasionally pausing on the paper, making small marks. His peripheral vision, however, would occasionally glance towards the meeting room door.
“Tap, tap, tap—” hurried footsteps echoed from the corridor, breaking the silence in the room.
Everyone looked up to see Yoshihiro Shimazu, dressed in a dark blue campaign suit, followed by two staff members, striding in quickly.
His hair was meticulously combed, and his face bore a look of triumphant satisfaction, yet the fine sweat on his forehead betrayed his hurried journey.
“Sorry, sorry, there was a bit of traffic on the way.” Yoshihiro Shimazu walked to the conference table and bowed slightly to Nobuhiko Sakata, “Mr. Sakata, you must have been waiting.”
Nobuhiko Sakata put down his teacup and shook his head with a smile, “Mr. Shimazu is too kind, we only just arrived ourselves.” He paused, his tone carrying a hint of concern, “How was it? With Governor Koike, there weren’t any unexpected developments, were there?”
Yoshihiro Shimazu pulled out a chair and sat down, taking a tissue from a staff member to wipe his forehead. His tone was resolute, “Don’t worry, I just spoke to Governor Koike’s secretary on the phone. Their motorcade has already entered Ginza Avenue and is expected to arrive at our station in about thirty minutes.”
“Thirty minutes?” Asumi’s head shot up, and he instinctively raised a hand to wipe his cheek. Although there was no sweat on his face, this sudden sense of urgency made him somewhat uneasy. “I didn’t expect Governor Koike to lead the team himself, and bring along department heads from the Tokyo Metropolitan Government… this level of reception is much higher than the Ministry of Education’s visit last time.”
Hearing this, Toshihide Takada immediately put down his documents, his smile widening, “Mr. Asumi, you don’t understand. Governor Koike’s willingness to bring department heads to inspect our station shows he values Tokyo TV’s role in cultural promotion and public welfare campaigns, especially since the “Taste of Neon” and “Information Cocoon” strategies have already received high-level recognition. This is tremendous news for our station.”
Nobuhiko Sakata nodded in agreement, his gaze turning to Yoshihiro Shimazu, his tone tinged with amusement, “Speaking of which, Governor Koike’s visit this time is probably not just for inspecting the television station, is it? I heard that your campaign support rate has increased by another five percentage points recently due to the ‘Information Cocoon’ strategy. Governor Koike is here specifically to endorse you, isn’t he?”
Yoshihiro Shimazu laughed heartily, not denying it, and said with a hint of pride, “Mr. Sakata, you have sharp eyes. But this is also a ‘tradition’ of Tokyo TV. When you and I were directors at the station, didn’t we also gain the attention of high-level officials through good work? Now that Governor Koike values us, it’s both because of the effectiveness of “Taste of Neon” and the ‘Information Cocoon,’ and because we are both reformists who came from Tokyo TV, and our concepts align.”
“That’s right!” Nobuhiko Sakata nodded with a smile, his gaze sweeping over everyone present, “Tokyo TV’s current status is due to our reformist concept of ‘content is king.’ From “An Shizhi” to “Seven Samurai,” and now “Taste of Neon,” every work has closely followed the needs of the era, which is how we’ve earned the recognition of both audiences and high-level officials.”
As the two spoke, the atmosphere in the meeting room grew even more enthusiastic.
Several directors from Tokyo TV began to enter, some were mid-level leaders from the production bureau, others were in charge of advertising and distribution. Each of them wore smiles of anticipation, discussing their views on this inspection.
“I heard Governor Koike will specifically be watching the sample film of the fourth episode of ‘Taste of Neon’ this time?” Director Kouta Asano, in charge of program distribution, leaned in, his tone carrying excitement. “If he praises it personally, the nationwide broadcast to elementary and middle schools will surely be smoother.”
“More than just smooth!” Director Ken Fujishita, in charge of advertising cooperation, clapped his hands, his beer belly jiggling. “People from Marui Soy Sauce contacted me yesterday, saying that if Governor Koike approves ‘Taste of Neon,’ they are willing to add an additional 200 million yen in sponsorship and launch ‘Taste of Neon’ co-branded products in convenience stores nationwide!”
While everyone was chatting enthusiastically, Toshihide Takada suddenly frowned, his gaze sweeping around the meeting room, his tone carrying a hint of confusion, “By the way, where is Hiroshi Nohara? I saw his name on the accompanying personnel list just now, but I don’t see him here?”
His mention prompted others to realize—indeed, they hadn’t seen Hiroshi Nohara at all since the beginning.
Asumi immediately took out his pager, looked down at it, and said with a hint of bewilderment, “Strange, I had my secretary page Hiroshi-kun an hour ago, telling him Governor Koike was coming and to get ready at the station in advance… logically, he should have arrived by now, coming from Kanto TV.”
Hearing this, Yoshihiro Shimazu’s smile slightly faded, and his tone became solemn, “We can’t do without Hiroshi-kun. Governor Koike specifically requested to see him this time—after all, the ‘Information Cocoon’ strategy was proposed by Hiroshi-kun, and “Taste of Neon” was directed by him. Governor Koike also wants to discuss cultural promotion ideas with him in person.”
