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Generation What? Japan “Nani-Gene”


Generation What? Japan “Nani-Gene”

The ground-breaking global transmedia campaign which captured views of a million millennials in Europe has now reached Asia-Pacific, thanks to ABU’s partnership with French producers Yami 2 and Upian and UNESCO.

Generation What? Japan “Nani-Gene” produced by NHK-Japan was launched on 6 April ushering the global campaign to the Asia-Pacific region and paving way for other ABU members who are gearing up for a September 2018 launch. Generation What? will go live later this year in Thailand, Indonesia, Cambodia, Vietnam, Mongolia, Afghanistan, Bhutan, Nepal, Bangladesh, Kazakhstan and New Zealand.

As part of Generation What? campaign, 18-34 year olds are being asked to take a survey of about 160 questions written with the help of sociologists, adapted to each country’s cultural and political context. This survey covers all relevant fields: millennials’ relationship to their family, society, work, adulthood, love, the future, national and cultural identity, and more.

You can visit the English version of Generation What? Japan’s website here:

Check out the teaser and video modules of Nani-Gene at: