To mark the 10th anniversary of the opening of Picard's first store in Japan, a 2-phase campaign featuring limited-time gifts, special pricing on popular products and the launch of Paris-Brest will be held.
To mark the 10th anniversary of the opening of the first Picard store in Japan, a commemorative campaign will run from 9 October 2026 through the end of January 2027. The first phase, themed “The Picard taste loved for 10 years,” will include gifts of limited-edition items and special pricing on popular products.
Customers making in-store purchases of ¥4,000 or more will receive 1 of 2 gifts, while customers spending ¥8,000 or more through the official online shop will receive a set of 2. The new product Paris-Brest will launch on 9 October. The first phase will run from 9 October to 25 October 2026.
The second phase, themed “A delicious and comfortable winter,” will run from 8 January to 31 January 2027 and will include winter product recommendations, a collaboration with STAUB and plans for original limited-edition gifts.
As part of the brand's future initiatives, it plans to continue communicating French food culture and lifestyle through activities including the web magazine “Picard en Voyage.”