Kansei Value Manifestation and Communication Strategy in Japanese Traditional Industry

- Case Study of Japanese Long-standing Company, Komaruya Sumii -

Abstract

This study focuses more on Kansei value manifestation and communication strategy rather than Kansei value creation that conventional researches mainly focus on. Albeit Kansei products imply craftsmanship, histories and endorsements those of which define personalities of such items, we cannot commercialise them sustainably regardless of the delivery of Kansei value through a combination of various media such as newspapers, magazines and the Internet. In this study, the flow of Kansei value delivery that induces sustainable profits for mid-small businesses is indicated after the analysis of communication strategy in Komaruya Sumii, Japanese long-standing company in Kyoto. The case of Komaruya Sumii embodies the contemporary processes of Kansei value delivery that helps develop invisible value communication in many mid-small enterprises that produce Kansei products, but have limited ideas of Kansei value communication for the customers.