A love of Japanese culture turned one expat’s curiosity into a thriving international subscription business.
Challenge
When Bemu moved from Finland to Japan, he was fascinated by the country’s endless variety of snacks and candies. Every corner store seemed to offer something new — from green tea KitKats to chewy fruit sweets and whimsical seasonal treats. But as he shared these finds online, friends abroad kept asking the same question: “Can you send me some?”
That’s when he realized there was a gap. People outside Japan couldn’t easily access these unique treats — and international shipping made it costly and complicated. Bemu saw an opportunity to turn that frustration into a simple, joyful experience: a box full of Japan’s best candy, delivered straight to your door.
Action
Instead of selling items one by one, he built a small website offering a monthly subscription. For a flat fee, customers would receive a curated assortment of authentic Japanese candy — the kind you could only find locally.
To spread the word, Bemu got creative with low-cost marketing. He shared posts on Reddit, joined online communities of Japan enthusiasts, and responded to curious comments with genuine enthusiasm. One lighthearted post on Reddit about his “candy box from Japan” unexpectedly went viral, bringing thousands of visitors and dozens of new subscribers in just a day.
From there, word-of-mouth took off. He refined the process, managed shipping logistics, and began offering gift options for birthdays and holidays. Each month brought new flavors and more happy customers eager for their next delivery.
Result
What started as a small experiment soon grew into a steady business generating around $15,000 a month. Bemu shipped thousands of boxes around the world — all from his home base in Japan. Despite challenges like currency fluctuations and payment fraud, he adapted quickly, switching to PayPal for security and streamlining his fulfillment system.
His dedication paid off: subscribers kept returning, and his service became a go-to gift idea for anyone craving a taste of Japan.
Lesson
Bemu’s story is a reminder that great ideas often begin with simple curiosity. He didn’t invent candy — he reinvented how people could experience it. By blending creativity, persistence, and cultural appreciation, he built a global bridge through something as small as a box of sweets.
Sometimes the sweetest success comes from sharing what you already love with the world.
Inspired by a true story originally featured on Side Hustle School by Chris Guillebeau. This rewritten version is independently produced and fully original.