Gracias a un marketing bastante inteligente en la década de 1970, la Navidad en Japón se ha convertido en sinónimo de una gran cubeta de Kentucky Fried Chicken con toda la familia. La cadena estadounidense de comida rápida KFC ha celebrado su mejor época del año en el país nipón durante las vacaciones de diciembre. Y así ha sido durante los últimos 47 años. Esta es la historia detrás de este extraño fenómeno social.
El pollo frito como alternativa al pavo de Navidad
La Navidad en Japón no es una fiesta nacional y tampoco se celebra por ninguna de sus connotaciones religiosas, ya que muy pocos japoneses se identifican como cristianos. Sin embargo, sigue siendo una ocasión de reunión familiar y muchos organizan cenas para disfrutar las fiestas. Esta fue una oportunidad muy clara para que las empresas de los años 70 comercializaran bienes asociados con la temporada. KFC fue pionero en el marketing navideño moderno en el país y supo aprovechar la demanda que claramente se avecinaba.
La tradición de cenar pollo de KFC por Navidad en Japón comenzó en 1974. La empresa lanzó una campaña inspirada en la tradición occidental de cenar pavo. En aquel entonces y aún hoy, el pavo es un producto muy difícil de encontrar en Japón. Por lo que la primera alternativa para los que querían replicar esta costumbre era el pollo frito. KFC vio esto como una gran oportunidad y así nació el eslogan kurisumasu ni wa kentakkii! o «¡Kentucky para Navidad!».
Fuente de la imagen: Japnasuki
El porqué del éxito de KFC
Esta gran estrategia sigue reportando un crecimiento de ganancias palpable para KFC en Japón cada año. El restaurante es tan popular en esta época que organiza reservas con anticipación, ofreciendo menús especiales para la cena de Navidad por alrededor de 50 dólares por persona.
La razón de ser de este curioso éxito es, en primer lugar, la simplicidad del concepto. En segundo lugar, lo fácil que se integró esta tendencia a las costumbres culturales de los japoneses. Dejando de lado la posibilidad de que pasase de moda y experimentando una consolidación bastante aceptable.
El eslogan también es de gran ayuda, mucho más pegadizo en japonés que los de otras cadenas de fast food como McDonalds. Y además, el Coronel Sanders de KFC tiene un gran parecido con la figura nipona de Santa Claus. Hecho que evidentemente la marca aprovecha para reforzar su marketing.
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