Japanese Market News

Ideas found in various cultural traditions can sometimes lead to unexpected hit products in the Japanese market. The rising popularity of the ger, a traditional Mongolian dwelling that can easily be assembled and disassembled to support a nomadic lifestyle, is an example of such a phenomenon.

Something that the public would have never purchased seven years ago is now turning into a new business, resulting in an increase in imports of these dwellings. Beginning with the popularity of Mongolian Village Tenger, a campsite in Tochigi Prefecture Nasu City, where trees and snow surround 13 ger, business ventures using ger are increasing. For example, a Mongolian restaurant just recently opened in Tokyo built inside a 10-meter ger. However interesting enough, these new ger import businesses are mainly responding to demands from individuals looking to purchase a ger as a second home.

It is hard to deny that the increase in popularity of these dwellings is at least partially related to Asashoryu, the Mongolian sumo wrestler whose fame recently put Mongolian culture in the spotlight in Japan. However, there was definitely something in this Mongolian dwelling that spoke to the modern citizen living in Japan. Many say that the lack of partitions between people when living or just dining in these ger was what attracted customers. To those that live in large cities in Japan like Tokyo where people find it difficult to communicate and meet new people, these ger provide a space that allows them to easily start conversations with strangers.