#Japan #Tokyo #Haneda Airport #NOREN #Cross Borders

NOREN: Bridging Cultures at Haneda Airport

On September 2, 2025, Corazon Co., Ltd., based in Shinjuku, Tokyo, will unveil its newly renamed shop, NOREN, at the third terminal of Haneda Airport. Formerly known as the 'Interesting T-Shirt Shop,' the rebranding marks a significant shift towards cultivating connections among various cultures at one of the world's busiest international transit points.

With the new slogan 'Cross Borders!', NOREN aims to harness the unique environment of Haneda Airport—often referred to as the 'crossroads of the world'—to foster a brand that enriches cultural interconnectedness. This evolution is underpinned by a commitment to share the beauty of Japan with international travelers, promoting cross-border relationships and mutual understanding.

Background of the Rebranding

Corazon has been dedicated to introducing the lesser-known charms of Japan to the world through their B2B and e-commerce initiatives. In recent years, Japan has witnessed a remarkable rise in inbound tourism, showcasing its attractions to a global audience. However, amid increased globalization, various issues have arisen, notably environmental concerns, exclusionary practices, and societal divides.

Through daily interactions at Haneda, the team at Corazon has recognized the power of genuine connections and smiles shared between individuals regardless of nationality or creed. This realization has inspired them to create a rich, welcoming atmosphere that celebrates diverse backgrounds. Their official Instagram account has seen a positive response, featuring moments of authentic connections that reveal the beauty of cross-cultural exchange.

In aligning their brand with these values, Corazon endeavors to fully leverage its prime location by offering products that promote cultural understanding, including books and novelties designed to enhance personal connections.

The Meaning Behind 'NOREN'

The name 'NOREN' derives from a traditional Japanese fabric divider that allows for an open yet protected space, facilitating a gentle invitation from the outside world. This symbolism reflects NOREN's mission to accept and embrace varying cultures and perspectives, creating overlapping spaces for interaction.

The character 'の' in the logo signifies the connective nature of the Japanese language, linking words, people, and cultures—essentially forming a bridge between Japan and the wider world. The slogan 'Cross Borders!' serves as an invitation to welcome travelers beyond mere geography, encouraging them to transcend cultural, linguistic, and even emotional barriers.

Connecting with Customers through Cross Borders Concierge

Previously, NOREN focused on offering unique Japanese souvenirs to travelers intrigued by local culture. Now, it seeks to deepen personal interactions by cultivating an understanding of each customer's background and needs. Data collected at the POS will allow the staff to engage in conversations, asking questions like, 'What drew you to this product?' to grasp the diverse desires and stories of patrons better.

Moreover, drawing from the memorable experiences travelers have during their journeys, the staff will express gratitude in various languages, leaving a lasting impression as part of their commitment to exceptional customer service.

Staff members will transition from sales clerks to 'Cross Borders Concierges,' facilitating multi-lingual communication and meaningful connections between visitors and Japanese culture. Their role will not only ensure a joyful shopping experience but also contribute to nurturing bonds in a time marked by division.

Store Information

• - New Shop Name: NOREN Haneda Airport
• - Grand Reopening Date: September 2, 2025
• - Location: 4th Floor, Edo-Koji, Haneda Airport Terminal 3
• - Operating Hours: 8:00 AM - 10:00 PM
• - Official Website: noren-japan.jp
• - Official Instagram: noren_global

About Corazon Co., Ltd.

• - Company Name: Corazon Co., Ltd.
• - Location: 1-12-6 Kagurazaka, Shinjuku, Tokyo, 2nd Floor
• - CEO: Tomonori Omura
• - Business Scope: Specialty trading of koji and fermented products, as well as lifestyle goods.