I would say it depends on their customer cohort. A lot of ginza customers are chinese who use wechat. The people who use wechat might have hundreds of people who post shit to moments. Very easy to get flooded and drowned out. So posting multiple times a day keeps that brand awareness up.
If you are aus local and only use wechat for punting and have not a lot of moment posts from friends, then its easy to get exposure and only need to post once a day.