By the next morning, this wind had blown all the way to Kasumigaseki.
On "Ohayou Nippon," the flagship morning news program on NHK, a heavyweight guest appeared.
A senior official from the Employment Security Bureau of the Ministry of Health, Labour and Welfare sat on the studio sofa, impeccably dressed in a suit with his hair combed perfectly in place.
The host brought up the topic of the recent unusual fluctuations in employment rates within the construction industry.
The official cleared his throat and leaned forward slightly. "It is worth noting that we have recently observed a significant increase in activity among small-scale construction firms and building crews in our data monitoring. This is closely related to the spontaneously emerging craze for old house renovations among the public."
He paused, flipping through the memo in his hand. "The government has always been committed to promoting the revitalization of specific rural and mountainous areas. Large-scale infrastructure projects previously faced contraction, which sparked social concerns about unemployment among construction workers. Interestingly, the wisdom of the private sector has filled this gap. A large amount of idle construction labor has been reabsorbed into the old house renovation market."
The host pressed further: "What is your take on the social psychology behind this craze?"
The official set down his memo and clasped his hands on his knees. "The Great Hanshin Earthquake this January left a deep psychological scar on the nation."
"A large amount of idle construction labor force is being reabsorbed into the home renovation market."
The host pressed further: "How do you view the social psychology behind this craze?"
The official set down his memo and crossed his hands over his knees. "The Great Hanshin Earthquake in January of this year left deep psychological scars on the nation. Improving structural safety and upgrading seismic resistance have become urgent needs for many families. This approach of careful calculation—making full use of existing building materials for reinforcement and renovation—is very much in line with the spirit of thrift and diligence currently encouraged by society during these difficult times of economic growth."
The official's words were airtight, perfectly packaging a commercial consumer behavior sparked by a television program as a social movement that complied with national policy and responded to public opinion.
"On a deeper level," the official added, "it encompasses the humanistic care that society needs most right now. Whether it's installing anti-slip handrails for aging parents or partitioning a study space for growing children, it is reshaping the bonds within families and even improving neighborhood relations."
From beginning to end, this official from the Ministry of Health, Labour and Welfare never once mentioned the words "The Ultimate Home Renovation King."
In official discourse, directly endorsing a commercial television station's variety show is against protocol.
The implication of "certain programs" was clear enough.
The audience in front of their TVs, the politicians in Nagatacho, the stock traders in Kabutocho—everyone knew exactly what he was referring to.
From beginning to end, the official from the Ministry of Health, Labour and Welfare never mentioned the words "The Ultimate Home Renovation King." In an official context, it was against protocol to directly endorse a variety show on a commercial television station.
The allusion to "certain programs" was clear enough. The viewers in front of their televisions, the politicians in Nagatachō, and the stock traders in Kabutocho all knew exactly what he was referring to.
Ten o'clock in the morning, Tokyo Stock Exchange.
The numbers on the big screen were jumping.
The Nikkei 225 Index was performing flat overall, but one specific sector had bucked the trend.
TOTO's stock price had surged 4% within half an hour of the opening.
Panasonic Electric Works and YKK AP building materials stocks followed closely, showing strong upward momentum.
These were all regulars in the end credits of "The Ultimate Home Renovation King."
The custom toilets, energy-saving doors and windows, and hidden lighting equipment that were cleverly used by designers in the show and left a deep impression on the audience had become the new hot spots pursued by the capital market.
Stocks of companies related to home improvement materials and architectural design rose in response.
At Sega Headquarters, in Takuya Nakayama's office.
Takuya Nakayama leaned back in his chair, patiently reviewing the audit materials submitted yesterday.
The phone on the desk rang.
"Takuya, did you see the news?" It was Jun Nakagawa on the other end of the line, his voice filled with unconcealable triumph.
"I saw it while eating breakfast. NHK gave you a free, super-long commercial."
Takuya Nakayama put the audit materials on the desk.
The phone on the desk rang.
"Takuya, have you seen the news?"
It was Nakagawa Jun on the other end, his voice filled with unconcealable triumph.
"I saw it while eating breakfast. NHK gave you a free, super-long commercial," Nakayama Takuya said, setting the audit materials on the table. "That bureaucrat from the Ministry of Health, Labour and Welfare practically wanted to play the recording of your program in the studio."
