Towards a Future Where Daily 'Kind Choices' Become Culture
hibino shares its dream of making 'kind choices' a culture through April Dream.
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- 📰 Published: April 1, 2026 at 09:00
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We, hibino Co., Ltd. (Shinagawa-ku, Tokyo, Representative Director: Yasuhiro Yoshikawa, hereinafter hibino), endorse April Dream, an initiative to share dreams on April 1st. This press release is our dream.
We operate a select shop in Meguro, offering a wide range of choices that align with daily life, focusing on skincare, food, and daily necessities.
Our dream is:
"Towards a Future Where Daily 'Kind Choices' Become Culture"
We want to share this dream with many people through April Dream.
"Kind Choices" Enrich Daily Life
Items selected from the perspectives of "kind to the body, long-lasting, and environmentally friendly" bring richness to daily life.
As a select shop, we aim to be a supportive presence for those who are unsure about what to choose, and we handle items that our owner and staff have personally used and found to be truly good.
Choices You Can Enjoy with Peace of Mind
In 2025, we will begin offering 36 types of craft beers from around the world, focusing on ingredients and their origins.
We value sustainability and diverse flavors so that health-conscious individuals can also enjoy them.
Furthermore, starting in March 2026, our popular organic protein will be renewed.
We have further pursued nutritional balance and ease of drinking, making it even safer for pregnant women and children to consume.
We will continue to pursue items that can be enjoyed deliciously and with peace of mind.
Experiential Spaces Spreading from Public Areas
The "Daily Life Marche," launched in 2023, was held for one year in a public space in front of JR Meguro Station, featuring over 100 participating businesses and recording over 10,000 cumulative visitors.
Currently, it has expanded to the "Garden Marche" at the Tokyo Metropolitan Teien Art Museum and large family events at the Gotanda JP Building.
We have delivered vibrancy and warmth to the town through food trucks, merchandise sales, and community interaction.
Participation is possible in diverse formats such as retail, workshops, and food trucks, and experiential workshops like aroma oil making have been conducted.
Our flexible support system makes it easy for businesses from distant locations or small-scale businesses to participate, leading to a proven track record of trust with over 42 businesses continuing to participate.
Teamwork: Creating, Delivering, Nurturing
hibino has a culture where individuals bring their unique personalities and passion, working together as a team.
We continue to foster an environment that supports someone's "choices," nurturing trust not only within the company but also with our vendors and customers.
Dream: Towards a Future Where Daily "Kind Choices" Become Culture
Every purchase, every experience, every conversation—
All of it connects to the future of ourselves and our loved ones.
To realize such a society, we will spread "kind choices" in daily life through the creation of product and encounter opportunities.
Until small choices become a culture that changes society.
hibino will continue to expand the circle of kindness from Meguro to all over Japan.
【hibino Co., Ltd. Company Overview】
Company Name: hibino Co., Ltd.
Location: Shinyo CK Building 103, 3-3-5 Kami-Osaki, Shinagawa-ku, Tokyo
Established: January 2021
Representative Director: Yasuhiro Yoshikawa
Business Activities: Retail, Product Development, Store Operations, EC Site Development and Operation
FAQ
What is April Dream?
April Dream is a project promoted by PR TIMES where companies share their dreams on April 1st.
What specifically does hibino mean by 'kind choices'?
It refers to items selected from three perspectives: 'kind to the body, long-lasting, and environmentally friendly.' We believe these enrich daily life.
Please tell us about future developments in the food and beverage sector.
In 2025, we will start offering 36 types of craft beers from around the world, focusing on ingredients and their origins, and in March 2026, we plan to renew our popular organic protein.
What kind of event is the 'Daily Life Marche'?
It is an experiential event held in public spaces like in front of JR Meguro Station, aiming to bring vibrancy and warmth to the community. Various formats such as retail, workshops, and food trucks participate.
What is the future that hibino aims for?
We aim for small daily choices, such as shopping, experiences, and conversations, to connect to the future of ourselves and our loved ones, and to society as a whole. We want to create a future where 'daily kind choices' become a culture.