Animal Shapes Turn Customers into Fans

By Daniel de Bomford, Bernard Thompson and Cian O’Niell

The daily victories in our lives aren’t punctuated with ceremony or fanfare; rather, they are acknowledged with small rewards and simple pleasures. Sweets typify the prize for these small triumphs with a moment of delight that compliments the sense of accomplishment. Ginbis Co., Ltd., are a manufacturer of sweets that company President Shuji Miyamoto says delivers joy and vitality to people around the world. “We want to be known as a company that delivers sweets that are memorable in one’s lifetime,” he says.

One of Ginbis’ iconic products, Tabekko Doubutsu, are animal shaped biscuits that come in an impressive variety of shapes and flavors. With over 46 unique shapes for the thin, crisp biscuits, Mr. Miyamoto says that no other baking company can offer as many shapes as Ginbis. Great care has been taken in formulating the taste and aesthetic of the biscuits. “Our biscuits are brimming with originality, and we use a lot of high-quality ingredients,” Mr. Miyamoto says. Because biscuits don’t have the same association with Japan that other food exports have, Ginbis is extremely considerate of its competitive advantage, opting for quality flavor and novel presentation to succeed in a competitive global market. “I would say that the flavor profile is very nuanced, and I think this is a key difference and something that could be considered an added value,” Mr. Miyamoto explains.

Benefitting from advanced R&D, it releases new products regularly to tap into market trends. “We are constantly experimenting with new flavors, drawing inspiration from seasonal and time-of-year tastes, while also focusing on more familiar, popular flavors,” he says. It has seen strong sales growth from its flagship products with its animal and asparagus biscuits doubling sales in the past year. “The continued diversification of flavors being sold at convenience stores has been an extreme boon,” he says.

As part of its effort to bring happiness into people’s lives, Ginbis is producing an animated film that features its Tabekko Doubutsu characters. Mr. Miyamoto explains that the main purpose is to introduce Tabekko Doubutsu and convert them into fans of Ginbis’ products. Despite the focus on the characters, the film will be enjoyable to those who are unfamiliar with them and have never tried the biscuits and will be enjoyable for people of any age. “Through the movie, we hope to convey our company’s philosophy of 'Dreams in Sweets' and allow customers to experience the world of 'Tabekko-Dobutsu',” Mr. Miyamoto says. The film is just one part of Ginbis’ proactive strategy of turning customers into fans, with strategic partnerships helping to increase awareness.

Ginbis has turned its attention outward and is looking to continue expanding into China, Southeast Asia and the United States. After overcoming the challenges that came with the global pandemic, Ginbis has seen an increase in its global transactions. Mr. Miyamoto explains, “Our factory in China exports products not only to Asia, but also to Europe and the United States, ensuring the same quality as those produced domestically in Japan.”