Oct 2, 2025
Seasonal Gift Campaign for APÉRO: Oseibo & Fukubukuro 2026
Bilingual end-of-year campaign that turns Japanese gift traditions into warm, modern wine offers.
Campaign snapshot
Client: APÉRO Wines (Tokyo)
Product: Seasonal gift sets – Fukubukuro 2026 Lucky Bag & APÉRO Gift Box
Occasion: Oseibo (year-end thank-you gifts) & New Year
Languages: English & Japanese
Channels: Email newsletter, website visuals, 1:1 feed posts, 9:16 stories/ads
My role: Campaign concept, copy (EN), translate (JP), visual direction, layouts & asset production
Context
In Japan, the end of the year is all about gratitude and fresh starts:
Oseibo gifts say “thank you for this year” to clients, colleagues, friends.
Fukubukuro (“lucky bags”) offer a surprise set at a great price to welcome the New Year.
APÉRO is a natural-wine importer in Tokyo with a loyal audience of wine lovers, both Japanese and international.
They wanted a seasonal campaign that:
highlights these two traditions in a modern, approachable way
works in both English and Japanese
gives them ready-to-use visuals for email, website and social
Idea
Build one coherent story around “gifting experiences, not just bottles”:
Position Fukubukuro as a mystery wine set + future discount for curious wine fans.
Position the Gift Box as a refined, minimal way to say thank you at year-end.
Use photography that feels warm, cinematic and premium, with simple typography that’s easy to reuse in any layout.
Mirror the key messages in English and Japanese so APÉRO can talk to their full community.
What we created
1. Newsletter that tells the whole story
The newsletter introduces both offers in a single, easy-to-scan flow:
clear hero section explaining the season and the traditions
focus blocks for Fukubukuro 2026 and APÉRO Gift Box with product photos and CTAs
a final section that re-introduces APÉRO’s subscription for ongoing gifting or self-treats
The tone stays warm, friendly and explanatory, so even non-Japanese readers understand the cultural context.
2. Hero banners for website & email headers
We created wide hero visuals that can work as:
website hero images during the campaign period
header images inside newsletters
assets for promotions on partners’ channels
Each hero:
shows the product in a calm, moody light
keeps the message to one clear promise (e.g. “2 selected wines + 15% OFF coupon”)
leaves negative space so buttons or extra copy can be added later if needed
3. 1:1 feed visuals for social
For the feed, we designed square visuals that:
highlight the key benefits in large type (number of bottles, discount, wrapping, etc.)
keep the product photography consistent: same background, same lighting, same style
are delivered in both English and Japanese, so APÉRO can alternate or segment by audience
These squares can be used as:
organic posts on Instagram / Facebook
thumbnails inside the shop
visuals for simple paid campaigns
4. 9:16 assets for stories & ads
To support stories and vertical placements we prepared 9:16 versions with:
big headlines (“Oseibo 2026”, “Fukubukuro 2026”)
one or two lines explaining the offer
enough clean space for native story elements (stickers, countdowns, swipe-up, etc.)
These assets are ready to use as:
Instagram stories
short vertical ads
highlights covers for future re-use
Why this campaign works for Showcase
This project is a good example of what a Showcase engagement delivers:
A single seasonal idea translated into many formats, not just “one hero visual”.
Bilingual assets that respect local traditions but stay easy to read for international guests.
A library of cohesive images APÉRO can reuse in future years or adapt for other offers.
Even without sharing hard numbers, the client now has:
a clearer way to talk about Japanese gift culture to non-Japanese customers
a full set of visuals they can plug into their email platform and social scheduler in minutes
a seasonal campaign they can bring back and refine every year