Connecting Through Design: 松屋’s Regional Co-Creation

「In July, under the Matsuya Regional Co-Creation project, which connects traditional crafts and culture from across Japan to the future, we launched Hina Furoshiki, featuring all 30 of Kyoto's traditional kimono patterns reinterpreted in a contemporary style. This initiative, which sought to pass on to the next generation the Japanese aesthetic embodied in traditional auspicious motifs, namely gratitude for nature and the wish for the happiness of loved ones, made a significant contribution to promoting the rebranding of local production areas, industries and products nationwide as part of the management plan's strategy of expanding the circle through the regional co-creation business.」

「This project, which began with the signing of partnership agreements with Kumamoto and Kochi prefectures and now comprises 46 initiatives across 20 prefectures, attracted considerable attention in various quarters by combining social contribution and business activity while making maximum use of our location.」

「In July, we highlighted “Kissho Kaden KYOTO” greeting cards made with Tango chirimen silk woven in Yosano, Kyoto Prefecture, with related in-store décor.」

「In April, we also held the seventh edition of “Beautiful Mind: 毎日ひとつ私と誰かにいいこと” throughout the entire building, proposing ways of living geared towards a sustainable society. The event attracted considerable attention in various quarters through workshops and proposals for a range of products focused on Toyama Prefecture’s traditions and manufacturing, viewed through the lens of ethical values and sustainable living, with consideration for people, local communities, society and the global environment.」

「In the autumn, various products and events centred on sustainable living were coordinated with Kochi Prefecture, which has the highest forest coverage ratio in Japan, to coincide with the Forestry Agency’s “Wood Use Promotion Month.” By encouraging people to engage with nature, including wood and plants, the initiatives offered an opportunity to consider the future of local communities and society, as well as a sustainable society, from Ginza, attracting considerable attention in various quarters.」

「The project “Connecting through design: 松屋’s regional co-creation” has been launched. The project highlights traditional crafts, industries and culture from across Japan, rebrands them as content through “design” and “Ginza values,” and develops them into installations (store decorations), products and exhibition entries. The company’s unique regional branding business, including collaboration with Kuroishi City, Aomori Prefecture, and the conclusion of a partnership agreement with the DMO (destination management organisation) comprising 14 municipalities in the Tsugaru region, attracted considerable attention in various quarters by combining social contribution with business activities.」