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May 28, 2015
NEWS | The Bento Box Specialist with Fans in 70 Countries, Expanding from Online to the Streets of Kyoto
NEWS | A Japanese Bento Culture to Be Proud Of Worldwide?
A Bento Box Specialty Shop with Fans in 70 Countries, Moving from the Web to the Streets of Kyoto
In November 2008, an online shop specializing in bento goods, "Bento&co," opened its virtual doors. In just three years, it cultivated "bento fans" in 70 countries worldwide. The person behind this achievement is Thomas Bertrand, who, captivated by Japan, traveled all the way from the Loire Valley in France to Kyoto. Seeing immense potential in Japan's bento culture, the young French CEO, eager to "increase the number of bento fans," has now opened his first physical store in Kyoto city.
Text by TANAKA Junko (OPENERS)
Broadcasting "Bento Boxes" to the World from the Streets of Kyoto, Steeped in Tradition!
Bertrand first encountered Japanese bento boxes in his childhood, through anime and manga. Nearly twenty years later, around 2008, bento boxes began appearing in French fashion magazines, and blogs featuring bento recipes proliferated. Bertrand, who had already moved to Kyoto by then, heard about this trend from his mother in France. He had always harbored a desire to "introduce the wonders of Japanese craftsmanship and unique Japanese products to France," and this news became the catalyst for a turning point in his life.
"In France, we don't really have bento boxes. People might bring lunch from home, but most just put it in a plastic container. These containers don't even have dividers. In contrast, Japanese bento boxes, with their dividers that allow for the neat arrangement of small portions of various dishes, make the contents look beautiful and even more appetizing," he explains.
Bertrand noticed that French bloggers, who were enthusiastically sharing bento recipes, were going to great lengths, using online auctions and other methods, to obtain bento boxes. Wanting to create a place where people could easily and enjoyably purchase bento goods, he opened "Bento&co" (French version), an online shop specializing in bento accessories, in November 2008.
An English version followed in 2010, and by the end of 2011, the much-anticipated Japanese version of the online shop was launched. Although a small team of only six people, including Bertrand himself, the company grew rapidly, delivering 40,000 packages in just three years and receiving orders from 70 countries worldwide. Fifty percent of these orders come from Europe, including France, Belgium, and Switzerland, but recently, orders from places like Qatar and Israel have also been increasing.
Bertrand emphasizes that beyond the inherent appeal of the bento box itself, "how it is presented is crucial." Indeed, in the online shop, familiar bento boxes are photographed with a slightly more distinguished air than usual. The product descriptions available in French and English are also a welcome feature for overseas "bento fans." This user-centric approach to "creating a store" has steadily expanded Bento&co's customer base.
As the number of fans grew, a desire began to emerge to create a physical space where customers could see and touch the products, rather than just browsing online. In early February of this year, a fortuitously available property led Bertrand to act on a concept for a physical store he had been nurturing for about two years. After getting off at Sanjo Station in Kyoto, crossing the Kamo River, and turning left on Teramachi Street, then left again onto Rokkaku Street, a sign for "Bento Specialty Store" appears between Teramachi and Gokokucho streets. This is the Bento&co physical store, which opened its doors on April 7th.
The store, much like the online shop, features unique bento boxes personally selected by Bertrand, as well as original Bento&co produced bento boxes, chopsticks, picks, silicone cups, and cutters. From the most popular "Kokeshi Bento" to the traditional Akita craft "Magewappa," "Nunabe Bento" with special fabric printing, the "Ojyu Onigiri" shaped like rice balls, and colorful character bento boxes, the array of products that greet the eye is incredibly diverse. All of them are made in Japan. In the future, Bertrand hopes to introduce products from long-established Kyoto manufacturers who are boldly venturing into new territories, such as bento recipe books, furoshiki wrapping cloths, tea caddies from "Kaikado," and teas from "Ippodo Tea."
Bertrand has always said, "I want to interact with customers with Japanese hospitality, even if it's long-distance or through the internet." This philosophy remains unwavering even with the opening of a physical store. From the streets of Kyoto, steeped in tradition, he is sure to continue broadcasting the excellence of Japanese craftsmanship along with the charm of the "Bento Box" to the world.
Bento&co
117 Yaoya-cho, Fuyacho-higashiiru, Rokkaku-dori, Nakagyo-ku, Kyoto City
Tel. 075-708-2164
Business Hours | 12:00 PM - 7:00 PM (Saturdays until 8:00 PM)
http://www.bentoandco.jp/
http://www.facebook.com/BentoandcoJapan (Japanese Facebook Page)
http://www.facebook.com/bentoandco (English/French Facebook Page)