ZAKUZAKU
With the flagship store opened on Takeshita Street in Harajuku, Hokkaido-born cream puffs brand "Croquant Choux ZAKUZAKU" started its expansion into China. We conduct series of actions from business strategy planning, product R&D, promotion, and store opening in one stop.
BAKE Inc.
2017-NOW
Strategy, Marketing, UI/UX, Contents
Creation of new genre
Locally, a major Japanese cream puffs brand has already gained sufficient recognition. In addition, people already accept high-end cup ice cream such as Haagen-Dazs, etc. With this background, we came out with a strategy to bring ZAKUZAKU, which are neither cream puffs nor cup ice cream, to the market as new genre items.
Sub-products take the lead.
ZAKUZAKU soft cream, was developed as a sub-item in Japan, became the perfect product for this strategy. We began marketing the product target on young people who are sensitive to trends and new things. We combined local trends to the brand from store design, packaging to PR to create high exposure.
Annual sales of over 4.5 million products.
ZAKUZAKU became a hit and won "The Best 创意甜品品牌" for the most creative bakery brand in 2021 in the Best Lifestyle Award sponsored by 中国头条播报. As of July 2021, ZAKUZAKU has 35 stores in China, selling 3 million cream puffs and 1.6 million soft-serve ice creams annually.