#Japan #Tokyo #Self-Expression #Corporate Identity #OSAJI

OSAJI's Journey Towards a New Identity

As OSAJI, a brand renowned for its sensitive skin products, approaches its 10th anniversary in January 2027, the company has initiated a significant project aimed at redefining its brand identity. The mission behind this endeavor is encapsulated in the newly crafted corporate message: "Life is Dramatic, the World is Romantic."

OSAJI's journey began in 2017 with a clear vision of promoting a skincare lifestyle that honors health and beauty. In preparation for its monumental anniversary, the company has conducted a series of workshops focusing on the theme: "OSAJI's Role, Our Future". These workshops have encouraged employees to engage in dialogues about the core values of the brand, fostering self-reflection and mutual understanding.

An immersive visual representation of this message will be unveiled on February 10, 2026, alongside a special invitation-only event at Kanda Myojin Hall in Tokyo. Approximately 300 stakeholders, including staff, partners, and clients, will experience engaging performances by dancer Yurinasia and violinist Shuntaro Tokita. This event aims to provide an experiential journey into the OSAJI universe through food, scent, and sensory engagement.

Rethinking Existence: A Collective Dialogue

Over six months, OSAJI staff participated in dialogues that began with personal understanding and expanded to collective insights. By forming a special committee comprising members from various departments, OSAJI examined what it takes to evolve as a brand. Workshops were designed to help each team member articulate their values, creating a foundation for mutual understanding.

Through this collaborative process, participants shared their perceptions of the words "Dramatic" and "Romantic", refining their interpretations through discussions that highlighted differing perspectives. This continuous dialogue sharpened OSAJI's clarity about its societal contributions and helped shape the new corporate message and philosophy.

The Impact of Self-Expression

The formulation of OSAJI's corporate message is closely linked to the personal experiences of the company's director, Masakazu Shigeta. He has been actively involved in local educational initiatives in his hometown of Gunma, where he teaches elementary school students about creativity. During one such class, when asked whether they favored a market-driven or creativity-driven product approach, nearly all students responded affirmatively in favor of the latter. This revelation highlighted the importance of nurturing inherent creativity in the next generation.

At the same time, Shigeta's daughter faced her own challenges, feeling disconnected from her surroundings until she discovered the transformative power of makeup. Realizing she wanted to learn more about self-expression through cosmetics has enabled her to reconnect with herself and the world around her. Observing these two events solidified Shigeta's belief in the life-changing power of self-expression, which he wants to continue passing on to future generations.

The Exclusive Event: OSAJI Corporate Message Exhibition 2026

The exhibition on February 10, 2026, will facilitate a deep connection with OSAJI's past, present, and future. Held at Kanda Myojin—a site rich with historical significance—this event underscores the brand's origins. The name "OSAJI" relates to the concept of using a spoon, symbolizing care in crafting remedies in the Edo period. This context enhances the significance of sharing OSAJI’s new message in a space synonymous with nurturing.

Attendees will enjoy an evening filled with live performances and a profound reflection on OSAJI's vision. Shigeta will share insights from the workshops, complemented by the premiere of the corporate video that captures OSAJI’s new identity. The atmosphere will blend sound, movement, and visuals, allowing participants to experience the brand’s ethos through all five senses.

Looking Ahead: Firm Commitment to Core Values

As OSAJI gears up for its 10th anniversary, the focus will remain on expanding its vision rooted in principled brand management. The brand aims to continue guiding consumers in self-expression through its range of skincare products. This dedication reflects OSAJI's mission to ensure that everyone feels empowered to explore their drama within life's narrative—a pursuit that the company believes enhances the world’s romantic qualities.

In conclusion, OSAJI sees its role not only as a skincare provider but as a facilitator of individual stories. Through thoughtful engagement and a commitment to personal expression, the brand hopes to share a future where every individual can discover their unique selves. This mission connects deeply with the desire for a society that feels just a bit more romantic, inviting all to partake in the artistry of self-expression.