Modeled on the “Girls’ Night Out” events which originated in the US, shopping parties where women can browse products while enjoying drinks are catching on in Tokyo. The concept brings together three elements: sample products, low prices, and free drinks.
A recent event held at Architect Cafe in the fashionable district of Aoyama in Tokyo had an atmosphere similar to a networking event. Products on display included sweets, soap, aroma, cheese and interior goods. Products on sale were from large brands such as Jalux and Lion, as well as small businesses that ordinarily sell only online. Admission to the event was 1,500 yen (around $15). All participants received 1,000 yen worth or products from Lion, a major manufacture of body care and housecleaning goods, and Suntory provided free drinks at the bar.
The shopping parties provide companies with a chance to target consumers in a fun and casual setting. For participants, it is opportunity to have a “girls night out” as well as a way for professional women to exchange business cards.
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