Creating a Society That Changes, One Step at a Time, Starting with "Oh, How Cute!" in Hand

Our store supports April Dream, which aims to make April 1st a day to announce dreams. This press release is the dream of "Kakehashi."

As of April 1, 2026, our artisans continue to live in Palestine (West Bank) in the Middle East, facing various difficulties due to a long-standing structural military occupation, attacks on the neighboring Gaza Strip since 2023, worsening occupation policies in parallel, and missile damage from military attacks on Iran.

Since its establishment in 2020, our store has believed that in order to change the situation of the Palestinian people, in addition to emergency aid, it is important to "increase the number of allies" and "increase the number of people who recognize the problem."

To extend the branches of empathy that are difficult to spread from the perception of a "conflict zone," we have been selling fair trade products that color daily life since 2021.

What exactly is the problem?

"Palestinian goods? Oh, did you go to the local area??" many people exclaim in surprise when they see our store's sign.

Many also immediately express sympathy, saying, "How sad."

Because the situation in Palestine has remained unresolved for so long, the image of a "difficult and dangerous place" received through news has accumulated in us, the recipients. We feel that this has been reinforced by the recent deterioration of the situation.

However, the root of the problem lies in the structure of domination, where people who have lived in Palestine as the people of the land are deprived of their right to live there, driven out, or persecuted simply for being there. Since the establishment of Israel in 1948, due to national policies, it has become difficult for Palestinians to even inherit their ancestral family businesses and culture.

Reference: https://www.sustainablebrands.jp/news/1306299/

How can the situation change?

I founded this business based on my experience of homestaying in this region during my student days, focusing on what is lacking in this situation—"human dignity."

Just wanting to be born and continue living there, but being oppressed by overwhelming power from above.

Being treated like a criminal just because of one's ethnicity, even though nothing has been done.

Above all, the Palestinian people facing this reality, while culturally different, share many commonalities with Japan: K-POP and Korean cosmetics are popular, they speak fluent English, they think about school and their future, they have friends, and they look forward to a slightly luxurious meal on weekends. That's why the feeling of "does it make sense to divide people by race?" grew stronger.

That's why I thought of a way to express it that isn't "poor people," something that would make people pause, and I arrived at "kawaii" (cute).

What is needed is to increase the number of people involved.

Local handicrafts have the charm to be that entry point.

Fair Trade Goods from Palestine

Our store currently sells about 50 types of daily goods through face-to-face opportunities, wholesale, and online.

One of our staples is animal-motif brooches made from olive pruning waste.

The small plates developed in collaboration with a cookie brand became a charming item that evokes the feeling of "small = cute." They have been featured in a tea ceremony magazine with Japanese sweets and are also widely used as accessory trays.

In the summer of 2025, we visited the workshop and filmed a video. It shows the connection with olive trees in the region and how the thoughts are passed down from generation to generation.

Furthermore, another product line features an upcycled series based on calm colors for Japan, developed with local designers.

We also interviewed the designer during our trip. Aisha, who was initially hesitant about selling in Japan, a different culture, is now encouraged by customer feedback and is diligently working on her creations.

Our store started selling in 2021 and has since visited Kansai, Tottori, Shimane, Hiroshima, Ehime, Kochi, Aichi, Nagano, the Tokyo metropolitan area, Miyagi, and Hokkaido for sales and events. Including consignment and wholesale, we operate in 24 prefectures. By receiving invitations from various regions, we are realizing the dream of nationwide expansion that we announced in April Dream in 2023.

In 2026, creating a society that changes, one step at a time, starting with "Oh, how cute!" in hand.

I keenly feel every day that there is no absolute solution to contributing to social issues.

For example, it's not about solving the problem by delivering products to a million people; I believe that if even 100 people are moved and take a new step, that will branch out further.

Our store will also continue to extend the branches that our predecessors have tirelessly connected, spreading our efforts throughout Japan. We often receive connections starting from a single email, so please feel free to invite us for events, collaborations, and more.

And I believe this approach is not only effective for Palestine.

By demonstrating that "kawaii" is useful for social issues to come to light, I hope that the recognition of such approaches will spread.

In 2026, won't you join us in creating a society that changes, one step at a time, starting with "Oh, how cute!" in hand?

About Kakehashi

With the vision of "There are no borders to beauty," Kakehashi focuses on the development and sale of fair trade products from Palestine in the Middle East, and actively promotes the local charm that goes beyond the image of a "conflict zone." The products, sourced from local fair trade certified organizations and women entrepreneurs, are environmentally friendly, utilizing pruned olive wood and upcycled materials, and respect the human rights of those involved. In 2022, it received a one-star rating in Alterna's Sustainable Selection and is currently sold in approximately 30 locations nationwide.