Minami-Kanto

35 “From Cross-Border E-Commerce to Sharing Japanese Culture with the World — ICHIGO’s Vision for Creating Experiences That Connect Japan and the World —”

In recent years, interest in Japanese culture has been growing rapidly around the world. Beyond anime and gaming, global curiosity about Japanese cuisine and regional traditions has also expanded, driving a steady increase in international visitors to Japan. At the same time, however, many aspects of Japan’s appeal still struggle to fully reach overseas audiences. For small and medium-sized regional businesses in particular, entering international markets remains a significant challenge. From securing sales channels and marketing products to overcoming language barriers, many businesses share the same concern: “We want to sell overseas, but we don’t know how.” Against this backdrop, ICHIGO has been delivering Japanese food culture to customers around the world since 2015, primarily through Japanese snacks and confectionery. The company operates a subscription service that curates and ships assortments of Japanese treats overseas, and today delivers products to more than 180 countries and regions worldwide. Approximately 80% of its users are based in Europe and North America. What sets the company apart is its focus not simply on selling Japanese products, but on delivering them as a “cultural experience.” In this article, based on an interview with CEO Ayumi Chikamoto, we explore the business model behind bringing Japanese culture to global audiences, the story behind its origins, and the company’s next stage of growth and ambition. The Origins of a Business That Began with Cross-Border E-Commerce The inspiration behind ICHIGO’s move into international e-commerce was deeply rooted in the personal experiences of its founder, Ayumi Chikamoto. Before launching the company, Chikamoto had been involved in developing new domestic e-commerce businesses at her previous job. Through that experience, she came to realize just how saturated and competitive Japan’s e-commerce market had become. Even large corporations investing heavily in the space were not guaranteed success. At the same time, Japan was seeing a rapid increase in inbound tourism. Watching international visitors enthusiastically purchase Japanese products throughout the city, Chikamoto began to feel that Japanese products likely had strong demand overseas as well. This realization led her to focus on the potential of cross-border e-commerce — a business model that could deliver Japanese products directly to customers around the world — and ultimately inspired her to start the company. The company’s first venture was a subscription service that curated assortments of Japanese snacks and delivered them overseas. The boxes mainly featured products commonly found in Japanese convenience stores and supermarkets — […]

Shikoku

38 Turning Dispersed Regional Resources into Collective Value

• #Lodging/Hotels
• #City Planning
• #Japanese Nature
• #Experience
• #Community Revitalization
• #Japan of the Sea

Enhancing Experiential Value in Regional Communities: Lessons from Ehime In regional tourism, initiatives limited to standalone facility development or one-off events often fail to encourage visitors to explore surrounding areas or extend their stays. As a result, such efforts can struggle to generate sustainable value or stimulate broader local consumption across the region. In Ehime Prefecture, tourism is being viewed not merely as a tool for attracting visitors, but as a means of redesigning the value of entire communities. Across the prefecture, a number of forward-looking initiatives have emerged that focus on improving circulation between areas and enhancing the overall value of the visitor experience on a regional scale. This article highlights four case studies—Ozu, Dogo Onsen, Shimanami Kaido, and Omishima—to explore how different regions are organically connecting multiple local resources and destinations in order to design richer experiential value for the community as a whole.

• #Lodging/Hotels
• #City Planning
• #Japanese Nature
• #Experience
• #Community Revitalization
• #Japan of the Sea

Minami-Kanto

39 Expanding Globally Together with Fans Worldwide: How the Bandai Namco Group Leverages Data to Drive Global Growth

• #Technology
• #DX (Digital) & SNS
• #Overseas Expansion

As Japanese content continues to expand globally, one question is once again coming into focus: how should creators and companies engage with fans around the world? Anime, games, and character merchandise are already beloved internationally, yet the ways they are received can vary greatly depending on the country or region. Simply applying strategies that succeeded in Japan does not necessarily guarantee success overseas. So how should companies approach global markets, and how can they build meaningful relationships with fans worldwide? We spoke with Koji Tezuka, Executive Officer of [Bandai Co., Ltd.](https://www.bandai.co.jp/?utm_source=chatgpt.com), part of the globally expanding [Bandai Namco Group](https://www.bandainamco.co.jp/?utm_source=chatgpt.com), which develops and distributes some of Japan’s most iconic IP content worldwide. In this interview, he shares insights on data utilization, international business expansion, and the importance of fans and talent in building a global presence.