Nakagawa Jun laughed over the phone. "These bureaucrats are the best at seeing which way the wind blows. They've been worrying about how to solve the employment problem after the stagnation of infrastructure construction, and we just handed them a ready-made solution. I heard some people at the Ministry of Land, Infrastructure, Transport and Tourism have started studying it, too, intending to simplify the application process for energy-saving housing subsidies so they can jump on this bandwagon."
"It's a win-win." Nakayama Takuya looked at TOTO's stock trend on the screen. "What about the sponsors?"
"TOTO's president called me personally this morning. They originally only signed a six-month sponsorship contract, but now they want to increase the budget and buy out the chief sponsorship for the next year. YKK is even more extreme; they sent a managing director directly to talk about increasing the exposure of their new double-layer soundproof glass in the program." Nakagawa Jun's tone became a bit more serious. "Takuya, that resource exchange you mentioned before—it's completely worked."
Nakayama Takuya changed his posture, resting his chin on one hand. "Don't let the product placement ruin the show's reputation.
Tell the production team that the bottom line cannot be crossed."
...and wanted more exposure for their new double-layered soundproof glass in the show."
Nakagawa Jun's tone became a bit more serious, "Takuya, that resource swap you mentioned has completely paid off."
Takuya Nakayama shifted his posture, propping his chin on one hand. "Don't let the GG product placement ruin the show's reputation. Tell the production team we can't compromise on our bottom line. No matter how much the sponsors pay, the stars of the show must always be the family and the house itself. The building materials are just tools; the heart of it is the emotional connection. If the audience starts feeling like this is just a one-hour infomercial, the ratings will collapse."
"I'm well aware of that," Nakagawa Jun replied. "And there's good news from the Copyright Department. Television stations in Taiwan and Hong Kong have already sent faxes inquiring about licensing the show's format. Their old apartment problems are even more severe than Tokyo's."
On the other end of the line, Nakagawa Jun's laughter was bright and clear; his earlier worries about ratings had long since been cast to the wind.
As the youngest of the five major commercial broadcasters, TV Tokyo had long been forced to rely on low-cost anime and midnight programming to fill its airtime.
This new program had managed to carve out a bloody path during prime time, suppressing a long-standing variety show from Fuji TV.
"Negotiations with the Hong Kong and Taiwan stations are moving quickly. They are very keen on this 'old house renovation' format," Nakagawa Jun said, flipping through the documents on his desk. "In addition to the licensing fees, I had the Legal Department add a tiered revenue-sharing clause based on ratings. Those overseas broadcasters tried to drive the price down at first, but once they saw last night's ratings report, their attitude changed completely."
Takuya Nakayama toyed with the fountain pen in his hand, its nib gliding lightly across the paper. "Congratulations, Father-in-law.
Not just the overseas copyrights, but the additional sponsorships from industry giants like TOTO and YKK..."
Takuya Nakayama fiddled with his fountain pen, the tip brushing lightly across the paper. "Congratulations, Father-in-law. Between the overseas copyright fees, the additional sponsorships from building material giants like TOTO and YKK, and the ad revenue already recouped, TV Tokyo's fourth-quarter financial report is going to look spectacular. You'll save yourself a lot of explaining at the board meeting at the end of the year."
In the Japanese television industry of 1995, viewer ratings were hard currency, and the adoration of sponsors was the hallmark of a top-tier program.
In the past, when TV Tokyo went to meetings at Dentsu, their ad rates were less than half of TBS's, and they still had to beg for favors.
Now, the tables had turned. The sales director from Dentsu was camping out at the station himself, scrambling to cram commercials into the next episode.
"I should be the one toasting you." Jun Nakagawa took off his reading glasses and rubbed the bridge of his nose.
He had personally sat in the control room last night, his shirt soaked through with sweat twice over. "The program you devised fuses societal pain points with commercial monetization perfectly. This morning, TOTO's Managing Director personally delivered two crates of top-grade Wagyu beef, insisting I go golfing with him. These sponsors, who usually look down their noses at everyone, are now treating us like gods of wealth."
Please Support me by becoming my patreon member and get 30+ chapters.
[email protected]/Ajal69
change @ with a
Thank You to Those who joined my Patreon