a city located on Kyushu Island in southern Japan, has been one of the
major centers for bamboo manufacture in Japan. There is a group of
artisans who make a living from bamboo crafts. By studying the original
characteristics of bamboo day after day for generations, the craftsmen
transformed the bamboo into unique and fine traditional crafts through
repeated experiments. This artisan spirit not only brings practical
bamboo products to people's daily lives but also conveys an aesthetic
way of life.
the pandemic impact on the dramatically decreasing number of tourists
has put these traditional crafts in crisis. Meanwhile, in China,
consumers are in increasing demand for quality products and tend to
choose the brand with a better story behind it when faced with the same
To meet both supply and demand, the dentsuMB China team partnered with 47CLUB, which
specializes in leveraging the resources of Japanese national newspapers
to discover the best products across the country and owns a website for
selling Japanese specialties. With 47CLUB's product resources in Japan,
we connect products with consumers through an interesting brand "story"
and multiple platforms.
First, by integrating the products from different Oita bamboo product manufacturers, we created one "Oita Bamboo Craft" brand
with brand storytelling as well as a logo. Despite each bamboo business
only having limited product lines, the "Oita Bamboo Craft" brand
storytelling is as vibrant and resilient as bamboo, which delivers the
traditional craftsmanship of bamboo art and interprets the merits and
attractive values of the products.
Then, at the Oita Festival held in Oita, we officially launched the "Oita Bamboo Craft". From the
original product shipment to the product exhibition and live streaming
on the day, it attracted more craftsmen and businesses to join. In
addition, some of the products were launched on eCommerce platforms that
have driven sales.
"zero" cost, the event got attention from some authoritative Japanese
and Chinese media, including NNA from Japan and People's Daily Online
from China. During the event live stream, the number of viewers was 15
times higher than usual. Taking this as a start, we expect to continue
to collaborate with 47CLUB to create new business models to help more
Japanese small and medium-sized businesses and brands debut in the
Chinese market and bring more excellent and personalized products and
services to Chinese consumers.
AUTHOR | dentsuMB
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