When some Moderna COVID-19 vaccine vials were found to be contaminated with metallic shards last year in Japan, the company suffered a reputation crisis in a country that it had worked hard to woo.
So how is Moderna trying to win back the trust of people in Japan?
The company is taking a brute force approach, linking itself to sumo wrestling. As Massachusetts-based Moderna tries to attract customers to a fourth booster dose, it is employing ads that include sumo flags and the company name in heavy sumo-style script, Reuters reports.
Moderna’s strategy is part of an overall push to heighten its presence in Asia as it seeks to become the world’s premiere mRNA player.
Last month, Moderna unveiled its plan to open new subsidiaries in Hong Kong, Malaysia, Singapore and Taiwan to “expand its commercial network.” These will join existing Moderna outposts in Japan, Australia and South Korea.