Located in the heart of Ginza at the Ginza 4-chome intersection, Wako boasts a clock tower that can be said to be a symbol of Ginza. Two years have passed since Kiyoko Niwasaki took over as Representative Director and President. During that time, numerous reforms have been implemented under her leadership. Shimamura Mio, Editor-in-Chief of Premium Japan and Managing Director of the Japan Culture Communications Organization (JCCO), spoke to President Niwasaki about "the future of Wako."

Shimamura　First of all, thank you for becoming a director of the Japan Cultural Communications Organization (JCCO). What made you decide to do this?

Niwasaki　JCCO's philosophy is "Bringing Japanese culture to the world." This is the source of my greatest empathy. What Wako is aiming for is similar to this, so I was hoping to be of any help. Also, the board of directors includes some interesting people. I was looking forward to interacting with them.

Shimamura　Did you get along with the board members?

Niwasaki　I went on a business trip with the directors to Grand Seiko Studio Shizukuishi in Shizukuishi Town, Iwate Prefecture, and had a very enjoyable time.

Ikuo Maeda of Mazda and Shigeo Usui of Panasonic are both designers. We were joined by the Grand Seiko design executive and a designer from Wako, so just listening to everyone discuss design was extremely inspiring.

"Wako" means passing on the light of Japan to future generations

Shimamura　Now, let me ask you about your company. Throughout its long history, Wako has supported and disseminated Japanese aesthetics and craftsmanship. President Niwasaki, how do you view the values ​​and spirituality that Wako has consistently cherished since its founding?

Niwasaki　To answer this question, we must go back in history to Kintaro Hattori, who founded the Hattori Watch Shop in 1881 (Meiji 14).

Niwasaki　Kintaro purchased a corner plot of land on Ginza 4-chome from a newspaper company and completed a watch shop complete with a huge clock tower in 1894. The following year, Hattori Watch Shop opened a new store on the same site and made it its flagship store.

There were plans to rebuild it, but construction was halted in 1923 (Taisho 12) due to the Great Kanto Earthquake. Many temporary stores and factories in Ginza were lost. Not only the founder himself, but the people as well, were devastated, but to encourage the city of Tokyo, a new second clock tower was constructed. It was completed in 1932 (Showa 7). This building remains in its original form to this day.

Whether it's this clock tower episode or the foundation (Hattori Hokokai) into which Kintaro invested his personal fortune in his later years, they give off a sense of a spirit of noblesse oblige found in Europe, something that seems to be for the good of society and the world.

Genzo Hattori, the second generation owner, took over the retail division of Hattori Watch Shop and founded Wako in 1947 (Showa 22).

Shimamura　Is there a reason behind the company name?

Niwasaki　Apparently, in the past, this building was used to hold exhibitions of crafts and fine arts called "Wako-kai." The second-generation owner, Genzo, felt a connection with the name and, with the approval of the members of the association, changed the company name to Wako.

"Wako" means "light of harmony," and I really resonated with the idea of ​​passing on the light of Japan to future generations.

"Japaneseness" is at the core of the brand's individuality

Niwasaki　Wako has always introduced products that represent the pinnacle of artisan craftsmanship and cutting-edge technology. Considering the significance of having a store in Ginza 4-chome, the heart of Japan, I imagine that the Hattori family, for generations, felt a sense of mission to share the wonders of Japan with the world. And that DNA continues to be passed down to this day.

With our store in Ginza, we welcome many international customers, and we feel that they have a deep respect for Japanese culture, hospitality, and craftsmanship. It almost feels like the Japanese themselves are unaware of this. This makes us realize that our stance of "spreading Japanese culture to the world" is something we must take seriously.

Shimamura　Mr. Niwasaki, you previously worked at Seiko's headquarters, where you were responsible for Grand Seiko's global strategy and also worked on corporate branding for the entire Seiko Group. Has your mindset changed since moving to Wako?

Niwasaki　I don't think much has fundamentally changed.

I had the opportunity to gain a variety of experience in branding work at Seiko, and what I felt while working on branding was that a brand is about differentiation and individuality. Whether it's Seiko, Grand Seiko, or Wako, the core of our brand's individuality is "Japaneseness," and I think that's something we should always have. Valuing individuality is the most unchanging aspect.

Shimamura　What has changed is that we have moved from wholesale to retail and the variety of products we handle.

Niwasaki　That's right. I think the way we think about things varies greatly depending on the price range, and the more luxurious the item, the more important cultural elements become. Wako in particular has always placed great importance on this aspect, and I believe it should continue to do so in the future.

The spirit of packaging and new change

Shimamura　While values ​​are changing at an incredible speed in many ways, it seems that there are many things about Wako that remain constant.

