I don't think the target audience is true Japanese candy connoisseurs; if anything, it's the opposite.
Many people are interested in trying out Japanese candy, the issue arises in knowing where to order from and what to order. Getting a subscription service to CandyJapan offloads the choosing to a credible service.
In addition to that, there's also the appeal of the surprise. Of course, this is of no benefit to you - you're simply buying this for other people. For people ordering this for themselves, however, it's kind of like being gifted something every month, an always welcome surprise.
Many people are interested in trying out Japanese candy, the issue arises in knowing where to order from and what to order. Getting a subscription service to CandyJapan offloads the choosing to a credible service.
In addition to that, there's also the appeal of the surprise. Of course, this is of no benefit to you - you're simply buying this for other people. For people ordering this for themselves, however, it's kind of like being gifted something every month, an always welcome surprise.