J A PA
N Assignment for the
Account Planning School of the Web
Supposedly no nation uses as much
packaging material as Japan does.
Why is that?
I. Cleanliness Hygiene is mandatory. Sealed
products have not been touched by other
people. Or at least create the illusion.
2. Politeness There is an aspect connected
to traditional gift giving. It is considered impolite
to just hand the customer the purchase without
packaging and presentation.
3. Tsutsumi bunka The more sophisticated
the packaging the better the inside. Or that‘s
wha they told me.
There is no argueing
against cleanliness and
politeness as they
are vital values of the
focus on them.
This is what we call the store or the concept:
kirei, pretty, beautiful; clean; pure; orderly.
Clean is beautiful in Japan.
Clean is a place that is clean, not like a thrift store
where thousand hands grab some packaging before I buy it.
Clean is like my tatami room at home.
We make clear at the entrance that is not the usual store.
As in a private home our guests
will take off their shoes and use the slippers provided.
Our store reﬂects traditional Japan
and Zen inﬂuence: less is more.
Much wood, natural materials and no music.
We focus on a reduced product range.
We reduce packaging to a minimum.
And prefer products who wrap responsibly.
Our clerks wear white gloves so that they do not
directly touch the food of our guests.
We use reusable and sealable paper boxes to collect
the products they want to purchase.
When guests bring their boxes we ﬁll them again.
Our guests can look and smell, but not pick the
products themselves.We gladly assist.
As our guests leave
we wrap their
in the furoshiki,
we show that
we value them.
We carry a large
From plain linen to
personalized prints to
We replace the subjectively felt service of packaging
through real service by human beings.
We believe this weighs more.
This is just a shop concept, but it is the beginning.