Nobuhiko Sakata, seeing everyone’s slightly anxious expressions, quickly spoke to reassure them, “Don’t panic, everyone. Hiroshi-kun is always reliable and wouldn’t be late without a reason. He’s coming from Kanto TV, crossing the entire Tokyo metropolitan area, and there’s traffic in Ginza this morning. He might be delayed on the way. Let’s wait a bit longer, he should be here soon.”
Despite his words, the atmosphere in the meeting room involuntarily became tense.
Everyone’s gaze began to frequently drift towards the door, and even the earlier enthusiastic discussions gradually quieted down.
After all, Governor Ryuichi Koike was the highest administrative official of the Tokyo Metropolitan Government, and this inspection was of great significance to Tokyo TV. If the key person, Hiroshi Nohara, was late, it would inevitably leave a bad impression on higher-ups.
Just as everyone was feeling uneasy, a gentle knock came from the meeting room door.
Immediately after, Hiroshi Nohara appeared at the doorway—he was wearing a simple light gray suit, his hair neatly combed, and there was no sign of panic on his face. However, one of the buttons on his cuff was undone, indicating he had intentionally adjusted himself for comfort during his hurried journey.
“Sorry, there was a bit of traffic on the way, I’m late.” Hiroshi Nohara walked into the meeting room, bowed slightly to Nobuhiko Sakata and Yoshihiro Shimazu, and then looked at Toshihide Takada, Asumi, and the others in turn, “Station Manager Sakata, Senior Shimazu, Director Takada, Mr. Asumi, thank you for waiting.”
“Hiroshi-kun, you’ve finally arrived!” Asumi was the first to breathe a sigh of relief, his tone carrying a hint of gratitude. “We were just worried something might have happened to you on the way.”
Toshihide Takada also put away his earlier confusion, his smile returning, “It’s good you’re here, it’s good. Please sit down. Governor Koike will arrive in twenty minutes, let’s quickly go over the flow again.”
Hiroshi Nohara walked to the conference table and sat down, taking the teacup handed to him by Nobuhiko Sakata. His fingertips touched the warm surface of the cup, and he took a gentle sip.
He looked around and noticed everyone’s gaze was focused on him, with expectant eyes. He then proactively spoke, “On my way here, I spoke with Mr. Saito from Kanto TV. The sample film for the fourth episode of “Taste of Neon” has been copied, and we can have the technical department send it to the screening room shortly. Also, Sakurako has faxed the revised script for ‘Old Town Exploration’ to our station’s planning department. If Governor Koike asks about future documentary plans, we will be prepared.”
His words were clear and organized, instantly putting everyone at ease. Nobuhiko Sakata nodded with satisfaction, “Hiroshi-kun, you are indeed thoughtful. However, Governor Koike’s focus this time is not on watching the sample film, but on discussing the follow-up promotion of the ‘Information Cocoon’ and ‘Taste of Neon’ with you.”
Yoshihiro Shimazu leaned in at this point, his tone carrying a hint of mystery, “Hiroshi-kun, you may not know it yet, but Governor Koike is leading this team here for two main reasons: first, he wants to promote the ‘Information Cocoon’ strategy to public welfare campaigns in the Tokyo Metropolitan Government, such as the upcoming ‘Winter Flu Prevention’ education; second, he wants to leverage the popularity of ‘Taste of Neon’ to promote cultural and tourism cooperation in the Greater Tokyo Metropolitan Area, so that the traditional crafts of places like Chiba, Gunma, and Saitama can gain further recognition through our documentaries.”
“Oh?”
Hiroshi Nohara blinked, a flicker of surprise in his eyes. He had originally thought Ryuichi Koike’s visit was a routine inspection, but he didn’t expect such in-depth cooperation. “I didn’t expect the ‘Information Cocoon’ and ‘Taste of Neon’ to receive such high attention.”
Nobuhiko Sakata, seeing his surprised expression, couldn’t help but smile. He leaned forward slightly, lowering his voice and speaking in a somewhat secretive tone, “Hiroshi-kun, don’t underestimate your own ideas. The ‘Information Cocoon’ strategy not only played a big role in Mr. Shimazu’s campaign but also attracted the attention of higher-ups. Last week, I had dinner with Minister Tadashi Hattori, and he secretly told me that someone in the cabinet is already discussing using the ‘Information Cocoon’ for nationwide policy promotion.”
“The cabinet?”
Toshihide Takada and Asumi’s eyes widened simultaneously, their faces filled with shock.
Toshihide Takada instinctively adjusted his tie, his tone laced with disbelief, “This… this is too sudden, isn’t it? ‘Information Cocoon’ is just a promotional strategy proposed by Hiroshi-kun, how could it possibly alarm the cabinet?”
Asumi also nodded, his eyes filled with emotion, “Yes, we only thought this strategy was useful in campaigns before, but we didn’t expect it to rise to the level of national policy… Hiroshi-kun, you’ve created a new promotional model.”
Yoshihiro Shimazu looked at their shocked expressions and sighed softly, his tone filled with emotion, “You all still underestimate Hiroshi-kun’s abilities. Besides the ‘Information Cocoon,’ the IPs he created—the animated image of the Akita Dog, Kumamon, and the documentary “Taste of Neon”—which one didn’t cause a nationwide sensation?”
