Matsukiyo Celebrates 10 Years with a Stunning Rebranding Vision
In a bold move to mark its 10-year anniversary, Matsukiyo, the private brand of Matsukiyokokokara Company, has unveiled an exciting rebranding initiative centered around the vision of "Go for WOW!" This new direction is designed to continuously deliver novelty and surprise through its products. The company, which has over 3,600 stores across Japan and 98 locations in six Asian regions as of December 2025, aims to transform not only its brand identity but also the customer experience it provides.
Matsukiyokokokara Company, headquartered in Bunkyo, Tokyo, has taken a significant step forward in response to the shifting market landscape and globalization. The rebranding signifies an evolution from their previous vision of "Making Everyday Life Fun in Japan." The fresh slogan, aligning with the group’s mission, promises to infuse the everyday lives of consumers with exciting product offerings.
The core of this rebranding effort revolves around Matsukiyo's commitment to bringing new and surprising products to its customers worldwide. The brand's product strategy will be driven by three key pillars: Wonder, Original, and Worldwide.
1. Wonder: Started from a deep understanding of consumers, the aim is to create products that exceed expectations and evoke delightful surprises.
2. Original: Matsukiyo emphasizes breaking traditional boundaries, pursuing uniqueness and innovation that only they can deliver.
3. Worldwide: Drawing inspiration from global sources, the brand aspires to craft products that can be enjoyed by people around the world.
Alongside the vision, the visual identity of Matsukiyo is also undergoing a transformation. The new design, referred to as "Matsukiyo Slash Grid," is an evolution of the previous single-line growth imagery. The iconic slanted line that signifies the brand's commitment to continuous progress is now represented in a dynamic grid structure, embodying depth and complexity. This innovative design signifies that Matsukiyo, along with all associated companies, is not just growing, but is set to progress in all dimensions.
This new design approach will not only revamp logos but will also extend to product packaging—featuring softer color palettes and playful graphics that resonate with the brand's vision of wonder and originality. The rollout of this new packaging is scheduled to happen progressively across all products, reinforcing Matsukiyo's dedication to delivering the "WOW" experience in varied aspects of life.
In addition to the rebranding efforts, Matsukiyo is also committed to fostering health and beauty through its diverse product range, which includes pharmaceuticals, cosmetics, everyday necessities, and food items. This holistic support aims to enhance the well-being of all customers while driving innovation in their offerings.
As Matsukiyo looks to the future, it invites customers to be part of this journey of excitement and freshness, aiming to change lifestyles across the globe with every product they introduce. The company is determined to not only adapt but lead with innovation, ensuring that every interaction with the brand is filled with surprises and betterment.
For more information, customers can reach Matukiyo customer service at 0120-845-533, available year-round from 9:00 AM to 10:00 PM.
Matsukiyokokokara Company, headquartered in Bunkyo, Tokyo, has taken a significant step forward in response to the shifting market landscape and globalization. The rebranding signifies an evolution from their previous vision of "Making Everyday Life Fun in Japan." The fresh slogan, aligning with the group’s mission, promises to infuse the everyday lives of consumers with exciting product offerings.
The core of this rebranding effort revolves around Matsukiyo's commitment to bringing new and surprising products to its customers worldwide. The brand's product strategy will be driven by three key pillars: Wonder, Original, and Worldwide.
1. Wonder: Started from a deep understanding of consumers, the aim is to create products that exceed expectations and evoke delightful surprises.
2. Original: Matsukiyo emphasizes breaking traditional boundaries, pursuing uniqueness and innovation that only they can deliver.
3. Worldwide: Drawing inspiration from global sources, the brand aspires to craft products that can be enjoyed by people around the world.
Alongside the vision, the visual identity of Matsukiyo is also undergoing a transformation. The new design, referred to as "Matsukiyo Slash Grid," is an evolution of the previous single-line growth imagery. The iconic slanted line that signifies the brand's commitment to continuous progress is now represented in a dynamic grid structure, embodying depth and complexity. This innovative design signifies that Matsukiyo, along with all associated companies, is not just growing, but is set to progress in all dimensions.
This new design approach will not only revamp logos but will also extend to product packaging—featuring softer color palettes and playful graphics that resonate with the brand's vision of wonder and originality. The rollout of this new packaging is scheduled to happen progressively across all products, reinforcing Matsukiyo's dedication to delivering the "WOW" experience in varied aspects of life.
In addition to the rebranding efforts, Matsukiyo is also committed to fostering health and beauty through its diverse product range, which includes pharmaceuticals, cosmetics, everyday necessities, and food items. This holistic support aims to enhance the well-being of all customers while driving innovation in their offerings.
As Matsukiyo looks to the future, it invites customers to be part of this journey of excitement and freshness, aiming to change lifestyles across the globe with every product they introduce. The company is determined to not only adapt but lead with innovation, ensuring that every interaction with the brand is filled with surprises and betterment.
For more information, customers can reach Matukiyo customer service at 0120-845-533, available year-round from 9:00 AM to 10:00 PM.
Topics Consumer Products & Retail）
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