We are already halfway through January 2024. But let me tell you a little about last year.
In fact, last November, I went on a business trip to Shanghai for the first time in a while. Those few days made me realize how much I've changed and that this is where I need to work harder in the future, so I'm writing this article to look back on it.
As I've mentioned in previous articles, I have many opportunities to go to China and have been there many times in the past. However, this time I was invited for a completely different project than my previous involvement, and I was given the opportunity not only to have business meetings, but also to see what Shanghai is like today and see fashion shows.
Due to my job, I travel abroad quite a bit, but looking back now, I feel like there was always a sense of tension, and most of the time I was reserved and cautious when I spoke. People who know me normally might say, "That Kubo-san?!", but it felt like I wasn't able to speak openly at all.
But over the past five years, excluding the COVID-19 pandemic, I've changed my mindset to "don't worry about the language difference, just speak in Japanese as much as you can." And somehow, when I do that, I've become incredibly friendly with the people I meet wherever I go. I guess there's something about honesty that's universal and relatable.
This applies not only to work, but also to restaurants when traveling.
During my business trip to Shanghai, a business partner arranged restaurants and accommodations for me, but the restaurant in particular was so good that I thought, "This was my first big hit on a business trip to China!" It was clean, cheap, and incredibly delicious! That's because it was apparently a popular spot for famous Chinese businessmen and actors, and photos of them and the owner were displayed all over the walls.
(A photo of former Alibaba Group CEO Jack Ma and the owner) 
(A lot of delicious Shanghai food came out.) 
("Kaishin Shokudo" is a restaurant that occupies an entire building)
The owner was also incredibly friendly, and we hit it off as we chatted away. Before we knew it, we were on good terms, and he even treated me to Shaoxing wine, and we even made a promise: "I'll treat you to a meal here today, so when I go to Japan, you'll treat me to karaoke and a meal!" I wonder when that guy will come?...I'm looking forward to it.
That was an interesting night in Shanghai, but on another day I also had an inspiring experience.
First, we visited the store of "ATTEMPT," a Shanghai designer brand that started in 2015. Their vitality is simply amazing! They set up their own store, have their own production factory, and sell their products independently without going through wholesalers. Their passion to "take risks and enter the market on their own" was evident.
(Inside the ATTEMPT store)
I think the level of young fashion creators is rising in every country right now. I think that this is because, with the emergence of platforms like Instagram that can disseminate information, as well as new technologies like generative AI, the groundwork has been laid for a rise in the level of creators. Everyone can create something as a designer, and we could even turn AI into a designer and create things. What an amazing world we live in.
A while ago, the industry standard was that "design is key and you promote it," but now it seems that the focus is more on "how to promote it than on design." I sensed a strong spirit from the kids working at "ATTEMPT," who said, "We'll keep our own inventory and sell our products no matter what!"
On the other hand, even amidst these changes, there are still designers who are using their imagination to create designs that make you think, "I've never seen anything like this before!" The designers I met at "not SHOWROOM," which has also been active in Shanghai since 2017, are perfect examples of this. Their passionate enthusiasm and strong spirit were evident everywhere.
(Exterior of "not SHOWROOM") 
(Designers of "not SHOWROOM")
(It looks familiar, but I'm the one on the left.)
So, looking back, what about you?
In my case, I release around 100 new pieces of clothing every season, combining yoshiokubo and muller of yoshiokubo. None of them are "designed to be put away," and I believe that I am creating truly new things, aiming to be "not just a little different, but one of a kind."
However, after seeing "ATTEMPT" and "Not SHOWROOM" in Shanghai and observing the current state of the industry, I started to think again, "I have to put more thought into each and every piece than ever before!" This is exactly what "put your soul into every shot." I realized that I needed to have that kind of momentum.
So, in 2024, we will put even more effort into making clothes. We hope you will continue to support us this year.
January 2024 Yoshio Kubo
In fact, last November, I went on a business trip to Shanghai for the first time in a while. Those few days made me realize how much I've changed and that this is where I need to work harder in the future, so I'm writing this article to look back on it.
As I've mentioned in previous articles, I have many opportunities to go to China and have been there many times in the past. However, this time I was invited for a completely different project than my previous involvement, and I was given the opportunity not only to have business meetings, but also to see what Shanghai is like today and see fashion shows.
Due to my job, I travel abroad quite a bit, but looking back now, I feel like there was always a sense of tension, and most of the time I was reserved and cautious when I spoke. People who know me normally might say, "That Kubo-san?!", but it felt like I wasn't able to speak openly at all.
But over the past five years, excluding the COVID-19 pandemic, I've changed my mindset to "don't worry about the language difference, just speak in Japanese as much as you can." And somehow, when I do that, I've become incredibly friendly with the people I meet wherever I go. I guess there's something about honesty that's universal and relatable.
This applies not only to work, but also to restaurants when traveling.
During my business trip to Shanghai, a business partner arranged restaurants and accommodations for me, but the restaurant in particular was so good that I thought, "This was my first big hit on a business trip to China!" It was clean, cheap, and incredibly delicious! That's because it was apparently a popular spot for famous Chinese businessmen and actors, and photos of them and the owner were displayed all over the walls.
(A photo of former Alibaba Group CEO Jack Ma and the owner) (A lot of delicious Shanghai food came out.) ("Kaishin Shokudo" is a restaurant that occupies an entire building)The owner was also incredibly friendly, and we hit it off as we chatted away. Before we knew it, we were on good terms, and he even treated me to Shaoxing wine, and we even made a promise: "I'll treat you to a meal here today, so when I go to Japan, you'll treat me to karaoke and a meal!" I wonder when that guy will come?...I'm looking forward to it.
That was an interesting night in Shanghai, but on another day I also had an inspiring experience.
First, we visited the store of "ATTEMPT," a Shanghai designer brand that started in 2015. Their vitality is simply amazing! They set up their own store, have their own production factory, and sell their products independently without going through wholesalers. Their passion to "take risks and enter the market on their own" was evident.
(Inside the ATTEMPT store)I think the level of young fashion creators is rising in every country right now. I think that this is because, with the emergence of platforms like Instagram that can disseminate information, as well as new technologies like generative AI, the groundwork has been laid for a rise in the level of creators. Everyone can create something as a designer, and we could even turn AI into a designer and create things. What an amazing world we live in.
A while ago, the industry standard was that "design is key and you promote it," but now it seems that the focus is more on "how to promote it than on design." I sensed a strong spirit from the kids working at "ATTEMPT," who said, "We'll keep our own inventory and sell our products no matter what!"
On the other hand, even amidst these changes, there are still designers who are using their imagination to create designs that make you think, "I've never seen anything like this before!" The designers I met at "not SHOWROOM," which has also been active in Shanghai since 2017, are perfect examples of this. Their passionate enthusiasm and strong spirit were evident everywhere.
(Exterior of "not SHOWROOM") (Designers of "not SHOWROOM") (It looks familiar, but I'm the one on the left.)So, looking back, what about you?
In my case, I release around 100 new pieces of clothing every season, combining yoshiokubo and muller of yoshiokubo. None of them are "designed to be put away," and I believe that I am creating truly new things, aiming to be "not just a little different, but one of a kind."
However, after seeing "ATTEMPT" and "Not SHOWROOM" in Shanghai and observing the current state of the industry, I started to think again, "I have to put more thought into each and every piece than ever before!" This is exactly what "put your soul into every shot." I realized that I needed to have that kind of momentum.
So, in 2024, we will put even more effort into making clothes. We hope you will continue to support us this year.
January 2024 Yoshio Kubo