Wagokoro

Wagokoro Co., Ltd. operates with the mission of sharing Japanese culture globally. The company was founded by Tomohiro Mori, who, influenced by his family of entrepreneurs, aspired to be a company president from a young age. Mori started his first venture in 1997, creating the Japanese-style accessory brand "Kasu Kobo" from a single room and selling products at flea markets. This early start led to the formal establishment of Wagokoro Co., Ltd. in February 2003.

The firm's business model is centered on a direct-to-consumer, vertically integrated structure known as "Super SPA," where it handles everything from product planning, design, and manufacturing to retail store operations, web production, and logistics internally. This approach allows for efficient operations and rapid execution. Wagokoro operates several retail brands, including "Kanzashiya wargo," Japan's largest hair accessory (kanzashi) store; "Hokusai Graphic," specializing in traditional umbrellas; and "Hashiya Mansaku," a chopstick specialty store. Initially focused on merchandise, the company expanded into experiential services with the launch of its kimono rental business, "Kimono Rental wargo," in 2014, although this segment was later sold off as the company restructured its resources. A key part of its strategy involves opening stores in high-traffic tourist locations, achieving significant sales milestones, such as a single store reaching a monthly revenue of 10 million yen at the Tokyo Skytree Solamachi location.

In addition to its consumer-facing brands, Wagokoro runs a robust original equipment manufacturer (OEM) division, producing a wide range of goods from metal accessories and umbrellas to hats and leather goods for other companies. The company has also ventured into the digital space, combining Japanese craftsmanship with anime and gaming merchandise, and operates e-commerce sites. More recently, in response to the COVID-19 pandemic's impact on tourism, Wagokoro established a subsidiary, Mygre Co., Ltd., in 2020 to enter the sauna and vacation rental market, offering accommodations that blend nature with Japanese bathing culture. The company was listed on the Tokyo Stock Exchange Mothers market (now Growth market) in March 2018, a major achievement that propelled its mission to a global stage.

Keywords: Japanese culture, traditional merchandise, retail, OEM, Kanzashi, Japanese umbrellas, chopsticks, accessory brand, kimono rental, Super SPA, Tomohiro Mori, Kasu Kobo, Hokusai Graphic, Hashiya Mansaku, inbound tourism, e-commerce, anime merchandise, gaming merchandise, vacation rental, sauna business, Tokyo Stock Exchange, Japanese crafts, direct-to-consumer, cultural products