World Party: “Life Styling” that Changes with the Weather

Founded in 2004 with the slogan 'creating new possibilities,’ World Party has been revolutionizing the umbrella industry with a blend of cultural reverence and forward-thinking strategies at home and abroad. As company President Toshiya Nakamura says: “Japan is abundant with disparate, customer-focused goods.”

Specializing in rain accessories, World Party has capitalized on the nuanced demands of these Japanese consumers, creating products that are as functional as they are aesthetically pleasing.

“Japanese people have a unique sense of value and pursue making things that are not only beautiful but can also last a long time without breaking,” Mr. Nakamura explains, underscoring the meticulous approach that defines his manufacturing ethos.

The company’s flagship brand, Wpc., actually emerged from a gap in the market for a domestic umbrella brand.

“About 20 years ago, we launched Wpc.," recalls the president. "Before that, Japan didn’t have any domestic brands that specialized in umbrellas.” This pioneering move has since established Wpc. as the largest umbrella market share holder in Japan, and Mr. Nakamura acknowledges that product development should be aligned to the latest trends and consumer behaviors.

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This adaptability is key as the company explores international markets, particularly those with similar climatic conditions like China and South Korea. And climate change has also propelled the demand for parasols, a trend World Party has targeted.

“Japanese people have become more aware that they need to protect themselves from sunlight as well as rain,” Mr. Nakamura says, adding that the company’s innovative approach to design and functionality in its Wpc. IZA brand has carved out a niche in the emerging market for male parasols—a concept previously unconsidered in the industry.

World Party’s commitment to sustainability is another cornerstone of its business strategy. With brands like SiNCA by Wpc. utilizing recycled materials, the company collaborates closely with material makers to achieve its environmental goals.

Despite Its extensive range of products and expanding market presence, the focus remains on the essence of its mission: to provide quality solutions that respond to the evolving needs of its customers.

“If you don’t have an umbrella during a rainy or particularly sunny day, it’s really inconvenient,” Mr. Nakamura says. “We provide long-lasting, lightweight and beautiful solutions.”

With the success of brands like Wpc. and a focus on innovation and sustainable materials, World Party is not just meeting the current demands of the market but is also setting new standards for the future of rain accessories.

“Within five years I would like to be able to showcase something that is completely new," he concludes.