North America’s largest lifestyle tradeshow NY NOW opens

North America’s largest lifestyle tradeshow NY NOW opens

NY Now has once again opened its door at The Jacob K. Javits Convention Center from Feb. 1st-5th, 2020; As the largest lifestyle trade fair in North America, more than 20 thousand distributors and buyers from all over the world attended this 5-days event. Aiming to create an immersive environment that inspires and educates independent retailers who are looking to activate a new community of brands within their store, the winter 2020 market focuses on presenting three distinct brand communities that will evoke discovery and embrace the affinity for lifestyle buying — Design, Sustainability, and Wellness.

“[This year’s] NY NOW is all about embracing our communities of brands and products to stimulate, energize and inspire retailers and media alike,” said Ilene Shaw, Shaw & Co. Productions and NY NOW’s curator.

Each year, many Japanese brands that received attention domestically also showcase at North America’s biggest lifestyle trade event. Mira Design Corporation, which has been exhibiting at NY NOW multiple times, showcased seven brands. “I think the barrier between Japanese products and the American market isn’t the language nor the custom, but the difference in the taste,” said Mira Design’s president John Miura. Miura explained Americans are quite sensitive to color. For instance, they tend to choose products that match the room's color tone. For the American market to accept Japanese products that won’t necessarily have the same effect on the American market, it’s important to localize and showcase the designs that would go with their taste.

Takenaka bento box, a brand under Mira Design, is a great example of Miura’s concept of localizing the product. “Bento boxes with cute characters on them may appeal to the Japanese public,” said Mira Design Corporation’s manager Lily Tsubouchi when introducing Takenaka, “it won’t be the same for the American market.” As Tsubouchi demonstrated, Takenaka bento box showcased bento boxes made in lacquerware that emphasizes the simplicity and color-driven design Americans are drawn to.

As the leading resource of the home lifestyle industry, the “Accent on Design” Pavilion showcases various innovative products. SAIKAI USA, a Japanese brand known for manufacturing Hasami porcelain ware for 73 years, is one of them. Combining traditional techniques with contemporary design, SAIKAI showcases products that celebrate craftsmanship and reflects functional beauty. In the meantime, HAMICO, a Japan-made toothbrush that dentists and dental hygienists developed, exhibits at the Wellness pavilion; With safety and cuteness being the main characteristics, having a small head with soft bristle has made HAMICO toothbrush suitable for all age groups.

Published on Kigyo Gaikyo March 2020