From 'Wearing Kimono' to 'Conveying Culture': Nihon Wasou Launches New Education Program

Nihon Wasou Holdings Co., Ltd. (TSE Standard: 2499) will launch 'Wasoka Academy' and 'Kimono Itto Juku' in the summer of 2026 as new learning environments. This program is not just a dressing school, but a new educational initiative aimed at fostering 'Wasoka'—individuals who wear kimono beautifully, enrich their lives, and pass on its charm to the next generation. While interest in Japanese culture has been growing both domestically and internationally in recent years, opportunities to enjoy kimono in daily life and spaces to learn deeply about culture through attire are limited. Nihon Wasou has long delivered the 'joy of wearing kimono' to many people through its 'Free Kimono Dressing Classes.' Now, for the new era, we believe what is needed is the value beyond just 'being able to wear it'—the learning of 'styling oneself,' 'conveying to others,' and 'connecting culture to the future.' 'Wasoka Academy,' launching this time, is a program where one can systematically learn from the basics of the updated 'Super Dressing in 15 Minutes,' along with coordinating kimonos, obis, and accessories, seasonal attire, manners, and etiquette. Graduates will be granted 'Wasoka® Certification' to support their first step into the next stage. Meanwhile, 'Kimono Itto Juku' is an advanced program for those aiming even higher. Beyond applying and practicing 'Super Dressing,' it aims to foster 'individuals who can convey the charm of kimono' by learning about Japanese culture, aesthetic sense, etiquette, and relationships with others. There is a term, 'Ittoshogu,' which means 'lighting up the world by everyone illuminating their own place.' We have infused 'Kimono Itto Juku' with the desire to nurture individuals who enrich their lives through kimono, convey its charm to those around them, and pass the torch of culture to the future. About 'Wasoka®' 'Wasoka®' is a collective term for 'people who can dress themselves in kimono.' Just as 'Oshi-katsu' (fan engagement) is a term for people who support what they 'like,' Wasoka® refers to people who love kimono and enjoy dressing themselves. They not only wear it, but wear it beautifully, pass on its charm to the next generation, and connect Japanese culture to the future—those who resonate with such thoughts are 'Wasoka®.' There are three principles for Wasoka®: 1. Being able to dress in kimono by oneself. 2. Agreeing with the goal of making kimono a World Heritage site. 3. Being a kimono enthusiast. Currently, 5,354 people are registered as Wasoka®, and this circle is expanding both domestically and internationally. This program will be rolled out sequentially, starting in the Tokyo and Nagoya areas, in high-quality spaces. Nihon Wasou will continue to promote efforts to connect people, culture, production regions, and the future through kimono, the symbol of Japanese culture, under the slogan 'WEAR JAPAN WITH PRIDE.' From 'those who wear kimono' to 'those who convey it.' The 'Wasoka®' of the new era will start moving this summer.