Introducing YOEN
2025-04-15 06:02:17

New Brand 'YOEN' Launches to Connect Urban Living with Nature

Introducing YOEN: Bridging Urban Life and Nature



On April 15, 2023, a new brand named YOEN was launched by Ien Corporation, aimed at connecting urban lifestyles with nature through innovative gardening solutions. This brand emphasizes sustainable living by offering original products crafted from environmentally friendly materials, launched in four distinct product lines.

The Concept Behind YOEN



YOEN pursues the idea of integrating gardens into contemporary living environments. It serves to redefine urban spaces with a focus on creating meaningful connections between people and nature. This initiative not only includes the sale of sustainable products but also offers space production for various settings, including commercial facilities and residential complexes. YOEN believes that a garden represents more than just plants; it enfolds an evolving relationship between humans and the environment. This brand is committed to ongoing innovation in fostering sustainable practices in both space and product creation.

Product Line Breakdown



1. Sustainable Materials Series



The first line includes products utilizing natural materials sourced from eco-friendly projects in Indonesia. Collaborating with the Balinese brand TAGA, YOEN strives to create new value from sustainably harvested rattan, rubberwood, and teak, among others. This line nurtures a sense of warmth and harmony between nature and daily life through its appealing textures and colors.

2. Traditional Technique Series



The Traditional Technique Series bridges the rich cultural heritage of Sumba Island in Eastern Indonesia, where the art of metallic weaving has flourished for generations. In cooperation with the artisans of MANAMU, each piece is carefully handwoven to create spaces that express the natural flow of air, fostering comfort for both plants and people alike.

3. Tosa Washi Series



Collaborating with the ancient craft of Hamada Washi, this series aims to adapt traditional Tosa paper-making techniques for modern urban living. The series features a range of plant covers made from rare Tosa paper, which offer flexibility for compact living spaces, allowing for easy storage and mobility when integrating a garden into daily life.

4. Loss Green PANECO Project



This innovative project employs recycled materials like plant trimmings from Loss Green, discarded clothing fibers, and wood flour from manufacturing processes. The Universal Horticulture Company, along with the centuries-old textile firm Moririn, collaborates with YOEN to create unique and beautiful upcycled products that celebrate individual character and changing textures over time.

For more detailed product descriptions, check out this link.

The Ota Castle Laboratory of Useful Plants



In addition to product development and sales, YOEN is also focusing on spatial production with its supervision of a new facility set to debut in winter 2025: the Ota Castle Laboratory of Useful Plants. This 4500-square-meter site will transform an existing herb garden into a vibrant space where visitors can connect with useful plants and their cultural significance, introducing various features such as seasonally inspired gardens and shops that enrich daily living.

Scheduled for a winter 2025 opening, the facility will feature a restaurant headed by Masaki Oda, known for Raw Sugar Roast, and a laboratory for exploring distillation, fermentation, and extraction techniques for food and drink development, alongside crafting original products from local plants.

Executive Commentary



Sato Morita, the CEO of YOEN, shared insights on the brand's mission stating, "In today’s urban life, where the essence of nature can often feel disconnected, YOEN is dedicated to recognizing and enhancing the bond between our living spaces and the natural world. The phrase 'Shindo Fujyu' signifies that human existence and our environment are interwoven and inseparable. We aim to provide wisdom and items that allow people to incorporate the beauty of nature into their everyday lives."

The intent is to position YOEN as a connector between urban living and nature, cultivating awareness of their interrelations and fostering a sustainable future.

For press images related to YOEN, please access this link,

About Ien Corporation


  • - Founded: June 2023
  • - Location: 5-11 Hakozaki-cho, Chuo-ku, Tokyo 103-0015
  • - CEO: Sato Morita
  • - Business Focus: Landscaping and product development
  • - Contact: info@yoen.co.jp


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Topics Consumer Products & Retail)

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