Susie Krieble to lead The Mint Partners expansion into Japan


this Mint Partners launches integrated communications services in Japan and hires first employee in Tokyo.

Mint Designed a specialist bi-national marketing product focused on communications and ambassadorial engagement for Japanese brands wishing to target Australian and New Zealand customers.

Miranda Bryce, Managing Director and Japan Specialist Mint Partner worked in the Japanese tourism and hospitality industry for four years, giving her a deep understanding of Japanese culture and language skills.

Bryce and the team have recently led a number of campaigns in Japan for well-known Australian and international brands including Virgin Australia, Charles and Keith and Roger Vivier.

“A record 23 per cent increase in Australians visited Japan in 2023, deepening appreciation of Japanese culture and demand for Japanese brands,” Bryce said.

“The time is ripe for Japanese brands to connect with Australian and New Zealand audiences, both in Australia and Japan.”

Mint Recruited local brand and lifestyle consultant Susie Krieble to manage local events in Tokyo and provide market intelligence Mintof Australia and New Zealand operations.

Originally from New Zealand, Krieble has lived in Japan for more than seven years and is engaged in travel and hotel branding and customized travel.

“Susie is great at looking at Japan from a local perspective and an international perspective,” Bryce continued.

“She has the knowledge to uncover hidden gems in the country and a deep understanding of how to market them to Australian and New Zealand audiences.”

MintServices in PR, KOL and events will cover:

  • Promote Japanese brands and experiences to ANZ visitors
  • Marketing Japanese products and brands into the ANZ market
  • Brand and ambassador partnership between ANZ and Japan

MintIts client list includes the world’s leading travel, luxury and lifestyle brands, including The Ritz-Carlton, Seabourn Cruise Lines, &Beyond, Champagne Bollinger, TAG Heuer and Celine.


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