A man has started a new service in Paris that doesn't "sell things."

MIWA, which opened in Saint-Germain-des-Prés last fall, offers members the ancient Japanese art of "origata" as a gift-wrapping service. Unlike origami, which is a game, "origata" is a uniquely Japanese ritual with spiritual and etiquette roots. At MIWA, it's performed as a ritual, beginning with a sencha tea ceremony, followed by expert staff wrapping gifts brought in by members using washi paper and mizuhiki cord.

We spoke to Takeshi Sato of Lightning Co., Ltd., founder of this unique shop, about the goals of his business.


--What inspired you to start MIWA?

Originally, while working in advertising video production and product development, he became interested in new branding methods in the consumer goods market. Around the time of the Great East Japan Earthquake, I was involved with "More Trees," an organization launched by Ryuichi Sakamoto with the goal of revitalizing demand for domestic timber. I planned "TOUCH WOOD," a mobile phone made from domestic cypress. TOUCH WOOD was recognized not only for its design and functionality, but also for its significance in revitalizing the domestic timber market. My involvement in this project inspired me to promote the idea of not just promoting the value of the product itself, but also of valuing the stories and emotions embodied within it. --So MIWA is a business that sells "stories," not "products." Items brought to MIWA become unique "items" through the origata ritual, where the giver's feelings are imbued with them. This is similar to the concept of branding, similar to how international brands like Louis Vuitton have established themselves as brands thanks to their unique stories, including their history and traditions. However, in Japan, it has traditionally been believed that simply making good products will sell. This is why true brands aren't developing in Japan, and why Japanese products are losing their international competitiveness. It's precisely because of this that I wanted to create a brand from Japan. MIWA, which sells stories rather than products, can be considered a "branding experiment."
---What is a uniquely Japanese "story"?
Even though Japanese people could simply type "thank you," they take the time and effort to add characters and heart marks. It's not just about conveying a message; the act of taking the time and effort to select and send an emoji is itself a message, and the recipient accepts it whole.
---Why did you start MIWA in Paris?
Until now, people from other countries have enjoyed discovering differences between their own culture and Japanese ones in things like "geisha" and "ramen." But that was in the days when information was scarce. Today, for example, there are foreign otaku who join Japanese people in their passion for idols and anime. More and more people are seeking to understand other cultures, even down to their spiritual depth, and are actually able to do so. That's why I thought the best place for MIWA to be accepted would be abroad, especially in Paris, where the intellectual class gathers.

--What do you think is the key to the success of this business?

I started MIWA because I thought that in order to avoid becoming a follower in business, I had to do something new and different from what had been done before. I will continue to take on challenges in the future.