#Japan #Tokyo #Global Expansion #SHIRO #Multilingual Training

SHIRO's Global Expansion through Multilingual Customer Service

In 2016, SHIRO, the renowned Japanese cosmetic brand, took a significant step into the global market by opening its first store on King's Road in London. Since then, SHIRO has accelerated its expansion across Asia, currently operating eight stores: four in South Korea, two in Taiwan, one in Hong Kong, and one in the UK. With plans to further increase its store count and enter new markets such as Singapore and Thailand, SHIRO is firmly committed to enhancing its global presence.

As SHIRO’s international footprint grows, the demographics of its clientele are evolving as well. By the end of fiscal year 2025, over 20% of the customers in SHIRO's stores will be foreigners, reflecting a 150% increase from the previous year. Recognizing the rising demand for its products overseas, SHIRO has internally revisited its globalization strategy. This introspection has led to the conclusion that mere expansion isn't sufficient; the company must also evolve its organizational culture, personnel, and practices from a global perspective.

The Multilingual Customer Service Training Program

One of the first initiatives SHIRO has implemented is a comprehensive training program aimed at developing staff proficient in multilingual customer service. The goal is to provide foreign visitors to Japan with an enriching in-store experience through enhanced language capabilities.

Program Overview
SHIRO's multilingual customer service program, which has external expert instructors, offers lessons and assessments aligned with the company’s customer service ethos. The program includes:

• - Free On-demand English Conversation Course: Short video lessons lasting between five to ten minutes, aimed at introducing beginners to essential customer service English.
• - English Conversation Bootcamp: A three-month intensive training program with a small group, significantly subsidized by the company, which provides individual feedback from qualified instructors to facilitate rapid language acquisition.
• - Certification Exams: Conducted in a real customer service format, these assessments test staff on their ability to present SHIRO's products and communicate the brand's ethical production practices in English. Feedback from instructors post-exam helps staff identify areas for improvement. The exams are conducted online at no cost.
• - Support and Development for Certified Staff: For those who achieve certification, a monthly allowance of ¥10,000 (approximately $90) is provided as an incentive for delivering exceptional service to foreign customers. Certified staff will also be strategically placed in stores with higher foreign customer traffic to reinforce practical training and skill retention.

Current Status and Future Goals

Launched in October 2025, the program aims to hold assessments approximately every three months. As of August 2026, out of 544 store staff members, only 36 hold multilingual customer service certifications, representing just 7% of the workforce. SHIRO's goal for the current fiscal year is to raise that percentage to 10% (66 individuals), with a long-term ambition of 30% (252 individuals) by fiscal year 2028.

Insights from External Trainers

TRADIA, the consulting firm working with SHIRO, emphasizes the distinction between simply speaking English and effectively working in English. Their training focuses on not just developing language proficiency but ensuring that employees can communicate naturally with customers during service. Staff originally hesitant to engage with foreign customers due to language fears are now expressing enthusiasm to converse in English, enhancing customer interactions and weaving memorable experiences.

Looking Ahead

Currently, SHIRO's multilingual program only covers English, but there are plans to expand to Korean and Chinese in the future. The initiative will also be introduced in SHIRO’s four stores in South Korea, aiming to enhance customer service capabilities internationally. SHIRO is committed to continuous improvement through regular assessments and revisions of the program.

SHIRO has also made strides toward aligning its practices with global standards by implementing initiatives such as cash bonuses starting in April 2026 and interval hiring commencing in 2028. The company believes that employee growth directly correlates with corporate success and is eager to invest more in training and development initiatives like the multilingual program.

About SHIRO

Founded with a simple mantra of creating products that the team would use daily, SHIRO is committed to ethical production and quality materials. The brand offers skincare, makeup, and fragrance options validated by a robust development-to-sales structure. With stores across Japan and in international markets like London, Taiwan, and South Korea, SHIRO continues to innovate with initiatives such as the food selection brand SHIRO LIFE and other lifestyle businesses like SHIRO CAFE and SHIRO BEAUTY.

In a uniquely collaborative project, SHIRO has been revitalizing its hometown of Sunagawa, Hokkaido, through sustainability initiatives and community engagement. With plans for further growth, SHIRO aims to uphold its brand essence while enriching customer experiences worldwide.

Company Overview

• - Company Name: SHIRO Co., Ltd.
• - Location: 3-6-7, Kita-Aoyama, Minato-ku, Tokyo, 107-0061, Japan
• - Established: October 23, 1989
• - CEO: Takahiro Fukunaga
• - Business Activities: SHIRO brand development, production, sales, and retail operations including SHIRO LIFE, SHIRO CAFE, and SHIRO BEAUTY.
• - Official Website: SHIRO Official Site
• - Online Store: SHIRO Online Store
• - Instagram: SHIRO Instagram