Brand Tone

Friendly, Enthusiastic, Authentic, Cultural, Informative, Playful, Appreciative and Passionate

Brand Values

• •Authenticity
• •Cultural Sharing
• •Quality
• •Discovery and Joy
• •Connection

Best Practices

• •Develop a "Brand Voice Chart": Clearly define your core tone words (e.g., "Authentic," "Joyful," "Curious," "Friendly," "Respectful"). For each word, provide "Do's" and "Don'ts" for language and phrasing. For example, under "Friendly": DO use contractions and welcoming language. DON'T use overly formal or distant terminology.
• •Embrace Storytelling: Weave narratives around the products, their origins, or the cultural context. Instead of just saying "Salty Snack," describe it as "A crunchy rice cracker, a recipe perfected over generations in a small town in Hokkaido, bringing you the authentic taste of Japanese craftsmanship." This reinforces authenticity and cultural values.
• •Use "You" and "We" to Foster Connection: Address the customer directly ("You'll discover...") and use "we" to personify the brand and its passion ("We love sharing these flavors..."). This creates a more personal and friendly interaction.
• •Incorporate Japanese Words (Sparingly and with Explanation): Using common, positive Japanese words like "Konnichiwa," "Arigato," "Oishii" (delicious), or "Kawaii" (cute) can enhance the authentic feel. Always provide a brief, friendly explanation or context for non-Japanese speakers. This shows cultural respect and educates.
• •Maintain Consistency Across All Platforms: Whether it's a website FAQ, a tweet, an Instagram caption, or an email newsletter, the underlying tone and values should shine through. Adapt the style for the platform (e.g., more emojis and casual on TikTok, slightly more descriptive on the blog), but the core personality – friendly, authentic, enthusiastic – must remain consistent. Regularly review content across channels to ensure alignment.

Social Perception

Positive for the Italian entity, Emerging for the global snack box, Associated with genuine Japanese products, Viewed as a cultural experience, Trustworthy (for the broader TODOKU Japan e-commerce)

Copy Examples

• •Headline: "Unbox Japan! 🎁 Your Adventure in Authentic Snacks Starts Now." Body: "Tired of the same old snacks? Journey with Todoku Japan! Each month, we hand-pick a delightful selection of genuine Japanese candies, savory treats, and unique teas, delivered straight from Japan to your doorstep. Taste the culture, feel the fun!"
• •Social Media Post (Instagram/Facebook): "Sakura season might be fleeting, but the taste of Japan lasts all year with Todoku Japan! 🌸 Our latest box is bursting with spring-inspired flavors and classic favorites. Ready to discover your new go-to Japanese snack? Link in bio to subscribe! #TodokuJapan #JapaneseSnacks #AuthenticJapan #SnackSubscription #TasteOfJapan"
• •Email Subject: "Konnichiwa, Snack Lover! 👋 A Taste of Tokyo Awaits..." Body: "Imagine wandering the vibrant streets of Japan, discovering hidden culinary gems... Now you can, without leaving home! Your Todoku Japan box is more than just snacks; it's an experience. From crunchy senbei to chewy mochi and exclusive KitKats, let us bring the best of Japan to you. P.S. Don't miss our limited edition regional special inside this month's box!"
• •Product Description (for a specific snack): "Meet Puku Puku Taiyaki! 🐟 This isn't just a fish-shaped wafer; it's a Japanese festival favorite! A light, airy wafer filled with delicious chocolate (or strawberry!) mousse. It's crunchy, it's creamy, it's irresistibly fun! Perfect for an afternoon pick-me-up or sharing a piece of Japanese joy."
• •TikTok Video Idea Script Snippet: (Upbeat Japanese pop music) Visual: Quick unboxing shots, close-ups of colorful snacks Text Overlay: "POV: Your Todoku Japan box just arrived! 🤩" Voiceover (energetic): "What's inside this month's taste of Japan? SO. MANY. GOODIES! From super rare KitKats to savory crisps you won't find anywhere else. Get yours and say 'Itadakimasu!' with us! #JapanHaul #SnackTok #TodokuJapan"