A simple, memorable marker for a borderless shopping experience across 21 languages and 107 countries.

Today we’re excited to introduce the WAFUU.COM symbol—a brand mark that lives alongside our logotype. You’ll start to see it roll out across on-site feature pages, campaign banners, social profiles, packaging, and selected offline materials.

Why a new symbol?

WAFUU.COM connects global curiosity with great products from Japan. As our community grows, we wanted a clear, language-agnostic “shared sign” that travels well across countries, screens, and retail moments.

The design story

Two iconic Japanese motifs shape the symbol:

• Fuji — our standard of quality and the foundation of curation.

• Wagasa (traditional umbrella) — our hospitality and selection, choosing “the right things” for each person.

Where these shapes overlap, they form a welcoming gateway—WAFUU.COM as the entrance that connects Japan’s culture with the world’s curiosity.

What it means for you

• A clearer brand experience across campaigns, social, packaging, and more.

• Local by default: support for 21 languages, delivery to 107 countries, multi-currency pricing, and dozens of payment methods for a seamless checkout—wherever you are.

• The same promise: if it’s on WAFUU.COM, it’s there for a reason.
  

“Beyond Borders. We’re closing the access gap with technology and creativity so anyone can experience Japan’s ‘now’—from anywhere, at the same moment. If it’s on WAFUU.COM, it’s interesting. That’s the trust we aim to earn.”
— Hidemasa Fukada, Founder & CEO

Where you’ll see it

• On-site feature pages and campaign banners (not in the main header/footer)

• Social icons and thumbnails

• Ad creatives (on-site and external)

• Packaging and inserts

• Selected offline materials

About WAFUU.COM

WAFUU.COM is a cross-border e-commerce site curating Japanese snacks, beauty, supplements, home electronics, food, anime & game goods—and even tools. With support for 21 languages, delivery to 107 countries, multi-currency pricing, and a wide range of payment methods, we make it easy to discover and buy what Japan is talking about—right now.