LUMINE
Engaging Foreign Visitors Where the World Moves Most
LUMINE Shinjuku’s “NEW YEAR NEW LUCK” campaign aimed to boost brand awareness and attract more visitors by blending Japan’s “kawaii” culture to showcase the country’s charm to inbound tourists.
OUR APPROACH
We developed a design that symbolizes Japan’s New Year while catering to the preferences of our target audience. Through the Chinese social media platform RED (Xiaohongshu) and LUMINE’s multilingual website (English, Chinese, Korean, and Japanese), we engaged tourists, while local customers experienced a seamless multichannel journey via LUMINE Shinjuku’s website, social media, over 12 digital screens within Shinjuku Station, and in-store posters.
THE IMPACT
This campaign targeted both inbound tourists and domestic customers, delivering a uniquely engaging experience at LUMINE Shinjuku. Positioned next to the tax-free counter, the capsule toy machine sparked excitement and encouraged visitors to explore the entire facility. Each capsule included exclusive coupons, boosting shopping motivation and driving purchases. The Daruma figurine served as a memorable souvenir for international tourists and offered domestic customers a fun experience linked to the omikuji (fortune-telling) tradition.
