Myfa Brand Transformation from Office to "Oshikatsu"

This describes how the Japanese stationery company, Lihit Lab, successfully transformed one of its existing office products into a thriving brand for "Oshikatsu" (fan activities), called "myfa." This transformation began when the company observed customers using their standard files for storing fan merchandise, prompting them to redefine the product's perceived value from a simple office supply to a specialized item for enthusiasts. By listening to user feedback and developing tailored features, Lihit Lab established "myfa" as a distinct brand asset, demonstrating how unexpected customer behavior can reveal new market opportunities and drive significant growth through a "perception change" strategy. This case highlights the importance of adapting to evolving customer needs and consistently communicating a new brand identity to create a virtuous cycle of perception and brand asset reinforcement.