Niwasaki　Thinking from the customer's or recipient's perspective is one of the characteristics of Japanese thinking, and this temperament is deeply rooted within Wako. For example, when it comes to packaging, we do not use tape during the wrapping process.

When packaging a product at Wako, we first consider where the logo will be placed. Then, we seal the final part with a sticker, and then, just by removing the sticker, the wrapping paper comes off all at once, like the petals of a flower opening up. It's a really satisfying experience.

This is just one example, but we have always thought about how to make our customers feel truly comfortable.

Although it is not widely known, giving new bills as change is also a custom. In this digital age, fewer customers are accepting change, but we have continued to give out clean bills. I think this is connected to the uniquely Japanese custom of considering others.

Shimamura　Does everyone do that kind of training?

Niwasaki　There is no manual, and it is passed down orally. Apparently, you learn how to wrap things when you join the company. You also tie the mizuhiki string yourself.

Shimamura　It continues to carry on Japan's traditional hospitality culture.

Niwasaki　That's a good thing that hasn't changed at all. So, there's no talk of changing it or seeking efficiency. Of course, there are other areas where we are considering improving efficiency.

"Always one step ahead of the times" is our founding spirit

Niwasaki　On the contrary, something has changed.

Originally, the Hattori Watch Shop was a store that introduced the wonderful Western products that Kintaro Hattori discovered when he went to Europe to buy watchmaking machinery.

Some of the products were intended to convey the light of Japan to future generations, but they also served to introduce things like gramophones and Western tableware to people overseas. It was probably a time when Japanese people also had a strong desire to see the West.

We have inherited the founding spirit symbolized by Kintaro's words, "Always be one step ahead of the times," as an important part of our DNA. We make adjustments where necessary to adapt to the times.

So what we are thinking about now is exactly "introducing the good things about Japan to the world." That proportion is becoming stronger, and that may be an area where things are changing a little.

Symbolizing this change is the "Arts and Culture" area on the basement floor, which opened in 2024. It is a place for culture and people to interact. The exhibits do not necessarily only feature works by Japanese artists and creators, but also include exhibits by overseas creators who respect Japanese culture and Japanese manufacturing.

The light and airy space offers a selection of fashion, lifestyle items, crafts and art. We believe that this floor truly embodies the catchphrase "Amazing WAKO" and provides "surprises."

Shimamura　Has the demographic of your customers changed since you started Arts and Culture?

Niwasaki　It has changed a lot. We have seen a significant increase in people with a very creative atmosphere, as well as people who have never been to Wako before, and we are also seeing an increase in repeat visitors. I think a new change is that we have seen a significant increase in overseas customers. Perhaps a big factor is that we change the exhibits about once every three weeks.

Come to Wako for a luxurious experience

Shimamura　Now the next difficult question: what is the essence of luxury?

Niwasaki　Luxury is something that "stands the test of time." It's something that remains beautiful for years, decades, or even centuries.

Luxury isn't just about being expensive; it can also be about enriching your soul and making you feel excited. My marketing teacher once told me, "Luxury is a silly thing." Something that is a little surprising, or something that is pursued to the point of being silly, can also be luxury. So luxury is a very broad term.

I would like to create a trend where if people from overseas come to Japan, they can simply go to Wako in Ginza. Ideally, they would be able to experience Japanese luxury, receive hospitality, and see wonderful products.

Shimamura　Was changing the name of the Wako building to "SEIKO HOUSE" in 2022, which was Mr. Niwazaki's suggestion, partly motivated by this goal?

Niwasaki　I had a strong image of this place being the residence of the Hattori family. Since it's located in the heart of Ginza, I wanted to make it a landmark for disseminating Seiko culture, similar to the maisons of European brands.

Helping to preserve culture

Shimamura　Will there be any hospitality events in the future?

Niwasaki　At Wako, artists, creators, and designers are often present on each floor, allowing customers to shop while listening to the makers' thoughts and the stories behind the items. We believe this is also part of Wako's hospitality. It would be wonderful if Wako could become a place that connects makers with customers.

Shimamura　Wako has already inherited many things, but are there any traditional Japanese cultures that you would like to pass on to the future?

Niwasaki　Regarding Japanese culture, I would like to focus on central themes.

I would like to convey the skills of Japanese artisans, craftsmanship, the uniquely Japanese passion of makers, and the delicate Japanese hospitality. I would also like to convey Japanese customs and traditions. I would like to develop products that are linked to Japanese culture. I hope that those who hold these products will think, "Why do we throw beans on Setsubun?" or "Why helmets on Boys' Day?", and pass on the culture to the future.