He paused, tapping his fingers lightly on the table, and continued, “Everyone in Japan knows now that anything produced by Hiroshi Nohara has not only popularity but also depth. “Doraemon” teaches children to share, “Late-night Diner” reminds adults of the warmth of home, and “Taste of Neon” awakens people’s attention to traditional crafts… The values conveyed by these works perfectly align with the ‘national cohesion’ construction that high-level officials want to promote. It’s only natural that high-level officials have noticed him.”
Hiroshi Nohara listened to everyone’s words, a wry smile involuntarily appearing on his lips. He shook his head, “I didn’t think that much into it. When I proposed the ‘Information Cocoon,’ I just felt that traditional scattershot promotion was ineffective. When I filmed “Taste of Neon,” I just wanted to document some crafts that were about to be forgotten. I didn’t expect such a big reaction, and now I feel a bit like ‘more famous than deserved’.”
“Hiroshi-kun, you are too modest!”
Toshihide Takada immediately retorted, his tone earnest, “You are only 23 years old, and you have already achieved what many seniors cannot achieve in a lifetime—”An Shizhi” pioneered a new genre of urban legends, “Seven Samurai” redefined the heights of samurai films, and “Taste of Neon” has become a national cultural symbol… Anyone else would have been arrogant long ago, but you can still maintain this clarity, and that is the most precious thing.”
Asumi also chimed in, “Mr. Takada is right. Last time, Senior Keiko Matsumoto lamented to me that the Japanese film and television industry hasn’t produced a genius like you in decades—someone who understands content creation, market demand, and can grasp the pulse of the times. Compared to you, we old folks feel a bit ‘out of step’.”
Nobuhiko Sakata looked at the scene before him, a look of gratification on his face.
He picked up his teacup and raised it to everyone, “Alright, let’s not just praise Hiroshi-kun. Governor Koike is about to arrive, let’s go over the flow again to ensure the inspection goes smoothly. Hiroshi-kun, when Governor Koike asks about the details of the ‘Information Cocoon,’ you can explain it according to what we discussed, focusing on how to use it for precise delivery in conjunction with public welfare policies. It doesn’t need to be too complicated, just easy to understand.”
Hiroshi Nohara nodded in agreement, “Don’t worry, Station Manager Sakata. I’ve already compiled the cases for ‘Winter Flu Prevention’ and ‘Cultural and Tourism Cooperation.’ Speaking based on the actual situation, it should be able to make Governor Koike understand the value of the ‘Information Cocoon’.”
Yoshihiro Shimazu patted Hiroshi Nohara’s shoulder at this point, his tone carrying a hint of expectation, “Hiroshi-kun, whether Governor Koike will publicly support my campaign this time, and whether our station can secure the special fund for cultural promotion from the Tokyo Metropolitan Government, it all depends on you.”
Hiroshi Nohara looked at his earnest gaze and nodded gently, “Don’t worry, Senior Shimazu, I will do my best. However, whether it ultimately succeeds will still depend on whether the concepts of ‘Information Cocoon’ and ‘Taste of Neon’ align with Governor Koike’s plans.”
Just then, a staff member at the meeting room door knocked and entered, saying respectfully, “Station Manager Sakata, Governor Koike’s motorcade has arrived downstairs. Minister Tadashi Hattori is accompanying him up.”
Nobuhiko Sakata immediately stood up, adjusted his suit jacket, and said to everyone, “Alright, let’s go out to meet him. Remember, be sincere when answering questions, and keep your answers concise. Don’t disgrace Tokyo TV.”
Everyone stood up and followed Nobuhiko Sakata towards the meeting room door.
Hiroshi Nohara walked in the middle, looking at Yoshihiro Shimazu’s slightly excited back ahead, and the nervous yet expectant expressions of Toshihide Takada and Asumi beside him. He suddenly felt a sense of stability in his heart.
Governor Ryuichi Koike’s inspection this time was not only an affirmation of Tokyo TV but also an endorsement of the “content transmits value” philosophy he adhered to.
And what he had to do was to use this opportunity to let more people see that good content could truly change society and warm people’s hearts.
The elevator slowly descended, the numbers changing from “18” to “1.”
Hiroshi Nohara stood in a corner of the elevator, his gaze fixed on the reflection in the elevator door—he could see Nobuhiko Sakata quietly instructing Yoshihiro Shimazu, Toshihide Takada repeatedly adjusting his tie, and Asumi’s fingers unconsciously stroking the zipper of his briefcase. Everyone was making their final preparations.
“Ding—”
The elevator doors opened, and neat greetings immediately came from the first-floor lobby.
Tokyo TV employees were already lined up on both sides of the lobby, wearing uniform work attire and sporting respectful smiles.
In the center of the lobby stood Minister Tadashi Hattori, accompanying an elderly man with graying hair, dressed in a dark gray Zhongshan suit—it was Governor of Tokyo Metropolis, Ryuichi Koike.
Ryuichi Koike appeared even more composed than on television, with a gentle smile on his face, but his eyes were exceptionally sharp. As his gaze swept over everyone, it held a hint of scrutiny, yet also a trace of warmth.
