Sony is strengthening its presence in South Africa by tapping into the country’s fast-growing creator economy, gaming culture and digital-first consumers, according to Koji Sekiguchi, Head of Marketing for Sony Middle East and Africa.
Speaking in an interview with Business Explainer, Sekiguchi said the company is increasingly aligning its strategy with the way South Africans consume technology, entertainment and content in an era defined by digital platforms and creative expression.
Sekiguchi, who has spent 25 years with Sony and held leadership roles across Japan, Hungary, Russia and Indonesia before taking up his current role in 2023, said the company’s regional strategy centres on bringing the brand closer to consumers through storytelling, experiential engagement and partnerships with creators.
“My journey with Sony began 25 years ago, and over the years I’ve had the privilege of leading teams across several global markets,” he said, noting that his current role focuses on guiding marketing strategy across the Middle East and Africa while ensuring Sony products remain relevant to evolving consumer needs.
Influencers and creators central to Sony strategy
Sekiguchi said South Africa’s vibrant creative ecosystem has become an important focus for the company’s marketing approach.
“In South Africa, our marketing strategy is centred on creating meaningful connections with consumers through authentic storytelling and experiences that highlight the power of our technology,” he explained.
He added that influencer collaborations are no longer treated simply as brand endorsements but as co-creative partnerships. Sony works with musicians, filmmakers, tech reviewers and lifestyle creators to demonstrate how its technology integrates into real-world creative work.
“These partnerships allow influencers to showcase how Sony products enhance their passions and everyday experiences,” he said.
The company has also invested in experiential marketing through initiatives such as the Sony Creators Convention, Alpha Festival and Sony Cine Tours, which aim to connect with audiences while contributing to the broader creative economy in the region.
Sony’s market research suggests South African consumers are highly price-conscious but still demand quality and innovation when purchasing technology products.
“South African consumers are highly value-conscious but still place strong importance on quality, innovation and long-term product performance,” Sekiguchi said.
According to him, buying behaviour in the market is increasingly omnichannel, with many consumers researching products online, particularly on mobile devices and social platforms such as TikTok, before completing purchases either online or in physical stores.
Digital engagement, influencer recommendations and experiential marketing have also become major drivers of purchasing decisions, particularly among younger audiences.
The company has also launched its Sony World e-commerce platform in South Africa as part of a broader effort to strengthen its direct relationship with consumers.
Sekiguchi described the platform as a strategic step towards building a more responsive and customer-focused business model in the region.
“The launch of Sony World marks a significant milestone in that journey, enabling us to strategically position our operations to better serve diverse markets,” he said.
While the platform enhances Sony’s direct-to-consumer capabilities, it also complements the company’s partnerships with distributors and retailers, ensuring products remain widely accessible.
Customers using the platform gain early access to product launches, personalised offers and membership benefits designed to create a more tailored shopping experience.
Music and gaming at the centre
Sony is also leaning heavily into two sectors that are expanding rapidly in South Africa: music and gaming.
Sekiguchi said the company’s “For The Music” campaign and its flagship headphone range, including the WH-1000XM5 and WH-1000XM6 models, align closely with the country’s strong music culture.
“South African consumers have a deep connection with music, whether they are discovering artists online or creating their own content,” he said.
Similarly, Sony is positioning its INZONE gaming ecosystem to capitalise on the country’s growing gaming community.
“Gaming continues to grow rapidly among South African consumers, especially younger and digitally engaged audiences,” he said.
Sony has also placed significant focus on engaging Generation Z consumers across Africa, a demographic increasingly shaping entertainment and technology trends.
Sekiguchi said younger consumers value authenticity and technology that complements their lifestyle.
“They want products that support self-expression and creativity,” he explained.
To cater to this audience, Sony recently introduced the ULT Power Sound audio range in South Africa and Nigeria, alongside products such as the LinkBuds Clip earbuds designed with contemporary design and strong audio performance in mind.
The company is also expanding partnerships with young creators and digital storytellers who are shaping culture across the continent.
Artificial intelligence is becoming another key pillar of Sony’s technology strategy.
Sekiguchi said AI capabilities are being embedded across the company’s product ecosystem, from home entertainment to imaging technologies.
For example, Sony’s BRAVIA televisions use the XR Processor to analyse visual and audio signals in a way that replicates how humans perceive images and sound.
In digital imaging, AI systems enable cameras to recognise and track fast-moving subjects, including people, animals and vehicles, improving autofocus and exposure accuracy.
Beyond consumer products, Sony has also developed internal generative AI platforms to enhance employee productivity and build AI literacy within the organisation.
Investing in South Africa’s creative economy
Sony is also expanding its involvement in skills development and creative training in South Africa.
Sekiguchi highlighted the company’s partnership with the creative arts institute Open Window, which allows students to train using Sony’s professional CineAlta Burano cameras.
“This partnership offers students a rare opportunity to gain hands-on experience with professional-grade tools,” he said.
He added that initiatives such as the Sony Innovation Fund: Africa aim to support the growth of the continent’s entertainment sector, including gaming, music and film production.
“South Africa is a critical growth market for us,” Sekiguchi said. “Our goal is to empower local talent with the best tools and training available while investing in the future of African storytelling.”