Interview with Yoko Hirano
We asked about her thoughts on “package design,” a major key to the renewal, and her outlook for the future.
Taking the first step as a “brand” with the renewal
This is the 16th year since “Kaiko Sankou Honpo” was launched. Is this the first time you’ve renewed it?
Hirano (honorific omitted)
We made small changes to the stickers, tried making them ourselves, and gradually reviewed the packaging and product contents, but none of it led to a major transformation.
Still, I had long felt that the packaging was a problem.
Even if we made and printed a new sticker plate, any small change to the wording meant we had to make a new plate. That made the previous one a waste, so to keep costs down, we thought, “In that case, we’ll do it ourselves,” and made them in-house by cutting and pasting. But the design kept getting worse...
Meanwhile, I began to take a more active role in running the business, and the sense of urgency that “things can’t go on like this” finally began to weigh on me.
It was the winter of 2024 when I decided to seriously tackle the packaging issues we had been dealing with for so long.
You commissioned a design studio for the new packaging design. How did that come about?
Hirano
A company handles our products under an OEM arrangement, and the design company we commissioned this time had designed that company’s packaging.
Since our connection was indirect, I wasn’t sure whether things would go well even if we asked the designer, and I was also worried about the cost, so it never occurred to me to approach them directly.
When I talked to the person in charge at the OEM company about the current state of Kaiko Sankou Honpo, they introduced us, and we decided to take the plunge and meet. I went with a proposal document filled with our thoughts and ideas, thinking, “This may be Kaiko Sankou Honpo’s last chance to change!”
OEM: An abbreviation for “Original Equipment Manufacturing (Manufacturer),” referring to the production of products under another company’s brand.
Gradually building awareness with a package filled with heartfelt thought
How is this different from your previous “design”?
Hirano
When I went with the proposal, I was hopeful, but deep down I also wondered, “Can we really change?” Although I felt there were problems with the packaging, honestly, I had no idea what to change or how.
I had those concerns, but as we actually began talking, I found myself feeling unexpectedly encouraged.
I expected that designing would involve researching the product’s features, target customers, and sales locations. But the designer first came to our factory and carefully understood even things like “what ingredients are used in this product and how it is made” and “the thoughts and care we put into delivering it.”
I was surprised that the design was created after understanding each of the thoughts behind our story that they had drawn out.
Have you noticed any changes among those around you or your customers as a result of the new “design”?
Hirano
Other vendors and regular customers were surprised too. Some even said, “President, have you changed?” (laughs)
We were also featured in an article promoting the morning market as a “renewed shop.”
On the first day we unveiled the new packaging, a buyer from a department store stopped by and liked it. They now carry our products. Many other people have also shown interest, and we’ve really felt our reach expanding.
The ingredients we use haven’t changed, but young people and tourists are picking up our products more often than before, and we can really feel the difference.
The changes have affected not only those around us, but also those of us who work here.
Every time a design sample came in, we were impressed, saying, “It keeps getting better!” We were happy that our thoughts were truly reflected in it, and it naturally made us feel more positive.
And it wasn’t just the design. The designer, my father, my mother, our part-time staff, and I also began discussing the quantity, size, price, and wholesale customers. Starting with a discussion about the packaging for one product, everyone working at Kaiko Sankou Honpo gradually began sharing opinions and finding ways to improve the work, and the whole workplace became more and more energized.
Having gained confidence in our products, we were finally able to review prices that had remained unchanged for a long time. Our business partners have also responded positively.
Someday, a place where people can “go to buy it”
Do you have any goals or plans for the future?
Hirano
Because of the nature of our ingredients, the amount landed varies, and differences between individual items can make it difficult to turn them into products as we’d like. There have been times when a stable supply was difficult.
After much trial and error, we’ve now reached a point where our products are “just the way we truly think they taste best.” With the appeal of the packaging added, we can now proudly say, “This is our product.”
We still have a long way to go, but in the future, I’d like to turn our current office into a shop. If there were a place where people could “go to buy it,” they would feel more confident picking up our products.
We want to continue cherishing our encounters with customers who choose our products because they think, “That was delicious” or “I want to give this to someone.” At the morning market, we’ve found that adding explanations such as “gentle on the body” helps convey what’s good about our products.
Even if we can no longer physically take part in outdoor events in the future, we want to create a shop with our own hands where people can receive those sentiments.
After the interview
During the interview, Hirano spoke candidly about the realities of running the business.
She is determined to carry on the business that her father, Sanada, has carefully nurtured. That strong desire lies at the heart of the renewal.
Changing the package design may be a small step, but it has created “hope for carrying on.” Seeing Hirano move forward with that tangible sense of progress, I wanted to continue supporting her.
Kaiko Sankou Honpo (FP Tsuhan Co., Ltd.) Information
For information on stores carrying the products and morning market appearances, please check the official website or Instagram.
| Organization | Kaiko Sankou Honpo (FP Tsuhan Co., Ltd.) |
|---|---|
| Industry | Food and confectionery manufacturing and sales |
| Representative | Sanada Yasumasa |
| Established | 2009 (founded in 1999) |
| Address | 658-14 Nishiachi-cho Shinden, Kurashiki City |
| Contact | 086-466-4665 |
| Website | Kurashiki Kaiko Sankou Honpo |
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