Emperor Naruhito

Decoding brand loyalty of the world's royalty

It's a formidable exercise to no particular purpose except keep the general public engaged

Nostalgia, anticipation high in Japan as nation awaits official announcement of Emperor Naruhito's era name

An era name is an inextricable part of public life and shared memory in Japan. A lot of what happens in the years to come — births, deaths, natural disasters, cultural and social phenomena, election glory and political scandal — will be connected to the era name.