To his left, Minister Tadashi Hattori, dressed in a black suit, smiled and stepped forward upon seeing Nobuhiko Sakata and the others emerge, “Mr. Sakata, you’ve finally come down. Governor Koike has been saying all the way that he has long wanted to chat with everyone at Tokyo TV about “Taste of Neon”.”
Nobuhiko Sakata quickly stepped forward and bowed deeply to Ryuichi Koike, “Governor Koike, welcome to Tokyo TV for your inspection! It’s truly been a hardship for you to come all this way in person.”
Ryuichi Koike smiled and waved his hand, his tone gentle, “Mr. Sakata, you are too kind. I’ve long wanted to see what kind of television station can produce such excellent works as “Taste of Neon.” Moreover, I specifically wanted to meet a young man—”
His gaze passed over the crowd and landed on Hiroshi Nohara, his eyes filled with appreciation. “Mr. Hiroshi Nohara, it’s been a long time.”
Hiroshi Nohara immediately stepped forward and bowed slightly, “Governor Koike, hello. I am deeply honored by your concern.”
“As expected, young and promising,” Ryuichi Koike looked at him, his tone filled with emotion. “When I watched “Seven Samurai” before, I thought the director was a fifty-something old craftsman, I didn’t expect him to be so young. Later, after watching “The Tale of Hachiko” and now “Taste of Neon,” I realized you not only know how to make movies but also how to tell the stories of ordinary people through documentaries—it’s not easy.”
Hiroshi Nohara smiled humbly, “Governor Koike, you flatter me. Both “Seven Samurai” and “Taste of Neon” were the result of the team’s collective effort. I just did what I was supposed to do.”
“Not arrogant, not restless, truly rare,” Ryuichi Koike nodded, his tone of admiration deepening. “Minister Hattori told me that you proposed the ‘Information Cocoon’ strategy? Mr. Shimazu’s campaign promotion used this strategy very effectively, and the support rate among young people has increased significantly.”
When “Information Cocoon” was mentioned, Hiroshi Nohara immediately adjusted his demeanor and replied with a serious tone, “Yes, Governor Koike. In fact, the core of the ‘Information Cocoon’ is very simple: to push content that interests different groups of people based on their needs. For example, for office workers, we push short videos about ‘Subsidies for returning to hometown to start a business,’ using stories from “Taste of Neon” as carriers. For housewives, we push ‘Community Culture Festival’ plans, combining family competition cases from “Super Change Change Change”—this makes it easier for people to accept and improves promotional effectiveness.”
Ryuichi Koike listened intently, nodding occasionally. After Hiroshi Nohara finished, he suddenly asked, “What do you think? Can this strategy be used for public welfare campaigns in the Tokyo Metropolitan Government? For example, the upcoming ‘Winter Flu Prevention’ and ‘Greater Tokyo Metropolitan Area Cultural and Tourism Cooperation,’ how would you design it using ‘Information Cocoon’?”
The question came suddenly. Nobuhiko Sakata, Yoshihiro Shimazu, and the others next to him instinctively held their breath, their gazes fixed on Hiroshi Nohara.
This was Governor Koike’s test.
Hiroshi Nohara heard Governor Koike’s question and showed no sign of panic.
He nodded slightly, his gaze swept over everyone present, and he spoke in a calm tone, “Governor Koike, if we were to apply ‘Information Cocoon’ to ‘Winter Flu Prevention’ and ‘Cultural and Tourism Cooperation,’ the core idea would be ‘customizing content for different groups, and delivering information through familiar carriers’.”
He first looked at Ryuichi Koike, his fingers gesturing subtly, and clearly laid out his plan, “Taking ‘Winter Flu Prevention’ as an example, we can divide the audience into three categories. The first category is housewives, who are most concerned about the health of the elderly and children. We can film a series of short videos featuring Mr. Xiang Shuishang from “Late-night Diner”—he’s wearing his diner apron, holding a hot bowl of soup, and saying, ‘A bowl of tonkotsu broth in winter can warm your body. Remember to remind your family to wash their hands frequently.’ This would be accompanied by heartwarming scenes of customers wearing masks in the diner. This would be both intimate and make housewives willing to watch and remember.”
“The second category is office workers, who squeeze onto the subway every day and worry about getting infected during their commute. We can use the unit drama format of “World of the Strange” to film a short story: An office worker catches a cold on the subway because he didn’t wear a mask, delaying an important project. Later, he wears a mask and disinfects diligently every day, successfully completing the project. The ending narration would say, ‘Protecting yourself also means protecting those around you.’ This is more engaging than a simple public service announcement, and office workers are more likely to accept it.”
“The third category is students, especially elementary and middle school students. They are resistant to preachy propaganda. We can have Nobita and Doraemon from “Doraemon” appear in an animated short film: Doraemon takes out a ‘flu prevention mask’ from his pocket, and Nobita wears the mask to school, reminding his classmates to ventilate frequently. The animation would end with a children’s song, ‘Wash your hands and wear a mask, be a healthy little guard.’ Children will actively follow along and even remind their parents.”
