Allied Architects supports Ya-Man's Chinese expansion for 'Hakase Beaute' and 'mysé', achieving 260% increase in RED search index

Allied Architects, a company committed to driving corporate growth through AX (Allied Transformation), has supported Ya-Man by executing marketing measures using 'BoJapan,' one of Japan's leading communities for Chinese residents. This initiative contributed to a 260% increase in Ya-Man's RED search index.

To expand awareness and sales of Ya-Man’s brands 'Hakase Beaute' and 'mysé' in the Chinese market, Allied Architects promoted an experiential campaign, inviting Chinese Key Opinion Consumers (KOCs) living in Japan to visit the 'Ya-Man Ginza Flagship Store.' As a result, the search index for brand-related keywords on China's lifestyle SNS 'RED' (Xiaohongshu) increased by approximately 260% compared to the pre-campaign average, and engagement on the major e-commerce platform 'Tmall' also improved.

The initiative stemmed from Ya-Man's challenge in gaining trust for its new brands in China, which lacked sufficient word-of-mouth. Instead of immediate large-scale investment, Ya-Man adopted a phased approach of building trust through Chinese residents in Japan. Allied Architects was selected as the partner for this strategy.

Moving forward, the company plans to advance to the next steps, including repeat purchase promotion, utilization of TikTok (Douyin), and further offline promotions.