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Hong Kong-based ★ Good Design Store Gains Popularity, Eyes Expansion Across Asia
The first Hong Kong branch of the "Good Design Store" continues to perform well. Opened in May 2014 as the Japan Institute of Design Promotion's first overseas antenna shop, it primarily sells products awarded the Good Design Award. Strategies to keep customers engaged, such as frequently rotating merchandise, appear to be paying off. This was reported by NNA, which distributes economic and business information in Asia.
The store displays over 100 Good Design Award-winning products, including Nanbu iron teapots, Seki cutlery scissors, and Casio watches. While only about 10% of the items are from Hong Kong, Taiwan, or Germany, they are also sold. Masami Kawaguchi, Section Chief at the Japan Institute of Design Promotion, explains, "Rather than focusing on items that seem typically Japanese and likely to appeal to foreigners, we select items that are not overly expensive, can be used long-term by a wide range of generations, and serve as exemplars of good design."
Beyond offering quality products, the store diligently refreshes its inventory—replacing about 30% of items every three months—to prevent customer fatigue. A gallery corner showcasing production processes and the history of the Good Design Award also changes its exhibits every six weeks.
These efforts pay off, with monthly sales sometimes exceeding HK$250,000 (approximately ¥3.87 million). Items range from stationery costing a few dozen Hong Kong dollars to Nikon cameras priced in the thousands, but the best sellers are items priced between HK$100 and HK$300. Many people purchase these affordably priced "Japanese designs" as gifts.
The store is located in Soho, near the financial district of Central, known as a stylish area with many antique shops and galleries. Its opening coincided with the launch of "PMQ," a renovated historic building supporting local young creators, which also boosted its visibility.
The company plans to open a concept store in Bangkok, Thailand, around May or June this year. It is also exploring opening a second store in Hong Kong and expanding into other areas.
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