Inbound tourists at the Daiso store in Kansai International Airport on August 23, 2016. (©Sankei by Junichiro Maekawa)
Daiso, the 100-yen shop with approximately 2,900 stores nationwide, has replaced its closing-time song "Auld Lang Syne" ("Hotaru no Hikari") with a new track. The new track is titled "Good Day — Closing Music." The track was developed collaboratively by Daiso Sanyo, which operates Daiso, USEN, an affiliate of U-NEXT HOLDINGS, and Waseda University's Institute of Marketing Communication. Already receiving inquiries from businesses, Daiso plans to offer this new music as an alternative option for closing-time selections.
Origins of a Tradition
Closing music notifies closing time and gently prompts customers to depart. The decision to create a new track arose from an increase in foreign visitors. Many foreigners typically do not understand that they are to start leaving once "Hotaru no Hikari" begins playing. Additionally, some locals have expressed concerns that hearing "Hotaru no Hikari" might create a sense of being pressured to leave.
"Hotaru no Hikari" is an adaptation of the Scottish folk song "Auld Lang Syne." It was arranged as a school anthem for elementary schools in 1881.
Post-war, a waltz rendition of "Auld Lang Syne" was featured in the poignant closing scene of the American film Waterloo Bridge (1940). In this scene, the song plays in a restaurant about to close. This apparently sparked Japan's adoption of the song as music signaling closing times for stores and venues.
In Japan, it became popular through records arranged by Yuji Koseki. A composer, Koseki was also known for writing the anthem "Eikan wa Kimi ni Kagayaku" for the Summer National High School Baseball Tournament.
Encouraging Repeat Visits
Despite the long history of "Hotaru no Hikari," USEN decided to try out new closing music. Working with Daiso Sangyo and others, they found that this new music could evoke positive emotions among customers. Furthermore, they discovered it could potentially encourage them to visit again. After nearly five years in the making, they finally released "Good Day."
In a preliminary study, approximately 150 men and women were asked to listen to various music genres to identify impressions suitable for closing music. Many participants identified characteristics such as nostalgia, nature, beauty, calm, and quiet as favorable qualities.
Additionally, a survey conducted with the cooperation of 658 Daiso employees in July 2022 contributed to the development of "Good Day." According to USEN, the composition features a leisurely melody played on instruments like the oboe, aiming to evoke a warm and soothing ambiance.
On June 11, Daiso transitioned to playing "Good Day." Daiso Sangyo explained, "We feel the song creates a more tranquil impression, perfectly suited for closing music."
On the same day, USEN released "Good Day" as one of their streamed store music selections. "We've received many inquiries and requests and are feeling positive about the feedback," they commented.
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(Read the article in Japanese.)
Author: Kanji Takahashi, The Sankei Shimbun
