Daiso Japan ramps up roll-out

Daiso Japan is to speed its store roll-out in the Philippines this year.

Bernice Jayne Caioa-Bunoan, marketing manager of Daiso Japan in the Philippines, told BusinessWorld Online the company will open 10 more stores this calendar year, taking the network to 70. It opened its 60th store at UP Town Center in Quezon City on March 31.

The company wants to distinguish itself from newcomers to the market like China’s Miniso.  

Daiso Japan in the Philippines is a joint venture between the Japanese parent company and Robinsons Retail Holdings.

“We will have stores in Naga and Iligan. We’re also opening at Ayala Malls Feliz (in Cainta) and Cloverleaf in Balintawak,” she told BusinessWorld.

Caioa-Bunoan said the newest shop marks a new generation of store design – brighter and more streamlined than earlier outlets.

“As you can see, the UP Town Center store has a different feel. It’s really airy, very modern but streamlined. And it gives customers enough space to shop around. We played around with wood and stainless for a Japanese feel.”


Daiso Japan targets predominantly female shoppers in their early 30s, ranging kitchen items, beauty essentials and stationery, all at three price points: P88, P188 and P288.

“Cleaning, kitchen items – home is the number one category, followed by stationary. The target market of Daiso is early 30s, young moms and young adults who are fond of stationary… Moms who are homemakers and into crafts,” Caioa-Bunoan told BusinessWorld.

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