[2.5 Years Post-Stealth Marketing Regs] Hit strategies of the 'Post-Stealth Marketing Era' gather. 10M units sold on SNS! Marketing tactics to create new hits learned from 'Cup Malatang'
RX Japan will hold the '26th Marketing Week - Spring 2026' at Tokyo Big Sight from April 22-24, 2026, gathering next-generation marketing methods focused on organic sharing.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 19:20
- 🔍 Collected: April 14, 2026 at 11:01
- 🤖 AI Analyzed: April 19, 2026 at 18:24 (127h 22m after Collected)
Becoming a social phenomenon with the "Shibi-katsu (numbing spicy experience)" trend enthusiastically supported by youth! From "hidden ads" to "ads you want to spread yourself." Marketing strategies to create new hits are gathered.
Currently, "Shibi-katsu," enjoying the numbing sensation trending on SNS, has become a youth trend. Among them, "Cup Malatang," using low-calorie glass noodles, has become a social phenomenon selling over 10 million units cumulatively. Behind this explosive hit is not coincidence, but the power of marketing that meticulously designed an "experience you want to spread yourself."
About 2.5 years have passed since the stealth marketing regulation began in October 2023. Companies are now significantly shifting their strategies from methods that hide they are advertisements to promotions where consumers voluntarily want to share, thinking, "Even though it's an ad, it's interesting, so I want to tell someone!"
The trending marketing company behind 'Cup Malatang' will exhibit (Hattyu Inc.)
Ishokudogen.com's "Malatang," which is massively buzzing triggered by Tiktok shop. Its strategic partner, "Hattyu Inc.," which has been running alongside it since its dawn, will exhibit at Marketing Week this time. They plan to showcase know-how to win on Tiktok Shop and marketing techniques to create new hits, such as creator collaboration and sales roadmaps.
From Wed, April 22 - "Marketing Week Spring" held at Tokyo Big Sight
RX Japan Ltd. (Headquarters: Chuo-ku, Tokyo, President & Representative Executive Officer: Takeshi Tanaka) will hold one of Japan's largest marketing exhibitions, the "26th Marketing Week - Spring 2026" (commonly known as: MaS), for 3 days from Wednesday, April 22 to Friday, April 24, 2026, at Tokyo Big Sight.
At this exhibition, the latest marketing services and products for being chosen "fair and square" in this era and generating explosive hits will gather in one place, including the strategic company that supported the rapid advance of this "Cup Malatang."
Exhibition Name: The 26th Marketing Week - Spring 2026 - (MaS)
Dates: Wednesday, April 22 - Friday, April 24, 2026, 10:00-17:00
Venue: Tokyo Big Sight
Organizer: RX Japan Ltd.
Number of Exhibitors: Approx. 300 companies (planned)
Number of Visitors: Approx. 20,000 (expected)
Official Web: https://www.marketing-week.jp/spring/ja-jp.html
Press Pre-registration: https://www.marketing-week.jp/hub/ja-jp/press.html
[Creating hits in the post-stealth marketing era] Notable latest marketing methods
◆ Turning ads into "travel memories"! Touching experience promotion at travel destinations "Travel Media"
Exhibitor: JTB Corp.
An experiential promotion utilizing JTB's customer touchpoints, from trip planning to accommodations. By sampling in stores and inside buses, it directly approaches the excitement of travel, creating opportunities to "touch and try." Experiences in open spaces encourage spontaneous SNS posts, spreading ads as a "part of memories." It realizes fan creation through genuine, touching experiences essential under stealth marketing regulations.
◆ Generating empathy with highly passionate stories "Manga Influencers"
Exhibitor: Shinfield Inc.
Manga artists, acting as influencers, introduce products by turning them into manga on their X (formerly Twitter) and other SNS. It is spread as "interesting content" to many people, not just the artist's followers, promoting overwhelming awareness expansion. By riding on the artist's individuality and story rather than simply using a talent, fans receive it favorably even as an ad, and spontaneous sharing occurs. This is a method directly connecting to the modern need of "wanting to create content with viral power on SNS."
◆ Blending into the game world! In-game ads that don't interrupt play "Advarture"
Exhibitor: Advarture Inc.
