Masae Higashihara, Dedicated manager, Industrial Materials Team 2, Industrial Materials Department

Specialist in confectionery packaging materials.

Masae Higashihara, a specialist in confectionery packaging at Daimaru Kogyo, is a member of the Industrial Materials Department’s Industrial Materials Team 2. Since joining the company, she has focused solely on packaging, and has been in charge of everything from packaging materials for the Daimaru Matsuzakaya Department Store to confectionery packaging materials. “Even if we use the same wrapping paper, the design and specifications vary depending on the product. My role is to propose packaging that matches the characteristics of each product and manage them all the way to the store shelf.” Despite a wealth of experience, she is always puzzling over new proposals for the packaging of seasonal products of major Japanese and Western confectionery manufacturers. “There are many seasonal events throughout the year, starting with New Year’s Day, followed by Valentine’s Day, White Day, Halloween, and Christmas. For each event, there are Japanese and Western confectionery products for sale, and we need to come up with different proposals for each.”

Masae Higashihara Dedicated manager Industrial MaterialsTeam 2, Industrial Materials Department

New proposals for each of the various events.

Just as the seasons come and go, events come and go, too. For example, Valentine’s Day will come around again this year and the next year, too, but it does not mean that the same chocolates will be released each time. Every year, Higashihara has to come up with a new proposal, so just imagine what a challenge that can be. From planning to material procurement, she has to start from scratch each time. “The people in charge of planning tell me the concept of the product, how they want to arrange the chocolates, how they want to place them, and so on, and I propose packaging based on that.” In addition to the design elements such as the texture, appearance, and color of the material, there are many other elements that need to be considered, including the functionality needed to hold the chocolates in place, cushioning materials, and ribbons. “The important thing is to propose something different from the competition, and to be aware of the benefits that customers will receive from choosing us. It’s a lot of work, but it’s also a lot of fun.”

Moments of happiness that never grow old.

Higashihara’s work is not limited to our own company; she also has to build relationships with the manufacturers of materials and the factories that manufacture them. “When working with experts in various fields, communication is indispensable for sharing ideas and negotiating deadlines and technical matters.” For example, there is no point in bringing ideas that are conceived during planning to the manufacturing site if productivity is poor. It is not a straightforward job. Every year, the demands become more sophisticated. But she can continue to do her job because, for her, it is a rewarding experience like no other. “The most rewarding thing about this job  is when I see the products I have been involved in displayed on the sales floor. It’s a moment of happiness that I can’t get enough of.” Recently, people often talk about the products on social networking sites. The real feedback of consumers, who mention in their comments that a certain product is cute or that they want it, are very encouraging. But the joy is short-lived. Higashihara is already working on proposals for the next season with her next happy moment in mind.