Research On Japanese Yoga Brand Communication In The Context Of Feminist Communication

As a carrier of Eastern culture with a long history of five thousand years,yoga is a philosophical idea that explores the connection between Brahma and Self,and is a fitness technique that harmonizes body,mind and nature.In the process of globalization of yoga in the past 130 years,issues such as religion have been marginalized.The thousand-year yoga technique of practicing and serving religious politics has made women’s bodies become yoga personalized care in the wave of modern women’s consciousness awakening.hot spot.The purpose of practicing yoga has become the pursuit of "breaking through the shackles",expressing "true self" and shaping "beautiful body and mind" in the hearts of women.With the changes in information and media ecological methods,yoga has been infused with the attributes of "female" symbols in many aspects of ancient yoga medical treatment.After the Second World War,with the improvement of the status of women in Japan,women’s understanding of marriage,childbirth,family and work relations has also undergone great changes.This respect for the traditional concept of "good wife and loving mother" has changed with the awakening of women’s independent consciousness,so that contemporary Japanese women are no longer bound by clan,family and traditional concepts,and have gained more choices.During this period,the western "new" yoga culture was rapidly and widely spread in Japan.Among them,the most prestigious LAVA yoga brand has not only absorbed the characteristics of traditional Indian yoga in the social environment of economic revitalization of men and women’s equal rights after the bubble economy in Japan,but also has the characteristics of healthy life self-management closely following American yoga;and,LAVA Yoga promotes the positive effects that yoga brings to women in terms of beauty and health,positioning the Japanese female market.It laid a solid foundation for the rapid expansion of its brand yoga classrooms.LAVA YOGA-the number one yoga brand in Japan,has constructed the corporate culture symbol of "creating a happy,beautiful,and feminine yoga body" in Japanese society.The LAVA yoga brand studied in this article,through the analysis of the plasticity characteristics of Indian yoga in the process of spreading in the world,and the Japanese companies in the process of introducing yoga culture to explore the fit between yoga and Japanese audiences,and make yoga a foothold in the Japanese fitness industry.market.Therefore,study its development process and brand communication development system,observe the practicality and cultural attributes of the brand communication of the LAVA Yoga brand in the Japanese market,and learn the results of the cultural brand construction method experience,so as to pass China’s outstanding culture such as Indian yoga in the future.Sharing,dissemination,inheritance,and innovation,to achieve creative transformation,and share the fruits of Chinese culture with the world.