{"id":1459,"date":"2025-03-27T09:21:58","date_gmt":"2025-03-27T00:21:58","guid":{"rendered":"https:\/\/cjpf.jp\/?post_type=live&p=1459"},"modified":"2025-03-27T09:21:58","modified_gmt":"2025-03-27T00:21:58","slug":"cjpf-lab-1","status":"publish","type":"live","link":"https:\/\/cjpf.jp\/en\/live\/cjpf-lab-1\/","title":{"rendered":"CJPF LAB #1 ~ What is the Overseas Expansion Strategy of the General Discount Store Don Quijote?"},"content":{"rendered":"
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CJPF regularly hosts CJPF LAB (study sessions) as a platform for companies and experts interested in overseas expansion strategies for Cool Japan industries to share information and exchange ideas. By involving public-private partnership platform members and CJPF producers, the CJPF LAB fosters knowledge-sharing through insights from pioneers in various Cool Japan fields and successful global case studies. The goal is to support business expansion for those involved in Cool Japan and create collaboration opportunities among industry professionals. In the first session, Mr. Kazuhiro Watanabe, Executive Officer and Head of Overseas Business MD Strategy at Pan Pacific International Holdings, and Mr. Kenichi Hiyama, General Manager of the Fresh Food Overseas Business MD Strategy Division, delivered a lecture on the company’s overseas expansion strategy.<\/p>\n<\/div>\n\n

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\n What is Don Quijote\u2019s Overseas Expansion Strategy?<\/span> <\/h2>\n
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\u25a0 Potential of Overseas Business
\nThe speakers discussed the past, present, and future of the company\u2019s overseas business. The number of overseas stores has grown rapidly from 14 in 2017 to 116 today, with overseas sales surging from 35.9 billion yen to 315.8 billion yen.
\nOne key feature of the company\u2019s overseas expansion is differentiated product strategies for each region, with a focus on Japanese products in Asia and strengthening Japanese product offerings while integrating local items in the U.S.
\nAnother notable characteristic is the variation in store concepts. While the domestic concept revolves around \u201cconvenience + discount + amusement,\u201d the overseas strategy emphasizes \u201cdeliciousness, health, and sustainability,\u201d positioning stores as specialty retailers of Japanese brands.
\nFor future overseas expansion, the company has outlined the following key strategies:
\n\u30fbCapitalizing on the current popularity of Japan and ensuring rapid business expansion
\n\u30fbOffering a constantly evolving and engaging product lineup
\n\u30fbAdapting swiftly to economic conditions and consumer behaviors
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\n\u25a0 The Potential of Food \u2013 Fresh & Processed Products
\nThe speakers provided insights into the explosive popularity of Japanese food products overseas. For example, Japanese sweet potatoes have gained immense popularity for their rich sweetness, with the company leveraging social media to further expand sales.
\nThey also conducted an in-depth analysis on the challenges in overseas expansion, including differences in taste preferences, product standards, and quality expectations between Japan and foreign markets, using these insights to drive future business development.
\nThe Pan Pacific International Club (PPIC) was also introduced as a partnership organization that collaborates with primary producers, logistics providers, and local governments to expand exports of Japanese products.
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\n\u25a0 The Potential of Non-Food Products \u2013 Beauty & Hobby-Related Items
\nIn the non-food sector, the company focuses on the strengths of Japanese products by curating product selections based on the following key categories:
\n\u30fbBeauty (cosmetics and skincare)
\n\u30fbCulture (characters, anime, and pop culture items)
\n\u30fbTechnology (functional and convenient goods)
\nThe speakers provided insights into the most popular Japanese products in different countries.
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\n\u25a0The Potential of Promotions \u2013 A Love Letter to Customers
\nThis section covered the company\u2019s localization strategy, which centers around delegating authority to frontline employees in alignment with the corporate philosophy of customer-first management.
\nLocal employees are empowered to make key decisions regarding:
\n\u30fbProduct selection
\n\u30fbPricing
\n\u30fbMerchandising (POP displays, store layouts, packaging innovations, and video-based explanations)
\nThis decentralized approach has led to numerous hit Japanese products in international markets.
\nAdditionally, as part of the company\u2019s digital transformation (DX) initiatives, customer feedback is actively gathered through the company\u2019s app, QR codes in stores, and the Maji Voice section on the Don Quijote membership website. This feedback loop is directly linked to product improvements, reinforcing the company\u2019s commitment to customer-first principles.
\nThese strategies have played a vital role in Don Quijote\u2019s growing popularity overseas.
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\n\u25a0 The Potential of Collaboration \u2013 Strengthening Public-Private Partnerships
\nThe speakers also introduced examples of public-private collaboration to enhance Japan\u2019s export ecosystem. The company aims to develop the entire industry by sharing its real-time customer insights and sales data with various stakeholders across the value chain, from production and logistics to retail.
\nRegarding government partnerships, the company has collaborated with the Ministry of Agriculture, Forestry and Fisheries and JETRO to address regulatory requirements for overseas sales.
\nAdditionally, they presented case studies on data utilization initiatives led by the Cabinet Office, which involve using logistics and production data to streamline complex export operations.
\nFinal Proposals to the Government
\nTo conclude, the company presented the four following key policy recommendations to the government:
\n1.Fostering enthusiasm among producers and manufacturers for export opportunities
\n2.Actively considering deregulation to support export growth
\n3.Enhancing logistics and trade support measures
\n4.Providing promotional support for Japanese products in overseas markets
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\nWith these recommendations, the first CJPF LAB session successfully came to a close.<\/p>\n<\/div>\n\n

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