Oshi-dan Reinterpreting Tradition for New Business
This provides an extensive case study of "Oshi-dan," a shrine created for displaying cherished characters or idols developed by Hasegawa, a major Japanese Buddhist altar manufacturer.
This business venture is presented as a model for successful new market entry by dramatically redefining the target customer from traditional, middle-aged buyers of altars to younger consumers engaged in "Oshi-katsu" (fandom activities). The analysis details how the company leveraged its existing manufacturing expertise (using high-quality Hinoki wood and traditional techniques) and deep customer empathy (driven…
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