Beisia Celebrates Three Decades with a Heartfelt “Hello, Thank You” and New Mascot
Beisia, a beloved Japanese supermarket chain, is commemorating its 30th anniversary on March 1, 2026, with a special campaign titled “Hello, Thank You” (こんにちは、ありがとう). This milestone celebration introduces “BayB,” the company’s new official character, embodying warmth and connection that have been central to Beisia’s journey.
Since its establishment in March 1997, inheriting the legacy of “Iseya,” Beisia has consistently aimed to enrich the lives of local communities. The “Hello, Thank You” campaign is a year-long initiative, expressing profound gratitude to all who have supported the company over the past 29 years.
The Philosophy Behind the Celebration
The anniversary concept was meticulously developed over two years, incorporating extensive employee surveys and workshops. This deep dive into the thoughts and aspirations of individual employees, coupled with a reflection on Beisia’s past and future, shaped the core message and visual identity of the campaign.
Creative Elements: A Fusion of Gratitude and Growth
The “Hello, Thank You” Logo Design
The central catchphrase, “Hello, Thank You,” encapsulates both deep appreciation for customers and employees (“Thank You”) and a bold spirit of embracing future challenges (“Hello”). The vibrant green leaf adorning the logo symbolizes a “new sprout,” representing Beisia’s unwavering commitment to evolving and continually meeting customer expectations. This thoughtful design is set to appear on limited-edition product packaging.
Introducing “BayB”: A Symbol of Connection
The official character, “BayB,” was created to personify Beisia’s inherent “warmth” and “connection.” The design and name of “BayB” were decided through an employee vote, reflecting sentiments of “human connection” and “family-like warmth” that emerged from internal discussions. BayB is a delightful embodiment of the friendly, approachable spirit of the supermarket.
“BayB is just so adorable! It really feels like a friendly face welcoming you, perfectly capturing that everyday warmth you feel when you visit Beisia,” shared one enthusiastic customer, echoing the sentiment of many.
Learn more about BayB on the official website: https://www.beisia.co.jp/beib
A Message from the Heart
The campaign’s core message highlights how the simple “Thank You” from customers, encountered in the everyday setting of a supermarket, becomes the driving force for Beisia’s continued innovation. This statement is a forward-looking promise, aiming to create new, positive daily experiences for everyone.
Main Design and Special Movie
The main visual design and a captivating special movie beautifully intertwine the “Hello, Thank You” moments between customers and Beisia staff. They depict a soft and warm world, allowing viewers to feel the natural, integral presence of the supermarket in daily life.
Explore More on the Special Anniversary Site
A dedicated special website has been launched to celebrate the 30th anniversary. It features the special movie, a forthcoming historical overview, and introductions to limited-edition packaged products, offering a rich array of content for visitors.
Visit the 30th Anniversary Special Site: https://www.beisia.co.jp/30th
This anniversary campaign, with its charming character “BayB” and profound message, not only celebrates Beisia’s past but also sets a clear direction for its future, reinforcing its role as a warm and reliable presence in the lives of its customers. Such initiatives often resonate deeply, strengthening the bond between brand and community, a hallmark of enduring kawaii culture in Japan.
