Rooted in half a century of leather artistry, Harizury evolves through sustainable innovation, masterful design, and group-wide brand building; guided by tradition yet forging new paths in Japanese craftsmanship.
First of all, could you give us a brief introduction about your company and yourself?
The parent company of our group is Tsuchiya Bag Factory, originally a school bag workshop founded by my father, Kunio Tsuchiya, in 1965. He began his career as a craftsman, handcrafting school bags. Our company was truly born from the hands of a craftsman, with manufacturing at its very core. After graduating from high school, I spent some time abroad. To be honest, I wasn’t very interested in the family business back then. However, when I returned to Japan in 1994, the situation had changed drastically. Labor-intensive manufacturing industries were moving overseas, and my father’s work had almost disappeared. Witnessing that reality made me realize I had to do something for my family.
At the time, I didn’t fully understand how talented my father was. It was only later that I came to appreciate his exceptional skill and sincere approach to his craft. In fact, in 2022, he became the first randoseru craftsman to be recognized by the Ministry of Health, Labour and Welfare as an Outstanding Skilled Craftsman—an honor often referred to as a “Modern Master Craftsman.” Looking back, I see this as part of a broader issue of recognition. The skill and value of a craftsman are often understood only by those within the trade. Unless someone takes the time to recognize and share that value, their talent may go unnoticed.
How has that realization affected the direction of your company?
It affected everything. The fact that my father’s skills went unrecognized by society, and that he lost his job as a result, was a great shock to me. Through that experience, I became deeply aware of the importance of communicating the value of Japanese craftsmanship to the world. I began by writing letters to families with children entering elementary school, hoping to share the appeal of the school bags my father made. I sent 200 letters the first year, 2,000 the next, and 50,000 the year after that. We were also quick to embrace e-commerce in its early days, allowing us to share the charm of our products directly with customers.
In 2020, we launched the “Watermelon Bag” project, a unique initiative that showcased the spirit of our artisans and resonated with people around the world. This project embodied our brand identity of craftsmanship and creativity. The accompanying video was viewed more than 1.3 million times on social media and became a global talking point. The “Watermelon Bag” became a symbolic project that redefined the bag—not merely as a tool for carrying things, but as a form of entertainment that makes the act of carrying enjoyable. It reflects Tsuchiya’s creativity and freedom of thought, delivering joy through ideas unbound by convention.
As part of our “Enjoy Carrying” series, we have also introduced playful creations such as bags for snowmen and drain stones. These projects combine expert craftsmanship with humor and imagination, allowing people to experience the depth and spirit of Japanese craft. At the same time, we actively participate in international events, including an art exhibition in Antwerp, Belgium, and a show at St. Martins in England, to learn about craftsmanship from around the world. In those places, design and craftsmanship are genuinely appreciated, which is very inspiring. I am also moved by how difficult it is for young designers to gain hands-on experience today, and I believe we must create systems that give them opportunities to grow.
Do you have a personal favorite product?
Yes, the series I’m especially fond of is the “Urbano” line. Beyond the design itself, the high-quality Italian leather we use deepens in color the more it’s used, developing a rich, expressive sheen over time. The sharp silhouette and modern look really stand out, and both the feel of the material and its texture are exceptional—making this a product I can recommend with confidence. Until now, the channels for sourcing such high-quality materials were quite limited and it was difficult to obtain them. Recently, however, I’ve started traveling to the region myself to gain insights for procuring materials directly. By seeing and confirming the quality of the materials firsthand, I believe we can produce goods of even higher quality.
You travel overseas as well, so you really give the impression of working on a global stage. It sounds like you’re truly enjoying your work.
I really feel that work is genuinely fun right now. But getting to this point hasn’t been easy—there were many hardships along the way. Today, Harizury has brands that handle not only bags and randoseru school backpacks, but also jewelry and glass products. We started these new ventures because we wanted to raise the value of craftsmanship across a variety of fields and give more back to our artisans, but of course launching new businesses comes with its own difficulties.
Still, at a certain point I began to think, “I don’t have to force myself to overcome what I’m not good at.” I can leave the areas I struggle with to teammates who excel at them. Once I was able to make that mental shift, I felt a huge weight lift off my shoulders, and work started to become more enjoyable.
That honesty really shows your human side as a leader. To finish, could you tell us about any goals or dreams you hope to achieve before you eventually retire as president?
I have several dreams, but let me share one symbolic episode. I really love Vietnam. It started when I happened to eat some pho that was incredibly delicious. I wondered, “What country is this dish from?” and when I looked it up, I learned it was Vietnamese. That sparked my interest, and I began visiting Vietnam in person. Now I even feel a sense of familiarity just passing Vietnamese people on the street.
In that way, I think a single product or experience can sometimes change a person’s values. That’s exactly why I hope our products will reach customers around the world and make them feel, “This is something truly good.” If that happens, they might become interested in Japan. They might even decide to visit. And if that were to happen, mutual understanding would deepen, and conflict would surely decrease. Of course, I do dream of selling our products overseas. But beyond that, what lies ahead is “connecting people through products.” People around the world taking an interest in Japan, connecting through culture, and ultimately growing closer to one another. If our craftsmanship can play even a small role in creating such a future, nothing would make me happier.
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