Litec's Market Expansion: Redefining Product Purpose

This describes how Lightec, a long-standing maker of disposable lighters, reinvented their product's purpose to address a shrinking tobacco market.

Facing declining demand, Lightec reimagined lighters as "fire application technology" rather than just smoking accessories. This strategic shift led to the creation of a small, easy-to-use burner lighter called "Aburishi", designed for home cooking applications like searing.

The success of Aburishi, which initially struggled in traditional lighter retail spaces but flourished when promoted alongside related food items, highlights the importance of understanding consumer needs and reinterpreting a product's core value to explore new markets and create value beyond conventional uses.