We spoke to Noriko Ichida, editorial director of "Kurashi no Oheso," who launched the magazine and continues to pursue the navels of fascinating people, about the magazine, navel-style living, and connecting things to people.

--In the nine years you've been involved with "Kurashi no Oheso," has Ichida ever reexamined your own lifestyle?

When I was younger, I often chose things based on what others thought, such as brand-name or new items. Even when it came to tableware, I preferred to choose tableware made by artists. But now, I choose tableware that makes my homemade food, like meat and potato stew (lol), look delicious. I think it's fine as long as it makes me happy. But maybe it's because I've purchased so many dishes that I've reached this state of mind.

--It's fine as long as you're satisfied. Those are some comforting words. The "Heso-style Shopping Recommendations Exhibition," a physical store for "Kurashi no Nabeso" held at Isetan Shinjuku, is already in its third year. It seems the number of visitors is increasing with each event.

The event brings together shops and items featured in the magazine. When visitors take home something they like, it can spark new habits. Isn't that kind of fun? Since many customers are unfamiliar with "Kurashi no Nabeso," we displayed large panels introducing the magazine, the participating stores, and the items. They all read carefully. We were happy to see so many people spending a long time there.

-- Considering the magazine's readership, you'd think the majority of visitors would be in their mid-30s or older, but it seems the audience was quite diverse, ranging from young couples in their 20s to people in their 60s and 70s. What did you notice about their reactions? While the majority of attendees were avid readers of the magazine and people who love things, we also had couples in their early twenties who hadn't settled into a set lifestyle. When the exhibiting shop owners and artisans set up shop, they sell a lot. They care deeply about their products, so they explain them carefully, which helps customers understand and make a purchase. I think it was great that we were able to directly connect the shop owners and makers featured in the magazine with our readers in this way. [The long-awaited online store launches] The online store, which will open on September 24th in collaboration with Isetan Shinjuku, is a first for the magazine. Hoping to allow as many customers as possible to experience "navel shopping," the store will feature popular items from the magazine, including Yoshiko Takahashi's "Egyptian Salt" and accessories from designer Hiromichi Shimokawa's "himie" line. --This fall, "Kurashi no Nabeso" will also be available on the Isetan online store. What are your expectations for the online store?

When I travel to rural areas for interviews, I often hear people say, "I want the shops and products featured in "Kurashi no Nabeso," but they're not sold here," or "Tokyo is too far away..." Also, even though many mothers live in Tokyo, many have young children and are unable to go out freely. I'm excited that these people will appreciate our online shop. While shopping in-store may be ideal, it's more important to be able to acquire the things they want and bring joy to their lives by creating a "Kurashi no Nabeso." We also plan to expand our coverage beyond just selling products by providing more articles that introduce the background behind our products.

--Finally, please tell us about your "Kurashi no Nabeso" (Heart of Life)?

First, I always wake up at 6 AM and take a half-body bath. It's thanks to my morning bath that I was able to change from a night owl to a morning person. I also always eat the same thing for breakfast. Bread from "on the dish" in Yokohama, yogurt, tea, seasonal fruit compote, and homemade pomelo jam. Eating this set really calms me (laughs). Oh, and by the way, I heard about burning a scent in the entranceway while I was interviewing, so I added it to my "Kurashi no Nabeso" (Heart of Life). Many of the belly buttons are based on the concepts of delicious and pleasant.

[Ichida Noriko Profile]
After working as an office lady, she moved to an editorial production company and became a freelance writer. She has worked for many women's magazines, including "Kurashi no Nabeso" (Shufu to Seikatsusha), "Otona ni Natte Ukitai Clothes" (Shufu to Seikatsusha), "LEE" (Shueisha) and "Waraku" (Shogakukan). Her books include "Open the Door. A Small Gallery" and "Ichida Shokudo" (both published by Shufu to Seikatsusha).