This provides an in-depth analysis of Hoshino Resorts Kai's "Local Furoshiki" (traditional wrapping cloth) as a case study in effective emotional branding.

It explains that a strong brand evokes favorable emotions like affection and pride in customers, stemming from a unique identity or "essence" that differentiates it from competitors. It details how the furoshiki, which varies in color by location and doubles as a reusable amenity, functions as a "brand experience device" by encouraging collection, cultural appreciation through the act of wrapping, and creative activities like crafting a furoshiki bag handle.

This approach is positioned as "Five-Senses Branding," where the interplay of senses (especially sight and touch) deepens the customer experience, turning functional amenities into memorable, emotionally resonant items that foster strong brand loyalty and "supporting fan" behavior.