Ryuichi Koike’s eyes lit up as he listened. He instinctively leaned forward and pressed, “What about the ‘Greater Tokyo Metropolitan Area Cultural and Tourism Cooperation’? For example, if we want people in Tokyo to travel to Chiba and Gunma, how would we use ‘Information Cocoon’?”
“This is even simpler, because we have “Taste of Neon” as a ready-made carrier.”
Hiroshi Nohara smiled, his tone carrying a hint of confidence. “For young people in Tokyo, we can edit exciting clips from “Taste of Neon”—such as the scenes of Mr. Masayasu Nomizu going out at dawn to catch tuna, or the close-ups of Mr. Kosuke Sato kneading soba noodles. We can then add upbeat music that young people like and play it during commercial breaks of variety shows on television. The ending would say, ‘Don’t stay home on the weekend, go to Chiba to eat fresh tuna, go to Gunma to learn to knead soba noodles’.”
“For families with children, we can design ‘parent-child cultural and tourism’ content. Let Misae-chan’s Kumamon take children to an old bakery in Saitama to learn how to make red bean buns, and to a Japanese sweets shop in Kyoto to learn sugar painting. We can film this into a short documentary and broadcast it after children’s programs on weekends. Parents will naturally be willing to take them to experience it when they see their children are interested.”
“For the middle-aged and elderly, they value ‘sentiment’ and ‘cost-effectiveness’ more. We can invite Mr. Eiji Kurosawa from “Seven Samurai” to appear. He can sit in an old street in Kyoto, holding a Japanese sweet, and say, ‘When I was young, I was always busy with work and didn’t properly appreciate the scenery around me. Now I realize that the small towns around Tokyo hide so many good things.’ This can be accompanied by slow-motion shots of the old street and information on affordable travel packages. The middle-aged and elderly will feel that it is ‘reliable and cost-effective’.”
After listening, Ryuichi Koike couldn’t help but clap his hands, his tone full of admiration. “Good! That was said very well! Mr. Nohara, your approach has fully leveraged the value of ‘Information Cocoon’—it’s not about pushing policies stiffly, but about using content familiar to the audience as a bridge to get them to actively accept information. Minister Hattori, did you hear that? The public welfare campaigns of our Tokyo Metropolitan Government should follow this approach!”
Tadashi Hattori, standing beside him, immediately nodded and smiled, “Your Excellency Governor Koike, I’ve said it before, Mr. Nohara is a young man with ideas. When the Ministry of Education promoted “Taste of Neon” and “Doraemon” before, they followed his ideas, and the results were much better than expected.”
Nobuhiko Sakata looked at the scene before him, a look of gratification on his face. “Governor Koike, if you find this approach feasible, Tokyo TV is willing to cooperate fully. Whether it’s filming short videos, animations, or editing clips from “Taste of Neon,” we can implement it quickly.”
Ryuichi Koike waved his hand, his tone tinged with urgency. “Don’t wait for ‘if.’ I’ll make the decision now—Tokyo TV will be responsible for the ‘Winter Flu Prevention’ and ‘Cultural and Tourism Cooperation’ campaigns in the Tokyo Metropolitan Government. As for funding, our metropolitan government will provide full support. However, I have another idea I’d like to discuss in detail. Shall we sit down in the meeting room and talk?”
“Of course, of course!” Nobuhiko Sakata immediately agreed and gestured, “Governor Koike, this way please. The meeting room is ready.”
Everyone surrounded Ryuichi Koike and entered the top-floor meeting room.
Ryuichi Koike sat at the head of the table, flanked by two recording secretaries. They had their notebooks and pens ready for taking notes.
Nobuhiko Sakata, Yoshihiro Shimazu, Toshihide Takada, Asumi, and Hiroshi Nohara sat opposite them, forming a small discussion circle.
As soon as they sat down, Ryuichi Koike eagerly began, “Mr. Nohara, I have a few more details I’d like to ask about regarding the ‘Information Cocoon’ application ideas you mentioned earlier. For example, regarding pushing content to different groups, how do you ensure the content accurately reaches them? If content intended for housewives is seen by office workers, will it affect the effectiveness?”
Hiroshi Nohara picked up the water cup on the table, took a gentle sip, and replied in a calm tone, “Governor Koike, we have already considered this issue. The key to precise reach lies in ‘channel selection’ and ‘time control.’ For example, content for housewives will be pushed at 10 AM and 3 PM—during these times, housewives are mostly watching television or listening to the radio. Content for office workers will be broadcast during the morning rush hour from 7 AM to 9 AM and the evening rush hour from 6 PM to 8 PM on subway advertising screens and radio. Content for students will be broadcast from 5 PM to 7 PM, which is the time after they return home from school, on children’s channels and school broadcasts.”
He paused and added, “Furthermore, we will cooperate with the post office to mail ‘customized brochures’ to families in different areas. For example, we will mail ‘Parent-Child Cultural and Tourism’ brochures to families in the Tokyo Metropolitan area, and ‘Tokyo Shopping Guides’ to families in Chiba. This will further improve accuracy. Of course, this requires the metropolitan government’s assistance in coordinating channel resources, as our coverage is limited relying solely on our television station.”
