【Event Report】IHUGA - Pass the Baton Market Vol. 11
April 15-16, 2023, marked the launch event of the IHUGA project, a NCCJ initiative aiming to introduce Norwegian design, lifestyle, food, beverage, and Norway as a travel destination to Japanese consumers. The IHUGA project unite B2C companies and support with funding from the Norwegian Government.
NCCJ Partner MIOJIO (BECKMANN Norway) and NCCJ Member Norwegian Icons (Heymat, HansBrattrud, Figgjo, BirgerDahl and more) welcomed visitors to the Pass the Baton Market Vol. 11, along with 49 other companies. The essence of the Pass the Baton market is to bring to light the craftsmanship and unique products that add value to its customers.
Otto Malmgren, Counsellor of the Norwegian Embassy in Tokyo, paid a visit to the MIOJIO and Norwegian Icons stand with keen interest.
The exhibition stands displayed furniture pieces, home accessories and BECKMANN bag-packs of high quality that reflects Norwegian design and culture, that is of essence to MIOJIO (BECKMANN) and Norwegian Icons. The market provided the opportunity for guests to try on the BECKMANN bags and Norwegian Icons items and experience the comfort and quality of the materials while understanding the design philosophies and stories behind the products.
“We are deeply grateful to IHUGA project for helping us bring Pass the Baton to life, showing the power of collaboration between Norwegian B to C brands. The event was a resounding success, attracting a diverse audience and demonstrating the effectiveness of joint promotions in strengthening Norwegian brand presence. Our collaborative efforts have not only boosted engagement but also underscored the potential of partnerships in the B to C scope.”
An article in the Pass the Baton market tabloid presented Norwegian culture and how this is intertwined in the Norwegian design that MIOJIO and Norwegian Icons products bring to its customers. The Pass the Baton Market was attended by a diverse audience, many who were curious about the exhibited items. The atmosphere was lively and energetic, with guests eager to explore the displays and interact with the representatives from MIOJIO and Norwegian Icons.
In conclusion, the launch of the IHUGA Project for MIOJIO and Norwegian Icons exhibit at the B2C Pass the Baton Market in Tokyo was a success. It united two B2C companies to strengthen the Norwegian brand presence among the Japanese consumers. Pass the Baton market provided the framework for the opportunity for guests to appreciate the beauty and craftsmanship of Norwegian design and products. The IHUGA Project aim continue to be a significant facilitator for Norwegian design and lifestyle in Japan and Pass the Baton market was an inspiring showcase of its impact going forward.
This report the launch of the IHUGA project. Interested parties wishing to know more about the IHUGA project or wishing to participate in future IHUGA projects are welcome to contact us.