An in-game ad delivery service that can display video ads in natural spaces like in-game billboards and monitors. It naturally displays video ads on over 500 in-game billboards and monitors, overturning the concept of "ads = annoying" with a design that doesn't interrupt gameplay, penetrating brands smoothly into the vision of Gen Z and gamer demographics. Furthermore, secondary diffusion through live game streaming and SNS is likely to occur, expecting exposure effects beyond actual numbers!
◆ Delivering a "story" instead of "selling". "Flipbook Movie" that moves the heart
Exhibitor: Atom Story Inc.
A warmth...
Currently, "Shibi-katsu," enjoying the numbing sensation trending on SNS, has become a youth trend. Among them, "Cup Malatang," using low-calorie glass noodles, has become a social phenomenon selling over 10 million units cumulatively. Behind this explosive hit is not coincidence, but the power of marketing that meticulously designed an "experience you want to spread yourself."
About 2.5 years have passed since the stealth marketing regulation began in October 2023. Companies are now significantly shifting their strategies from methods that hide they are advertisements to promotions where consumers voluntarily want to share, thinking, "Even though it's an ad, it's interesting, so I want to tell someone!"
The trending marketing company behind 'Cup Malatang' will exhibit (Hattyu Inc.)
Ishokudogen.com's "Malatang," which is massively buzzing triggered by Tiktok shop. Its strategic partner, "Hattyu Inc.," which has been running alongside it since its dawn, will exhibit at Marketing Week this time. They plan to showcase know-how to win on Tiktok Shop and marketing techniques to create new hits, such as creator collaboration and sales roadmaps.
From Wed, April 22 - "Marketing Week Spring" held at Tokyo Big Sight
RX Japan Ltd. (Headquarters: Chuo-ku, Tokyo, President & Representative Executive Officer: Takeshi Tanaka) will hold one of Japan's largest marketing exhibitions, the "26th Marketing Week - Spring 2026" (commonly known as: MaS), for 3 days from Wednesday, April 22 to Friday, April 24, 2026, at Tokyo Big Sight.
At this exhibition, the latest marketing services and products for being chosen "fair and square" in this era and generating explosive hits will gather in one place, including the strategic company that supported the rapid advance of this "Cup Malatang."
Exhibition Name: The 26th Marketing Week - Spring 2026 - (MaS)
Dates: Wednesday, April 22 - Friday, April 24, 2026, 10:00-17:00
Venue: Tokyo Big Sight
Organizer: RX Japan Ltd.
Number of Exhibitors: Approx. 300 companies (planned)
Number of Visitors: Approx. 20,000 (expected)
Official Web: https://www.marketing-week.jp/spring/ja-jp.html
Press Pre-registration: https://www.marketing-week.jp/hub/ja-jp/press.html
[Creating hits in the post-stealth marketing era] Notable latest marketing methods
◆ Turning ads into "travel memories"! Touching experience promotion at travel destinations "Travel Media"
Exhibitor: JTB Corp.
An experiential promotion utilizing JTB's customer touchpoints, from trip planning to accommodations. By sampling in stores and inside buses, it directly approaches the excitement of travel, creating opportunities to "touch and try." Experiences in open spaces encourage spontaneous SNS posts, spreading ads as a "part of memories." It realizes fan creation through genuine, touching experiences essential under stealth marketing regulations.
◆ Generating empathy with highly passionate stories "Manga Influencers"
Exhibitor: Shinfield Inc.
Manga artists, acting as influencers, introduce products by turning them into manga on their X (formerly Twitter) and other SNS. It is spread as "interesting content" to many people, not just the artist's followers, promoting overwhelming awareness expansion. By riding on the artist's individuality and story rather than simply using a talent, fans receive it favorably even as an ad, and spontaneous sharing occurs. This is a method directly connecting to the modern need of "wanting to create content with viral power on SNS."
◆ Blending into the game world! In-game ads that don't interrupt play "Advarture"
Exhibitor: Advarture Inc.
An in-game ad delivery service that can display video ads in natural spaces like in-game billboards and monitors. It naturally displays video ads on over 500 in-game billboards and monitors, overturning the concept of "ads = annoying" with a design that doesn't interrupt gameplay, penetrating brands smoothly into the vision of Gen Z and gamer demographics. Furthermore, secondary diffusion through live game streaming and SNS is likely to occur, expecting exposure effects beyond actual numbers!
◆ Delivering a "story" instead of "selling". "Flipbook Movie" that moves the heart
Exhibitor: Atom Story Inc.
A warmth...