All-Weather Umbrella Without the 'Black Interior' — A Watercolor Flower Garden Spreads When Opened. 107-Year-Old Fujitaya Launches New Brand 'Miorium'

Fujitaya Co., Ltd. (Headquarters: Shizuoka City, Shizuoka Prefecture; Representative Director: Michikazu Fujita), a company founded 107 years ago, has launched its new brand "Miorium" and began sales on Tuesday, March 25, 2026. Sales on its official EC site are scheduled to start in early April.

"Miorium" is a coined word combining "MIO" (Italian for "mine") and "RIUM" (Latin for "a place/space"). The idea behind it is that when you open the umbrella, it becomes "my own special place (space)".

The biggest feature is the elimination of the common "black coating on the inside" of all-weather umbrellas, replaced by a watercolor art design by Shizuoka-born designer (Ms. ichyanagi ayano) on the inner surface of the umbrella. Under the scorching sun or in sudden rain, a "flower garden just for you" spreads above your head the moment you open the umbrella.

Online site URL｜https://partyrain.ocnk.net/

Development Background Currently, there is a certain "norm" in the market for all-weather umbrellas:

"Plain surface, black coating on the back."

This specification, widely adopted for light and heat shielding, has led to numerous customer comments such as:

"Even if I like the design and buy it, it's meaningless if the inside is black coated."

Since its establishment in 1919 (Taisho 8), Fujitaya has pursued "a life where one can comfortably go out even on rainy days." And currently, its corporate philosophy is:

"A clear heart on any day."

In harsh environments such as scorching heat, sudden heavy rain, and the stress of busy daily life, we want to deliver an experience where one's mood brightens a little the moment the umbrella is opened.

However, we questioned whether our existing product lineup was truly achieving this mission.

From that question, the development of Miorium began.

The interior features a watercolor floral design. The inside of the umbrella, which used to be solid black, now embodies a soothing elegance that relaxes the heart every time you look up.

New Brand Introduction: "Miorium" Brand Concept "Time to relax your heart, no matter the day."

It gently protects you from cold rain, from the midsummer sun, and from the stress of daily life.

Whether it's a workday or a day off. On your morning commute or a weekend stroll. Every time you open your umbrella, your own special space unfolds above your head.