Myfa Brand Transformation from Office to "Oshikatsu"

Marketing Talks · Aug 1, 2025 · 10m

This describes how the Japanese stationery company, Lihit Lab, successfully transformed one of its existing office products into a thriving brand for "Oshikatsu" (fan activities), called "myfa."

This transformation began when the company observed customers using their standard files for storing fan merchandise, prompting them to redefine the product's perceived value from a simple office supply to a specialized item for enthusiasts. By listening to user feedback and developing tailored features, Lihit Lab established "myfa" as a distinct brand asset, demonstrating how unexpected customer…