Mikihouse LABO Introduces "Ocean Tax Refund" to Strengthen Inbound Tourism Attraction and Overall Purchasing Experience

Mikihouse Co., Ltd. (Headquarters: Yao City, Osaka Prefecture; Representative Director and President: Koichi Kimura; hereinafter "Mikihouse"), which operates a comprehensive children's clothing brand including Mikihouse, and Ocean Inc. (Headquarters: Chuo Ward, Tokyo; Representative Director: Ryo Hoshino; hereinafter "Ocean"), which provides a next-generation tax refund shopping platform for visitors to Japan, are pleased to announce the introduction and operation of "Ocean Tax Refund" at "Mikihouse LABO."

This initiative precedes the transition to the new tax exemption system (refund method) to be implemented in November 2026. Moving forward, both companies will deepen their collaboration as partners to strengthen not only tax exemption services but also the overall attraction of inbound visitors and their purchasing experience.

Background: Responding to Expanding Inbound Demand and Tax Exemption System Revision

Mikihouse is enhancing its international brand recognition through active store expansion both domestically and internationally, with an increasing number of visitors from various countries, primarily in Asia. The ratio of inbound sales at directly managed stores reaches approximately 60% at large stores and 90% at tourist hubs, making inbound visitors a core customer segment supporting brand growth. As inbound sales recover to pre-COVID-19 levels and are expected to grow further, being a "tax-free compliant store" is positioned as a crucial appeal factor for attracting inbound visitors.

Under these circumstances, in November 2026, Japan's tax exemption system will shift from "discount at purchase (in-store tax exemption)" to "refund after departure (refund method)." Amid concerns about customers abandoning purchases due to complex procedures and increased operational burden on staff, Mikihouse determined that a swift response to the new system was urgent. Mikihouse selected Ocean as a partner capable of consistently designing solutions from inbound visitor attraction to repeat customer cultivation, beyond just tax exemption, and decided to introduce "Ocean Tax Refund."

Redesigning the Inbound Experience with "Ocean Tax Refund"

"Ocean Tax Refund" is a next-generation tax exemption platform fully compliant with the tax exemption system revision (refund method) in November 2026. For brands with fans worldwide who offer high-quality products, the overall quality of the purchasing experience is highly valued. "Ocean Tax Refund" removes the stress of tax exemption procedures and protects the time customers spend engaging with the brand's appeal, thereby further enhancing the value of retailers committed to quality.

・Stress-free experience during the trip
Refund procedures are completed using commonly used payment methods such as LINE Mini App and WeChat Pay, eliminating the need for new apps or membership registration. With a multilingual UI, Mikihouse fans visiting from around the world can intuitively proceed with procedures in their native language. By eliminating the stress of tax exemption procedures, the shopping experience where customers engage with the product's appeal is protected, leading to improved customer satisfaction.

・Repeat customer flow after the trip
Even after the refund is completed, contact with inbound visitors is maintained, extending the purchasing experience beyond their return home, such as guiding them to cross-border e-commerce sites and promoting repeat visits. This builds a foundation for inbound marketing that nurtures fans who have experienced Mikihouse's quality into long-term customers.

・Minimizing burden on store operations
It can be introduced without changing existing cashier and customer service flows, minimizing staff training costs and operational burden during busy periods. This supports an environment where staff can concentrate on customer service that conveys the appeal of products, which is their primary focus.

▼Service site here

https://service.ocean.inc/refund

Future Outlook for Mikihouse and Ocean

Moving forward, both companies will deepen their collaboration as partners in overall inbound marketing, not limited to the utilization of "Ocean Tax Refund." They will jointly promote initiatives that maintain contact with inbound visitors even after tax exemption procedures are completed, extending the purchasing experience beyond their return home, such as promoting repeat visits and guiding them to cross-border e-commerce.

By combining Mikihouse's brand power, which has fans worldwide, with Ocean's next-generation tax exemption platform, they aim to design a consistent inbound experience throughout the pre-trip, during-trip, and post-trip phases, thereby improving customer satisfaction and further expanding inbound demand.

Comments from Each Company

Comment from Mr. Hidemitsu Sawai, Managing Director, Mikihouse Co., Ltd.

"Ocean Tax Refund" felt like a very easy-to-implement system, being simple, easy to understand, and requiring no initial investment. The service design, which is immediately usable on-site, such as support for interfaces commonly used by inbound visitors like WeChat Mini Programs and LINE Mini Apps, and the multilingual starter kit provided at the time of introduction, were decisive factors for its adoption.

Our company is a brand committed to continuously creating high-quality products. This stance is the same for the shopping experience. We believe that allowing inbound visitors to enjoy shopping comfortably without the hassle of tax exemption procedures leads to improved customer satisfaction. Our future goal is to build a new model of inbound marketing with Ocean that not only streamlines tax exemption but also aims to create repeat customers after their return home.

Comment from Ryo Hoshino, Representative Director, Ocean Inc.

Mikihouse is a brand that Japan can be proud of worldwide, known to every family with children. I myself have always been delighted when giving Mikihouse souvenirs to friends visiting Japan or during overseas business trips. It is a great honor to have Ocean's service introduced to such a brand.

Precisely because Mikihouse attracts family customers from all over the world, the "last mile" of the purchasing experience, which is the tax exemption procedure, determines the quality of the brand experience. I believe that Ocean's role is to remove the hassle of procedures and protect the time customers spend engaging solely with the brand's appeal.

Starting with the operation at Mikihouse LABO, we will provide a system that store staff can use without stress. And together with Mikihouse, we will continue to strive to be a service that accompanies the special memories of families around the world.

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Company Overview

Company Name: Miki Shoko Co., Ltd.

Representative Director: Koichi Kimura

Location: 1-76-2 Wakabayashi-cho, Yao City, Osaka 581-8505

Established: September 1978

Business Activities: Planning, manufacturing, and sales of children's clothing and family-related products, as well as cultural activities such as publishing, education, and childcare support.

Capital: 2.03 billion yen

URL: https://www.mikihouse.co.jp/

Company Name: Ocean Inc.

Representative: Ryo Hoshino

Location: Fujiya Building 5F, 2-6-5 Ginza, Chuo-ku, Tokyo 104-0061

Established: May 2024

Capital: 138.04 million yen (including capital reserve)

Tax Exemption Approval Transmission Business Number: 1-0100-0124-5294-0140-0001

Corporate Site URL: https://www.ocean.inc

Service Site URL: https://service.ocean.inc/

Ocean Inc. Public Relations
E-Mail: pr@ocean.inc