The Mint Partners expands to Japan

Independent agency The Mint Partners has launched its integrated communications services in Japan, making its first hire in Tokyo Susie Krieble. MINT has designed a specialist, dual country marketing product, focused on communications and ambassador collaborations for Japanese brands wishing to target the Australian and New Zealander customer.

Miranda Bryce, managing director and Japan specialist for The Mint Partners worked in tourism and hospitality in Japan for four years, giving her a deep understanding of Japanese culture and language skills. Bryce and the team have recently led a number of campaigns in Japan for high-profile Australian and International brands including Virgin Australia, Charles and Keith and Roger Vivier.

Says Bryce: “In 2023 Australians visiting Japan increased a record 23 per cent leading to a deeper appreciation of Japanese culture and demand for Japanese brands. The time is ripe for Japanese brands to connect with an Australian and New Zealand audience, both in Australia and on the ground in Japan.”

MINT has hired locally-based brand and lifestyle consultant, Susie Krieble to provide management of activity on the ground in Tokyo and market intelligence to MINT’s Australian and New Zealand operations. Krieble hails from New Zealand and has lived in Japan for over seven years working in travel and hospitality branding as well as running customised tours.

Says Bryce: “Susie specialises in being able to view Japan both from a local perspective and with an international view. She has the knowledge to surface the hidden gems within the country as well as an in-depth understanding of how to market them to an Australian and New Zealand audience.”

MINT’s services in public relations, KOL and events will cover:

– marketing Japanese brands and experiences to ANZ tourists
– marketing Japanese products and brands to the ANZ market
– brand and ambassador collaborations between ANZ and Japan

Recent campaigns in the Japanese market include, designing and hosting a bespoke Virgin-style Japan famil for 10 Australian media to travel on their Cairns to Haneda flight route. The launch of Charles and Keith’s flagship in Shibuya including location sourcing and Australian media and influencer hosting. Roger Vivier Spring/Summer 2023 collection launch in Tokyo.

​​MINT’s client roster includes world leading travel, luxury and lifestyle brands including The Ritz-Carlton, Seabourn, &Beyond, Champagne Bollinger, TAG Heuer and Celine.