Steel giant trying hip pitch in Shibuya to woo talent
Nippon Steel & Sumitomo Metal Corp attempt at creating brand identity with a glitzy 30-second video has not met with much success
Tokyo
CONVINCING teenagers in Japan that working for a giant, 116-year-old manufacturer is a sexy career choice seems like a tough sell. It's even more difficult if the target audience can't figure out the company's name.
That's the challenge for Nippon Steel & Sumitomo Metal Corp in a country where a shrinking population means intense competition for young workers.
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