The Art of Giving: “Sashiire” Culture Meets Live Commerce
In the dazzling world of Japanese stage arts, particularly the revered Takarazuka Revue, a beautiful tradition known as “sashiire” (差し入れ) thrives. This is more than just gift-giving; it’s a profound expression of support and appreciation from fans to their beloved performers. These thoughtful offerings, often delivered backstage, create an unspoken bond, allowing artists to feel the warmth of their audience’s encouragement.
Now, this cherished cultural practice is being reimagined for the digital age with the launch of “Giftina” (ギフティナ), a new gift-specialized TikTok Shop. This innovative platform, a collaboration between Live Commerce Inc. and Seeds Inc., brings the discerning eye of former Takarazuka Revue members, known as Takaraziennes, to curate a selection of gifts. Having intimately experienced the joy and motivation that “sashiire” brings, these performers are uniquely positioned to understand the true essence of a meaningful present.
Spotlight on “Étoile Bain” and Star Ambassadors
The inaugural offering from “Giftina” is the luxurious bath salt brand, “Étoile Bain” (エトワール バン), produced by former Takarazienne Kazumi Sho. As an ambassador for Giftina, Kazumi Sho brings her unique sensibility to this project.
Joining her are fellow former Takaraziennes Amaji Sora and Sorano Miyu, with many more expected to participate in the future, each recommending their own selection of thoughtful gift items.
These former stars will also leverage their personal TikTok accounts to share engaging short videos, introducing products and offering creative gift ideas. This allows fans to discover new facets of their favorite performers, beyond the stage lights, and connect with them in an entirely new way.
The Power of TikTok for Fan Engagement
TikTok Shop serves as the perfect stage for “Giftina” due to its remarkable synergy with gifting culture and “oshi-katsu” (推し活), the passionate activities of supporting one’s favorite idol or performer. It functions as an “emotional purchasing platform,” where the journey from product discovery to purchase is seamless.
Here’s why TikTok Shop is an ideal fit:
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In-app Purchase Completion: For “oshi-katsu” enthusiasts, the desire to support their favorite artists often leads to impulse purchases. TikTok’s integrated shopping experience allows fans to watch videos or live streams of their “oshi” and immediately make a purchase within the app, fostering spontaneous and empathetic buying.
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Live Commerce for Shared Emotion: Live streams enable real-time interaction with performers and creators. This direct engagement transforms purchasing into an act of support, where “cheering = buying” becomes a tangible reality.
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Exclusive and Limited Items: The “oshi-katsu” community strongly responds to limited-time offers and exclusive items. TikTok’s real-time sales and countdown features perfectly align with this demand, creating a sense of urgency and excitement.
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Affinity with Gifting Culture: Building on TikTok Live’s existing gifting and comment features, “Giftina” allows fans to support their “oshi” with real-world products during live sessions, deepening the connection.
For fans, “Giftina” offers a direct and meaningful way to engage in “oshi-katsu,” transforming their support into tangible tokens of appreciation, just as “sashiire” has done for generations, building an emotional bridge between givers and receivers.
A New Horizon for Performers and Fan Culture
This project is more than just a new e-commerce venture; it’s a vital part of a broader initiative to support the second careers of former Takaraziennes. By providing a platform where their expertise in gift selection and their enduring connection with fans can flourish, Giftina offers a new avenue for their talents.
Live Commerce Inc. and Seeds Inc. are at the helm of this innovative partnership, with STLogue Inc. serving as the casting partner. The collaboration aims to establish and operate various shops, continuously expanding opportunities for these talented individuals.
Looking ahead, there are plans to open dedicated TikTok accounts for each Takarazuka troupe, further broadening the scope of “Giftina” and its offerings. The latest updates will be announced on the official “Giftina” TikTok Shop page:
This venture signifies a fascinating evolution in fan culture and live commerce, providing a unique platform for former performers and introducing a beloved Japanese tradition to a global audience. It’s a testament to how digital platforms can foster deeper connections and create new pathways for talent, enriching the future of “kawaii Japan” culture abroad.
For service details or inquiries, please contact:
Live Commerce Inc. Contact Form
Live Commerce Inc. Official Website
