Ikigai by Yukari Mitsuhashi

Author:Yukari Mitsuhashi
Language: eng
Format: epub
Publisher: Octopus
Published: 2018-04-23T16:00:00+00:00

1. Rika Yajima

Founder of Japanese manufacturer aeru

At the age of 19, Rika Yajima’s strong interest in Japanese traditional crafts took her all over Japan as a writer for a magazine column, during which time she built up a network of artisans. Four years later, in 2011, she founded her company, aeru, a brand of traditional Japanese products for children aged 0–6 years old. She won the APEC (Asia-Pacific Economic Cooperation) BEST Award in 2017.

What is your ikigai?

My ikigai is to live, or aspire to live, in a beautiful world. ‘Beautiful’ can mean many things, including comfort and harmony, as well as something looking or feeling beautiful. In a modern world, it is a requirement for any product to be usable, but I wanted to go beyond mere utility and create products that are beautiful and comfortable as well as useful. Because by changing your bowl or chopsticks, your food could taste better. This is why I was drawn to Japanese traditional craftsmanship and why I started my company aeru. I have a desire to live in a beautiful world and all my decisions are geared towards making that a reality: that is my ikigai.

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