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SMAP star’s Instagram foray marks weakening grip of Japan TV ads


Katori's decision to finally get an Instagram account marks a sea change for the advertising industry in Japan, which has lagged much of the developed world in switching from old to new media. — Bloomberg

Katori's decision to finally get an Instagram account marks a sea change for the advertising industry in Japan, which has lagged much of the developed world in switching from old to new media. — Bloomberg

Shingo Katori commanded the adoration of millions of fans across Asia as a member of SMAP, one of Japan’s most successful boy bands. After decades as a ubiquitous TV presence, he finally decided in November it was time to get an Instagram account. 

A small step for one celebrity highlights a sea change for the advertising industry in Japan, which has lagged much of the developed world in switching from old to new media. Katori, now a solo performer, has promoted everything from beer to cars on TV – now he also has more than a million followers on Instagram alone. 

   

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