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 Akira Ito, president of Ginza Itoya, a stationery specialty store that sells carefully selected products from all over the world, from notebooks to high-end fountain pens.
What is Itoya-like? Share the path you are aiming for with all employees
The building on Ginza's main street with a red paper clip as its landmark is Ginza Itoya. In 1904 (Meiji 37), the first generation Katsutaro Ito opened a store in Ginza that sold Japanese, Chinese, and Western stationery. For 120 years since then, if you go there, you'll find a selection of domestic and international masterpieces, including original products such as beautiful cards ordered from all over the world, high-end fountain pens that fit perfectly in your hand the more you use them, and design and craft supplies. Its name is well known not only in Japan but also overseas.
"However, even though we have a long history, when I joined the company, there was no company policy or philosophy that expressed the company's policies."
Mr. Ito joined the company in 1992. In preparation for the 100th anniversary of its founding in 2004, the company formulated a philosophy to clarify its goals, but says that it was somehow unsatisfactory.
``I thought it would be a philosophy that would apply to any company, even if it's not Itoya.If that were the case, the philosophy would be meaningless.It conveys the 'Itoya-ness' so that everyone at Itoya can move in the same direction.'' I felt like it wasn't."


After graduating from university, he studied industrial design at an art school in the United States. From that experience, he also designs and illustrates his own products.
He then became president in 2005. In the same year, when deciding on the building concept for the Ginza main store renovation, he thoroughly discussed within the company, "What is Itoya?" The results were compiled into a booklet called ``Itoya-ness''.
Itoya's mission is to make creative moments more beautiful and comfortable, and we have formulated our values and vision in easy-to-understand terms. "I created every word of the text inside the company and distributed it to all employees. I still use it while revising it." By putting it into words, Itoya's direction became clearer, and all staff members were able to share the Itoya-ness, and the concept of the store was solidified based on this philosophy.


The "Itoya-ness" that all employees possess. Based on mission, values, and vision, Itoya's approach is spelled out in easy-to-understand terms, and serves as a guideline for everything from product planning to code of conduct.
Decided to break away from being centered on things. Giving time and experience to our customers
Itoya's vision for the store is ``a store where you can come every day and feel comfortable, smile, and get new inspiration.'' To this end, the company made the bold decision to drastically reduce the number of products it handles from 15 items to about one-third.
"Until then, for our customers, Itoya was a place with a lot of things. So, at the beginning of the renovation, we had some customers who didn't meet their expectations, and to be honest, we had a hard time. However, at that time, PCs had become widespread in society, and We also knew that stationery was no longer being used, so we realized that we couldn't make the most of our stores by doing the same things we had been doing. We had a place called ``Ginza'' that would be irreplaceable.''
“Then, we decided to consider how we could make use of this wonderful land.We decided that it was important to make use of the place, not the things, and to make sure that people could spend a comfortable time in this place.”
Taking advantage of the renovation, we have set up a cafe on the 12th floor as a place to spend time and not just shop, and a drink stand mainly selling lemonade on the 1st floor. While many stores in Japan prohibit eating and drinking inside, Itoya allows you to browse the store while having a drink on the first floor.
``It would be fun to go shopping with a drink in hand.Of course, at first there were many objections within the company, such as, ``It would contaminate the products'' and ``What should we do with the garbage?''But they said, ``We'll take care of the garbage.'' If we just keep an eye on our customers, we can solve the problem.In the end, we've had almost no problems, and we still offer a variety of original recipe drinks."


Cards from Germany's Gmund, a paper manufacturer also used for luxury brand boxes, come in 48 colors. There are also services that allow you to stamp letters or messages with foil.
There is also a ``Write & Post'' space on the card and stationery floor where you can write messages on the spot, purchase stamps on the spot, and drop them in the mailbox.
``Even if you buy a card, it often ends up being just the same because you don't have stamps or there's no mailbox nearby.'' You can find your favorite card and send it as is, expressing your feelings of wanting to write a letter to someone. That's what I wanted to do.''
The design of the Itoya original stamps sold here was actually drawn by President Ito. In addition, many of the illustrations for original products, such as the covers of children's sketchbooks, are created by President Ito. "When I'm designing, I'm the designer, not the company president. There are deadlines, and I have to listen to the intentions of the employees in charge of the product, so it's tough (lol)."


