Sets/Kits in Japan - New Market Report
Current value sales of sets/kits grew by 1% in 2012. Although continued contraction of traditional gifts discouraged sales of sets/kits, personal gift exchange increased. After the Tohoku earthquake in March 2011, consumers came to realise the importance of 'kizuna' or relationships with close friends, family and relatives, and exchanged gifts more frequently. Sets/kits was also purchased for purchasers' own use and the limited edition of sets/kits by premium brands performed well in 2012.
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