This details how Osaka Ohsho achieved market dominance in the frozen gyoza category in Japan, overtaking the long-standing leader, Ajinomoto, starting in 2023. It explores the marketing strategies behind this success, focusing on the principle of deeply understanding consumer needs.

Key to Osaka Ohsho's triumph was identifying and resolving a previously overlooked consumer pain point. Furthermore, the company maintained a strong consumer-centric approach by including dipping sauce, leveraging its restaurant expertise, and meticulously adhering to a perceived appropriate price point for the average supermarket shopper.

This case study emphasizes that consistently prioritizing the buyer's perspective and addressing small inconveniences can disrupt even highly established markets.