#Japan #Tokyo #e-moer #Japanese Silverware #Shisha Culture

A Fusion of Tradition and Modernity in Shisha Culture

In recent years, shisha culture has been steadily gaining traction in major cities across Japan, particularly among the younger Z generation. The practice of indulging in flavorful smoke has transitioned into a popular trend, often combined with social gatherings devoid of alcohol. The increasing popularity of this smoke culture presents a fascinating intersection of traditional craftsmanship and contemporary lifestyle.

Enter e-moer, a company deeply rooted in Japan's artisanal traditions, particularly known for its high-quality silver accessories. They have launched JOEKR, a brand introducing handcrafted shisha mouthpieces designed by renowned Tokyo silversmith, Souko Kamikawa. This release includes two types of models—crafted from both silver and aluminum, with three unique designs to choose from.

Scheduled for a gradual release starting in June 2025, e-moer invites shisha enthusiasts to an exclusive event at the high-end shisha bar, DENSE, in Roppongi. Attendees will have the opportunity to experience these mouthpieces firsthand, making it an exciting occasion for those interested in personalizing their shisha experience. The event will take place on June 13 and 14, from 20:00 to 23:00, with no reservations required.

Shisha Market Growth: A Golden Opportunity

The global shisha market is estimated to reach approximately ¥341 billion in 2023, with predictions of expanding to around ¥449.5 billion by 2030, driven by an average annual growth rate of 4.20% from 2024 to 2030. In Japan, around 1,013 shisha locations were recorded by 2022, including 368 within Tokyo alone, signaling its establishment as a new cultural phenomenon.

Furthermore, urban shisha cafés and bars have become hotspots for interaction amongst foreign visitors and residents, serving as community-centered spaces that transcend language and nationality. These venues embody a third place lifestyle that brings people together over shared experiences, fostering cultural exchange.

e-moer's Innovative Approach to Personalized Mouthpieces

Recognizing the emerging trend of owning personal mouthpieces—an idea driven by heightened hygiene consciousness post-COVID—e-moer is at the forefront of this market. Traditionally, shisha was served in a communal style, but there has been a decisive shift toward individual mouthpieces. This not only ensures cleanliness but also transforms mouthpieces into coveted lifestyle accessories that allow users to express their unique styles.

The launch of JOEKR’s mouthpieces reflects e-moer's mission to intertwine traditional craftsmanship with modern sensibilities. Each mouthpiece serves as more than just a smoking accessory; it becomes a statement piece that resonates with the values of both hygiene and individuality.

Lineup of Unique Mouthpieces

1. Gekkou 99.9 (月光): Priced at ¥68,000, this mouthpiece is made from pure silver (Silver 999) and offers a direct connection to shisha flavors through its narrow draw. It weighs approximately 49.4g and is designed specifically for those with silver allergies.
- Material: Silver 999
- Dimensions: Length 7.0 cm, Width 1.3 cm

2. Hoshikuzu (星屑): At ¥55,000, this model can double as a silver necklace, featuring a wider opening to increase usability for all. Adorned with handmade diamond accents, it measures 5.0 cm in length with a total weight of 27.8g.
- Material: Silver 925
- Dimensions: Length 5.0 cm, Width 1.3 cm

3. Lustrous Cut (ラストラス・カット): An aluminum mouthpiece priced at ¥19,800, featuring a unique diamond cut and available in black, red, and blue. It showcases the perfect blend of portability and style for on-the-go users, weighing only 9.4g.
- Material: Aluminum
- Dimensions: Length 6.8 cm, Width 1.2 cm

Crafting Custom Mouthpieces

e-moer also offers fully customized mouthpieces, allowing enthusiasts to create designs that reflect their personal tastes. The process begins with a sketch proposal, followed by prototype creation using high-end craftsmanship honed through years of tradition.

Global Expansion and Future Sales Strategy

e-moer aspires to penetrate over 100 stores nationwide and extend its reach into Southeast Asia and the Middle East by the end of 2025. With the growing interest from foreign visitors, e-moer plans to enhance its partnerships with international buyers, paving the way for the export of this unique blend of Japanese craftsmanship and shisha culture.

By promoting an experience where traditional artistry meets modern lifestyle choices, e-moer stands proud in its mission to bridge generations and cultures through the allure of shisha.

For further inquiries about the upcoming experience and order events, please reach out to e-moer’s press office or visit the official website.