メッシのサイン入りユニホームも 若い世代にも届く？百貨店のお中元

Department stores are adapting their traditional mid-year gift-giving campaigns, known as 'ochugen,' to appeal to younger generations. This year's offerings include trendy items and collaborations, moving beyond conventional luxury goods. For example, some stores are featuring merchandise related to popular soccer star Lionel Messi, such as autographed jerseys, aiming to attract a broader customer base. The goal is to make the age-old tradition of ochugen more relevant and accessible to a new demographic.

This shift in department store marketing reflects an effort to revitalize traditional gift-giving practices and capture the spending power of younger consumers in a changing retail landscape.