Nippon Scape

One day in early summer, I got a summer gift in the mail from my friend Hiroshi Ozawa, and not long afterwards, he gave me a call. Ozawa is a father who works as a programmer while also enjoying a hip urban lifestyle. He was born and raised in East Tokyo. A kid from the rough side of town. “I sent you some soap a little while ago; did you get it?” “Oh, that stuff packed like an old-fashioned milk carton. It’s nice. I forgot to thank you for it. I know you called me, but thanks.” “What’s this “thanks” stuff? It’s alright. Oh, but, this company, why don’t you go interview them?” “An interview? That sounds good. By the way, where is this company? Sumida-ku? Ah, Sumida-ku. The workingman’s side of town. There’s a soap factory there, eh? Sounds interesting… All right! I’ll go check it out!” I got caught up in the excitement from our conversation and decided to go and do some research for an article, and that’s what you’ve got before you now.

Miyoshi Factory Soap

There’s a factory-direct soap company

Called Miyoshi Factory Soap.

The humble packaging

Is like design that hasn’t been designed,

It just feels good. On their website, it says

“The soap is the star” which is why the packaging is simple,

and it also says “buy a bottle on your own.”

They really seem to have a strong sense of their own style.

The manufacturer of this soap is Miyoshi Soap Co., Ltd.

The person who came up with this soap is the marketing director, Itsuro Miki.

He’s the third generation at the company.

“Soap is not something you sell, it’s something you tell.”

He speaks words that he’s inherited from those before him.

His voice gets particularly loud when he says the words

“Heart and soul.”

It may seem like a cliché these days,

But he is talking about real “heart and soul.”

You could call it “heart and soul, with heart and soul.”

That’s how strongly, and how positively,

Mr. Miki expressed that phrase, “heart and soul.”

You really can make a business succeed with heart and soul.

“At our company, we place great importance on

heart and soul, by which we mean the heart and soul of the craftsman.

Is that any way to make a business suceed?

Sometimes people ask us this.

As a matter of fact, it can succeed. (laughs)” (Marketing Director Miki)

Mr. Miki makes this assertion.

In these times, you don’t hear such a thing too often.

In other words, “Good wins out in the end!” is what he’s saying

That’s the kind of thing a lot of people need to hear.

Especially during this recession…

Why, it seems to be the accepted popular opinion that

“In order to succeed in business, you’ve got to be cruel!”

Well, you must admit, there is a certain

“Aesthetics of Evil” that people weave into their personalities,

a bad side that pops in and out of hiding…

But you bet if you’re surrounded by people like that,

It’s pretty boring, or maybe just a turn-off.

I don’t think I’m the only one who feels this way.

Miyoshi Soap has been selling soap for nearly a century. 90 years to be exact.

Currently, the company is on the same premises as Tamanohada Soap Co., Ltd.

They are affiliate companies, so

I imagine they help each other out.

A mutual agreement to help business along.

Grit and Style

A short trek from Ryokoku station,

The company exudes an air of “working class Tokyo.”

The old-ish yet sturdy building

Has a nearly antique feel to it.

All these elements reach the senses as images, scents, and sounds,

Creating a wonderful harmony.

But the amazing thing about this company,

Isn’t just its old classic element.
I once visited a Tohoku area soap factory, and it also had this delightful handmade air,

But in comparison, the difference is the size of the enterprise and the level of style.

Even so, that Tohoku soap factory

Has another, down-home kind of goodness to it.

But if you want to understand the stylish aspect of

Miyoshi Factory, I’m sure you’ll understand immediately if you

Take a look at the company’s website.

Miyoshi Factory

See?

The atmosphere inside the factory is bubbling with the energy of the working man,

But the website is stylish and cool, giving the viewer a certain sense of longing to bring just a little of that cool into his own life.

A brilliant combination of style and workmanship!

(Though I’m afraid that phrase itself is not so stylish.)

I have personally interviewed a huge variety of craftsmen,

But there are very few companies out there who are able to

Both “tell something” and “make something”

In a way that makes a lot of people happy.

Yes, speaking of style, the Miyoshi Factory Soap’s

Triangular tetra-pak design was in fact

Designed by a name well-known in the industrial design world,

None other than Fumie Shibata.

And Masaaki Hiromura worked on the graphics.

For those in the know, this is a truly gorgeous combination.

However, the person who had the idea to ask these two people,

Itsuro Miki, might just be the most gorgeously inspired of all.

There’s nothing special here?

A series of connections had brought me to this company.

I had to take this rare opportunity

And ask a few questions.

So I started in,

“Exactly what led you to arrive at the designers you chose like that?”

“You had been living in New York, and as a designer yourself! Well, that career must have had an influence on you somehow I imagine?”

“What’s it like being born into a soap maker’s family?”

“Were you influenced by your father at all?”

Shamelessly serving up volley after volley of questions, sadly, is an affliction that comes with my profession.

And the response,

“There’s really nothing special here.

I was just doing things the normal way.

I’m no different than anyone else.

There’s nothing special here.” (Marketing Director Miki)

Oh, now I’ve gone and put my foot in my mouth.

This is the workingman’s town, and the sheer character of the place

Is to take great care to maintaining an aura of style and cool.

Aaaah, I’m such a suburban loser.
I’m always putting my foot in my mouth.

But an oaf like myself managed to get

A lovely souvenir set of Miyoshi Factory Soap

From Marketing Director Miki.

I already had some, but I was happy to get it,

And when I used it again, it smelled good, and felt good on my skin.

Mmmm, those good hearted craftsmen,

Putting their heart and soul into this soap.

The price feels good, too.

It’s only about 400 yen for a pack.

If you’re interested, take a look at the website.

I was lucky enough to have the opportunity to see inside the factory,

So it’s the least I can do to show the photos I took.

It’s not images of the Factory Soap being made,

But you can get a sense of the atmosphere inside a soap factory.

Miyoshi Factory