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Naomi Yamakawa

Partner, Tokyo
Guides consumer-insights-driven strategy to drive top-line growth on issues such as branding, product and service development, and consumer experience, with a focus on consumer-facing industries, including packaged goods, retail, and automotive

About Naomi

Naomi leads McKinsey’s consumer-insights in Asia–Pacific, and works with clients to drive consumer-driven growth through branding, customer experience, and product and service development. She has in-depth and on-ground knowledge of consumers across Japan , Australia, China, and various countries in Southeast Asia, and is passionate about supporting local and multinational companies to unveil new growth opportunities through the power of insights.

Naomi is an expert in qualitative and quantitative insights development and engages with clients to leveraging insights as a means to drive organizations to a common growth goal, using the power of the customer voice.

Recent experiences include a multicountry marketing-and-sales transformation program at an automotive manufacturer, corporate-reputation and brand-vision definition for midterm growth at a consumer-packaged-goods company, new retail-format development for a consumer-health service provider, and a Japan entry strategy for an international apparel company.

Naomi has also been leading the All In initiative for the Japan office, an internal initiative to enhance diversity within the firm.

Outside of McKinsey, Naomi is an active board member for a not-for-profit organization that supports north Japan to revive the local community and economy since the tsunami in 2011.

Published Work

What makes Asia−Pacific’s Generation Z different?,” McKinsey & Company, June 2020

Reimagining food retail in Asia after COVID-19,” McKinsey & Company, April 2020

Survey: Asian consumer sentiment during the COVID-19 crisis,” McKinsey & Company, April 2020

Asia’s Generation Z comes of age,” McKinsey & Company, March 2020

Chinese luxury consumers: More global, more demanding, still spending, McKinsey & Company, August 2017

Changing the channels landscape to satisfy Japanese luxury consumers’ appetite for novelty,” McKinsey & Company, November 2017

The future of Japan’s tourism: Path for sustainable growth towards 2020, McKinsey & Company, October 2016

Past experience

Oisix Corporation
General manager, B2B sales


Keio University
BA, political science