Creating Genuine User-Generated Content Through Influencer Interactions in Product Experience Events

An Insight into User Experience Events by Konehito Inc.

On March 6, 2026, Konehito Inc., based in central Tokyo, organized the "Mamari Review Award 2026 Product Experience Event" at TRUNK(HOTEL) CAT STREET. This initiative aimed at creating high-quality user-generated content (UGC) through authentic interactions between influencers and companies.

Purpose of the Event

A staggering 98% of parents indicated that they refer to reviews before making a purchase decision. In today's information-overloaded environment, mere feature comparison from catalogs is insufficient. Konehito’s event was designed to showcase the value of award-winning products, selected based on real customer feedback. It also served as a platform for award-winning companies to engage directly with influencers. The goal was to generate compelling reviews that could enhance consumer purchasing intent.

At the event, product developers and marketing representatives shared insights about the backgrounds behind their products, fostering a deeper understanding among participants. This interaction allowed attendees to visualize how the products could positively impact their lives, resulting in genuine satisfaction with their choices. This experience enabled many attendees to recognize the deeper appeal of the products, inspiring them to share their experiences passionately with others.

Participant Feedback

The feedback from attendees was overwhelmingly positive, with a satisfaction rate of 96%. Many participants expressed that having samples and the opportunity to speak directly with company representatives were key aspects of their positive experience.

Here are some notable comments from attendees:

- "The experience was incredibly valuable and fun because I could interact with company representatives while handling the products."
- "This was my first opportunity to speak with a company about their products. I realized how passionate they are and discovered amazing items I had never known about."
- "Connecting with other mothers who are raising children of similar ages was also delightful."
- "The presenters had fantastic communication skills, and the product development stories truly made me want to share them with friends."

Company Exhibit Feedback

Eight exhibiting companies also expressed satisfaction with the event's outcomes. They appreciated the chance to engage in discussions with influencers during the event's roundtable, allowing them to explain in detail the nuances and development backgrounds of their products. This direct engagement provided insights into the perspectives that mothers have, which helped them rediscover the value of their products for future marketing endeavors.

Comments from exhibited companies included:

- "It was great to receive genuine feedback from participants through product samples."
- "Hearing real voices during discussions and booth visits was an invaluable experience."
- "Being able to communicate directly about matters we usually hold back due to regulations was refreshing."
- "While we aimed to showcase new products, it was evident that many participants were already familiar with our existing offerings, highlighting a high level of interest."

Event Atmosphere

The venue buzzed with energy as former TV Tokyo announcer Shusuke Harada facilitated the event. Unlike traditional trade shows, which often involve one-sided presentations, this gathering fostered a warm and inviting atmosphere, encouraging open dialogue between company representatives and mothers.

Roundtable discussions at various booths allowed representatives to passionately convey their product's development stories, prompting influencers to offer candid feedback based on their parenting experiences. This depth of communication inspired influencers to share their insights with their followers, motivating many to discuss the products authentically on social media platforms, particularly on Instagram.

Post-event, numerous in-depth product reviews emerged, resonating with their followers and fueling further discussions.

Marketing Strategies for the Coming Year

Konehito plans to capitalize on the success of this event to strengthen future initiatives, particularly through the Mamari Review Award. The goal is to serve as a bridge between companies and users, creating high-quality UGC and fostering user insights. Companies interested in collaborating on co-creation marketing with an eye on UGC are encouraged to reach out.

About Konehito Inc.

Konehito Inc. is dedicated to supporting family decision-making through IT. The company operates the parenting community app "Mamari" and engages in public-private partnerships that channel user feedback back into society. Konehito aims to offer services that assist families across various life events, ensuring they are never alone in their decisions.

More about Konehito Inc.

Business Overview

- Development and operation of the Mamari Q&A app/information site
- Parenting DX initiatives for local governments
- Support for creating family-friendly environments in municipalities and businesses
- Location: 2-11-10 Tsukiji, Chuo City, Tokyo, Japan

About Mamari

Mamari strives to be a community brand that walks alongside individuals from their initial steps in pregnancy through to parenthood without feeling isolated, adhering to the brand statement "Together with your present and future." With a reach of one in three moms using the app and millions of searches and posts monthly, Mamari remains an essential resource for mothers across the country.

Q&A App Links: