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[Japan] Sells like HOT CAKES – collaboration with "Kimetsu no Yaiba"

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Image: Entrance privileges of the hit movie "Kimetsu no Yaiba" Mugen Ressha Hen by by Koyoharu Gotouge and Shueisha, photographed by Editor

"Kimetsu no Yaiba" is still a social phenomenon, as the movie released in October 2020 exceeded 26 billion yen (approx.250 mil. USD) in box office revenue, even though the manga series was completed in May of this year. Its popularity has spread to other industries, and collaboration products are being released one after another. How did the collaboration products fare after their release?

This time, we will introduce two examples: "a case in which the ranking in the market has been greatly increased" and "a case in which the scale of the market as a whole has been expanded."

Canned Coffee market

In this case, an existing brand collaborated to redesign its packaging with illustrations of 28 popular characters. The brand originally ranked 6th in the market in terms of sales for the month prior to launch. However, by the first week of launch, the brand increased its sales nearly five times to 3rd place. Since then, the brand has maintained a higher ranking than before the launch.

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In addition, after the relaunch, the proportion of female among the brand purchasers has increased, indicating that new consumers are now being reached.

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Retort Curry market

- market expansion with the launch of collaborative products

A manufacturer launched a collaborative product with "Kimetsu no Yaiba" with the aim of "adopting highly recognized characters to boost the market." As a result, we were ranked No. 1 in a month from the week of launch. With the advent of this brand, the category sales in the month of the brand launch was the largest in the past year.

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Comparing the breakdown of purchasers with other brands, it is clear that "singles" account for a larger percentage of purchasers.

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As a result, the ratio of buyers who live in two generations, parents and their children, which is the main target of Curry-with-Character market as a whole, is lower than that of other brands, due to factors such as the collaboration with "Kimetsu no Yaiba" with a wide range of fans, which was possibly caused by the medium-hot flavor, Chu-Kara, which tends to be rare in the Curry-with-Character market.

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  • Intage Inc

    Author profile
    Mr. Yuto Miyata

    A researcher living in Japan. Currently I am in charge of Beverage industry, and strive to work for the benefit of our client.

  • Intage Inc

    Editor profile
    Ms. Makiko Futaba

    A point of contact for the FMCG industry in Japan. I've now read through vol.18 of the total 23 "Kimetsu no Yaiba" comics.

  • Dec 04, 2020
  • 9258 Views

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