#Japan #Tokyo #STAFF OF THE YEAR #JINS #Nito

Celebrating Excellence in Retail: STAFF OF THE YEAR 2025

On October 9, 2025, the much-anticipated retail competition, "STAFF OF THE YEAR 2025," was held, aiming to recognize Japan's most talented sales staff. Hosted by Varnish Standard Co., Ltd., and featuring a panel of notable judges including popular figure An Mika, the event was presided over by special ambassador Miki Fujimoto. The evening was filled with excitement as the stage was set to determine the "charismatic store clerks" of the Reiwa era.

A Series of Unexpected Twists: The Triumph of Nito

Despite facing early elimination in Round 1, Nito from the Marunouchi branch of Tomorrowland made a stunning comeback through the repechage system, ultimately clinching the top award in the apparel category. Following a nail-biting final, an emotional Nito expressed gratitude and humility saying, "Honestly, I didn’t prepare any remarks. My victory is not just my achievement but a reflection of the support from everyone around me. I really want to convey my sincere thanks."

Judge An Mika reflected on the intense competition, remarking, "Deciding the winner was extraordinarily difficult. Both competitors showcased their dedication and passion, and the experience brought tears to my eyes."

Introducing the New Retail Category: Mari Shines in Sales

This year, a new retail sales category was introduced, creating a platform for two finalists to compete in a one-on-one role-playing challenge. Representing the glasses sector, Mari from JINS Emifull MASAKI store emerged as the first-ever champion of this category. With a radiant smile, Mari accepted her trophy and a cash prize of 500,000 yen, exclaiming her excitement for being recognized in front of such a supportive audience.

Event Highlights: The Thrill of Contest and Community

The competition began with vibrant energy as 14 finalists took to the stage, greeted by warm applause. An Mika and Miki Fujimoto's opening remarks set the tone for a celebration of dedication in retail. An Mika encouraged the finalists, saying, "Fashion is a powerful communication tool. Your role in bringing out customers' charm and confidence is invaluable. I expect you all to rise to this challenge!"

## The Journey of Rounds: Pressure and Performance

The competition consisted of two thrilling rounds. Round 1 featured a one-on-one retail role-playing segment that tested contestants’ ability to engage with customers while receiving suggestions from various guest customer actors. Each contestant faced different scenarios ranging from vacation preparations to emotional retail therapy moments, showcasing their adaptability and customer service skills.

In Round 2, the competition intensified with the remaining finalists presenting 90-second speeches about their core values and connection to their roles in retail. One standout moment came from the 4th place contestant, Ricako from WEGO, who left an impression of innovative customer engagement beyond traditional training.

A Match of Styles: The Final Showdown

In a dramatic conclusion, the final two contenders faced off in a Before and After battle, creatively transforming clients based on specific fashion concerns. The crucial elements were their ability to empathize with customers and provide tailored suggestions, emphasizing the nuanced skills required in effective retail interactions.

Audience members were visibly moved as the chosen customers transformed under the finalists' guidance, leaving the event with heartfelt thanks for the dedication shown. An emotional reaction from judging panelist SAYUMI highlighted the unique power of fashion to uplift and connect with individuals on a profound level.

Feedback from Guest Judges and Closing Remarks

Guest judges, including actors and comedians like Aiseki Start, Cotton, and Spike, provided insightful reflections on the finalists' performances. They commended the exemplary service provided, highlighting that they found no faults in the approaches used by the final contestants.

In his closing address, CEO Toshiaki Onozato of Varnish Standard expressed immense gratitude towards all who participated and attended, praising the evident emotional connection that staff have with their roles in retail. He emphasized that the essence of this competition is to elevate the value of sales staff, forever reminding all that feelings of gratitude and respect circulate throughout the industry.

With tears of joy and pride among finalists and attendees, STAFF OF THE YEAR 2025 was not just a competition; it was a heartfelt celebration of the industry and a powerful reminder of the impact of retail employees.