This is an executive interview conducted by Mio Shimamura, CEO of Premium Japan, featuring executives from companies with unique brand stories. Through the products and services they create, as well as their corporate philosophy, we will unravel the essence of the ``Japanese sensibilities'' and ``Japanese aesthetic sense'' that their brands express. This time, we spoke to Hidekuni Kuroda, the president and representative director of KOKUYO, which opened the work style experiment site ``THE CAMPUS'' in Tokyo this year and proposes new value in work styles.

A 100-year-old company is the result of steady work.

Zentaro Kuroda, the founder of KOKUYO, opened Kuroda Hashibo Store in 1905. KOKUYO started out manufacturing covers for Japanese-style ledgers and has developed a business that supports businesses based on paper products, but its founding spirit was ``to be useful to the world through our products.''

``It has been our belief since our founding that even work that people dislike can turn into a business that is useful to the world if done properly.The stationery and office furniture that KOKUYO produces are for BtoB use, consumables, and flashy products. It's not a product.However, we put ourselves in the customer's shoes and provide products of good quality at an appropriate price.I think this repetition has supported KOKUYO as a company.''

THE CAMPUS, a facility that embodies KOKUYO's future

KOKUYO went beyond products and established ``THE CAMPUS'' by renovating its office in Shinagawa, Tokyo, as a new ``testing ground for new ways of working.''

“As the world changes, the way the office works is changing rapidly.It is not only a place to work, but also a place to live, and it does not have to be the same place every day.Also, the way you work is changing, and you can improve your work and life. From the idea of ​​a work-life balance that harmonizes with life, to a work-life mix that eliminates the boundaries between work and life.With this in mind, KOKUYO, which has been creating office spaces, created this in order to explore the value that will lead to the future. This is ``THE CAMPUS.''

The concept of "THE CAMPUS" is "an open area for everyone to work and live." Its unique feature is that it is open to the city. You can freely use the large outdoor space with a deck, and enjoy a variety of foods from the daily rotating kitchen car. The facility also has a shop where you can try out new products, a coffee stand, and an area where you can relax or work at your desk, creating a space that can be used by not only business people but also local residents.

“When looking to the future, I believe that what KOKUYO should focus on is not things, but things. For example, stationery means thinking about how people learn, and offices means thinking about ways of working. Through products and spaces, KOKUYO will help customers We provide support to help customers solve their problems and achieve their goals.To do this, we create a place where we can experience the experiences of our customers together, and where we can research and propose future ways of working and living. I wanted to create a

Additionally, a portion of the upper office floors are designated as "live offices" where employees can experiment and practice advanced work styles and share them with customers.

``I think there are various issues within the company, such as poor communication within the department and a lack of innovative ideas.We set these issues and asked ourselves how we can use the office to change the way we work and improve the company. We are introducing these processes and solutions in the form of an actual office.What is particularly new about ``THE CAMPUS'' is that for the first time, we are considering an office as a city. We want this to be a place of experimentation, especially in this day and age where diversity is accelerating.”

From things to things. And the power that space gives

After joining KOKUYO, President Kuroda's first job was selling office furniture.

"At first, it was difficult to sell. Of course, if we simply lowered the price, we could sell more, but that would just be a cheap sale. After thinking about it, we decided on what the layout of the office should be before selling the furniture. I started thinking about what kind of work style the customer wanted and then making proposals.One day, I decided to go to a presentation of a new product from the company that designed the office. The person in charge of delivering the furniture looked at me and thought, ``I was in charge of this company's office, so maybe I could have played a part in the development of this new product,'' but I felt that way. That's when I realized that building an office has more value than just selling something, and it's not just about cheapness or durability, it's also about how you can work with it. From then on, I began to think that building offices was about helping customers realize their goals and solve their problems, rather than selling things.

Another turning point was my involvement in hotel renovation projects such as the chapel at Tokyo's Chinzanso, Kyoto Anteroom, and Hotel Kanra.

``Unlike the design of an office, which is systemized in a sense, the hotel world is one where changing the design can make a big difference in profits.More than efficiency, you have to create a feeling that makes people want to come there.It motivates people. This made me realize that design and aspects that appeal to the senses are very important.However, the same is true for offices.The actions of the people who use the space will determine the profitability of the space. I learned firsthand that power is very powerful.”

So far, we have collaborated with many designers such as Nendo's Oki Sato and the creative unit KIGI, and this is because we want to provide a great stimulus to our in-house designers.

