#Japan #Tokyo #E-Commerce #KÚON #Nippon Chokuhan

Introduction

On September 3, 2026, Kuon Co., Ltd. and Nippon Chokuhan Co., Ltd. are set to launch a new fan community named "Nippon Chokuhan, What I Like! What I Support! Community." This initiative aims to create a space where consumers can casually discuss their daily likes and passions, while discovering new products, services, and enjoyable aspects of life. The focus is on fostering continuous relationships with consumers through conversation and shared experiences instead of delivering product information in a one-sided manner.

The Landscape of the E-Commerce Market

According to a survey by Japan's Ministry of Economy, Trade and Industry (METI), the country's BtoC (business-to-consumer) e-commerce market size is projected to reach ¥26.1 trillion in 2024, showing a 5.1% increase from ¥24.8 trillion the previous year. The merchandise-related sector of the BtoC e-commerce market is expected to reach a size of ¥15.2 trillion, with an e-commerce penetration rate of 9.78%. As the e-commerce landscape expands, consumers encounter diverse touchpoints before, during, and after purchasing products and services. Consequently, it's critical for e-commerce businesses to capture consumer interests and feedback through consistent interaction beyond just the purchase transaction.

Additionally, estimates from Nomura Research Institute suggest that as of March 2025, the “oshibushi” market—focused on supporting specific interests—is projected to be worth approximately ¥3.8 trillion, with about 26 million actively participating individuals. This phenomenon emphasizes a shift towards deeper emotional engagement and self-expression, prompting businesses to actively connect with consumers' interests and create new touchpoints with products and services.

Building New Customer Connections

Nippon Chokuhan has a long-standing history of utilizing various media—including television, radio, newspapers, and online platforms—to provide products and services to consumers. Today, they are leveraging expertise in product development, promotions, content creation, membership management, and financial alliances to expand into a “comprehensive services” model reaching BtoB markets. The establishment of this community represents an effort to create new customer connections, fostering ongoing engagement with consumers by enabling them to share their daily interests and experiences. This approach not only deepens relationships with existing customers but also helps establish connections with potential customers, building trust in Nippon Chokuhan's offerings.

Engaging in Daily Interests

The "Nippon Chokuhan, What I Like! What I Support! Community" invites participants to freely express their likes, passions, and curiosities about daily life. Participants will be able to interact with each other, discovering new enjoyment and products through shared conversations. The guiding principle of this community is to encourage uplifting discussions about what they love and support. Themes ranging from entertainment, food, health, insurance, to finance will be the foundation for discussions that foster curiosity and engagement.

By embracing diverse interests within everyday life, the community aims to present participants with opportunities to connect with the products, services, and initiatives that resonate with them the most.

Establishing a Foundation for Comprehensive Services

As Kuon and Nippon Chokuhan continue their efforts to build ongoing relationships with consumers via this community, feedback from participants will inform trends in interests and empathy, guiding improvements in products and services, content planning, and information dissemination on their e-commerce platform. Furthermore, Nippon Chokuhan will utilize its established sales network and partnerships to align new initiatives with consumers’ interests created within the community. Through the construction and management of fan communities, Kuon is committed to supporting Nippon Chokuhan in establishing its comprehensive service foundation, aimed at connecting businesses with consumers.

Launch Campaign

To celebrate the opening of the community, a campaign will be held, offering a chance to win one of three products: crabs, tai-shabu, or a Shinsalate comforter to ten lucky participants. This campaign will run until 3 PM on November 2, 2026, and participants must join the community and leave at least one comment while registering as a member on the Nippon Chokuhan e-commerce site. Note that registration for both the community and e-commerce site should be done using the same email address. This campaign is sponsored by Kuon, and inquiries should be directed to the Beach Inquiry Office.

About Kuon Co., Ltd.

Founded in 1996, Kuon specializes in constructing and managing online communities that connect corporations and local governments with consumers. To date, the company has developed over 300 fan communities and employs various patented technologies, including data science, to support relationship building and sustainable development. More success stories can be found on their corporate site. Kuon Official Site
- Company website: https://www.q-o-n.com/

About Nippon Chokuhan Co., Ltd.

Founded in 1977, Nippon Chokuhan specializes in comprehensive services encompassing e-commerce, content planning, and promotional support. The company operates its headquarters in Minato, Tokyo. More details can be found on their corporate website. Nippon Chokuhan Official Site