Matsukiyo Private Brand "matsukiyo" Rebrands for 10th Anniversary, Adopting "Go for WOW!" as Brand Vision to Evolve into a Brand Delivering Novelty and Surprise

MatsukiyoCocokara & Co. is rebranding its private brand "matsukiyo" for its 10th anniversary, adopting "Go for WOW!" as its new brand vision to deliver novelty and surprise. This involves updating package designs and expanding globally.
その他NQ 40/100出典：PR Times

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  • 📰 Published: April 1, 2026 at 00:30
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MatsukiyoCocokara & Co. (Headquarters: Bunkyo-ku, Tokyo; Representative Director and President: Kiyoo Matsumoto), which operates over 3,600 drugstores and dispensing pharmacies across all 47 prefectures of Japan, and 98 stores in six areas primarily in Asia overseas (as of the end of December 2025), has embraced the group philosophy of "creating future norms and changing people's lives." Now, celebrating the 10th anniversary of its private brand "matsukiyo" (hereinafter, PB), the company is refreshing its brand vision to "Go for WOW!" and evolving into a brand that delivers products bringing novelty and surprise. Along with this, the package designs will also be renewed to embody the brand's worldview. **■ Private Brand Adopts New Brand Vision "Go for WOW!" to Deliver Novelty and Surprise** MatsukiyoCocokara & Co.'s PB consists of three brands: the main brand "matsukiyo," the healthcare brand "matsukiyo LAB" which provides total support for beauty and health, and "independent brands" that offer high-quality, high-value-added products developed jointly with manufacturers. This time, the core "matsukiyo" brand is undergoing a rebranding to respond to the progress of globalization and changes in the market environment. The company is developing its previous brand vision, "Making Japanese life more enjoyable," and formulating a new brand vision, "Go for WOW!," which is linked to the group slogan. **■ Action Guidelines for Delivering Products that Bring "Novelty" and "Surprise" "to the World"** This time

FAQ

What is the new brand vision adopted by Matsukiyo's private brand for its 10th anniversary?

The new brand vision adopted by Matsukiyo's private brand for its 10th anniversary is 'Go for WOW!', aiming to deliver products that bring novelty and surprise to consumers worldwide.

How many stores does MatsukiyoCocokara & Co. operate in Japan as of the end of December 2025?

As of the end of December 2025, MatsukiyoCocokara & Co. operates over 3,600 drugstores and dispensing pharmacies across all 47 prefectures of Japan.

What are the three brands that make up MatsukiyoCocokara & Co.'s private brand lineup?

The three brands are the main brand 'matsukiyo', the healthcare brand 'matsukiyo LAB', and 'independent brands' developed jointly with manufacturers for high-quality, high-value-added products.

What was the previous brand vision of the matsukiyo private brand before the rebranding?

The previous brand vision of the matsukiyo private brand was 'Making Japanese life more enjoyable' before it evolved into the new vision 'Go for WOW!' for global relevance.

What changes are being introduced alongside the new 'Go for WOW!' brand vision for the matsukiyo brand?

Alongside the new 'Go for WOW!' brand vision, Matsukiyo is renewing its package designs to embody the brand's updated worldview and emphasis on novelty and surprise.

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