Itoya original stamp designed by Mr. Ito. You can purchase it at “Write&Post” on the 2nd floor of G. Itoya.
There is also a meeting space and a vegetable factory. “What I want to do” instead of “I can’t”
In addition, the HandShake Lounge, a space on the 10th floor that can be used for meetings and events, has also opened. The high-quality business space uses Swiss Vitora furniture and has a terrace overlooking Ginza Street, which is said to be frequently used by nearby luxury brand companies.
Regarding the way he approaches his work, he says, ``If you start with things you shouldn't do and things you can't do, you'll feel blocked and have a narrow perspective.Instead, I've been increasing the things I want to do and the things I can do.'' One example of this idea is the vegetable factory inside the building, which has attracted attention as a unique initiative.
"When we decided to open a cafe, we wanted to make it so people could eat lots of vegetables, like salad bars in America. That's why we decided to make it in-house so that it wouldn't be influenced by market prices." Leafy vegetables such as lettuce are grown in a hydroponic vegetable factory. Customers can also observe through glass, and harvested lettuce and other vegetables are served at the cafe.
The store is a theme park. Supported by staff who embody the philosophy
Another thing that Itoya values is customer service.
``If you just want to buy things, you can do it on an e-commerce site.In order to have a comfortable time, it is important to have a conversation with the customer.We will find out what the customer is looking for, or if this store will help them find a new way to experience stationery.'' I would like to be in a position where we can find what each person needs together."
Having staff who understand our vision is what gives us the ability to experience Itoya's uniqueness.
"A store is like Disneyland. Even if you can't ride a ride, you'll want to come back to ride it. Even if you don't buy something today, you'll be excited that there might be something new next time you come.Ito I also tell my employees that the store should be that kind of place."
In fact, the idea for the vegetable factory came from an experimental farm I saw at Walt Disney World in Florida, USA, when I was studying abroad in high school. Furthermore, when we previously asked customers who Itoya's competitors were and how they would compare it, the most common answer was "Disneyland." It can be said that Mr. Ito's thoughts are definitely being conveyed to the customers.
"You can go to Itoya as many times as you want, and you can use the things you buy to make your life more convenient and fun. I even think it might be more fun than Disneyland (lol)." .


"My emblem" is stamped with foil on Gmund's 48-color cards. This emblem was designed by Mr. Ito.Mr. Ito reportedly aimed to get a job at Walt Disney Imagineering, which designs and designs theme parks, while studying abroad in the United States.
Aesthetic standards are timeless
What is Itoya's selection criteria for the products lined up in its stores?
``The most important criterion is that it can be used for a long time.The quality of the materials and manufacturing precision are high, the design is timeless, and even if it breaks, it can be repaired. I value the fact that it can be used over a long period of time.For example, I love my Apple Watch, but no matter how much I use it, I think it's a great product because of the nature of the product. But this is not something Itoya handles."
It's not just about whether it's expensive or not, it's about whether or not it's something that the person can feel attached to. They have a ``Note Couture'' service where you can actually create your own original notebook by combining the cover and inner paper of your choice, and you can also watch fountain pen repairs performed at the store. Rather than just selling or buying, Itoya proposes ways to encounter and purchase stationery.
Together with the future of Ginza, a unique place
In addition to his role as president, Mr. Ito also serves as vice-chairman of the Ginza Street Federation, and is also focusing on the development of Ginza.
“There are many luxury brand stores in Ginza.However, in France, the brands that can call themselves luxury brand maisons are those that plan, develop, manufacture, and even sell their own products.Currently in Ginza, There are only a few Japanese confectionery shops that are able to do this, and I think this is a weakness of Ginza today, so that it can continue to exist as a unique place. I think we can do more as a maison.To do that, we at Itoya would like to increase our original products."


In 2007, it expanded to the United States. Under the name "topdrawer," it currently has 11 stores in locations such as San Francisco, Los Angeles, Chicago, and Boston.
The founder, Katsutaro Ito, who is Mr. Ito's great-grandfather, traveled around the world for seven months to learn about the stationery situation in Western Europe during the Taisho era, when overseas travel was still not common. Itoya's curious thinking and unique aesthetic eye must have been his charm. Now, Itoya continues to offer special experiences to visitors, flexibly adapting to the changing times.
Not something that can be found anywhere else, but something that can only be found here. This DNA of curiosity will continue to be passed down to the future of Itoya.
Akira Ito
Born in Tokyo in 1964. After graduating from the Faculty of Law at Keio University, he studied industrial design at Art Center College of Design (USA). After graduating in 1991, he joined Itoya Co., Ltd. in 1992. He has been in his current position since 2005.
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.
Photography by Toshiyuki Furuya
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