While new brands are rising and chasing virality, based on customers’ reviews on Zojirushi’s brand value, we realized that Zojirushi doesn’t have to choose short-term success but customer loyalty and credibility. Moreover, Zojirushi also provided spaces for customers to share their stories, even cooking skills, through user-generated content. UGC is the end result of our constant communication with customers. When they have inquiries or tag us in a Story, we try to induce a longer and deeper discussion that is content-worthy. UGC helps our daily content to be more relatable.