Key facts
- Seiko launched a premium boutique in Tokyo's Ginza district offering its luxury watch brands.
- The boutique features exclusive models such as the Grand Seiko and Credor lines.
- Future Japan Sake Bar in Shibuya is researching international tourist preferences for sake.
- The research highlights a need for multilingual sake labeling and pairing suggestions for tourists.
- Future Japan Sake Bar seeks to boost international demand for sake and support local breweries.
Japanese retailers are increasingly focusing on affluent international tourists by offering high-end products and unique experiences. In Tokyo's Ginza district, Seiko has launched its first premium boutique dedicated to its luxury watch brands, including Grand Seiko, Credor, and Galante. The boutique aims to showcase Seiko's craftsmanship and Japanese hospitality, featuring a wide selection of timepieces, such as the JPY 30 million Credor Spring Drive Minute Repeater, and plans to host masterclasses.
Meanwhile, in the popular Shibuya area, the Future Japan Sake Bar, a project by Frontier&Co and backed by Compass Corporation, is actively researching international demand for sake. This initiative aims to revitalize regions by understanding what appeals to foreign visitors, with a focus on preferred flavors and compelling narratives. Approximately 60% of international tourists visit Shibuya, making it a strategic location for this research.
The research, conducted in partnership with the Survey Research Center and four local sake breweries, revealed significant differences between Japanese sake experts' and international guests' taste perceptions. It also indicated that many international visitors view sake as a complement to meals, similar to wine, and often struggle with traditional Japanese labeling, suggesting a need for multilingual descriptions and staff recommendations.
Future Japan Sake Bar intends to serve as a platform for inbound marketing, assisting local governments and businesses in reaching international markets. They plan to offer test marketing support, storytelling public relations, and a global showcase for sake brands, aiming to bridge local Japanese assets with global audiences.