From June 14, 2026, during Paris Fashion WeekOn July 7th, Lumine held its first ever pop-up event in Paris."Tokyo Sense."In this project, which aims to showcase the appeal of Japanese brands to the world,Andreas, a global buyer and retailerIn collaboration with global partners including Mr. Murkudis,It introduced Japan's unique spirit of craftsmanship, sensibility, and aesthetic sense to the world.At that venue, Lumine's President and CEOMr. Teruyuki Omote andMineaki Saito, Representative Director of the Japan Cultural Promotion Organization and advisor to Lumine,Japanese aesthetics and life values,Then they talked about their expectations for the Premium Japan Awards.It was.

Japanese culture that breathes life into everyday life

表　Lumine has always acted as a "Life Value Presenter," proposing a future that is half a step, even a full step ahead, for our customers. Rather than simply selling products, we want to be close to the lifestyles and values ​​of each individual customer, and deliver experiences that lead to excitement, courage for tomorrow, and energy. That is what we believe our mission is.

Therefore, for us, cultural dissemination is not simply about introducing traditional culture. We believe it is about proposing values ​​such as spirituality, aesthetic sense, consideration for others, coexistence with nature, harmony, and balance—which have been nurtured throughout Japan's long history—into things that can be enjoyed in today's life, things that people want to wear, and things that people want to use.

Saito　You're absolutely right. I believe Japanese culture isn't something that's imposed from above, but rather something that has been nurtured through daily life. The aesthetic sense, temperament, and way of thinking of the Japanese people live on in their everyday lives. So, it's not just things from the past that constitute Japanese culture; modern Japanese culture can also be found in the fashion that young people in Japan wear today and in the things they choose to live in.

I believe that the lifestyles and life values ​​that Lumine has proposed are directly connected to the evolving Japanese culture. Finding what is valuable in today's life and presenting it in a forward-looking way—that itself is, I think, part of the lineage of Japanese culture.

表　That's right. I believe it's important that these things aren't just for special occasions, but that they can be familiar to and enjoyed in everyday life. If you just show something good and say, "That's a good thing," it stops there. Culture and technology won't be passed on to the next generation unless they are translated into a form that people can use, wear, and enjoy in today's world.

Saito　It's the same in France. For example, Hermès is a fashion house that originally made equestrian equipment. In the 19th century, horses and carriages were the means of transportation, so discerning customers were particular about their equestrian equipment. They would make requests like, "I want the cords to be thinner," or "I want decorations here," and it was through these requests that their aesthetic sense and skills were honed.

We no longer live in an era where equestrian equipment is used on a daily basis. However, the techniques and aesthetic sensibilities behind it live on in the form of bags and leather goods. In other words, culture doesn't just survive by being preserved as it is, but by being transformed to suit the times. The same is true for Japanese craftsmanship; I believe it's important to propose traditional spirit and techniques in a form that is suitable for modern life.

It's only when you go out into the world that you truly begin to see Japan.

表　As I traveled the world, I came to realize once again that Japan possesses many things that are essential for the coming era. Coexistence with nature, meticulous craftsmanship, compassion for others, and a spirit of working for the good of society and humanity. These things may be taken for granted in Japan, but from a global perspective, I believe they are very fundamental and are values ​​that will be needed in society going forward.

However, Japanese people themselves often don't realize their own strengths. That's why I think it's important to go out into the world and let others see things through a global perspective.

Saito　That's absolutely true. Japanese people are surprisingly unaware of the high quality of the things they use every day. The details and beauty of the stitching on their clothes, the perfection of their tools, the meticulousness of their service—from an overseas perspective, these are all at a very high standard.

Having worked with Hermès for a long time, I've noticed that the meticulous craftsmanship that French luxury brands achieve at a special price point is something we in Japan enjoy as a matter of course in our daily lives. That's where the high quality of life in Japan lies. Even in fashion, we naturally wear items supported by the skills of local factories and artisans as part of our everyday lifestyle. I think this is something we can be proud of on a global scale.

表　I believe it's crucial to properly translate these Japanese values ​​into something relevant to the present era and connect them to business opportunities. Even those creating wonderful products are struggling with a lack of successors and a shrinking market. However, if we can present these products to the world in a way that suits modern lifestyles, there should be immense potential.

Saito　By going out into the world, creators themselves can realize the value of their work. If you only focus on customers in Japan, it becomes a matter of whether it sold or not. But when people overseas evaluate it from a different perspective, you realize that "what we're doing can be appreciated globally." From there, I think new possibilities open up.

From Singapore to Paris

表　Lumine's overseas expansion didn't suddenly begin with this Paris store. They already have a global flagship store in Singapore, and have been proposing lifestyle values ​​to the world from Southeast Asia.

Our expansion in Singapore has allowed local people to become familiar with Lumine, and this has created a cycle where, when they visit Japan, they say, "I want to go to Lumine." In other words, our overseas connections are leading to increased interest in and visits to Japan. We feel a great sense of accomplishment in being able to create this kind of cycle.

