The challenge: A regulated and demanding premium packaging market
First, there were logistical barriers to entering the Japanese market since the government regulates the entry of foreign players, usually favouring national business over international imports. But the bigger challenge to meet was Japanese consumers’ remarkably high value for precision and top-quality materials in packaging, which is unrivaled in the world.
With confectionery products in particular, Japanese consumers expect flawless premium packaging. High-quality baked goods are commonly offered on gifting occasions and therefore require special packaging to add value to the product. Before a purchase, customers will typically consider the aesthetic detail, quality of materials for packaging, and labeling.
Since premium Japanese confectionery is often fragile, it also requires a strong barrier to protect the product from damage. Japanese packaging traditionally parcels singular portions individually and these are then boxed together in premium rigid cardboard, packed in a way that demands both 100% technical accuracy and absolute efficiency from a technical point-of-view.