Column Vol. 7 "Novelty Items That Make Users Happy" Users' True Feelings

The relationship between novelty and changes in life.

When you purchase a product for ○○ yen, you might receive an original pouch from that store as a gift, or when you enter a convenience store and grab a drink, you might find it comes with a pet cover. It seems that we often have opportunities to pick up novelties without even realizing it in our daily lives. Novelties are widely utilized in our surroundings, but what exactly do users consider to be "novelties that make them happy"? Recently, when we conducted a survey on "novelties that make you happy," eco bags received high praise, followed by stationery items like pens. A few years ago, stationery items like pens were popular, but in 2020, due to the impact of COVID-19, opportunities for "home drinking" and dining at home increased. In July, plastic bags also became chargeable, which likely contributed to the popularity of eco bags due to their practicality. As lifestyles change, it seems that users' awareness is also evolving. However, at the core of what makes a gift enjoyable appears to be the idea of "items that you wouldn't buy for yourself but would find convenient" and "practical items." From the perspective of companies, they might often be searching for something different...

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