Based on that, we chose Paris as the next challenge. Paris is a place where creativity from all over the world gathers, not only in fashion, but also in art, design, food, and lifestyle. It is a city where people with keen aesthetic sensibilities gather, discover new things, and disseminate them to the world. How would Japanese values ​​be received there? This was a big challenge for us.

Saito　I believe choosing Paris is very significant. To convey the value of Japan to the world, we need to understand how Japan is seen through the eyes of the world, rather than simply showing it from a Japanese perspective and saying, "This is Japan."

That's where Andreas Murkudis's presence became crucial. He has run a select shop in Berlin for many years, and has seen high-quality items from all over the world, spanning fashion, design, and interiors. He has also visited Japan for a long time and has an outsider's eye to spot the good things about Japan that Japanese people often overlook.

表　Meeting Andreas was truly significant. He wasn't very familiar with Lumine from the beginning, but after meeting and talking with Saito, he became very sympathetic to what we were trying to do. He said, "This is something we should do. I want to help."

He has a deep understanding of the European market and keeps up with the best of the world. Within that context, he also has a profound appreciation for the strengths of Japan. Therefore, his perspective was incredibly reassuring as we worked to promote Japanese values ​​in Paris.

Saito　What's so great about Andreas is that he doesn't try to overemphasize Japanese culture. Japanese people tend to want to show this and explain that, but he selects only what truly needs to be conveyed and strips away the unnecessary. Through his editing skills, the charm of Japan actually stands out even more.

表　In fact, there were many things he pointed out that made me realize. For example, even something as simple as stitching or the finishing of a collar—things that we take for granted as being beautifully made—appear to him as something that "can only be done in Japan." Moreover, he was offering it not at an exorbitant price, but in a form that could be worn in everyday life. He taught me that there is great value in that.

This "tokyo sense" event wasn't just a pop-up showcasing Japanese brands. It was an attempt to edit and translate Japanese craftsmanship and aesthetics into a form that could be understood by people around the world. In that sense, I believe the combination of our experience in overseas expansion built in Singapore, the global stage of Paris, and Andreas's perspective was of great significance to this project.

The value of Japan as seen in Paris

表　Choosing Paris this time wasn't simply about expanding into Europe. Singapore is positioned as a base for expanding into the Asian market, and it's creating synergies with inbound tourism to Japan. On the other hand, Paris was less about the market and more about finding out how Japanese values ​​are perceived around the world.

This city is a hub where new values ​​from all over the world—fashion, design, art, food, and more—gather and are judged with discerning eyes. That's why I thought it would be incredibly meaningful to learn how Japanese craftsmanship and lifestyles are evaluated there.

Saito　I also think the difference is very significant. Singapore is a growing market, while Paris is a center of culture. Being recognized there will also influence how people around the world view Japan.

What struck me most about this pop-up shop was that Japanese craftsmanship isn't solely supported by a few famous designers. The skills and aesthetic sensibilities accumulated by local factories, small and medium-sized manufacturers, and artisans in rural areas are alive and well in our daily lives. The fact that people in Paris naturally accepted and highly appreciated this value must have been a great encouragement to the artisans themselves.

If you only look at Japan,We tend to think about things in terms of the market trends of the time. However, when we are recognized from a global perspective as having "unique Japanese appeal," we can see values ​​that we ourselves hadn't noticed. That experience will surely have great significance for the future of Japanese manufacturing.

表　What I realized again this time is that Japan still has a lot of value that deserves to be appreciated on a global scale. However, it's meaningless to just leave it at "that's nice."

In Japan, where the population is declining, it is essential to cultivate businesses that connect with the world. To achieve this, we must translate Japanese culture and technology into forms that can be used in modern life and pass them on to future generations. Otherwise, successors will not be nurtured, and history will stagnate.

We wanted to prove that possibility in Paris this time.

"Tokyo Sense" presents a unique worldview of Japan.

Saito　What impressed me most this time was that about 30 brands were gathered in one space.

While Japanese brands have held exhibitions overseas before, these were mostly individual company or brand presentations. I believe there have been very few instances where such a diverse range of brands have come together to present a unified Japanese worldview.

As I looked at each product, a shared set of values ​​emerged: the meticulousness, aesthetic sense, appreciation for nature, and attention to detail that are uniquely Japanese. That was incredibly refreshing.

表　That's precisely something Lumine has been working on in Japan for a long time.

Instead of simply showcasing a single brand, we curated and presented an entire lifestyle to our customers. We brought that same approach with us to Paris.

Smaller brands sometimes find it difficult to compete globally on their own. However, by bringing together brands with shared values ​​and presenting them as a single platform, the overall appeal and strength of Japan can be conveyed. That was the main aim of this "tokyo sense" event.

Those who actually visited the exhibition not only appreciated each individual product, but also sensed the Japanese spirit that flows beneath them. The sincerity, meticulousness, consideration for others, and harmony with nature—these qualities came through throughout, and they felt, "Wearing this would make me feel comfortable too." That was the most rewarding thing for me.

Saito　Another interesting aspect was that it was a completely different approach from "Paris Fashion Week."

Typically, brands that venture overseas compete with the goal of "being recognized globally." However, this pop-up store is different.

