--- description: Lifestyle Strengths of the Past and Future title: Global Kigyo - TIME - Partner Content - Lifestyle Strengths of the Past and Future image: https://static.time.com/v3/assets/bltea6093859af6183b/bltc09d56877ffd9967/6a45cb37633802ff121b0f2b/ogawa_coffee_online_article_picture.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 --- # Lifestyle Strengths of the Past and Future  Japan’s manufacturing sectors, such as electronics and automotive, are well known for cutting-edge research and innovation. In the lifestyle field, from beauty and artisan coffee to jewelry, it’s just as important to look back at successful heritage as it is to move forward. According to business leaders in the multi-billion dollar lifestyle markets, customers seek reassurance of quality and tradition alongside modern tech advancements. Successful firms across these industries are working hard to balance the past, present and future. So Takamoto, president of makeup brush producer Hakuhodo Co., Ltd., believes craftsmanship and _monozukuri_, the Japanese tradition of prioritizing best possible standards and service, is even more important in the modern market. “In thinking about the future, I believe the concept of monozukuriand the value of craftsmanship will become even more important, as there is a unique strength in artisanal skill. The ability to create something with care and intention is a distinctly human quality that cannot be fully replicated by AI or automated manufacturing,” said Takamoto. “By leveraging that strength, we can create brushes not just as tools, but as instruments that enable personal expression. Above all, we strive to remain genuine in everything we do.”  _Credit: Clover MFG Co., Ltd._ At crafting and DIY equipment firm Clover MFG Co., Ltd., even though its traditional products help people enjoy time away from digital screens, the company has embraced DX (digital transformation) systems that have proven beneficial for sales. “There is a growing demand for handicrafts as more people seek to detox from digital gadgets. Increasingly, individuals are turning to activities such as knitting as a form of self-reflection, choosing to spend more time offline rather than in front of televisions or smartphones,” said President Tomoki Okada. “Younger generations are more digitally oriented, and some prefer online interaction over in-person engagement. In response, we have invested in e-commerce platforms, videos, tutorials, and other digital content. We can confidently say that we are among the leaders in scale in this area,” he added. For Nobutaka Imanishi, president of Imayo & Co., the company's heritage remains its greatest strength. "Our origin is in ornaments, which might be why it has been easier for us to launch the lab-grown diamonds," he said, adding that Imayo continues to "set an extremely high standard so the products will transcend time without fading." Meanwhile, as Yokohama’s Amano Corporation approaches its 100th anniversary, president and CEO Manabu Yamazaki says the company's journey has been one of continuous evolution. “’Evolution’ is a more appropriate word than ‘transition,’” he said, adding that "our values and priorities will remain unchanged." All over the world, artisan coffees and café culture have become synonymous with tradition, as customers seek out the best tastes and heritage-inspired products. Masanori Hoshino, president of Doutor Coffee Co., Ltd., believes people enjoy the social aspects of the beverages. “Japanese coffee culture wasn’t driven solely by consumer preference. It was shaped by the sheer number of cafés. These establishments functioned as modern community spaces, much like wells or fountains once did, where residents could gather and share information,” said Hoshino. “This remains fundamentally true today. I believe that is the enduring foundation of coffee culture in Japan. We also have a uniquely Japanese approach to brewing. Japan has embraced hand-drip coffee as mainstream. This, I believe, is quite rare among developed nations,” he added.  _Credit: Ogawa Coffee Co., Ltd._ Yoshinori Uda, president of Ogawa Coffee Co., Ltd., said companies like his must drive the industry forward while retaining traditional standards. “Consumers appreciate not only the cup itself, but also the stories and values behind it—origin, processing, roasting and brewing. What distinguishes Japan is not only the pursuit of quality, but the presence of deep respect behind it,” said Uda. “We must continue creating new value in coffee. We are working together to create something new, but we also understand that we cannot continue forever, so it is essential to train the next generation and pass on our philosophy,” he added. The same pursuit of excellence in standards can also be applied to the Japanese food and drinks industry. Kazuki Muroya, representative director and president of Nadaman Co., Ltd., is a firm believer in maintaining the core principles of Japanese cuisine. “Since 1830, we have remained committed to our founding spirit—that a long-established brand never fades and must always retain a sense of novelty. We believe our greatest mission is to pass on tradition to the next generation,” said Muroya.“Even in today’s modern dining environment, our foremost responsibility is to deliver these elements as the pinnacle of hospitality. While preserving core techniques, we must respond to changing consumer preferences,” he said. 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