Japanese Department Stores Enlist Influencers to Woo Chinese Shoppers for Lunar New Year

As the Lunar New Year approaches, Japanese department stores are ramping up efforts to attract Chinese consumers by leveraging the power of social media influencers. Among these initiatives, Ron Monroe, a Chinese model and influencer residing in Japan, recently filmed a promotional video at the Sogo department store in Yokohama. The video, shot in early January, featured Monroe sampling rice crackers from a historic confectioner and sharing her impressions in Chinese.

This strategic move comes as Japanese retailers strive to capture the attention of social media-savvy Chinese shoppers during one of their most significant holidays. The Lunar New Year, celebrated by millions of Chinese citizens, presents a prime opportunity for department stores to boost sales and traffic. By collaborating with influencers like Ron Monroe, these stores aim to bridge cultural and lingual gaps, making their offerings more appealing to the targeted demographic.

The Sogo store in Yokohama stands as a focal point for this influencer-driven marketing campaign. The choice of location underscores the importance of Yokohama as a hub for international commerce and cultural exchange. By hosting Monroe's video shoot, Sogo positions itself as a welcoming destination for Chinese visitors during the festive period.

Ron Monroe's involvement highlights the growing trend among retailers to harness the influence of key opinion leaders (KOLs) in attracting international consumers. Her ability to communicate directly with Chinese audiences in their native language enhances the effectiveness of this marketing strategy. Through her video, Monroe not only showcases the quality and variety of products available but also creates a personal connection with potential shoppers.

Japanese department stores recognize that engaging with influencers is crucial for reaching the digital-first consumer base prevalent in China. This approach allows them to convey a sense of authenticity and relatability that traditional advertising methods may lack. As such, these efforts are expected to resonate well with Chinese consumers who prioritize recommendations from trusted figures.