#Japan #Tokyo #BicCamera #BicIdea #KenHoriuchi

Bic Camera Unveils 'Bic Idea': A New Brand For Innovative Home Appliances

On February 25, 2026, Bic Camera, a leading electronics retailer in Japan, hosted a launch event for their new original brand, 'Bic Idea,' in Tokyo. The announcement was made by the company's president, Toru Akiu, alongside special guests Ken Horiuchi from the comedy trio Neptune and talent Nao Asahi. This dynamic duo participated as special project members in a brainstorming session aimed at generating fresh ideas for household appliances based on everyday frustrations.

During the event, Akiu reflected on the company's journey over its 47 years of operation, emphasizing the importance of evolving alongside consumer needs. He introduced 'Bic Idea' as a symbolic project to reclaim the joy and excitement of shopping, encapsulated in the brand's motto, "Good isn't enough; well done is our aim."

Product Development with a Twist

Following Akiu's introduction, Kotaro Arisue, the head of the product development department, detailed the brand's vision and its inaugural product lineup. Arisue revealed that Bic Idea would integrate existing private brands such as 'ORIGINAL BASIC,' 'ORIGINAL SELECT,' and 'HashTAG,' consolidating them under the new brand while reimagining them to reflect the core philosophy of "Good isn't enough; well done."

Moreover, Bic Idea will implement an innovative product development process called the "Desire Science Cycle." This involves utilizing insights from specialized sales staff, known as 'Bic Camera Meisters,' alongside a unique internal social network that encourages all employees to contribute ideas. The event featured the unveiling of the first product under the Bic Idea brand, showcasing its thoughtful design and specifications.

Connecting with Customers through Social Media

Arisue also introduced the exciting initiative, “Desire Outlet,” which aims to directly connect customer feedback to product development. Using the hashtag #つくってほしい (which translates to “I want you to create this”) on social media, customers can share their desires for new products and improvements, delivering real-life suggestions directly to Bic Camera. Suggestions will be seriously considered through the Desire Science Cycle, and there may even be opportunities for some contributors to collaborate on product development.

Engaging Interaction with Guests

After this segment, Horiuchi and Asahi took the stage. Known for their chemistry, the pair entertained the audience with witty banter. They shared their thoughts on the inaugural products, using the hair dryer 'Karen Bloom Flow Dryer' as an example to highlight its thoughtful features such as airflow, temperature settings, and hook design.

The two guests also participated in a creative product planning session under the theme of “items I want even if they won’t sell.” Asahi proposed whimsical ideas such as a machine that comforts you when feeling down or glasses that tell you someone’s name, while Horiuchi jokingly suggested a 'poverty tremor generator' based on his comedy partner.

Arisue expressed an interest in the feasibility of such unique concepts, leading to enthusiastic applause from the audience, including Akiu, who signaled with a “well done!” acknowledging the creativity of the ideas.

Event Details

The launch event for Bic Camera's original brand took place on February 25, 2026. Not only did it serve as a platform for revealing innovative products and brand philosophy, but it also fostered interaction between corporate leaders and creative minds, paving the way for a novel approach in consumer-driven product development.

Company Overview

• - Name: Bic Camera
• - Headquarters: Takada 3-23-23, Toshima, Tokyo, Japan
• - Established: May 1978
• - President: Toru Akiu
• - Business Focus: Retail of cameras, visual products, audio equipment, computers, home appliances, and more.