JAXURY(Japan’s Authentic Luxury) : Refined luxury, redefined in Japan.

Refined luxury,
redefined in Japan. Japan’s Authentic Luxury=
JAXURY= A joint project by academia,
industries, and media.

We in Japan are redefining, from an academic perspective, the future of luxury that the world truly seeks in this day and age.

1. JAXURY is based on academic research
2. It is administered by the JAXURY Consortium, comprised of diverse prominent figures
3. JAXURY communicates via various media centered on Kodansha

JAXURY is an academic-based project with diverse perspectives to research, redefine, and communicate luxury from Japan that is unprecedented worldwide.

  • Communicating to 58 countries worldwide

    Booklet

    JAXURY English Edition, with support from the Agency for Cultural Affairs, Government of Japan Published by Kodansha

    Under commission from the Agency for Cultural Affairs, Government of Japan, Kodansha prepared and published this gorgeous book, praised by luxury brands and hotels worldwide, to distribute at luxury hotels and Japanese diplomatic missions, etc. in 58 countries.

JAXURY began publishing special edition magazines in 2019.
Since 2021, the JAXURY Consortium has conferred annual JAXURY Award, announced in special edition magazines, based on 10 Perspectives of Japan's Authentic Luxury, premised in academic research.

The fruit of academic research 10 perspectives of Japan’s Authentic Luxury

Ten Perspectives and Examples of Representative Brands

  1. 1

    Craftsmanship

    Those who provide things (creators and service providers) create products and services in pursuit of what they sincerely believe to be of value, and through them, their beliefs are embodied in the world.

    Azmaya
    Craftmanship that enhances the quality of daily life

  2. 2

    Sensitivity

    Every person involved in the product or service (those who sell it, buy it, use it, and receive it, etc.) has the sensitivity to perceive its essential value, so that the beliefs embodied through the craftsmanship are experienced, understood, and appreciated.

    Sony
    Deeply inspiring the world through creativity and technology

  3. 3

    Respect

    There exists a mutual trust between the provider and the recipient,which allows the beliefs embodied in the products and services to be passed on and inherited.

    Time & Style
    The fusion of modern lifestyles with traditional Japanese aesthetics

  4. 4

    Authenticity

    To appreciate the value of a thing or service is to feel a sense of self for the recipient, which brings them closer to, or returning to their true selves.

    Palace Hotel Tokyo
    Experience the heart of Japan with the highest quality in the center of Tokyo

  5. 5

    One and only

    Its essential value cannot be compared to anything else, and it is perceived as one and only.

    Yamamoto Jinjirô
    A matcha tea plantation employing genuine ancient production methods

  6. 6

    Aesthetic

    Beauty exists throughout its creation and appreciation, and every moment is an aesthetic experience affecting people's emotions.

    Hosoo
    The ongoing evolution of Nishijin textiles: from fashion to interior design

  7. 7

    Enrichment of
    Everyday Life

    Bringing quality and richness into everyday life, not just on special occasions or special events.

    Asahiyaki
    A tea bowl embodying kirei sabi (beauty and simplicity)

  8. 8

    Myths and legends

    Touching these values can evoke myths and dreams, and places you in the context of a lasting history.

    Ninna-ji Temple, Shorin’an
    A unique experience at a world heritage site

  9. 9

    Blessings & good fortune

    Gives you a sense of joy that is rarely experienced and makes you grateful and celebrate good fortune.

    Shonai Hotel Suiden Terrasse
    A hotel floating in rice fields

  10. 10

    Altruism

    It fosters thoughtfulness and consideration for others, which in turn has a positive effect on the surroundings.

    Obsedo
    Ajiwai Kukan (space of flavor) creating regional brandsDetected unusual line terminators
  • Award ceremony and symposium at Keio University Mita Campus

JAXURY Consortium