Spring is a busy time in Japan, new school year, new college grads starting new jobs, moving, etc. There are all kinds of specials too for new school year clothes, new suits, shoes, business bags. With everybody so busy you might think there is little time for karaoke, so more than a few media heads turned when the mega karaoke chain Joy Sound offered a Brother sewing machine plus room rental campaign running from February to May. Why would anybody want to rent and use a sewing machine at a karaoke place?
There is a good reason behind it all. First graders are required to have a family made tote-bag. It cannot be store bought, and it has to be made by the family. Anybody will do, mom, dad, grandma, aunts, uncles and so on. The school teachers use it as an exercise to closely examine what the family comes up with. Is it sloppy or carefully made? Is it thriftily made with recycled cloths (high marks for that), or made with all new store bought cloth. You can tell a lot about the child’s family and parenting environment this way, and it helps teachers understand what the child’s educational needs are.
And so, spring is also sewing machine season to make all those first grader tote-bags. Offering sewing machine karaoke rentals is clever marketing because karaoke rooms are thoroughly soundproofed which small houses or apartments are not. And if the family member charged with marking the tote-bag wants to take a break, sing a song, order food, a beer, whatever, they can do that too. A win-win, though it does speak volumes on the current state of things when karaoke establishments need to with come up clever marketing ideas to fill their empty karaoke rooms.
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