Potential of the maid cafe concept in Finland
Blinova, Polina (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112129112
https://urn.fi/URN:NBN:fi:amk-2024112129112
Tiivistelmä
This research-based thesis aims to find out what the potential of the maid café concept is in Finland. Maid cafes are establishments that take their origins from Japan with staff in maid cosplay, who create a master and maid role-playing game between maid and a guest. As of November 2024, there are no permanent maid cafes in Finland, only pop-up cafes at various anime conventions. The objectives of this thesis are to study the concept of maid café and find out about maid cafes abroad. To learn about Japanese pop culture in Finland and compare Japanese and Finnish culture. Finally, to find out the opinion of Finnish residents about maid café, then to figure out whether this concept has potential for this market, what are the possible difficulties and their solutions.
The theoretical framework consists of studying the concept of maid cafes, specifics, customers, these establishments abroad, as well as examining Japanese pop culture in Finland and comparing Finnish culture and behavior with Japanese.
The data for this study were collected using an online questionnaire answered by Finnish residents. The main objectives of the questionnaire were to find out how much awareness there is of the maid café concept among local residents, what they think of it and whether they think it has potential in Finland and why.
The result based on the data obtained from the questionnaire and the theoretical framework suggests that the concept of maid café is quite new and there is interest in it, however, due to the niche nature of the concept and the cultural differences between Japan and Finland, there are some challenges. Moreover, based on the respondents' opinions, it was found that by making changes, creating establishments with the concept of maid café, but removing elements that are not entirely compatible with the culture and habits of the Finns, the concept has a greater chance in the local market.
Work on the thesis took place in June and from mid-August to mid-November 2024. Based on the results of the work, the author can state that the set objectives have been achieved. The study has provided new information that can form the basis for further development of the maid café concept in Finland and more in depth research.
The theoretical framework consists of studying the concept of maid cafes, specifics, customers, these establishments abroad, as well as examining Japanese pop culture in Finland and comparing Finnish culture and behavior with Japanese.
The data for this study were collected using an online questionnaire answered by Finnish residents. The main objectives of the questionnaire were to find out how much awareness there is of the maid café concept among local residents, what they think of it and whether they think it has potential in Finland and why.
The result based on the data obtained from the questionnaire and the theoretical framework suggests that the concept of maid café is quite new and there is interest in it, however, due to the niche nature of the concept and the cultural differences between Japan and Finland, there are some challenges. Moreover, based on the respondents' opinions, it was found that by making changes, creating establishments with the concept of maid café, but removing elements that are not entirely compatible with the culture and habits of the Finns, the concept has a greater chance in the local market.
Work on the thesis took place in June and from mid-August to mid-November 2024. Based on the results of the work, the author can state that the set objectives have been achieved. The study has provided new information that can form the basis for further development of the maid café concept in Finland and more in depth research.