"From what perspective do we create things? How do we solve the customer's problems? External designers come up with ideas that we have never thought of before. But they say, 'You can't create something like that with office furniture, right?' Even though I'm a designer, I think it's a great source of inspiration.''In fact, some of our employees have even won the Newcomer Award from the Japan Graphic Designers Association (JAGDA). It's working.

In fact, everything about ``THE CAMPUS'', from planning to marketing, interior design and graphic design, was handled by KOKUYO employees, except for the construction.

"I think it was an opportunity to develop the creativity of our staff, including our in-house designers, and to introduce that power to our customers. Although it may have been more of a burden than a challenge for the employees (lol)."

1The essence of manufacturing that lives in the notebook

At the same time as this new attempt, the notebook ``Campus Note'' has been a best-selling product since its release in 1975, and currently sells 1 million copies a year.

``It's a blessing to have such a large number of sales, but it's no good just trying to sell numbers.You'll lose focus on what you're making notebooks for.It's just one notebook, but... We pay close attention to the binding and opening methods, and we have a paper company make paper specifically for campus notebooks so that they are easy to write on, no matter what writing instrument you use.''

Recently, we have released a new series, PERPANEP, which has three types of paper texture: smooth, smooth, and rough. ``You can choose not only with a design in mind, but also with a purpose and feel in mind.We want to pay attention to those aspects as well.'' Kuroda says that this is similar to Japanese manufacturing.

``As with Japanese architecture, it is created with an eye to the experience and sensation that the user will have.Even if it is simple, attention is paid to every detail, and the message is that they want people to use it and feel like this. I believe that this is embedded in Japan's aesthetic sense, and also in KOKUYO's manufacturing."

Ideas come to you, you organize your thoughts, and school becomes more fun. One notebook can create a variety of experiences.

``For example, when you write a title or name on the cover of a new notebook, you feel a sense of tension as you renew your feelings.Today in Japan, we have been able to create such moments for our customers 1 million times. I want to never forget that feeling and continue making things."

KOKUYO's source is overflowing creativity

At the same time as THE CAMPUS opened, KOKUYO announced its long-term vision for 2030. We have shifted to management from a sustainable long-term perspective and have taken the first step toward transforming ourselves into a collective that continues to generate business. The new corporate philosophy is "be Unique."

``If we rely solely on the assets that KOKUYO has accumulated over the years, such as stable quality, a wide variety of products, and courteous service, we may not be able to create new value. It is important that uniqueness shines even more, and I want to be a company that supports this.To achieve this, I believe that KOKUYO must change significantly. Both office furniture and stationery are tools to enhance the creativity of our customers.In order to become a company that supports a world where individuality shines, we would like to take on the challenge of increasing our own creativity and creating new value. thinking about"

New value created in a place open to the city

Shinagawa, where ``THE CAMPUS'' is located, is undergoing further redevelopment, with a Linear Chuo Shinkansen station scheduled to open in 2027.

“Changes in the city are also a big opportunity. I would like to use this place to research what kind of work styles will emerge.For example, we may set up an incubation office or shared office. , we would like to continue to build with the times and contribute to the local community by serving as a place to connect with people who work and live in this area.''

On this day as well, at THE CAMPUS SHOP, parents and children tried out newly designed stationery with drinks in hand, business people opened their PCs on the terrace deck, and children's laughter echoed in the open space. Nowadays, society, cities, and people's values ​​are undergoing major changes. KOKUYO will continue to propose new value to people, as ``THE CAMPUS'', which opens in this city and opens the hearts of workers and residents, shows the future.

Hidekuni Kuroda

Born in Hyogo Prefecture in 1976. In April 2001, he joined KOKUYO Co., Ltd., and after serving as corporate sales manager in the furniture business, general manager of corporate planning, and representative, he became president and representative director in 4. In February 15, he announced his long-term vision and renewed his corporate philosophy.

Mio Shimamura

Representative and publisher of Premium Japan. After working at a foreign advertising agency, he held positions in charge of marketing and PR at top brands such as Walt Disney, Harry Winston, and Tiffany & Co. In 2013, he founded Russo Co., Ltd. He handles PR for various top brands. Because his parents' home was an environment that taught Japanese culture such as tea ceremony and kimono dressing, he acquired the business rights to Premium Japan in 2017 and established Premium Japan Co., Ltd. in 2018. Appointed to current position in 2019 due to business alliance with Amana Co., Ltd.