There are many books and magazines on the theme of "life," but one such, with its charming title, is "Kurashi no Oheso" (published twice a year by Shufu to Seikatsusha). It's a lifestyle magazine that covers everyday habits of thought, known as "oheso," from the perspective of everyday life. For nine years, it has been featuring the navels of a variety of people, including actors, shop owners, and craftsmen.

For the past three years, Isetan Shinjuku has been hosting the "Oheso-teki Shopping Recommendations Exhibition," which brings together shops and tools featured in the magazine. Starting September 24th, the Isetan online store will begin selling miscellaneous goods, food, and accessories selected from a "Kurashi no Oheso" perspective. This marks the magazine's first attempt at online sales. We spoke to Noriko Ichida, editorial director of "Kurashi no Navel," who launched the magazine and continues to pursue the belly buttons of fascinating people, about the magazine, belly button lifestyles, and connecting things to people. -- "Kurashi no Navel" is not just a magazine; it's also available in various forms, including brick-and-mortar shops and events. What inspired the magazine's creation? Around the time I was planning "Kurashi no Navel," I moved into the house I still live in today. Right after moving, you feel motivated, right? I too was determined to go from a night owl to a morning person! But changing my old habits was difficult. Then I suddenly realized that perhaps people are made up of a series of accumulated habits. I thought it would be interesting to introduce a person's lifestyle through their habits, from how they wake up in the morning to how they go to bed at night, and how they approach their work. -- Where did you come up with the charming title "Belly Button"?

When I imagined each habit piled up like a spine, I thought of the "navel" as the central, supporting pillar. It made sense to me physically, so I suggested that we definitely include the word "navel" in the title. They understood the idea, but the title didn't sit well with them, as they asked, "Navels in a lifestyle magazine?" (laughs). Eventually, everyone around me started to like it and embraced the "navel" theme, and we settled on "The Navel of Life."

[I hope it inspires people to reexamine their lifestyles]

-- "The Navel of Life" features a variety of people, including actors, shop owners, and craftsmen. Apparently, many products and shops have become popular through the magazine. How do you select people and conduct interviews?

At any given time, our editorial staff interviews people they find interesting or intriguing. There are many reasons for this, such as people they've found appealing in other interviews or shops they've found fascinating. But one thing I can say is that it has to be the moment they're interested. Even if the interview doesn't work out and we have to postpone it to the next issue, it won't really pop up in that issue. And before the interview or photo shoot, I do a preliminary interview to find out more about the person's "belly button." I ask them in detail about their lifestyle and work habits. Things like, "What do you eat for breakfast? What kind of bowls and cups do you eat with?" That's why interviews about their "belly buttons" are so long (laughs).

--The latest issue, Issue 18 (published August 2014), introduces a variety of "belly buttons." Are there any stories or "belly buttons" that have left a lasting impression on you? Is there a theme that runs through Issue 18?

When I asked chef Nachio Nakanishi of Toraneko Bonbon, featured in Issue 18, "What's the secret to making delicious food?" he replied, "It's love. If you put your heart into it, thinking it's for someone, it's guaranteed to be delicious." That answer really made an impression on me. Of course, cooking is important, but doing something for someone special can change everything you do. I think this issue conveys that "love" for family, partners, and friends can be an opportunity to rethink your life.

--On the other hand, it's interesting that there are features not only on living carefully, but also on lazy belly buttons and lazy belly buttons.

I'm not preaching that we should emulate the lifestyles of the interviewees or be careful in every aspect of our lives, and of course I don't live a perfect life either (laughs). When we featured "lazy belly buttons" and "lazy belly buttons," we received a lot of very positive feedback from readers. Things like, "On busy days, make it a good day with instant noodles!" While there are many different types of lifestyles, I hope that this will give you an opportunity to reexamine your own.

The second half of the article will focus on the belly buttons of Ichida's life and how he connects objects with readers.