Japanese Craftsmanship and Cultural Sustainability

At nae Inc., we see Japanese craftsmanship not only as a heritage of fine making, but as a living foundation for contemporary design and cultural sustainability.

Japanese craftsmanship is renowned for its precision, subtlety, and care—qualities that reflect a deep cultural commitment to excellence. We believe this approach to making is not just something to admire, but something to carry forward with pride.

Our founder, Yuki Shinohara, is also a practitioner of tea ceremony. His experience living abroad has deepened his appreciation for the beauty found in Japan’s cultural practices—the art of space, the elegance of order, and the quiet celebration of time passing.

These are not simply traditions—they offer a sensibility the modern world needs more than ever.

We believe that Japanese craft is where many of Japan’s strengths converge. The tactile qualities, attention to “ma” (interval), and intimate understanding of material found in traditional crafts have directly shaped the way Japan approaches product and interface design. Today, those sensibilities are evolving alongside digital technologies—but the essence of beauty remains unchanged.

In cultural sustainability, design’s role is not to preserve the past, but to reinterpret it.

By applying design thinking and brand strategy, we help bring traditional techniques into new contexts, markets, and experiences.

Our goal is not only to maintain these practices, but to create high-value models that allow them to thrive globally.

Looking forward, we aim to collaborate with traditional industries to create new systems—where culture and innovation move together.

To preserve is to progress.

Through design, nae Inc. bridges past and future.