Maruko uses the latest technologies to ensure it constantly manufactures superior products, such as the ones that are part of the best-selling Carille and Belleages Avance Sakura lines. The company applies 118 sewing processes, three times the industry standard, in its shapewear such as the full cup body suits.

Aside from meticulous production processes, Maruko also uses high-quality materials such as leavers lace and nano-level fibre in producing functional, light and comfortable shapewear.

In addition to shapewear, Maruko offers health food supplements and body care cosmetics, and conducts consultations in its salon-type stores. Maruko also provides after-sales service - to recommend health supplements that aid the slimming process or to provide tips on maintaining the ideal bodyline.

Given the similar silhouettes of Japanese and Chinese women, Maruko hopes to be as successful on the mainland as it is in its home market. Laying the foundation for its expansion, Maruko established a retail store in Dalian to study the market and understand its differences with Japan.

Maruko has big plans for the mainland, including a future flagship store. Aside from opening a subsidiary in Shanghai in charge of marketing products, Maruko also plans to establish a shop in Beijing.

"The high-end underwear business is a niche business in China," Asakura says. "We see this changing as income levels rise. We are developing products specifically for the China market to meet the imminent demand."