There are so many hidden treasures in Japan. A while ago, many Westerners were shocked to hear that Asian people eat raw fish, but nowadays, sushi is one of the most famous and popular dishes in the USA. One of the reasons for this is that people heard that sushi is healthy and delicious.
Transcent is a management company that promotes Japanese companies and products to the US market. In other words, Transcent acts as a brand agent for Japanese products, much like a sports management company. They serve as a “guide” that knows how to share specific information to recipients who are dying to enjoy Japanese technology.
Atsushi Otaki, the CEO of Transcent, adapts the brand value of Japanese products to US consumer needs and penetrates the market. Transcent is well known for introducing a Japanese “meditation room” at the 59th Grammy Awards.
Atsushi had been working with the city of Okawa in Japan, which is home to a large interior design industry. The craftsmen of Okawa also have unique techniques for building materials.
For example, KIGUMI is the name of the technique used to assemble wooden materials piece by piece without using nails. This original technique was abundantly used in MUJYOAN OKAWA1536, which was displayed at the performers’ lounge in the official backstage area of the 59th Grammy Awards.
Furniture made using this technique is called OKAWA SASHIMONO. These pieces are portable and easy to assemble, which make them perfect for ceremonial use. This small room was originally used for tea ceremonies, but it was not fully clear how this wonder could be shared with non-Japanese people who have little knowledge of Japanese tearooms.
Although the tearoom is an important aspect of traditional Japanese culture, some features were difficult to understand for Americans, who are not familiar with the history of Japanese tea ceremonies.
As a result, Atsushi came up with the idea to promote the space not as a “tearoom”, but rather as a “meditation room”, which was then installed in the Talent Lounge at the Grammy Awards to appeal to various celebrities. Mindfulness and meditation, which have grown into a huge market in the USA, incorporate the Japanese concept of “Zen”.
Celebrities enjoyed this nail-less tea house very much. John Travolta, for example, exclaimed “Awesome, very cool!” and Austin Mahone enjoyed the space as well by saying, ”I love Zen so much!”
Atsushi thought of developing the market as a business rather than simply as a means of promoting Japanese culture.
In the case of Miyazaki Kamimizuen, an organic tea farm, the branding included the phrase “the world’s first company to sell Cold Brew Green Tea” called “Bio Tea”, which was used at the Governors Ball (the official afterparty of the Academy Awards) to generate buzz. 100% Organic Cold Brew Green Tea attracts so many health-conscious people. They don’t use any pesticides or chemical fertilizers and the tea leaves themselves have been detoxed.
Miyazaki Kamimizuen’s “Bio Tea” is wildly known among healthy people in Los Angeles.
Now, you can find their products at Erewhon Market, one of the most high-end supermarkets in Los Angeles, where many health-conscious people gather.
Atsushi Otaki is currently working with a number of Japanese brands around the world, including “Sushitainable”, the world’s most sustainable sushi project. By utilizing Japanese refrigeration technology, Otaki is able to deliver authentic quality sushi to American households and create an environmentally friendly business that produced zero food waste. The system can be operated with minimal space and few employees, thus bypassing the key problems associated with starting a food and beverage business, such as rent and human resources.
Japanese freezing techniques are well known for ensuring freshness. The Cold Brew Green Tea, mentioned above, also uses refrigeration technology. They protect the new tea leaf shoots from late-night frost by preemptively freezing them.
While Westerners do love sushi, it can be expensive to eat out at restaurants whenever they want to. As a result, Transcent is introducing new idea that can allow people to enjoy fresh raw food at home. This is the magic of “Sushitainable”.
If you are interested in learning more about Japanese companies and products, contact Transcent for additional information. They know how to attract recipients who need to access hidden Japanese treasures, while using their professional and experienced strategies.
