Mastered craft

Japanese society is ageing. The population is set to shrink by a third by 2060. Japan is the fastest ageing country in the world with a low birth rate. Young people, who are already in short supply, are training well, turning to "modern" professions and often emigrating abroad due to the gloomy forecasts for the future. As a result, traditional skilled trades in particular are under pressure, as they are in danger of dying out. And with them, knowledge and skills that have been developed and passed on over centuries.

That bothers Nissan. Not only because a piece of Japanese culture is in danger of being lost. But also because the company is losing an important target group. With the Caravan series, Nissan has been making an important contribution to Japanese working life for decades. And the Japanese working world has made an important contribution to the company's positive results.

Nissan has therefore recently launched the campaign "The Professional of Japan". The 90-second viral film leads to the website "Caravanist Base". On display are Japanese craftsmen who have mastered their trade in the truest sense of the word.

https://www.youtube.com/watch?v=t8_Tny_3YhA

The campaign aims to appeal to the pride of the Japanese and arouse the interest of the younger generation in traditional professions. It's a purely Japanese affair, by the way - as is usual in the Land of the Rising Sun, you will search in vain for an English translation. Thanks to the Internet, we are still watching. (hae)