Hobonichi Co., Ltd. is known for its versatile and high-quality planners, combining creativity and practicality, inspiring people to document their daily lives in meaningful ways.
By Daniel de Bomford and Cian O’Neill
President of Hobonichi, Shigesato Itoi says that they operate under three guiding principles: to be kind, to be strong and to be amusing. “Being amusing means adding value to society, but people will not follow you if you’re not kind and strongly driven.” Mr. Itoi explains that while they sell planner books, they are actually a content creation company. “We provide content in the form of a product, so content creation, gathering, and sales are the core business,” he says.
With the business having grown organically through word of mouth, Hobonichi is looking to grow their network overseas. “We have realized through experience that our business model is applicable overseas and there is a demand for our products,” Mr. Itoi says. Hobonichi is finding success in the West with this same approach, combined with tech-savvy initiatives like the AR Hobonichi Globe. However, Mr. Itoi emphasizes a mindful approach to technology: “Digital technology is beneficial for human beings, but we only consider that as one tool. Humanity’s fundamental needs—two eyes, one nose, one mouth—haven’t changed over history. When brainstorming, we ask: Would someone from 500 years ago appreciate this? We focus on satisfying basic needs while embracing innovation and maintaining timeless human values in our designs”.
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