JHC rebrands to target the next generation of shoppers

International Housewares Retail Company, the parent company of household retail giant JHC (日本城), is undergoing a comprehensive brand transformation to adapt to shifting consumer behaviors and the rapid rise of eCommerce.

Effective 15 July, the brand will officially adopt the new Chinese name JHC 真好城, retaining the familiar English initials while pivoting toward a "Truly yours" customer experience. This strategic transformation officially kicks off with the grand opening of its newly upgraded flagship store on Causeway Road in Causeway Bay, serving as the blueprint for a progressive network-wide rollout.

To drive this transformation, JHC is deploying a comprehensive, four-pronged online-to-offline (O2O) strategy designed to leverage its extensive physical footprint of over 260 stores across Hong Kong.

As part of this overhaul, the brand is first focusing on optimising its product portfolio to align with the lifestyle habits of younger generations, backed by a global sourcing team that maximises cost value. Currently, over 1,000 of JHC’s private label products have achieved safety and compliance certifications, and these will be clearly marketed under a new "Truly good quality" seal to build customer trust.

Simultaneously, the retailer is redefining the in-store experience by retraining its frontline staff as "Truly good store assistants." These employees will act as lifestyle ambassadors, equipped with deep product knowledge to offer practical advice from a user’s perspective.

To support this hands-on approach, selected store layouts are being revitalised to introduce designated trial zones for interactive product testing and food tastings, creating a low-pressure, engaging environment for shoppers.

The physical store network is also being repositioned as a vital daily lifestyle hub for local neighborhoods. Building on its established alliance with YOHO, JHC has secured a major partnership with HKTVmall, enabling customers to collect online orders—including refrigerated and temperature-controlled items—directly from nearby JHC outlets.

This local fulfillment network is further strengthened by JHC’s collaboration with JD.com, which grants the retailer distribution rights for the "Jingzao"(京造) and "OCHAMA" private labels. This adds over 1,000 items spanning home appliances, furniture, and travel accessories to JHC's digital catalog, all available for local in-store pickup.

Beyond commercial upgrades, JHC is embedding social value into its neighborhood ecosystem through a partnership with the social enterprise CoElderly 85 (老有聯盟). Under this initiative, the brand is hiring frontline promoters aged 55 or older, with 85% of the proceeds from this project going directly to the social enterprise to support senior empowerment. To stimulate the local economy further, the company will also begin using the JHC App to distribute promotional coupons from neighborhood merchants, creating collaborative, win-win marketing opportunities for nearby businesses.

Lisa Ngai, chairman and chief executive officer of International Housewares Retail Company, stated: “In the face of current structural changes and external challenges in the retail market, JHC must innovate to deliver a higher-value retail experience to our customers. 35 years ago, we secured a clear market position and won the support of our customers by importing high-quality Japanese goods, allowing our brand to grow alongside Hong Kong."

"We are deeply grateful for this journey. Over the past 35 years, our global supply chain has matured significantly; a single-origin label no longer reflects our current business model. Therefore, alongside this brand upgrade, we have selected a new Chinese name while retaining the household initials ‘JHC’. We look forward to continuing our journey with the people of Hong Kong, offering the truest and best products and services," Ngai added.

She added: “We will remain true to our original aspirations and uphold our commitment to high cost-performance products to repay the long-term support of the public and our investors. I envision JHC not merely as a retail store, but as a warm, community-centric partner, growing together with Hong Kong residents and making lives better in these changing times.”

MARKETING-INTERACTIVE has reached out to JHC for more information.

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