【Profile】
Phin Tokyo Georgia Owner
1.Could you tell us about what store Phin Tokyo is?
Phin Tokyo is a store dedicated to delivering Japanese products to people overseas who love them. With the growing demand from inbound tourism, the number of people overseas enchanted by Japanese cuisine and products has been increasing. In major countries like the United States, China, and Thailand, major corporations like AEON have already made inroads. However, in countries such as Laos, such stores are hardly present. Phin Tokyo focuses on countries where major companies have not entered, such as Laos, Moldova, Georgia, and Azerbaijan. Its aim is to convey the charm of Japanese products in countries or regions where access to them is limited. This creates opportunities for more people to experience Japanese culture and products.
2. What inspired Phin Tokyo to expand into Georgia?
Phin Tokyo’s decision to enter the Georgian market was driven by a strategy that envisioned expansion into Ukraine after the war ends. It was considered important to establish bases in surrounding countries to effectively develop the Ukrainian market. Additionally, during their first visit to Georgia, they had a very positive impression. In particular, they noticed that many young people speak English, which highlighted the potential for smooth communication. They also learned that hundreds of Japanese people live in Georgia. There may have been some misunderstandings, but I became confident that there is a certain level of market potential.. With these favorable conditions, Phin Tokyo made the decision to expand into Georgia in late 2022.
3. Does the Georgian market have any unique characteristics compared to other countries where Phin Tokyo operates?
One notable feature of the Georgian market is the distinct preferences for products, which differ from those in other countries. Initially, Phin Tokyo introduced popular items from Laos, such as wasabi and wasabi-flavored snacks, but these products did not sell well in Georgia. On the other hand, Korean instant noodles have gained significant popularity. In addition, there are few stores in Georgia specializing in Korean or Southeast Asian products. Thus, Phin Tokyo is considering expanding its offerings to include products from other Asian countries like Thailand, Korea, and Vietnam alongside Japanese goods.
The customer base also has unique characteristics. While 30% of Phin Tokyo’s customers are Russians and Ukrainians familiar with Japanese culture and food, the majority—50%—are Georgians who are still relatively unfamiliar with Japanese products. The remaining 20% consists of foreigners living in Georgia, including Japanese expatriates.
Interest in Japanese culture is steadily growing in Georgia, with items like mochi, matcha, ramune, and Japanese beer garnering particular popularity. Phin Tokyo aims to cater to premium customers and those interested in Japanese culture by aligning with these emerging trends.
4.Do you have any messages which you would like to convey to your Phin Tokyo’s customers?
Dear customers, thank you for your continued patronage of Phin Tokyo Georgia. We deeply value your feedback. Should you have any requests or suggestions, please feel free to share them with us. Your voices serve as essential guides for improving our services.
If there are specific items you wish to order from Japan, we may be able to accommodate such requests individually, so please don’t hesitate to inform our staff. We will strive to meet your expectations and deliver excellent service to you all.
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