“Craftsmanship” Award
Nakagawa Mokkougei
View Details
Japan's authentic soul, shining on the world stage — celebrating the genuine article.
In this, the fifth edition of the JAXURY AWARD, we have selected brands of Japanese origin whose authenticity, brilliance, and sense of comfort have earned global recognition.
Related Article 
Grand Prize
Inheriting the founder Shinjiro Torii's spirit of "Try it — you'll never know until you do," Suntory has continued to shape the culture of everyday life and inspire an enriching lifestyle for generations. It is this proud and unwavering corporate ethos that earned Suntory the JAXURY Award Grand Prix for 2025.
Reasons for Selection
"Consistently attuned to the changing tides of society, Suntory continues to enrich the culture of daily life through its products and cultural endeavors."
SUNTORY
Category Award
The "JAXURY 10 Perspectives" — a new set of guiding criteria for identifying the genuinely authentic. Category Awards are selected in accordance with these 10 Perspectives, grounded in research by the Authentic Luxury Lab of the SDM Research Institute, Graduate School of System Design and Management, Keio University.
“Sensitivity” Award
BALMUDA
View Details
“Respect” Award
DELFONICS
View Details
“Authenticity” Award
Scapes
View Details
“One and only” Award
MIO HARUTAKA
View Details
“Aesthetic” Award
Kinzangama / Gallery Mutan
View Details
“Enrichment of Everyday Life” Award
AURALEE
View Details
“Myths and legends” Award
SHISEIDO
View Details
“Blessings & good fortune” Award
Simose Art Garden Villa
View Details
“Altruism” Award
BYAKU Narai
View Details
Selected Brands
Fashion
Bold design full of surprise and discovery, animated by a delicate Japanese aesthetic sensibility. From Japan to the world — jewelry and fashion rooted in authentic Japanese spirit.
HARUNOBU MURATA
WAKO
MIKIMOTO
Grand Seiko
NIWAKA
CFCL
Mame Kurogouchi
CHIKA KISADA
MIKAKO NAKAMURA
AUXCA. TRUNK
BLAMINK
Aero Concept
MATSU
SIRI SIRI
YELLOWS PLUS
Ichizawa Shinzaburo Hanpu
ENTWURFEIN
Maehara Koei Shoten
EYEVAN
BEAUTY
Not simply about looking beautiful, but about stepping into an elevated way of living — the forefront of beauty as a daily discipline. Selected through a JAXURY lens, led by Kaoru Saito, one of Japan's preeminent beauty journalists and a JAXURY board member.
SK-II
KANEBO
DECORTÉ
POLA
Yushin Shuzo
Rohto Pharmaceutical
FAS
SENSAI
SUQQU
Waphyto
MENARD
SHIRO
uka
PARFUM SATORI
Lisn
DRINK
The Craftsmanship of Nature and People Spirits born of a sensibility nurtured by Japan's delicate landscape and climate. Pure waters refined by mountains and the finest gifts of fertile land — a promise of refined everyday living.
TEA
Japan's rich, pristine waters bring out the true depth of tea. The astringency and fragrance unique to Japanese tea are drawn out precisely because of Japan's soft water.
Cafe＆Tea Salon
Café spaces imbued with the spirit of the "tea room" — an uncompromising aesthetic that runs through every element: the space itself, the flavors, and the service.
Nihombashi Sembikiya Sohonten
Obusedo
Toraya Karyo Akasaka
Sakurai Japanese Tea Experience
Ogawa Coffee
KOFFEE MAMEYA -Kakeru-
YOKUMOKU Aoyama Head Store BLUE BRICK LOUNGE
CONFECTIONERY
The distinctly Japanese "culture of wrapping" — a way of expressing care, gratitude, and respect for the recipient. Eight brands selected for the JAXURY Award: confections that are as exquisitely refined in their packaging as they are in their taste.
MAISON CACAO
Kakiyama
Kyoto Murakami Kaishindo
Shioyoshiken
HIGASHIYA
Shiono
Shimogamosaryo
Atelier Ukai
STAY
A villa with its own art museum, a ryokan by the sea, hotels beloved by locals in Kyoto and Tokyo. We have chosen stays that offer an "alternate everyday" — a luminous world just outside the ordinary, where the extraordinary becomes a kind of daily life.