I want to focus on handbags and jewelry.

Shimamura　Will the product lineup change in the future?

Niwasaki　We will carry both Wako original products and products from overseas brands, but we would like to increase the proportion of Wako brands. In particular, we would like to focus on handbags and jewelry.

Shimamura　Last year's Ashoka Diamond exhibition was great. The diamonds were created by William Goldberg, a prestigious New York jeweler.

Niwasaki　The event also featured a talk show by the grandson of Chiune Sugihara, who connected Wako with Ashoka Diamonds.

The theme was New York and Tokyo, so there was live jazz and we recreated a Prohibition-era bar in New York.
The food department prepared New York-themed items such as New York cheesecake, New York rolls, and Ashoka Diamond chocolate, and included plenty of content for customers to enjoy. The event was always crowded, and many people enjoyed it, making it a wonderful event.

The challenge is to increase the number of products that can only be purchased here

Shimamura　Are there any big goals you would like to achieve during your time as president?

Niwasaki　I would like to increase the number of events that allow people from Japan and abroad to have a variety of experiences. Creating that content is exciting and fun.

Shimamura　That's wonderful. You've probably made new connections with people in the industry that you never would have met before.

Niwasaki　My acquaintances have increased dramatically. For example, I've gotten to know many sake brewers. The other day I went to Higashikawa Town in Hokkaido and met a whiskey brewer and a woodworking furniture maker.

Recently, I discovered something interesting: there is a company called OKURAYAMA STUDIO in Shiroishi-Zao, near Sendai, that mines a stone called Datekanmuriishi and exports it all over the world.

It is a stone that contains a lot of iron, so when polished it shines black with a slight reddish tint. It is used as an art piece, for bar counter tops and sinks in luxury hotels, and as an art object. It all started when Isamu Noguchi took notice of it and started using the stone.

If I hadn't come to Wako, I probably would never have known about it.

Shimamura　The field is quite broad.

Niwasaki　Through Wako, relationships have been formed between creators, and more and more people have told me, "There's something fun about working with Wako." As a result, we've been receiving a lot more offers from creators.

I'm sure it's tough on the job site, but I'm having a lot of fun meeting all kinds of different people. It's like activating parts of my brain that I haven't used before. It feels like a different world is opening up to me.

Shimamura　How about the food industry?

Niwasaki　The food department has a manufacturing aspect to it, and I think it's very interesting that we can do everything from planning to sales ourselves.

There are many stories behind the truly delicious sweets and chocolates made by Wako, and I would like to gradually bring that information to light. I believe this is an area where there is still a lot of potential.

Last fall, we created a marriage between "IWA5," a sake made in a Japanese brewery by the head winemaker at Dom Pérignon, and Wako's "Chocolat Frais." Combinations that would normally be impossible are our specialty.

I think our biggest challenge is how to increase the number of products that can only be purchased here.

Shimamura　It's an ideal environment to have someone to plan it, professional creators to put it into shape, and finally someone to sell it.

I want to create a new business model

Niwasaki　What I want to do is to create a new business model.

We are a company that has a lot of control over things and is partially capable of manufacturing, so we can create a brand with our own efforts. I think that this is the most interesting part of this job.

Our pastry chefs, chocolatiers, and handbag creators all work very diligently on their creations, and it is a very rewarding job to bring these products to the world as a Wako brand.

Shimamura　It has great potential, so I'm looking forward to it. Finally, I'd like to ask you about the Premium Japan Awards, which are being organized by JCCO. What was it about this award that interested you?

Niwasaki　What we do as retailers is communicated from a very limited location, Ginza. However, as a media outlet, I think that communicating the best of Japanese culture to the world is something much broader. Even if we are saying the same thing, the methods we use are different. I'm excited to see it spread from Japan to the world, and I can relate to that.

Shimamura　Thank you. This is the first year for the award, so it's very important to continue it every year, as continuing it will help raise awareness. The ranks of winners will also increase, and I think it will take about 10 years. By doing this, I would like to turn Premium Japan into a brand.

Kiyoko Niwasaki

After graduating from the Faculty of Letters at Japan Women's University in 1986, she joined Hattori Seiko (now the Seiko Group) and was assigned to the Jewelry Division. In 2001, she transferred to Seiko Watch, where she worked in a wide range of genres, including product development and public relations. In 2018, she was appointed Director and Managing Executive Officer, responsible for global marketing for Grand Seiko. Since 2020, she has served as Managing Director and Managing Executive Officer of Seiko Holdings (now the Seiko Group), and Director and Managing Executive Officer of Wako, where she was responsible for public relations, corporate branding, and SDGs. In November 2023, she was appointed Representative Director and President of Wako.