Buyee Collaborates with Book Off to Boost Post-Travel Consumption through OMO Strategies

Buyee and Book Off: A New Era of Travel Consumption in Japan

Buyee, a purchase support service operated by Tenso Inc., has recently embarked on an exciting initiative in collaboration with Book Off Corporation. This project aims to connect international tourists to Japan’s vibrant retail scene, fostering post-travel consumption through innovative OMO (Online Merges with Offline) strategies. Starting from July 21, 2026, a series of pop-up events will be launched in prominent locations including Akihabara, Shinjuku, Ikebukuro, and Yokohama.

This collaboration is designed to enhance the shopping experience for overseas visitors, enabling them to continue their purchasing journey even after returning to their home countries. By creating an online pop-up page dedicated to Book Off products, Buyee allows international customers to discover and purchase unique Japanese items from the bookstore chain, which specializes in comics, video games, collectible cards, hobbies, anime merchandise, and fashion items.

Bridging the Gap Between In-Store Experience and Online Shopping

With a growing number of foreign tourists visiting Japan, the demand for authentic Japanese products has surged. A recent survey conducted among Buyee users revealed that 35.4% of respondents had purchased items they discovered during their visit to Japan through cross-border e-commerce (EC) after returning home. This indicates a strong potential for sustainable relationships between international customers and Japanese companies, facilitated through platforms like Buyee.

However, there are still challenges to be addressed. Among users who did not engage in post-travel purchasing, 28.8% indicated they were unaware of the availability of their favorite products through cross-border EC. Furthermore, 14.9% noted that the desired items were not accessible via these platforms. This suggests that many opportunities for continued purchasing are being missed due to a lack of information about cross-border purchasing options.

During their stay in Japan, tourists often seek tangible experiences with products and brands, which is pivotal for building lasting connections. Without a clear pathway for purchasing these items online post-visit, the memorable in-store experiences can fade away into a singular encounter. The collaboration with Book Off aims to transform physical store visits into ongoing purchasing opportunities.

The Role of Book Off in Promoting Japanese Culture

Book Off serves as an ideal partner for this initiative. Known for its wide array of products that resonate with Japanese culture, it caters to the interests of overseas customers—many of whom become eager to purchase items they discover during their visit. The OMO initiative seeks to bridge the immediate gratification of in-store shopping with the sustained enjoyment of cross-border EC by providing shoppers with a clear avenue for future purchases.

Through this initiative, Book Off not only enhances brand trust among international visitors but also fosters a sense of familiarity with its offerings. By distributing flyers that guide customers to a dedicated page on Buyee, the project reinforces the brand's commitment to its customers, ensuring that product experiences lead to ongoing interactions, even after returning home.

Supporting Sustainable Relationships Across Borders

As the hospitality and retail industries evolve, the importance of fostering ongoing relationships between Japanese brands and international customers becomes increasingly evident. Buyee is dedicated to connecting authentic purchasing experiences in Japan to post-travel buying, demonstrating a commitment to innovation in the e-commerce landscape.

The OMO strategies being implemented will serve as a template for future collaborations, positioning physical stores not only as mere shopping venues but as vital points for customer engagement. By working alongside companies that host physical locations, Buyee is paving the way for Japanese products and brands to reach enthusiastic global audiences.

In summary, the innovative partnership between Buyee and Book Off is set to revolutionize the shopping experience for international tourists, creating lasting connections that transcend borders. Through OMO strategies, Japan’s retail scene can foster a continuum of engagement with global customers, enriching both cultural exchange and economic opportunity.