Nacht Launches 'Honokura' TikTok Shop to Support Japan's Primary Industries

Nacht Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Yuki Adachi) has announced the official launch and operation of its proprietary TikTok Shop account, 'Odoshitonya Honokura'.

In collaboration with 'Osabe Farm' in Niigata Prefecture, Nacht sold over 320 bags of rice in just one and a half months through live streams on the account. They successfully sold out this year's harvest of the farm's premium 'Shinnosuke' brand rice. This initiative goes beyond simple live commerce, establishing a new distribution channel that directly delivers the producers' passion and the region's story to consumers nationwide through real-time, interactive communication.

The Goal Behind 'Odoshitonya Honokura'

The declining consumption of rice, a shrinking market, and soaring production costs have recently cast a large shadow over Japan's primary industries. Rice consumption, which supports Japan's food infrastructure, has been in long-term decline. The primary sector faces serious structural challenges, such as the loss of nearly 1 million hectares of paddy fields over the past 65 years.

According to data from the Ministry of Agriculture, Forestry and Fisheries, Japan's overall calorie-based food self-sufficiency rate is low, at around 38%. While strengthening food security is a major concern, rice consumption has dropped to less than half of its peak in fiscal 1962.

Furthermore, a recent sharp rise in production costs has led to higher transaction prices for rice. This has caused consumers to 'hold back' on purchases, creating a vicious cycle where 'prices rise despite falling consumption, making it even harder to sell,' which puts pressure on producers and farmers nationwide.

To break through this barrier and revitalize Japan's primary industries as part of 'regional revitalization,' Nacht established its own TikTok Shop account, 'Odoshitonya Honokura.'

By combining Nacht's expertise in social media marketing with its early-mover advantage as an official TikTok Shop partner, the company broadcasts the deliciousness and stories of meticulously grown rice in real-time. It's not just about selling rice; it's about providing a 'purchase experience that makes consumers want to support' the producers.

Initiatives and Achievements

The strength of 'Odoshitonya Honokura' lies in the real-time, interactive communication between the 'commerser' (streamer) and the viewers. TikTok Shop allows for flexible promotions like 'limited coupon distribution' and 'live-only time sales,' which serve as powerful hooks to stimulate viewers' purchasing intent on the spot.

About 80% of the current buyers are women in their 30s and older. The overwhelming convenience of e-commerce—eliminating the physical burden of carrying heavy rice from a store and having it delivered to their doorstep—is a key factor for its high evaluation among this busy demographic.

Backed by this support, the shop has generated a significant response, selling over 320 bags in just 1.5 months and selling out Osabe Farm's 'Shinnosuke' rice. It is rapidly growing as a new model for 'regional revitalization × primary industry support' using social media.

About Osabe Farm

Based in Nagaoka City, Niigata Prefecture, Osabe Farm cultivates Koshihikari and the premium 'Shinnosuke' rice on 50 hectares of paddy fields. With the mission 'To create rice that Nagaoka can be proud of,' they are also actively involved in food education for the next generation.

A representative from Osabe Farm commented, 'Honestly, we didn't expect this much of a response. We were initially skeptical about TikTok Shop, but we were very surprised to receive orders for over 320 bags in a month and a half from all over Japan. We feel the potential to convey the appeal of domestic rice and agriculture to younger people who have been distant from farming.'

About Nacht Inc.

Nacht is a business creation marketing company with the mission 'Create Drama.' Going beyond advertising and social media support, the company leverages its practical knowledge from creating and growing its own businesses in areas like D2C, store management, and consulting to guide clients toward non-continuous growth. For more information, please visit the official website: https://nahato.co.jp/.