The values in Japan

In this part, I would like to discuss how the value has been changing through the exportation. In order to compare the differences between inside and outside of countries, I chose Japan as an example outside country. As mentioned, we see the Nordic products as high design products. Its design is very modern, stylish and new to us.  Also Nordic design has common sense to us. First, the nature motif suits to our furniture mode by wood. Second, several colours stimulates our kawaii(cute) feeling. Kawaii is not only cute design but "the feature of feminine, weakness and soft". Third, the concept of utopia was added in Japan. This is the main changing of the value. Nordic products became to spread to our daily life, at the same time,  the information of Nordic county also came, for example, the high education system, good work-life-balance and the high cost of income. For us, we did not know Nordic country at all because it is far away. Therefore, we got only good dimention and connect it to Nordic products. We think Nordic country itself is an utopia. Then if we have Nordic products, we itself become stylish and modern but it is a myth.

Now, I would like to discuss the potential of catherineholm. Unfortunately, catherinefolm is not popular as the exist popular Nordic products in Japan. Besides I mentioned the feature of Nordic design, catherineholm has also retro concepts. Now in Japan, the boom of retro is appearing. The thinking of retro for us is vivid colour and pattern. (I will mention `retro` more deeply in next blog). Therefore, catherinehom has a perfect condition to ride on the boom, but why it does not spread much. I think this is because the management strategy. Nordic design in Japan also has the concept that "the good quality in cheap". The main consumer is young generation so that they create the boom. Therefore, it takes time to accept high quality in expensive products. However, these days, Nordic boom settles down and the main target has been changing women who live alone or with family. They have been a consumer since the Nordic boom began. They have money, and they want to buy furniture, kitchen stuffs and textile, not notebook and pencil case. We can see why Nordic design is not a short boom but become one of the genre of people`s taste. Moreover, catherineholm has a possibility to sell well in Japan now.