JAXURY | Refined luxury, redefined in Japan | KODANSHA

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

JAXURY (Internationally registered trademark)
＝ Japan’s Authentic Luxury

We look to the intersection of Authentic — meaning "true to its origins," "the genuine article" — and Luxury, and illuminate the form of luxury that is distinctly, uniquely Japanese. That is the JAXURY Project.

Grounded in research by the Authentic Luxury Lab of the Graduate School of System Design and Management (SDM) at Keio University, the JAXURY Award is selected by the General Incorporated Association JAXURY Committee — a body of members gathered from across disciplines. Kodansha, in cooperation with the Agency for Cultural Affairs, disseminates and develops JAXURY through media.

This is a comprehensive "industry-government-academia-media" project.

  • 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

JAXURY AWARD

JAXURY Logo 2026 Symposium
Award ceremony and symposium at Keio University Mita Campus Since 2021, FRaU JAXURY has announced the JAXURY Awards and simultaneously held symposiums. (Symposium at Keio University Mita Campus in 2023)
JAXURY AWARD DATABASE

JAXURY Consortium JAXURY Consortium, a general incorporated association composed of members from various organizations

2026 Award Now Open!