• #Technology
• #DX (Digital) & SNS
• #Overseas Expansion

Hokkaido

37 From Sunagawa, Hokkaido to the World: How SHIRO Is Building a Global Beauty Brand Through Regional Co-Creation and Sustainable Growth

• #Producers
• #SDGs
• #Local production for local consumption
• #Overseas Expansion
• #Community Revitalization

SHIRO is a cosmetics brand that continues to captivate fans in Japan and around the world through products crafted from natural ingredients sourced across Japan. Originally founded in 2009 in Sunagawa, Hokkaido under the name “LAUREL,” the brand was renamed “shiro” in 2015 and later “SHIRO” in 2019, reflecting its growing global ambitions. Driven by founder Hiroe Imai’s passion for creating cosmetics, together with the management expertise of President and CEO Takahiro Fukunaga, who joined the company in 2014 after a career at [Recruit Holdings](https://www.recruit.co.jp/?utm_source=chatgpt.com), the company has expanded into the UK, Taiwan, and South Korea. Today, SHIRO is setting its sights on a new stage of globalization—one rooted in regional co-creation and localization that faithfully communicates the essence of the brand.

• #Producers
• #SDGs
• #Local production for local consumption
• #Overseas Expansion
• #Community Revitalization

東海

36 Bringing Arimatsu Narumi Shibori to the World　How suzusan Is Shaping a Next-Generation Model for Traditional Craftsmanship　　　　　

• #Producers
• #Japanese history and traditional culture
• #Overseas Expansion

Arimatsu is known as the home of Arimatsu Narumi Shibori, a traditional tie-dyeing craft with a history spanning more than 400 years. During Japan’s period of rapid economic growth, production flourished, but since the 2000s, declining demand and the aging of artisans have pushed the industry into a serious crisis—so severe that some warned there would be no successors left within 15 years. Born and raised in Arimatsu amid these challenges is Hiroyuki Murase, CEO and Creative Director of the textile brand suzusan. Coming from a family that has carried on the shibori craft for four generations, Murase grew up watching his hometown gradually decline. His family business was a small-scale artisan operation responsible for just one step in the highly specialized division of labor that defines shibori production. Yet rather than assuming he would inherit the family trade, Murase pursued fine art studies at art schools in the UK and Germany. Later, suzusan established its first company in Germany and, from the very beginning, developed its brand with an eye toward international markets, guided by a clear commitment to never compromise on “making things by hand” and “making them in Arimatsu.” Today, the brand works with approximately 120 stores worldwide, primarily across Europe and the United States, with overseas sales accounting for nearly 80% of its revenue. As a result, younger generations in their 20s and 30s are beginning to gather once again at the manufacturing sites in Arimatsu, breathing new life into the region’s traditional craftsmanship.

• #Producers
• #Japanese history and traditional culture
• #Overseas Expansion

Minami-Kanto

34 Inheriting Over 100 Years of Passion and Tradition in Watchmaking: Partnering with a Diverse Range of Traditional Crafts to Bring Japan’s Sense of Beauty to the World

In 2021, Seiko, one of Japan’s leading watch companies, celebrated its 140th anniversary. Its origins date back to 1881 when Kintaro Hattori founded the Hattori Tokeiten retail store. In 1892, he established the watch factory Seikosha, and in 1913, the company introduced Japan’s first domestically produced wristwatch, the Laurel. Since then, Seiko has continued to create numerous world-first and Japan-first products. Among its diverse lineup, including Grand Seiko, King Seiko, Prospex, Astron, 5 Sports and Lukia, there is one collection that has recently gained attention and acclaim not only in Japan but also internationally — Presage. The name Presage, derived from the French word meaning “premonition,” embodies the desire to have people enjoy the richness of time by merging Seiko’s long history with Japan’s unique aesthetic sensibility. As a mechanical watch collection infused with Japan’s craftsmanship, traditions and wisdom, Presage carries a deep and authentic story from its inception to the present day.

