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“Wagokoro Company” – Join us!

 Wagokoro Company


Q1: the concept and meaning with the Wagokoro company

 Wagokoro refers to the Japanese spirit, which is focused on the prosperity and welfare of others. This is a traditional value that has been espoused by the Japanese for many years. I now believe that we have entered a new age in which this wagokoro will become a new core value to us. For example, we have ukeireru kokoro, which is the spirit related to accepting something good coming from outside of Japan, such as Christmas or Valentine’s Day.

Another traditional spirit-based notion is that of tekiou suru kokoro, which refers to adaptation. Japanese people often adopt external things, allow them to evolve and then make their own versions of these things. This routine has been present in the Japanese mindset since the Edo period, and possibly even before that time.

In addition, there are other spirit-based notions like hito e no omoiyari no kokoro or kankyo e no omoiyari which refer to the idea of caring for others, such as when people tilt their umbrellas on a narrow street on a rainy day. Another spirit-based notion is called kodawaru kokoro, which refers to paying close attention to details and mastering the production of goods without cutting corners. In my view, those traditional values, which seem to be forgotten by the younger Japanese generation, will be the new core values in today’s world.

We believe that wagokoro, which has been a core values for Japanese society, will represent the framework and value system for a new world. Unfortunately, many young Japanese are losing the wagokoro sprit. To bring back wagokoro, this spirit needs to be recognized and valued overseas first. For this to happen, it is important for Japanese people to make an effort to learn more about non-Japanese people around the world.

Q2: What exactly does the Wagokoro Company do?

Wagokoro Company is a volunteer organization formed by people who want to promote and share the wagokoro spirit with others.  We want to contribute to building a foundation and framework for a new society. The areas we aim to make a contribution to are food and agriculture, as well as education and entertainment. We want to fill the role of connecting individuals and creating a reliable network between people with a strong vision from each industry.

Q3: What kind of people generally attend your workshops?

Our mission is to create a trusted network between Japanese producers and non-Japanese. I believe there are a lot of non-Japanese out there who are interested in Japanese indigenous products. Local rice-made sake is a good example. Murai-san, from a local sake brewery, sells his sake at the market. There are so many non-Japanese turning up at outdoor markets lately. I see them tasting a rather simple but sweet sake and later buying a lot of it. But there is a problem – communication.

Many Japanese will turn away when non-Japanese attempt to communicate with them. Japanese people often find it difficult to express their thoughts even if non-Japanese are trying very hard to speak to them. The important point I want to address here is that the farmers who produced their products from the heart should be able to express their thoughts and feelings to non-Japanese buyers even if with a limited English vocabulary. Food and agriculture are the key elements that are very close to our daily lives, and they enable non-Japanese to understand the Japanese spirit.

Some of the Wagokoro activities include workshops for those interested in understanding the Japanese farmers’ vision, tours for non-Japanese to local rice fields and sake brewing areas, and selling local products at outdoor markets by both local farmers and the non-Japanese people who take the tour.

If anyone is interested in taking part in any of these activities, I would love for them to join us by sending an email to:

投稿日時: 2010年2月28日 10:15 PM