１）Introduction

・Increased awareness in Japanese culture and craftsmaship.

・Global economy transforming into glocal demand, where global products need local relevance.

・Increased global appreciation for Japanese cultivation of aesthetics, refinement of both form and function.

２）Brand Essence
・Japanese aritisan technicques and craftsmanship.

・Japanese spirit and essence of harmony between people, things, objects and mind.

・A modern expression of aesthetics rooted in Japanese traditions.

・Possessing a new Japanese expression of craftsmanship.

・Intrisically possess value and brings both pleasure and pride to its owner.

３）Concept

Expression: A new Japanese articulation and pride that is graceful and brings a sense of affinity Merchandise development strategy: Transforming the expression of the artisan spirit and skill from folksy to modern.

The Message: Embodiment of a reinvigorated Japanese aesthetics that will garner international appreciation.

４）Development Strategy

・Based on lifestyle product merchandising.

・The WAZA philosphy extends beyond the brand as also represents our business values.

・Participants in the WAZA project are viewed as partners.