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Formerly based in San Francisco, the US interactive store and brand b8ta has vanished from its home market due to bankruptcy. However, its Japanese branch, b8ta Japan, has thrived. According to Mr. Kitagawa, the president of b8ta Japan, the business has flourished because it aligns better with Japanese business practices, user experience, and purchasing habits.
This phenomenon isn’t unique to b8ta. Several other US brands have found new life in Japan.
Lawson
Lawson, one of the top convenience stores in Japan, actually began in Ohio. Founded in 1939 by J.J. Lawson as a milk-selling store, it grew into a significant chain before disappearing from the US in 1985 following the founder’s death. However, in Japan, Lawson has become a major name. Daiei, Inc. established Daiei LAWSON in 1975, which has since blossomed into one of Japan’s most renowned convenience store chains, with a store count surpassing that of 7-Eleven in North America.
Tower Records
Another example is Tower Records, which, despite going bankrupt in the US, continues to thrive in Japan. Founded in 1960 by Russell Solomon in Sacramento, California, it found success by expanding across the US and eventually to Japan in 1980. While it dwindled in the US due to market changes, the brand remains popular in Japan, especially through its iconic Shibuya store.
Mister Donut
Mister Donut is another brand that originates from the US but has become a staple in Japan. Founded in Boston in 1956 by Harry Winokur, Mister Donut expanded rapidly in North America but eventually disappeared from the US market in favor of Dunkin’ Donuts. However, in Japan, Mister Donut has thrived by localizing its offerings to better suit Japanese tastes, raising prices, and creating a more upscale atmosphere.
These brands highlight the importance of localization. Sometimes, brands that struggle or disappear in their home markets can find success overseas by adapting to local preferences.
At btrax, we’ve helped brands like Toys R Us, Seven Eleven, and Evernote succeed in Japan. If you think your brand could be the next success story, contact us to find out how we can assist you. Download our newest e-book, “A Guide to the Promotional Seasons in Japan,” for insights on effectively marketing in the Japanese market.
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