The idea is to have people wear and use the clothes naturally in their daily lives. The Japanese essence lies in that natural extension. That's why it doesn't feel forced. I think that naturalness reflects Japanese life and culture itself.

I felt that these kinds of messages have great significance not only for the French people, but also for the Japanese people themselves.

Seeing it appreciated overseas makes us realize anew, "We didn't realize our everyday lives had such value." It's like a reverse import of Japanese culture.

Sending messages to the world also provides an opportunity for Japanese people themselves to re-examine Japan. I believe that creating such a cycle is extremely meaningful.

表　Many people told us this time that they felt they got more than their money's worth. I think that's because it's rooted in the spirit that's common to Japanese craftsmanship.

In Japan, there is a spirit of "for the good of society and for the good of others," rather than a mindset of "as long as I'm okay." I often talk with local producers, and even when I say, "You could sell it for more," many of them say, "This price is fine."

It's not about anyone profiting alone, but about everyone supporting each other and continuing for the long term. That spirit is reflected in both the price and quality of our products. And the fact that the people of Paris sensed that gave us a great deal of confidence.

 The role of the Premium Japan Award

表　We decided to sponsor the Premium Japan Awards this time because we felt that it aligns very closely with the direction we are aiming for.

Japan possesses truly wonderful technologies and culture. However, many of these are being lost due to a lack of successors and shrinking markets, without being fully recognized. That is why I believe there is a need for a platform to rediscover these values ​​and share them with society and the world.

We, as a commercial facility operator, think the same way, and the Premium Japan Awards are putting that into practice from a different angle. In that sense, I really resonated with it.

Saito　I also believe this award has a role that goes beyond mere "recognition." Japan has many excellent things. However, Japanese people themselves are often unaware of their value.

It's often only when our work is recognized overseas that we truly realize, "What we've been doing has meaning." Creating opportunities for such rediscovery is surely an important role of this award.

表　That's right. In Paris this time, we were reminded once again that Japanese craftsmanship is fully competitive on a global level. It's important that we don't let this be a one-off event, but rather give back to the Japanese artisans.

I hope to become someone who can deliver messages like, "This is how the world sees you," and "So, be confident."

Saito　Culture cannot grow in isolation. There are creators, people who pass it on, and people who receive it. Premium Japan and Lumine, though in different positions, are both heading in the same direction in that they are trying to pass on Japanese values ​​to the future.

表　We are truly kindred spirits. Although our roles may differ, we share the common goal of "passing on Japan's values ​​to the future." I hope that this encounter will lead to opportunities to work together in various ways in the future.

To connect to the next 100 years, to 1000 years

Saito　I have worked overseas for a long time, and I believe there has never been a time when the world has had such high expectations of Japan as it does now.

Amidst numerous challenges such as environmental problems and social division, Japan's long-held values ​​of coexistence with nature and harmony with others offer profound insights for the world to come. This is not a religion or an ideology, but a culture that we have naturally inherited through our daily lives. That is precisely why it is so important to convey this to the world in a way that resonates with today's world.

表　I think the same way. In Japan, we have a saying called "sanpo yoshi," which means that the seller, the buyer, and society all benefit.

I believe we need to expand on this concept further and develop the idea of ​​"win-win-win" (benefiting all five parties). This means considering not only society and local communities, but also the future and the global environment. I think this perspective is essential for companies going forward.

Saito　The charm of Japanese culture lies not merely in its splendor. Reverence for nature, compassion for others, and an appreciation for harmony—these intangible values ​​naturally permeate our craftsmanship, services, and daily life.

I believe that people around the world are drawn to Japan because they sense that kind of spiritual culture.

表　Culture cannot survive simply by being preserved. It only truly lives on when it is used and enjoyed in today's life and passed down to the next generation. That's why we want to continue proposing Japanese values ​​within modern lifestyles.

I believe that this will lead to the continuation of Japanese culture for 100 years, 1000 years, and beyond.

Saito　This challenge in Paris is just one step in that long history.

表　It may be just one step. But that one step will lead to someone's future. Japan still has countless values ​​that should be shared with the world. Carefully conveying each of them and passing them on to the next generation—I believe that this accumulation is what will create the future of Japanese culture.

表 Teruyuki　Teruyuki Omote

President and CEO of Lumine Co., Ltd. He joined East Japan Railway Company in 1988. After being seconded to the Imperial Hotel, he was involved in station development and commercial facility projects at JR East, including the development of "Gransta" at Tokyo Station and the Kinokuniya business. After serving as Senior Managing Director of Lumine, he assumed his current position in 2023. Under the philosophy of "the Life Value Presenter," he is promoting initiatives to disseminate the value of Japanese lifestyles and culture to the world.

Mineaki Saito 　Mineaki Saito

Representative of Scenery International. After graduating from the Faculty of Arts at the University of Paris 1, she joined Hermès International after serving as the head of the Mitsukoshi Paris office. In 1998, she became president of Hermès Japon, and in 2008, she became the first foreigner to serve as vice president of Hermès headquarters, before leaving the company in 2015. She was awarded the Chevalier of the National Order of Merit of the French Republic. She is also the representative director of the Japan Cultural Promotion Organization.