JETRO promoted Japanese Lolita brands in Shanghai. Through its participation in a June trade show and a POP-UP held from June to August, JETRO implemented initiatives to direct visitors to online sales.
JETRO conducted PR and promotional activities for Japanese Lolita brands in Shanghai, China, from June to August. On 13 and 14 June, it participated in the Noah Design Exhibition, which attracted approximately 200 brands, including approximately 25 Japanese brands. Many of the Japanese brands participated through JETRO's booth. Gothic-style brands attracted particular attention at the venue.
During the same period, a POP-UP event featuring Japanese Lolita brands was held at Shanghai Shimao Plaza on Nanjing East Road in Shanghai from 19 June to 23 August. QR codes directing visitors to online sales were installed at the booth, while offline events, including one-day store manager appearances, 2D dance performances and model displays, were held to increase visitor numbers. More than 3,000 people visited over the approximately two-month period, and total sales across online and offline channels exceeded ¥1 million.
China's "Sankeng" fashion market showed growth during the 618 major sales event, with Lolita reportedly the fastest-growing segment in the category. According to Tmall data, 620 brands reportedly recorded transaction values at least double those of the same period a year earlier, new entrants accounted for approximately one-quarter, and 19 businesses recorded transaction values more than 11 times higher.