Oseibo (year-end) and Ochugen (mid-year) are two major traditional gifting seasons in Japan, where companies and individuals express appreciation through curated gift sets. To align with these key moments, Bee Cheng Hiang releases a Japan-exclusive catalogue twice a year, aimed at both loyal customers and new audiences unfamiliar with the brand.

My Role

Catalogue Art Direction & Layout Refresh:

• Led the annual redesign of the gifting catalogue, developing a new visual theme and layout each cycle
• Worked closely with the Japan marketing team to align on content strategy, ensuring the visuals reflected the local festive tone and customer expectations

Bilingual Content Design:

• Designed the layout in both Japanese and English, using my basic Japanese proficiency to streamline typesetting and reduce communication bottlenecks
• Handled layout structure and text balance to accommodate typographic nuances in both languages

Image Curation & Adaptation:

• Created new visuals or sourced updated product imagery when new items were introduced in the Japanese market
• Adjusted product and background compositions to fit local visual preferences and gifting appeal

Cross-Channel Asset Development:

• Extended the catalogue theme into social media visuals and promotional poster templates for Japan-specific campaigns
• Ensured consistency across print and digital marketing assets

Outcome

• Delivered two regionally resonant and bilingual gifting catalogues per year for the Japanese market
• Strengthened Bee Cheng Hiang’s presence in seasonal gifting culture unique to Japan
• Extended the catalogue’s theme into cross-platform promo visuals, supporting outreach to both existing and new customers
• Built an adaptable system that allowed for consistent visual renewal while reducing back-and-forth in production cycles

Summer and Winter

Catalogue Content Strategy

Social Media Content