Kojima Wins Excellence Award in Consumer Big Data Utilization Contest

Kojima High-End Keywords Shift from 'Healing' to 'Marriage'
Practical Massage Chairs Targeting Young Adults Released One After Another

Kojima announced on the 4th that it received the Excellence Award at the ‘2023 Consumer Big Data Utilization Contest’ hosted by the Korea Consumer Agency’s Corporate Growth Response Center.

At the awards ceremony of the '2023 Consumer Big Data Utilization Contest' held on the 30th of last month at EL Tower in Yangjae-dong, Seoul, Kim Kyung-ho, Head of Kojima (right), and Jung Dong-young, Deputy Director of the Korea Consumer Agency, are taking a commemorative photo.
[Photo by Kojima]

The Korea Consumer Agency operates an online platform to support consumer-centered management of companies based on consumer big data. To encourage companies to utilize big data, it holds contests and awards cases where data is applied to consumer-centered ESG (Environmental, Social, Governance) management activities.

In April, Kojima received customized consumer big data and social data related to massage chairs from the Korea Consumer Agency to explore future directions in the massage chair market. The consumer big data analysis at that time confirmed that Kojima’s highly correlated keyword shifted from ‘healing’ to ‘marriage.’ A Kojima official explained, “This suggests that massage chairs, which were mainly purchased by middle-aged and older adults as a symbol of filial piety appliances, have expanded their customer base to younger generations such as newlyweds.”

Accordingly, after launching the ‘Double Motion,’ Kojima consecutively introduced practical massage chairs targeting younger consumers, such as ‘Edis,’ ‘Mild,’ and ‘Kingdom Double.’ In line with the consumption trends of the experience-oriented MZ generation, Kojima operated an experiential pop-up store at the Shinsegae Department Store main branch in Myeongdong, Jung-gu, Seoul, during July and August.

Additionally, seeing that the hashtag ‘small massager’ was frequently mentioned in relation to Kojima, the company introduced two types of ‘small massagers’ for focused care on upper and lower body parts.

Kim Kyungho, Head of Marketing at Kojima, said, “Kojima has actively pursued strategies to attract new customer segments, including younger generations, based on the consumer big data analysis supported by the Korea Consumer Agency. We will continue customer-centered management based on thorough data analysis in the future.”