Connecting Hearts, Connecting People, and a Circulation Leading to the Future: The 'Kayoi-ba' Concept Starting from Bulk Cosmetics. A Small Promise for the Future 20 Years from Now

We support April Dream, an initiative to make April 1st a day to broadcast dreams.
This press release is the dream of Kayohi LLC.

Based on the philosophy of implementing the culture of "Kayoi" (regularly visiting/commuting) into society, Kayohi LLC (Yodogawa-ku, Osaka) is working to create "Kayoi-ba" (places to visit regularly) where people naturally gather and build relationships, placing the bulk cosmetics business at the forefront. In this release, we share our vision for society 20 years from now as the future we want to realize, our "April Dream."

### Background of the Dream
Representative Yusuke Tsurumi, having been involved in this industry for many years as a successor to a cosmetics manufacturer, has focused on the unique characteristics of cosmetics as a product.
That is its "high sociality" and "reproductive power" that spreads from person to person starting with word of mouth.
Cosmetics are not merely consumer goods, but "products distributed within human relationships" that spread through empathy as a medium.

However, currently, it cannot be said that this original value is fully demonstrated.
Due to excessive packaging competition and reliance on advertising, costs are skewed towards "presentation." While convenience increases with the progress of e-commerce, face-to-face communication decreases, and the relationship of "who you buy from" is becoming diluted.

Against this background, Tsurumi wondered if he could restore the "power to connect people" that cosmetics originally had. When reconsidering cosmetics as a "medium of communication that connects people," new possibilities emerge.

Right around that time, Tsurumi's first child was born.
"What kind of society do I want it to be 20 years from now when this child grows up?"
While thinking about this, he began to feel a sense of discomfort with the reality that the number of children is clearly smaller compared to his own generation.
It was not a change described by the phrase "declining birthrate and aging population," but a "societal change" felt in everyday life.

What came to mind then was the structure of the cosmetics industry he had faced so far, and the changes in human relationships. While convenience increases, points of contact between people continue to decrease.
If this trend continues, in society 20 years from now, human connections will become even more diluted, and "isolation and loneliness" might become a more serious problem.
He began to view such a future as a problem on the extension of reality.

That is exactly why what is needed is not a special mechanism, but a "structure" where people naturally continue to gather in their daily lives.
That is the "Kayoi-ba" (place to visit regularly) that Tsurumi envisions.

And the first thing he chose as the "entrance" to that was the cosmetics bulk-selling business.
Because cosmetics are closely tied to daily life and used continuously, they can naturally create a "reason to visit."

Furthermore, the bulk-selling format has characteristics such as:
- Assuming face-to-face interaction
- The time spent choosing becomes an experience itself
- Conversations accumulate as value
which function as a mechanism to promote "visiting regularly."

For Kayohi, cosmetics are not the goal.
They are strictly an "entrance" and an "opportunity" to leave behind a culture where people visit regularly and relationships are nurtured for the future.

### Kayohi's Initiatives
To implement "Kayoi-ba," where people routinely visit and relationships are nurtured, into society, Kayohi is advancing the following initiatives:
- Opening pop-up stores at flea markets, marches, and department stores
- Providing bulk-selling experiences through interactive customer service over the counter
- Holding events in collaboration with local communities
Through these, we are creating places to accumulate relationships that make people think, "I want to come back."

Moving forward, we plan to further expand the culture of "Kayoi-ba" itself through:
- OEM provision of bulk-selling systems
- Franchise expansion of the "Kayoi-ba" model
- Community-driven product development

### The Future We Want to Realize in 20 Years
What Kayohi aims for is a "society where everyone has a place they can naturally visit" 20 years from now.
There, people are loosely connected, and relationships exist where they can naturally support each other when in trouble.
A society where loneliness is not spoken of as a social issue, but where there is a daily life that makes you think, "I'll go to that place again today."

Creating places where people naturally interact with each other through products and services that connect hearts.
That accumulation will circulate towards a better future.

Aiming to be the starting point of that circulation, Kayohi will pass the culture of visiting regularly on to the next generation.