New Standard

NEW STANDARD is a Japanese meaning-design company that creates new meanings and expands how people perceive the world, specializing in marketing and communication strategies targeting millennials, Gen Z, and Gen Alpha. The company works with major Japanese brands including Kewpie, Japan Microsoft, Seiko Epson, Kokuyo, and Mandom, producing campaigns ranging from influencer activations and OOH advertising to rebranding communications. NEW STANDARD publishes a weekly newsletter on meaning-centric design and generational value shifts, and operates a media platform covering cultural trends among younger Japanese consumers.