About Us
Our job is to translate what's coming — from around the world — through a Tokyo lens, into Japanese and English. We don't just chase trends. We bring the data and context that make them make sense.
The Trend Arbitrage Approach
Global trends typically take three to twelve months to reach Japan from the US, China, or Korea. We use that lead time to surface concepts and data that haven't yet been covered in Japanese — bringing them to millennial readers while they're still fresh. We position ourselves not as personal reviewers, but as an editorial team that researches, synthesizes, and delivers with sources.
Three Editorial Pillars
30%
Pillar 1: Beauty & Health Intelligence
We translate international beauty data — from Korea's slow-aging movement to US dermatologist insights — into usable Japanese. We focus on ingredients, data, and expert perspectives to help readers get ahead of trends. We never make efficacy claims and stay fully compliant with Japanese pharmaceutical regulations.
30%
Pillar 2: Data-Driven Lifestyle Design
From trending home goods in China and Europe to sleep and health apps, we narrow down the options for busy adults using global data. Comparison tables, rankings, and data visualizations help us stay factual and stay away from anecdote-based recommendations.
40%
Pillar 3: Money & AI in Practice
We explain new financial mindsets — like Loud Budgeting and Soft Saving — with the data behind them. We demonstrate AI-powered budgeting tools like ChatGPT and Claude, and compare household finance apps from around the world. We make no definitive investment or financial advice claims.
Our Editorial Stance
Sources cited, always
Every figure comes with a source. We keep facts and speculation clearly separated.
Observations, not absolutes
We don't use words like 'absolutely,' 'best,' or 'guaranteed.' We share what we've seen.
Written to be understood
Even complex topics are written so that anyone can read them and walk away with something useful.
The Editorial Team
Five editors from Tokyo, Berlin, Mexico City, Los Angeles and Seoul write within their own beats. Everyone follows the same rules — every figure traces to a primary source, and we never describe testing we did not do — and each piece is source-checked before it goes out.
Mina Kiryu
Editor-in-Chief / Money & Household Finance
Tokyo, Japan
Household budgeting / Savings systems / Fixed-cost audits
Lukas Weber
Writer / Sleep & Wellness, Data Verification
From Berlin, based in Tokyo
Sleep environment / Rest & minimalism / Home comfort
Sofia Reyes
Designer / Lifestyle & Comparison Guides
From Mexico City
Home appliance comparisons / Choosing subscriptions / Disaster preparedness
Marcus Bennett
Photographer / US Trends, English Edition Editor
From Los Angeles, based in Tokyo
TikTok money trends / Gen Z consumer culture / Deinfluencing
Jiwoo Seo
Social Media / Beauty & Skincare
From Seoul, South Korea
Skincare routines / K-beauty trends / Reading dermatology research
A template from the team
Digital Kakebo — Visualise Your Money Flow
The budgeting template our team actually uses, shared with no sign-up. Duplicate it in Notion and start using it.
Follow Us on Social Media
We run four accounts — Instagram and X, each in Japanese and English. Article highlights become cards and short videos, shaped for how each platform is actually used.
Media & Collaboration Inquiries
For media inquiries, PR partnerships, or ASP proposals, please reach out anytime.