Hankyu is a popular department store brand in Japan, attracting around 50 million visitors annually. They recently hosted the Scandinavian Fair, promoting Scandinavian brands and products to the Japanese market. Jordan, a brand known for its unique toothbrush designs, entered the Japanese market in 2018 and received positive feedback during the Hankyu fair. Local Japanese consumers preferred Jordan’s softer bristles and attractive designs, with over 76% finding Jordan toothbrushes more appealing than their current ones. Additionally, more than 68% preferred Jordan’s Steps series for kids over their current kid toothbrushes. The most important factors in choosing kids toothpaste were found to be natural ingredients and good taste.