Food is more than just something we eat; every dish has the power to alter our mental state, influencing our mood, emotions, and overall sense of wellbeing. Food can sustain us, inspire us, and connect us across all ages and cultures, united in a shared passion for flavour. This philosophy drives SHOJIN MANIA, an innovative project by Pointblank Promotions that brings Japanese food culture to the UK audience. As Pointblank Promotions is recognised in the Business Elite Awards 2025 for its endeavours in making Japanese culture accessible to the UK, we speak with Founder and Director Rie Crowley. Connecting Cultures through Brilliant Branding Founded in 2015, Pointblank Promotions is a UK-based Japanese marketing agency that is on a mission to introduce Japanese culture to European markets in new ways. The company does not simply promote Japanese products within the market – instead, it rebrands and adapts each product to fit into the lifestyles and tastes of the new market whilst staying true to their identity and heritage. Ultimately, Pointblank Productions aims to ensure that these products are both meaningful and relevant, offering something practical, inspiring, or comforting to consumers in their everyday life. Pointblank Productions acts as a bridge between Japanese and UK businesses, providing strategic marketing support to help companies expand into new markets. The firm sets itself apart from other similar organisations for its hands-on, experiencedriven approach rather than relying solely on theory. Whilst most marketing agencies focus on market research and theoretical strategies, Pointblank Promotions immerses itself directly in the market, gaining first-hand experience of what really works and proving just why it has been named the Best Japanese Business Consultancy 2025. The firm places great importance on understanding the market and uses these insights to provide clients with practical support. Rather than simply offering advice to clientele, Pointblank Promotions experiments, fails, learns, and improves, expertly refining its strategies through real market engagement. Taking this practical approach based on experience and market knowledge is what makes Pointblank Promotions truly unique in a crowded market. One innovative project born from this forwardthinking philosophy is SHOJIN MANIA. “By blending marketing expertise with cultural storytelling, we created SHOJIN MANIA as a platform to explore the fusion of tradition and wellbeing, shaping the future of how Japanese culture is experienced globally,” Rie tells us. “Through this initiative, we develop and sell our own products, testing real market responses rather than relying on theoretical projections. While this approach requires significant investment, it gives us a unique advantage: our advice and support are not based on guesswork but on real-world experience, tested and proven by us.” SHOJIN MANIA is a unique initiative that bridges the gap between Japanese food innovation and the UK market. For UK retailers and restaurants, SHOJIN MANIA offers direct access to carefully selected Japanese ingredients, along with insights on how to effectively integrate them into menus, retail shelves, or product lines. The company works closely with chefs, buyers, and food professionals to ensure successful localisation. For Japanese brands, SHOJIN MANIA serves as a real-world test platform, allowing them to trial their products in the UK before committing to large-scale market entry. This provides businesses with valuable insights into consumer preferences, pricing, and branding that is tailored to British tastes. The store’s handpicked selection of unique products comprises traditional, health-focused goods that showcase Japan’s finest artisans. “Inspired by shojin ryori, we bring Japanese food culture to younger UK audiences in a way that nourishes both the body and mind,” Rie explains. “For example, kinako is often seen as an old-fashioned ingredient in Japan, but it is actually a highly nutritious superfood. Through SHOJIN MANIA, we reintroduce it as a modern, stylish, and health-conscious ingredient.” A truly unique player in the market, Pointblank Promotions has its sights set on future success. Rie tells us that she aims to continue expanding SHOJIN MANIA, strengthening connections between the UK and Japanese markets through expert product management and brand building. Between Pointblank Promotions and SHOJIN MANIA, Rie has demonstrated a keen business acumen and understanding of both market dynamics and branding strategies. We at SME News have no doubt that under Rie’s expert guidance, Pointblank Promotions and SHOJIN MANIA will continue to thrive through its exceptional cross-culture innovations. “Over the next five years, my goal is to establish SHOJIN MANIA as a recognised brand in the UK market,” she says, “introducing Japanese food culture in a way that is adapted, accessible, and relevant to British consumers. We are always exploring new opportunities but at this stage, I am unable to share specific details. Our focus remains on expanding SHOJIN MANIA’s reach and creating meaningful collaborations in the UK market.” Contact: Rie Crowley Company: SHOJIN MANIA – Pointblank Promotions Ltd Web Address: www.pointblankpromo.com Jan25336
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