SHONAI HOTEL SUIDEN TERRASSE
ENOWA YUFUIN
Shisui, a Luxury Collection Hotel, Nara
Shinsho-an
HOTEL THE MITSUI KYOTO
Miyamasou
The Hotel Seiryu Kyoto Kiyomizu
Ninna-ji Temple / Shorinan
COVA KAKUDA
Numazu Club
Yanmar Sunset Marina Clubhouse & Hotel
Entô
HOSHINOYA Taketomi Island
guntû
Azumi Setoda
ROKA
Beniya Mukayu
Auberge Au Fait
Onyado Fukuchiyo
Wataya Besso
Asaba
Satoyama Jujo
Zaborin
Ancient Hotel Karuizawa
Palace Hotel Tokyo
The Okura Tokyo
Life Style
From the exceptional Japanese beauty of textiles and kumihimo braiding, to gardens as a form of JAXURY living, to the JAXURY of unhurried, restful time.
HOSOO
Domyo
TENERITA
Nafa Living Laboratory TAKEFU
SHAQUDA
TOTO
JAXSON
Tokyo Metropolitan Teien Art Museum
Adachi Museum of Art
ESHIKOTO
Tableware＆Tools
Woodworking — the very origin of Japanese craftsmanship. Lacquerware and ceramics for both the special occasion and the unremarkable day. Kutani and Arita ware, where vibrant techniques have evolved into something wholly unique. And the touch and function made possible by the singular beauty of glass and metal.
Gato Mikio Shoten
Keikou Nishimura
AZUMAYA
Asahiyaki
Riso Porcelain
Arita Porcelain Lab
1616/arita japan
YOSHIKIN
Kaikado
FUTAGAMI
Kimura Glass
Horiguchi Kiriko
Sugahara Glassworks
Interior
From wallpaper made of traditional washi paper and contemporary shoji screens, to lighting fixtures and bedding — brands selected for their ability to create spaces of distinctly Japanese comfort. From JAXURY's seven leading furniture brands, we highlight the "chair" — the most intimate of spaces, shaped for the human body alone.
MARUNI
KOMA
YMK Nagaoka
arflex
Hida Sangyo
TIME & STYLE
Ritzwell
IWATA
Ambientec
Kanacho Tokushu Seishi
tomita
miratap
Kohseki
TECHNOLOGY
Six brands at the forefront of technology as creative expression — from automobiles and digital devices to cutting-edge beauty technology — each advancing the quality of everyday life.
Stationery
Paper and stationery that bring beauty to the everyday, through tradition and originality.
Overview
On Thursday, May 29, 2025, the JAXURY AWARD 2025 was held at Keio University's Mita Campus. Co-hosted by the General Incorporated Association JAXURY Committee (Representative Director: Professor Shirasaka) and the Keio University Graduate School of System Design and Management, with support from Kodansha, the event honored Japanese brands selected through JAXURY's 10 perspectives. Yusuke Tanaka from the Cabinet Office's Intellectual Property Strategy Promotion Office also participated, and a panel discussion was held on the theme of "The Convergence of the New Cool Japan Strategy and JAXURY."
- Date & Time
-
Thursday, May 29, 2025
- Venue
-
Keio University Mita Campus
- Organizers & Partners
-
Co-organized by the following 2 organizations:
(1) General Incorporated Association JAXURY Committee
(2) Keio University Graduate School of System Design and Management,
Authentic Luxury Lab
Supported by Kodansha
- Selection Criteria
-
Selected by the JAXURY Committee through deliberation based on the "10 Perspectives of JAXURY" established by the committee (Authenticity, Culturality, Historicity, Rarity, Quality, Aesthetic Sense, Innovativeness, Narrative, Sociality, Sustainability).
Prof. Shirasaka, who served as moderator. Photography: Riku Kashiwabara
Mr. Tanaka presenting the new Cool Japan strategy decided in 2024. Photography: Riku Kashiwabara
The session was led by JAXURY Committee Representative Director Professor Shirasaka (Keio University Graduate School of System Design and Management), welcoming Yusuke Tanaka from the Cabinet Office's Intellectual Property Strategy Promotion Office.
Mr. Tanaka introduced the new Cool Japan strategy aiming for over 50 trillion yen in economic impact by 2033, and praised JAXURY, saying "The 10 perspectives of JAXURY have clear evaluation axes and show high affinity with the Cool Japan strategy." Professor Shirasaka pointed out that modern luxury is transitioning from a "symbol of wealth and power" to "the value of culture and experience," reaffirming JAXURY's mission and direction.
Speakers: Professor Shirasaka, Yusuke Tanaka (Cabinet Office), Kaoru Saito (Beauty Journalist), Akihiro Sumiya (SDM Institute), Kumiko Yoshioka (Kodansha)