Minami-Kanto

33 The Potential of Japan’s Content Industry in the Global Market

The “New Cool Japan Strategy,” which was decided in June 2024, sets a goal of 50 trillion yen in foreign consumer spending (including exports and inbound tourism) across four key sectors—Food & Food Culture, Content, Fashion and Cosmetics, and Inbound Tourism—by 2033. Among these, the Content sector holds particularly high expectations, with a target of 20 trillion yen. Japan's content industry, spanning anime, manga, and games, has earned widespread acclaim overseas. We spoke with entertainment sociologist Atsuo Nakayama about growth strategies, challenges, and key factors for success in global expansion.

Kita-Kanto

32 Utilizing the 200-year-old technique of ‘hammered copperware,’ the seventh-generation successor that transformed it into a globally acclaimed brand

Niigata Prefecture's Tsubame City is known as one of Japan's leading "manufacturing towns." Since the Edo period, the metalworking industry has flourished here, and traditional techniques are still being passed down to this day. Founded in 1816, Gyokusendo is a long-established maker of Tsuiki Douki (hammered copperware), crafted by shaping a single sheet of copper through hammering. Starting in 2003, Gyokusendo began expanding overseas by exhibiting at international trade fairs, including one in Frankfurt. Their collaboration with KRUG, a Champagne maison under the LVMH Group, on a custom-made wine cooler garnered worldwide attention. Currently, 90% of their sales come from directly managed stores, with 50% of these purchases being made by inbound foreign tourists, attracting customers from both Japan and abroad. To preserve traditional techniques, Gyokusendo continues to innovate without being bound by conventional thinking, staying true to the path they believe in.

Minami-Kanto

31 Leveraging over 40 years of cultivated expertise in discernment × collaboration with the local community to curate and share the appeal of traditional Japanese culture and regional charm!

Founded in 1976, BEAMS has continued to exert a significant influence throughout Japan as a select shop that proposes not only apparel but also a wide range of lifestyle products, including interior goods, miscellaneous items, and furniture. In 2016, BEAMS JAPAN was launched to leverage the expertise in discernment that BEAMS has cultivated over the years and to share the appeal of Japanese ‘monozukuri’ (craftsmanship) and cultural experiences with the world. Building upon BEAMS JAPAN, the BEAMS JAPAN GATE STORE is a regional co-creation store development project that focuses on collaboration with local businesses in attractive regions across Japan, including famous landmarks and scenic spots, to develop souvenirs and operate stores. How has Japan’s regional appeal been reimagined through the lens of BEAMS? How does it appear in the eyes of international visitors? You may just discover a new side of Japan’s craftsmanship and culture that you never knew before.

Kinki

30 Ancient Rice, Yeast, and Fermentation Creating new value through the power of science with traditional Japanese techniques and ingredients.

SIROK Inc. has been developing web services and products that continuously respond to people's needs, rather than merely following temporary trends. In 2017, the company launched "N organic", a skincare brand that has become highly popular among women in their 20s to 40s. Sirok's next goal is global expansion. With a desire to share Japan's long-standing techniques and culture with the world and to create a brand that will be cherished for generations to come, the company turned its focus to fermentation. Starting with the search for raw materials, the first phase of the project took four years, culminating in the release of "FAS" in October 2023. FAS stands for Fermentation and Science, embodying the concept of a fermentation-based anti-aging skincare brand. FAS was born through Sirok’s vision and passion, as well as collaborations with professionals from various fields. Now, one year after its launch, 20% of the visitors to its flagship store in Kyoto, Higashiyama are inbound tourists. The passion of its creators are undoubtedly beginning to spread worldwide.