Japan department stores tap Chinese influencers for Lunar New Year buzz

Japan department stores tap Chinese influencers for Lunar New Year buzz Japan department stores tap Chinese influencers for Lunar New Year buzz

TOKYO — As the Lunar New Year approaches, Japanese department stores are enlisting influencers in their battle to attract social media-conscious Chinese consumers.

On a recent morning at a Sogo store in Yokohama, Ron Monroe, a Chinese model living in Japan, was filming herself eating rice crackers from a longtime confectioner and giving her impressions in Chinese.