[Grandpa's Grumbling] Gumitsel!?
What should I buy for my grandchild for White Day?
Dad (my second son) went out of his way to Tokyo Station to buy "Gumitsel BOX 6-piece set (Tokyo Gransta store exclusive)"(800 yen) and really boosted his standing by getting two of them.
It's the kind of snack where you think, 'What on earth is that?', but my grandchild saw a video of someone eating it deliciously on YouTube and said, 'I want this.'
At first, Dad intended to just click 'buy' on Amazon, but the 800-yen box was sold out there, and only items with a premium price higher than the list price were available.
Since he couldn't bring himself to pay 2,000 yen for an 800-yen product, he went all the way to Tokyo Station and bought two of the station-exclusive items.
They say that if your timing is bad, even the 800-yen boxes sell out at Tokyo Station, so the power of YouTube is unbelievable.
This product is a new item from Kanro, the makers of Kanro candy, described as a 'next-generation texture gummy with a crispy outside and a moist inside' called 'Gumitsel'.
I think YouTube is amazing.
Since they are selling out one after another without even running TV commercials, corporate marketing has no choice but to change.
(Grandpa) Dad bought 'Gumitsel,' so that's fine, right!? What should I buy for you?
(Grandchild) Grandpa, I'm coming to your place on March 12th, so please take me to Aeon!? I'll tell you what I want there, so please buy that for me!?
(Grandpa) Sure. That's a good way to do it. It's 'spoiler-seeking consumption' that beats 'spoiler-revealing consumption'~😊
(Grandchild) Yay!?
And so, I bought this for them. (I was successfully talked into buying it, but was it the right choice? It's not even a cookie!) 👇
☆☆☆
Setting aside the White Day return gift from this doting grandpa, it seems that Gen Z and Gen Alpha are more interested in products introduced by their favorite influencers than in TV commercials, right?
New-generation consumption by Gen Z is outside the scope of Showa-era thinking, but when old people try to imitate what young people do, there are quite a lot of things where you think, 'Hey, this is actually pretty good.' A new lifestyle led by young people!?
Nowadays, even the pre-retirement generation knows the convenience of smartphones. But it was the young people who were excited and mastered smartphones from the very beginning.
I believe that companies with managers who can leverage the discerning eye of such young people will thrive from here on out.
Companies with all-male management teams, dominated by old-school Showa-era types and lacking diversity, might be in danger!?
Thank you for reading until the end.
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▼ Here is one of 'Grandpa's Grumbles' themed around food 👇
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