Ryuichi Koike nodded, signaling his secretaries to take notes. He then looked at Yoshihiro Shimazu and asked with a hint of curiosity, “Mr. Shimazu, you used ‘Information Cocoon’ in your campaign promotion. How effective was it? Can you tell me about your actual experience?”
Hearing the question, Yoshihiro Shimazu immediately sat up straight, his tone filled with excitement, “Your Excellency Governor Koike, regarding the effectiveness of ‘Information Cocoon,’ I have personally experienced it! Before, my support rate hovered around 28% and stagnated, especially among young people and traditional craft practitioners, whose recognition of me was very low.”
He picked up the opinion poll report on the table and handed it to Ryuichi Koike, “You see, this is last month’s survey data. Since using ‘Information Cocoon’ and pushing content about ‘Subsidies for traditional craft practitioners’ to traditional craft practitioners—using the case of Ms. Sumie Yamada’s Japanese sweets shop as an example—their support rate rose from 18% to 41%. My overall support rate has now reached 46%, which is 8 percentage points higher than Mr. Mikami Tanaka’s!”
Ryuichi Koike took the survey report and carefully examined it, his eyes filled with surprise. “It increased so quickly? It seems ‘Information Cocoon’ is not only useful for public welfare campaigns but also plays a big role in campaign promotion. Mr. Shimazu, did you encounter any difficulties in the actual operation? For example, was content production complex?”
“There were certainly difficulties, but with Mr. Nohara’s help, they were all resolved.”
Yoshihiro Shimazu looked at Hiroshi Nohara, his tone carrying a hint of gratitude, “At first, our team didn’t know what content carrier to choose, and wanted to film a serious policy interpretation video. Mr. Nohara said, ‘Young people don’t like serious content, we need to use stories they are familiar with.’ Then he helped us edit clips from “Taste of Neon,” and Misae-chan drew a Kumamon promotional poster—the effect was unexpectedly good. Many young people said, ‘So Mr. Shimazu’s policies are considerate of us’.”
He paused and continued, “Another time, we wanted to push content about the ‘Community Culture Festival’ for housewives. Mr. Nohara suggested having the family contestants from “Super Change Change Change” appear and say, ‘Participating in the community culture festival can make children more cheerful.’ As a result, many housewives voluntarily called the campaign office asking when the culture festival would be held and said they would support me.”
Ryuichi Koike listened enraptured, tapping his fingers lightly on the table, muttering to himself, “I see… So the core of ‘Information Cocoon’ is not ‘pushing information’ but ‘connecting emotions.’ Using stories and characters familiar to the audience, making them feel that the policy ‘is related to them,’ so they will actively accept it, and even actively spread it.”
He looked up at Hiroshi Nohara, his tone serious, “Mr. Nohara, your concept of ‘Information Cocoon,’ if promoted nationwide, might solve many policy promotion difficulties. For example, next year’s ‘Rural Revitalization Plan’—many young people are unwilling to return to the countryside. If we use ‘Information Cocoon’ to promote stories of rural artisans from “Taste of Neon,” telling them ‘you can also realize your value by returning to the countryside,’ it might attract more young people back.”
Hiroshi Nohara nodded, his tone earnest, “Your Excellency Governor Koike is right. In fact, the essence of ‘Information Cocoon’ is a ‘people-oriented’ promotional approach. In the past, promotion was about ‘what we want the audience to know,’ whereas ‘Information Cocoon’ is about ‘what the audience wants to know, we will tell them in a way they like.’ As long as this core is grasped, any policy promotion, whether it’s rural revitalization, environmental protection, or other policies, will have good results.”
Toshihide Takada suddenly spoke, his tone cautious, “Your Excellency Governor Koike, Mr. Nohara, I have a question. ‘Information Cocoon’ requires a large number of content carriers, such as works like “Taste of Neon,” “Doraemon,” and “Late-night Diner.” If there are no new popular works in the future, will it affect the promotional effect? After all, audience preferences change, and they might get tired of always seeing the old works.”
Hiroshi Nohara smiled, his tone carrying a hint of confidence, “Director Takada asks a good question. However, we already have contingency plans—on one hand, we will continue to create new popular works. For example, the upcoming fourth episode of “Taste of Neon” will tell the story of an old bakery in Saitama, and we will later film a series on ‘Traditional Crafts of Japan,’ continuously enriching our content carriers. On the other hand, we will conduct regular audience surveys to understand their new preferences. For instance, young people recently like watching ‘Street Interviews.’ We will film a series of ‘Street Interview + Policy Promotion’ short videos to make young people feel ‘fresh and not boring’.”
Asumi also added, “Furthermore, we will cooperate with other television stations and publishing houses to share content resources. For example, Yomiuri TV Osaka has a popular variety show, “Kansai Gourmet Food Exploration,” and we can cooperate with them to edit clips from it for ‘Cultural and Tourism Cooperation’ promotion. Shueisha has many popular manga, and we can cooperate with them to have manga characters appear for student audience promotion. This way, the content carriers will not be singular, and we can cover more audiences.”
Ryuichi Koike nodded repeatedly. He looked at his secretary and said sternly, “Record all these details, especially the points about ‘continuous creation of new works’ and ‘cross-platform cooperation.’ In the future, when our metropolitan government supports promotional work, we should focus on these aspects. Regarding funding, don’t be stingy. As long as it achieves the desired effect, any amount is worth it.”
