- Since the time of believing in the Sun as a deity, the candle's flame has been believed to have kept away disaster and been called good fortune with its magic power. It also light the footsteps of ancestors and comforts the spirit. The age with no electricity, as the light in our lives, were enriched by the candle. With the development of fluorescent light, we have forgotten the existence of the candle as light source.
- But, now, lifestyle standards have improved and in the lifestyles of the Japanese, where surplus was born, we are rethinking our place concerning light. Light used for spatial production and indirect lighting used to show roominess calms people's souls, and a sense of light has fostered endeavor at a lifestyle with deep emotion. The warmness of candle light gently calms a person's soul.
- Recently, colorful elaborated designs have been appearing. Candles that float in water are used for a room's interior decoration, and that has a relaxing and refreshing effect and with the smell of flowers, herbs, and fruits, known as Aroma Therapy, have become popular among younger people.
- Yearly domestic demand for candles is expected to reach almost 15 billion yen. No one objects the position of top maker Kameyama Co., Ltd., since they have 55% of the market share. Including small household industrial makers, there exist almost 200 makers around the country. Kameyama takes other makers into account and tries to keep a balance by not biting into other companies' shares. That is to say, Kameyama puts energy into making new products that have no relation to other companies. Candles are broadly classified into three categories : regular candles for deities (white in color), special candles with copied flower designs for funeral use, and artistic candles for weddings and interior decoration. A portion of candles are produced by machines, but there are still many being hand-made. Regular candles take up 50% of the whole, while special and artistic candles take up 25% each. There are no up and down demand throughout the year for candles.
- Exports are down compared with long ago due to the high yen rate and high wages. In 1996, total exports only amounted to 73,310,000 yen.
| Exports went to : |
America |
56,200,000 yen
|
(76.6%) |
|
Korea |
8,420,000 yen |
(11.5%) |
|
Hong Kong |
3,470,000 yen |
( 4.7%) |
|
Switzerland |
1,960,000 yen |
( 2.7%) |
|
Singapore |
1,140,000 yen |
( 1.6%) |
|
Other |
2,120,000 yen |
( 2.9%) |
- Imports since 1996 have risen widely.
| 1992 |
1.654 billion yen |
(compared to previous year 100.3%)
|
| 1993 |
1.251 billion yen |
(compared to previous year 75.7%) |
| 1993 |
1.251 billion yen |
(compared to previous year 75.7%) |
| 1994 |
1.406 billion yen |
(compared to previous year 112.4%) |
| 1995 |
1.521 billion yen |
(compared to previous year 108.2%) |
| 1996 |
2.163 billion yen
|
(compared to previous year 142.2%) |
| 1997 |
(January through October) 2.489 billion yen |
The causes behind the rise of imports are :
- With the fluctuation of the flame and scent releasing stress, it has become popular among young women.
- With colors and elaborate designs used for interior decoration, small sundry stores have now entered the market and are starting to deal them.
- From the Japanese culture image of "rosoku" (candle in Japanese) the Western culture's "candle" has become fixed in the home.
The 1996 importing countries are divided as follows :
| Malaysia |
753,360,000 yen |
(34.8%) |
| China |
338,400,000 yen |
(15.6%) |
| America |
275,860,000 yen |
(12.8%) |
| Vietnam |
268,140,000 yen |
(12.4%) |
| Korea |
137,390,000 yen |
(6.4%) |
| England |
117,000,000 yen |
(5.4%) |
| Other |
272,850,000 yen
|
(12.6%) |
In regards to product separation, China and Southeast Asia occupy hand-crafted, simple artistic candles for weddings and funerals (for wedding use and others, designs are made on white candles) ; from America, mainly colorful designs ; Europe provides a large number of aromatic fragrance candles. The majority of candles used in cakes are currently produced in China. Importation tax is 3.9%, but if it is a preferential country, there is no tax.
- No maker advanced its factory abroad, except two Kameyama factories in America. Kameyama USA is mainly selling its products in the American market and few products are re-imported back to Japan.
- The circulation process is : the maker sells to the wholesaler, and the wholesaler almost always sells to large-scale and specialty stores. But in recent years, there has been an increasing number of cases where the maker sells direct to large-scale stores like Daiei and Jusco. Since selling candles is like selling raw materials, additional value is low and there is no merit for large-scale stores to buy direct from abroad. Because department stores return goods, makers do not like this and go through a wholesaler.
- Each maker has PL insurance, but there have only been small problems with candles burning the Buddhist alters or people getting burned from not being cautious. There are no cases where a fire has broken out. Each maker attaches a caution label that says, "Do not leave candle alone while lit," or "Use with an incombustible container."
- The sales point of white candles is quality. The important things are :
1. that the candles do not fizzle out ;
2. they do not bend ;
3. the wax does not drip ; and
4. that there is no smoke.
White candle know-how is high and quality is extreme. Aside from that, design is number one.
- For the Bon Festival Season (sales peak from June to July), the Spring and Autumn wedding seasons, and Christmas, candles are becoming an all-season product. Year after year, the off season for candles is becoming less since candles, such as artistic candles, can be used as interior decoration.
- As for future perspectives, since a candle boom has occurred in recent years, and with European and American products being easily bought at familiar sundry stores and through mail order, the price is also handy. It is possible to think that popularity will spread among not only women, but also among men and demand will increase.
*Import/Export Figures' Source : Japan Trade Monthly List
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