Image courtesy of Japan Trends.
Unless you’ve been living under a rock, you’ve probably come to realize that much social interactions which has customarily taken place in the physical world has been replaced through your standard social media. Communities have obviously shifted online at such a rapid place that it’s almost scary to think that this trend may inevitably push more individuals to the brink of being socially awkward. But luckily, there are the indispensable pastimes such as drinking which can’t be replaced by your Facebooks and Twitters of social networking. Or that’s what I thought before I heard about this new trend that‘s slowly sweeping through Japan.
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It’s hard to dispute the fact that drinking in the comfort of one’s home is much more cost-effective than going out. So with the rough economic patch that’s hit just about everyone, some of the younger generation of drinkers in Japan have turned towards replacing traditional bar tables with desks and computers. It actually began a while back when local Japanese brewing and distilling company Suntory purveyed this concept through their Horoyoi Chu-Hi drink. Their marketing campaign, as can be seen in their commercial, revolved around people drinking at home while mingling online. As well, they just launched Horotter, where users can create avatars and socialize on their chat rooms. The site is linked to Twitter, thereby linking the posts to Tweets. They even got national Japanese celebrities Maki Horikita and Michiko Yanai (from the commercial) on board to hang out with users.
These are the common hashtags which are being used by Japanese Twitter users congregating online while enjoying a cold one whether they’re actually in a bar or at home. It’s a really interesting concept of using Twitter and online conversations to create drinking communities. But for someone who enjoys the company and interactions of friends while downing some cold ones, it’s a tad mindboggling for me. To head out to a bar and grab a few drinks is not so much about the alcohol itself (although it definitely helps), but to be able to joke around and appreciate one another’s companionship. It’s quite interesting however to see the different communities that are being formed relative to the direction of social media trends. Just when I thought that drinking was the last social interaction that we could call our own and the digital world could not possibly take from us, social media again proves me wrong
As seen via Japan Trends.