The two secretaries nodded immediately, their pens rapidly gliding across their notebooks, making a “rustling” sound, as if afraid of missing any detail.
Nobuhiko Sakata spoke at this point, his tone carrying a hint of suggestion, “Governor Koike, if the ‘Winter Flu Prevention’ and ‘Cultural and Tourism Cooperation’ campaigns are successful, perhaps we can consider using ‘Information Cocoon’ in more areas? For example, ‘Traffic Safety Promotion,’ ‘Waste Sorting Promotion,’ or even policy interpretation for ‘Real Estate Bubble Control’—many young people are currently anxious about the real estate bubble. Pushing relevant content through ‘Information Cocoon’ can alleviate their anxiety and help them better understand the policies.”
Ryuichi Koike’s eyes lit up, and he clapped his hands, “Mr. Sakata’s suggestion is excellent! Especially ‘Real Estate Bubble Control,’ which is a key task now. Many people don’t understand why it needs to be controlled, and some even have resistance. If we use ‘Information Cocoon’ to push interpretation content to different groups—for example, for young people, pushing ‘Affordable Housing Application Guidelines’ and ‘Entrepreneurship Support Policies’ to tell them ‘you can have [Truncated: Max tokens]
He looked at Hiroshi Nohara, his tone carrying a hint of anticipation: “Nohara-kun, do you think ‘information cocoon’ is feasible for ‘real estate bubble control’ promotion?”
Hiroshi Nohara considered for a moment and replied earnestly, “It’s feasible, but we need to be more cautious. Real estate is a sensitive topic, and the content must be objective and truthful, without exaggeration or misleading information. For example, targeting young people, we could film a series of ‘Entrepreneur Stories’—like one about a young person who gave up on buying a house in Tokyo, used their savings to open a traditional craft shop in their hometown, and became popular through promotion of 《Taste of Neon》, realizing their own value. Stories like this can alleviate young people’s anxiety about buying a house and guide them to focus on other development directions.”
“For middle-aged people, we can invite economic experts to appear on camera, but instead of complex theories, we’ll use a ‘chat’ format. For example, in a late-night diner, an expert and Mr. Xiang Shuishang can eat ramen while discussing ‘the risks of the real estate bubble’ and ‘the benefits of diversified investment.’ This way, middle-aged people will be more receptive. At the same time, we will also push out information on ‘progress of affordable housing construction’ and ‘policy for renovating old houses,’ letting them know that controlling the real estate bubble is for the sake of making everyone’s lives more stable.”
After listening, Ryuichi Koike couldn’t help but praise, “Nohara-kun, you’ve thought of everything! With you here, our Tokyo Metropolitan Government’s policy promotion will surely be smoother. Hattori-kun, when you get back, immediately liaise with the relevant departments and put the promotional plans for ‘Winter Flu Prevention,’ ‘Cultural Tourism Cooperation,’ and ‘Real Estate Bubble Control’ on the agenda, aiming to start preparations as early as next week.”
Tadashi Hattori immediately replied, “Yes, His Excellency Governor Koike! I will connect with them tomorrow and ensure we proceed as quickly as possible.”
The atmosphere in the meeting room grew more fervent, and everyone delved into many details regarding the application of “information cocoons”—from the timing of content production to the coordination of channel resources, and the standards for evaluating results, each step was discussed with great meticulousness.
The notebooks of the two recording secretaries were already filled with dense characters, and even the blank margins were covered with diagrams.
Unconsciously, over an hour had already passed.
Ryuichi Koike glanced at his watch, stood up, and said with a hint of reluctance in his tone, “It’s getting late, and I have a meeting to attend. So, let’s wrap up for today. However, I want to tell everyone that today’s discussion has been very rewarding for me. ‘Information cocoon’ is not just a promotion strategy, but also a ‘people-centric’ approach to work. In the future, the Tokyo Metropolitan Government and Tokyo TV should strengthen our cooperation and work together to utilize ‘information cocoons’ to do more practical things for the public.”
Nobuhiko Sakata and others also stood up, bowing slightly to Ryuichi Koike. “Yes, Governor Koike! We will not disappoint you.”
Ryuichi Koike walked up to Hiroshi Nohara, patted his shoulder, and said with a hint of expectation in his tone, “Nohara-kun, you are a rare talent. I hope you can continue to use your talents to create more good works, and contribute more to our Neon’s policy promotion and cultural development. If you have any ideas or difficulties in the future, you can contact me anytime.”
Hiroshi Nohara bowed slightly. “Thank you for your recognition, Governor Koike. I will continue to work hard and live up to your expectations.”
Ryuichi Koike nodded, exchanged a few pleasantries with Nobuhiko Sakata, Yoshihiro Shimazu, and others, then, accompanied by his secretary, left the meeting room under everyone’s gaze.
It wasn’t until Ryuichi Koike’s figure disappeared at the end of the corridor that the people in the meeting room breathed a sigh of relief, their faces breaking into relaxed smiles.
