#Japan #Tokyo #Hosei University #OSACARE #2days

Introduction

In a groundbreaking initiative that began in April 2024 and concluded in April 2025, Hosei University’s Morokami Seminar partnered with 2days Co., Ltd., based in Minato, Tokyo, to enhance sales for their innovative product OSACARE. This initiative aimed at creating a culture where people of all ages in Japan could enjoy alcohol responsibly, especially targeting the youth who seem increasingly distant from alcoholic beverages.

OSACARE, a personalized alcohol care service by 2days, focuses on fostering healthier drinking habits through genetic testing kits and tailored supplements based on individual alcohol tolerance.

Project Details

The project commenced by examining various sales tactics and engaging in test marketing. This included exploring sales channels beyond the existing online platforms and shops frequented by 2days employees. The objective was clear: expand access to OSACARE products and drive sales in new environments. Two types of test marketing were implemented:

1. Young and Foreign Customer-Centric Izakaya: A lively setting characterized by younger patrons and a significant number of foreign tourists.
2. Regulars-Oriented Snack Bars: Establishments with a cozy atmosphere frequented by older generations.

Strategies for Young and Foreign Customers

In the vibrant izakaya environment, various strategies were executed alongside OSACARE’s product promotion:

1. Pyramid Shaped Displays: Strategically placed on tables to guide intoxicated individuals towards the restroom and introduce them to OSACARE through beer-themed designs.
2. Mystery Posters: Installed on restroom doors, these served to raise awareness about inebriation levels among patrons.
3. Mirror-Side Posters: Aimed to make customers self-reflect on their level of intoxication and the necessity of dietary supplements.
4. Supplement Information Posters: Positioned conveniently in restrooms to explain the benefits and safety of supplements, encouraging purchases.
5. Wall Pockets for Easy Access: Supplement displays were created adjacent to posters, enabling customers to purchase conveniently while remaining in a relaxed state, complete with QR codes for seamless transactions.

Additional Strategies from Analysis

Following initial results, two additional strategies were executed based on insights from staff and sales data:

• - Implementing a checklist on displays to facilitate supplemental purchases during meals.
• - Developing a Korean version of promotional displays, catering to the substantial Korean clientele noticed during consumer surveys.

Over the course of two months, particularly from September to early December, these tactics led to a remarkable increase in sales—nearly quadrupling from prior performance.

Strategies for Regular Customers in Snack Bars

Targeting an older demographic in the snack bar environment required a tailored approach:

1. Posters: Featuring engaging messages like “Turn Hangovers into Health with OSACARE” to resonate with the clientele.
2. Tabletop POP Displays: Designed to promote a healthy drinking life while assuring safety through physician supervision of all products.
3. Menus with Recommendations: These highlighted appropriate supplements based on individual drinking types, empowering patrons to understand their choices better.
4. Ingredient Transparency: Ingredient reports were shared to ensure patrons were comfortable with potential interactions concerning their current medications.

Insight from sales analysis in this demographic indicated reluctance due to potential interactions with prescribed medications, leading to less immediate enthusiasm for product purchase compared to the younger demographic.

Conclusion

Through our collaboration with 2days, impactful methods were applied tailored to two distinct customer segments—youth and older adults. Our marketing efforts yielded exciting results, with overall sales reaching 41 units through the various channels.

Engaging in this practical sales environment not only deepened our understanding of consumer behavior but also reinforced the experiential learning within the group dynamics. We express sincere gratitude to the 2days team, restaurants, and stakeholders who made this endeavor worthwhile.

A Word from 2days President, Masaki Yonezawa

We wholeheartedly appreciate the commitment and creativity the Hosei University Morokami Seminar students brought to our collaboration. Their youthful energy brought a refreshing perspective to our marketing strategies. We have gained invaluable insights and can foresee an impactful partnership with the university as a long-term endeavor.

Visit OSACARE to learn more about how we promote healthier drinking habits every day!