The intercultural misunderstanding that occurred when Procter & Gamble launched its Pamper brand in Japan can be attributed to cultural differences in symbolic representation. In the United States, the image of a stork delivering a baby is a common symbol of childbirth and is associated with the arrival of a new baby. However, this symbol is not as prevalent in Japanese culture, and the Japanese may not have understood the connection between a stork and a baby.
On the other hand, the idea of a big peach delivering their baby is more relatable for Japanese culture because in Japan, the peach is a symbol of longevity, good health, and fertility.
To avoid this kind of intercultural misunderstanding, Procter & Gamble could have conducted more extensive market research and cultural analysis to understand the cultural symbols and imagery that are meaningful to Japanese consumers. They could have also consulted with local experts and tested their marketing materials with Japanese consumers to get feedback and make adjustments before launching their product. Additionally, they could have used more culturally neutral imagery, such as a baby or a happy family, that would have been more universally understood.