Toshihide Takada looked at Hiroshi Nohara, his tone carrying a hint of emotion: “Hiroshi-kun, today was truly thanks to you. Governor Koike’s recognition of ‘information cocoons’ will not only allow our station to receive publicity funds from the metropolitan government but also elevate our station’s status within the industry. In the future, our station’s development will have even more confidence.”
Managing Director Asumi nodded, his tone carrying a hint of admiration. “Hiroshi-kun, when you answered Governor Koike’s question just now, your thinking was clear and your details were thorough. Even I didn’t think of points like ‘cross-platform cooperation’ and ‘audience research.’ Working with you, I really can learn a lot.”
Yoshihiro Shimazu laughed heartily, patting Hiroshi Nohara on the shoulder. “Hiroshi-kun, for my election campaign this time, I’ll need your help. If I can win the mayoral election by riding the wave of ‘information cocoons’, I will definitely thank you properly!”
Nobuhiko Sakata looked at the scene before him and smiled with gratification. “Alright, let’s not just praise Hiroshi-kun. We need to quickly implement the promotional task assigned by Governor Koike. Takada-kun, you’ll be in charge of coordinating funds and channels; Asumi-kun, you’ll oversee the content production; Hiroshi-kun, you’ll manage the content direction and creativity; Shimazu-kun, if you have any needs for election campaigns, you can also cooperate with our station for resource sharing.”
Everyone agreed, their tone full of drive.
After Ryuichi Koike left, the lively atmosphere in the meeting room did not dissipate.
Nobuhiko Sakata walked to the head of the conference table, cleared his throat, and his gaze swept over everyone, “Now let’s divide the tasks to ensure that the mission assigned by His Excellency Governor Koike can be successfully implemented.”
He first looked at Toshihide Takada: “Mr. Takada, you will be in charge of liaising with the finance and publicity departments of the Tokyo Metropolitan Government. Tomorrow, go and discuss the publicity funds for ‘Winter Flu Prevention’ and ‘Cultural Tourism Cooperation.’ Also, finalize the channel resources – subway advertising screens, radio time slots, and brochure placement in post offices. These all need to be confirmed as soon as possible so as not to delay subsequent content production.”
Toshihide Takada immediately nodded, “Don’t worry, Director Sakata. I’ll sort out the funding application materials tonight and head to the Metropolitan Government Building for coordination first thing tomorrow. I’ve dealt with Minister Tadashi Hattori a few times before, and he’s very supportive of our station, so there shouldn’t be any problems.”
Nobuhiko Sakata looked at Asumi again. “Mr. Asumi, you’ll be in charge of coordinating the content production team. For the ‘Winter Flu Prevention’ short videos, contact Mr. Xiang Shuishang and the production team for ‘World of the Strange’; for the ‘Cultural Tourism Cooperation’ editing, connect with Shigeru Saito’s Technical Department; and for the ‘Doraemon’ animated short, coordinate copyright with Shueisha. Make sure to have preliminary sample films ready within a week for His Excellency Governor Koike’s review.”
“Understood.”
Asumi took out his notebook and quickly jotted down, “I’ll contact the relevant teams shortly to finalize the timeline. If there are any issues with copyright or personnel coordination, I will communicate them to you and Hiroshi-kun promptly.”
Finally, Nobuhiko Sakata’s gaze fell on Hiroshi Nohara. “Hiroshi-kun, you will be in charge of controlling the creative direction for all content. Whether it’s the scripts for short videos, the plots for animated short films, or the copy for brochures, it all needs your review. Additionally, you can start preparing a plan for the ‘real estate bubble control’ promotional concept. His Excellency Governor Koike may soon put it on the agenda.”
Hiroshi Nohara nodded, “Understood, Director Sakata. I’ll talk to Misae-chan tonight and have her help design the ‘flu prevention’ and ‘cultural tourism cooperation’ promotional posters, and also draft the script for the 《Doraemon》 animated short film. Tomorrow, I’ll meet with Xiang Shuishang and Shigeru Saito to confirm filming details.”
Yoshihiro Shimazu suddenly spoke up, “Sakata-kun, Hiroshi-kun, I have an idea too. Since our station is doing ‘cultural tourism cooperation’ promotion, could we incorporate my election campaign into it? For example, when promoting Chiba Fishing Port, I could appear on camera to haul in nets with Masayasu Nomizu-san and casually mention my election concept of ‘supporting traditional fishery development’—this way, it wouldn’t be abrupt and could leverage the heat of 《Taste of Neon》 to increase my exposure.”
Nobuhiko Sakata looked at Hiroshi Nohara. Seeing him nod, he smiled and agreed, “Sure. But we need to be mindful of the boundaries and not let the promotion become purely an election ad. The main focus should still be on ‘cultural and tourism cooperation’. Hiroshi-kun, please handle the liaison with Senior Shimazu on this matter and control the content’s scope.”
“No problem,” Hiroshi Nohara said, looking at Yoshihiro Shimazu. “Senior Shimazu, tomorrow we can go to Chiba together and talk with Mr. Nomizu. We’ll see how to naturally incorporate the campaign concept, so it doesn’t affect the promotional effect while achieving your goal.”
Yoshihiro Shimazu was overjoyed. “Excellent! Hiroshi-kun, I’ll be counting on you. With your help, I can rest easy.”
