Harisley, who owns “Tsuchiya Kaban,” wishes to create a society where both people and things are valued in the new media OTEMOTO.

Harisley, which owns the leather product brand “Tsuchiya Kaban Seisakujo”, launched the web media “OTEMOTO” on August 10th. There are an increasing number of cases where companies have owned media as part of their public relations and advertising activities, but this newly launched media not only advertises their own company, but also conveys the appearance of craftsmen in manufacturing, social issues related to childcare and the environment. It is said that it will continue.

President Tsuchiya “The essential value of things is a story”

Harisley, which owns the leather product brand

Harisley, which owns the leather product brand “Tsuchiya Kaban Seisakujo”, launched the web media “OTEMOTO” on August 10th.

As a company that originated from “Tsuchiya Kaban,” we think about how society should be through the “hands-on” of craftsmen. Even if it is a difficult theme, I will tell it from the range of “hands” of the reader. OTEMOTO has such thoughts.

One of the launch contents is the struggle story of a 27-year-old who gave his name to the management of a long-established public bath. Along with the images of people trying to protect the lights of public baths, it also sheds light on the problems unique to the industry, such as the declining number of users and concerns about successors.

“Since around 1994, when I started helping out at Tsuchiya Kaban Seisakusho, which was founded by my father, I have been interested in using catalog mail-order and what is now known as content marketing to tell stories about the intrinsic value of things. Especially in the last few years, through our business and recruitment activities, I have come to realize that the younger generation is becoming more and more interested in social issues.” (President Shigenori Tsuchiya)

The Harisley Group has also been working on social issues.

The “Tsuchiya Kaban” brand, which has a history of about 60 years, has announced a school bag that uses a new material born from the mushroom mycelium, which is friendly to the global environment. While having a leather product brand, we also sell recycled nylon bags. We also started a bag reuse business.

Tsuchiya Kaban also adopted a leather alternative material made from mushroom mycelium.

Tsuchiya Kaban also adopted a leather alternative material made from mushroom mycelium.

Harisley Group has various business brands such as jewelry and bridal. It seems that the content transmitted by OTEMOTO is expected to provide hints for thinking about the connection between social issues and business.

“In order to promote these initiatives with a brand idea, it is necessary not only to advertise our company and our products, but also to look at social trends from a bird’s-eye view. I believe that we will be able to become a company that can contribute to society while doing so.” (President Tsuchiya)

“From the perspective of thinking about society from ‘manufacturing'”

Akiko Kobayashi, the first editor-in-chief.  OTEMOTO aims to create a

Akiko Kobayashi, the first editor-in-chief. OTEMOTO aims to create a “society where people and things are valued” and “a society where people can freely express themselves.”

Akiko Kobayashi, who worked as a journalist for newspapers and weekly magazines before serving as editor-in-chief at BuzzFeed Japan, was entrusted with the launch of the magazine. She respects craftsmen and is said to have decided to join the company because she was attracted to Harisley and President Tsuchiya, who think about a better society through handwork and manufacturing.

“The Internet is overflowing with information, and a huge amount of information flows on a daily basis. Depending on the day, hundreds or even thousands of articles appear on news sites. There is something left.”

“Ten years from now, we will be looking back at history, thinking, ‘There was such a sense of values ​​in that era,’ and ‘Did that person leave behind such words at that time?’ It can also become an asset of

“In some respects, the sender of information also circulates the ‘thing’ of information. , I think I can put out something that makes me think, ‘I’m glad I read it at that time.’ That’s what I’m preparing for.”

It overlaps with the core that OTEMOTO thinks. There are three core coverage themes. “Create” conveys the craftsmanship of craftsmen who are active in various industries, “connect” relates to communication and sustainability between people, and “hagukumu” thinks about the future of childcare and education.

An essay about how a couple who gave birth to a 2-year-old daughter during the corona crisis and how to have ``me time''. The aim is to create a society where everyone is respected and where they can make free choices. Media that proposes new perspectives.

An essay about how a couple who gave birth to a 2-year-old daughter during the corona crisis and how to have “me time”. The aim is to create a society where everyone is respected and where they can make free choices. Media that proposes new perspectives.

I didn’t narrow down the image of the reader. For example, some parents are in their 20s and some are in their 40s, even though they are raising children. It is said that “Generation Z is highly interested in social issues,” but even though we simply call it Generation Z, there are people with various attributes.

“Regardless of generation or gender, I would like to publish content for people who want to think about social issues, how they want to live in the future, and what kind of world they want to create.”

Even in the message on the top page, he didn’t specify his generation or age, saying, “I want to think with you.”

For a prosperous society where everyone is respected and can make free choices. New media that connects to the world and the future from your hands.

From the vast amount of information that surrounds us, we will discern the essence, recognize different values, and innovate.

Through such “manufacturing of information”, I would like to think about the movement of the world that I cannot know by myself from various perspectives together with everyone.

“Creating culture is one of the major roles of the media.”

We do not compromise on content, even if it is the media of a business company. In the future, it is said that he will also work on hard coverage themes. Preparations are also underway for distribution to various news portals. The company is aiming to receive orders for advertising placements not only from the Harisley Group but also from other companies.

Mr. Kobayashi said,I would be happy if I could cooperate with various people and companies in any way and take action to improve society.” says.

“Even in the media that I have worked with so far, I was able to gain a successful experience of communicating social issues through the efforts of the staff who worked with me in devising ways of presenting and communicating. In the media space, management tends to say, ‘It’s more efficient to publish content that will be read than to address social issues.'”

“In that case, if a company that deals with specific social issues, such as childcare leave or environmental problems, becomes a sponsor, we can somehow send out a campaign. I felt that it was putting the cart before the horse.”

“Business people face contradictions every day. For example, if you are a beverage manufacturer, you are mass-producing beverages in PET bottles and thinking about how to recycle PET bottles every day. At the same time, they are thinking about how they can balance social issues with their own business.”

Of course, the required KPIs such as the number of pieces of content and the number of PVs were severe, saying, “From the beginning, we were told to be rather strict.” The domain is also newly established, and SNS starts from scratch. At the moment, the editorial department is staffed by only Mr. Kobayashi and another employee who concurrently holds other duties. It was launched with a limited number of personnel.

Still, Mr. Kobayashi’s expression is bright when he talks about what he wants to do.

“I believe that one of the major roles of media is to create culture. Media does not sell things. may increase, the goodness of expressing yourself, and the spread of diverse values.”

“As a result, there may be people who like Tsuchiya Kaban’s products, Harisley, and other companies’ products. I believe that this is where the OTEMOTO media can contribute.”

(Author, Satoshi Yoshikawa)

Source: BusinessInsider

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