Francfranc has established a place/platform where all girls can express their own various forms of cuteness (Kawaii), rather than a uniform cuteness (Kawaii). By incorporating the unique Japanese culture of "Deco" and asking consumers to create deco designs on their own, Francfranc took on the challenge of extending the design of a mere home appliance to become a one-of-a-kind treasure for younger females.

The "DECO LABO" site, where you can experience and purchase ”Deco” on LP was a limited-time campaign, however, you can still purchase the Fre Handy Fan individually. Therefore, it is possible for users to enjoy original decos.

In Japan, there is a DIY culture called "DECO" (decoration) in which girls express the idea of "KAWAII just for you". By carrying out DECO on their own personal belongings and fashion items using beads, stickers, and other parts, girls can express their individuality and make one-of-a-kind items to be treasured.

Japanese DECO culture took the world by storm in the 2000s, with DECO magazines being sold and even schools for learning DECO being established. This DECO culture is once again becoming popular among today's Gen Z girls as a tool for expressing one's own individuality. Gen Z girls express their favorite pop idols, interests, and more through DECO.

DECO LABO came up with the idea of incorporating this DECO culture into products and creating a new type of commerce where handheld fans are transformed into one-of-a-kind treasures.

2023 marked one of the hottest summers on record worldwide. The Japanese interior store Francfranc considered offering their popular portable fan to combat this heat and bring excitement to girls, the target market. For Francfranc, this was a major summer season, with a budget of 100 million yen.

Focusing on Japan's unique DIY culture "DECO" (decoration), in which girls express the idea of "KAWAII just for you", Francfranc launched DECO LABO. At this interactive event, visitors could decorate the popular Francfranc portable electric fans without restrictions.

Incorporating DECO culture into products created a new form of commerce where even items to keep cool could become "one-of-a-kind treasures" for girls.

Francfranc is an interior design store that provides “emotional excitement" to the everyday lives of its customers, many of whom are young women. The company launched DECO LABO, an interactive event allowing visitors to decorate portable fans without restrictions, to combat the heat in a way that girls can be excited about.

A special site was prepared to enable DECO without restrictions by combining various DECO parts and handheld fans in 10 different colors. A system was created for an easy online DECO UX and direct purchases. In addition, we designed pop-up events where visitors can view approximately 400 DECO handy fans all at once, and even experience DECO and make purchases on the spot. We designed a place where each girl can express her individuality, including club activities, interests, and favorite characters that she is passionate about.

DECO LABO has launched a special website that allows anyone to easily design their own unique KAWAII design. Users can choose their favorite parts to DECO handheld fans, share their designs on social media, and view other people's designs to get more inspiration for their own designs. The handheld fan and DECO parts can be purchased as a set, creating a website that integrates the user experience from design to purchase.

In addition, approximately 400 DECO handheld fans were produced and displayed in major areas where women come together to have fun. Handheld fans expressing various KAWAII of girls became a canvas creating a frenzy of excitement as girls rushed to the exhibition despite the scorching heat.

Everything that girls are passionate about was transformed into DECO, creating a frenzy surrounding the products.

Sales of handheld fans exceeded 1 million units, up 212% from the previous year. Social media posts and news mentions of Francfranc also increased 122% from the previous year. Girls could even enjoy the intense heat with their own individual interests and KAWAII excitement, creating a unique brand experience that embodies Francfranc's core brand value of "bringing a sense of emotional excitement to the daily lives of girls" and successfully increasing engagement.