We developed 12 types of giftwrapping ideas inspired by sweets, Japanese traditional motifs such as origami and ayatori (cat’s cradle), characterizations and those prepared using leaves or twigs and other things around the house. We made sure that the original giftwrapping ideas were simple and reasonable, so when we posted our how-to’s on the Internet more people will be driven to experience it. At the physical store events, participants brought in products personally bought, and selected the giftwrapping idea of their choice. Along with the store and event staffs, participants made their original giftwraps as well as attaching gift cards. This lead to creating emotional gifts out of UNIQLO products thought as practically driven and simply designed.

Between November and December for a month, we opened up a workshop booth in 5 stores located in major Japanese cities. There, participants could experience the 12 types of original giftwrapping ideas we developed. Store and event staffs taught participants how to make them, promoting the dissemination of the gift giving culture. Participants extended their experience via word-of-mouth and social media. And to make sure that those who couldn’t attend the events can learn and experience all the same, we created a video in time-lapse, giving it a handmade craft-like feel, also displaying them during the events on the big screens in-store, and online on the campaign page.

A wide range of customers from children to senior citizens joined the event. The number of participants reached to 7,500 in one month. We ran out of materials we’ve prepared for 5,000 customers, and had to prepare more. In addition, we have gotten a lot of comments about the campaign, along with many likes on Instagram thanks to the photogenic gift-wraps we prepared. Users even invented their own original wrappings that has been developed from our twelve types. Our endeavour to have our customers wrap and gift our products with love have succeeded at our stores and on the internet, taking form in a new Japanese gift culture that our customers have created on their own.