Sharing Japanese Tradition with the World: The Global Expansion of BENTO&CO

1. Company Overview and Global Reach

BENTO&CO, founded in November 2008 and based in Kyoto, is a bento box–specialized e-commerce company led by French-born CEO Bertrand Thomas.

Driven by a desire to "share high-quality Japanese culture with the world," the company has grown into a leading example of successful cross-border e-commerce, now shipping to over 100 countries.

Main Business Operations

• Online Retail: Operates a multilingual Shopify-based e-commerce site for global individual and business customers

• Wholesale: Supplies to around 150 stores across 25 countries, primarily in Europe

• Physical Store: Runs a retail location in central Kyoto

• Logistics Solutions: Developed its own shipping label and fulfillment support system, “Ship&co,” launched in 2016

2. Global Expansion Strategies and Success Factors

2.1. Cultural Reinterpretation and Product Development

BENTO&CO reimagines the everyday Japanese bento box as a lifestyle icon for overseas markets. Items featuring traditional Japanese designs like magewappa and classic patterns are particularly popular.

CEO Thomas follows a “sell only what I personally like” philosophy, while also adapting the product lineup to global preferences. The company also offers collaborations with iconic Japanese characters such as Dragon Ball and Hello Kitty.

2.2. Community Building via SNS and Email Marketing

• Over 80,000 likes on Facebook, with active engagement on Twitter and Instagram

• Emphasis on email marketing, with regular updates on new products and promotions driving sales

• Since 2009, BENTO&CO has hosted the annual “International Bento Contest,” offering round-trip tickets to Kyoto for winners—strengthening global community ties

2.3. Multilingual & Multi-Currency Support and Logistics Optimization

The online shop supports multiple languages (e.g., Japanese, English, French) and payment options such as PayPal and various credit cards. To streamline international shipping, BENTO&CO developed its own logistics system, “Ship&co,” which it now licenses to other e-commerce businesses.

3. Insights from the Japan E-Commerce Society

3.1. Cultural Translation and Cross-Border Branding

BENTO&CO has succeeded by acting as a “translator of Japanese culture,” curating and repackaging traditional items into lifestyle products for global audiences.

3.2. Customer Engagement and Marketing

User-driven initiatives like the bento contest and effective email campaigns have helped boost customer loyalty. During promotions, sales can reach 10 times the daily average.

3.3. Competitive Edge via Proprietary Logistics Tech

The company’s logistics platform “Ship&co” has enhanced fulfillment efficiency and automation for international deliveries, earning high praise from industry peers.

4. Future Outlook and Social Value

BENTO&CO plans to further optimize its logistics using AI, expand Ship&co into Europe and Asia, and even create new bento-inspired lifestyle cultures that blend with local customs.

With the vision of “bringing Japanese bento culture to the world’s lunch tables,” the company aims to be both a cultural ambassador and an innovator of modern global lifestyles.

5. Conclusion

By centering its business around the humble bento box, BENTO&CO has built a cross-border e-commerce model that fuses Japanese tradition with modern technology. Its strengths lie in cultural reinterpretation, global community engagement, and proprietary logistics infrastructure. As a case study in successfully sharing Japanese heritage with a global audience, BENTO&CO stands out as a model for the future.