WABI-SABI is the Essence of Japan Beauty.

The owner and the deputy chief priest of the temple.Although they are in different positions, they have something in common in their thoughts and beliefs. [Part XNUMX]

Daiko Matsuyama is connected to Taihei Noda, CEO of JBI Group. The manager and the temple vice-principal, who are completely different from each other, have common ideas and beliefs.
Since the discussion was deep and interesting from the viewpoint of each other, such as what is "beautiful" that Japanese people have and what kind of way of life and feeling is important, we will deliver it to you in two parts, the first part and the second part. This time is the first part.

Myoushinji Hozoin Vice Principal

Daiko Matsuyama

Born in Kyoto in 1978. Completed the Graduate School of Agriculture and Life Sciences, University of Tokyo in 2003. After spending three and a half years as a training student at Heirinji Temple in Niiza City, Saitama Prefecture, he became a Vice Principal of Retirement in 3. He has been highly praised for the dissemination and exchange of Japanese culture, such as planning a tour to introduce Zen experiences to foreigners and giving a number of lectures at foreign reporters' clubs and embassies in various countries. He was appointed as Visit Japan Ambassador in May 2007. To be done. Also, since 2009, Kyoto City “Kyoto Tourism Hospitality Ambassador”. In 5, he was selected as one of the "2011 people to create the next generation" by Nikkei Business magazine, and from that year he became a Fellow of the "Japan-US Leadership Program." Visiting Professor at Kyoto University of Art and Design, Stanford University Visiting Professor since 2016.
In 2011, on behalf of the Zen sect of Japan, had an audience with the former Pope in the Vatican, and in 2014, on behalf of a young Japanese religion, met with the Dalai Lama XIV, and various religious and leaders of the world. Interact with. Attending the Annual General Meeting of the World Economic Forum (Davos Conference), he is active beyond the boundaries of religion in various countries around the world.

Representative Director and CEO of JBI GROUP (JBIG) Co., Ltd.

Taihei Noda

Born in Fukuoka Prefecture in 1979. In 2010P.G.C.D. JAPAN is established. Develop and sell skin care and scalp care products to increase the number of people who change their age into beauty. In 2019, JBI GROUP, a holding company, was established. Under the corporate philosophy "Pay forward", we will create sustainable products and businesses with the mission of "increase the number of people who make the world happy" and contribute to society and the future.

What is the true meaning of "Waraku"?

"Waraku" is a very high-quality sense

Taihei Noda (hereinafter Noda) I got to know Mr. Oko when I met him at a meeting, and I started to go to hear stories from time to time.At one point, the idea of ​​"Wabi-sabi" that Mr. Daiko was talking about really touched my heart.That's because it was the same thing that I cherish on a daily basis.

"Sorrow" is a word that really means "decaying beauty." In my industry, it's called anti-aging, and I tend to consider "corruption" as negative and "anti". "Sabi" originally captures the beauty that perishes against the "life" of a person, and is a way of thinking that the Japanese have valued. Yet, in the beauty industry, I was skeptical about the tendency of age justice.

Daiko Matsuyama (hereinafter referred to as Matsuyama) As you say, "decayed beauty" and "wandering" are not so gorgeous or expensive, but they have a very high quality sense. These things have the magical power to attract people.

For example, it is often said that it is not important who buys the tea bowls that have been handed down from generation to generation, and the items themselves choose the owner. Therefore, if you don't have a good taste, you can't buy and you don't know the value. I think this sense is a universal and universal concept that transcends time and space.


(I.e. Our customers are all those who think that aging is not something that is negatively viewed. If you could tell us about this decaying beauty when you listened to Mr. Oko's wandering story, our customers would be more convinced, and when it came to aging, "I think it's just what I have." I think you will feel like that.

Matsuyama By and large, "beautiful" is simple. Much of what I've gotten to love in different places is simple and long lasting. What impressed me most was the Roman Pantheon temple that was built in BC.

At that time, it was built in the absence of CAD (cad) and measuring equipment as it is now, and even in 2000, there is an earthquake, and it remains for more than 2000 years as it was at the time of construction. The structure where the ceiling is dome-shaped and the light enters through the hole in the center seems to be very simple at first glance, and is mechanically calculated. We keep stones and marbles like that for XNUMX years. I think that is the condition of being loved for a long time.

The main hall of Myoshinji Temple was built about 420 years ago. A common misconception is minimal design. It is mistaken for simplicity and omission.

(I.e. It's totally different.

Matsuyama It's completely different.What is simplicity and simplicity of omission?After thinking about the design, it's an aesthetic that there is really a minimum but everything you need.

This main hall is portable because it uses no nails. If you disassemble everything, you can take it out immediately and you can divide the room into 1 rooms. I think it's amazing that the building is very easy to use even after more than 6 years.

Depth of "food" contained in one cup of "porridge"

(I.e. Beauty has the durability to stay there forever, without being at the mercy of the times and being left behind.When the boom comes, there may be a difference in the significance of existence, but it is wonderful that it stays there forever regardless.

I think you're right with the simplicity. In modern times, there are some interpretations that things are being cut down for the sake of simplicity and convenience, and what remains after discarding everything is simple, but I think that what is simple and condensed is essential. I think it's really simple.

Matsuyama I think that can be said in every field.For example, cooking.At the training dojo, the cooking duty is called "Tenzo" and plays a very important role. It is also called "shadow training" and still uses firewood and well water.Since Noriza is involved in life-saving cooking, only those who have practiced to some extent can take charge.

(I.e. Is it still firewood and well water?

Matsuyama That's right.In winter, your hands get rough and it's amazing.But I don't really have much time to cook.It's about one-third.What I'm doing is actually cleaning most of the time.By using firewood, it becomes full of soot, so you have to wash it and rag it every time, and you have to go to throw away the ash.My job is to do the behind-the-scenes work that doesn't show up.

The most difficult thing about cooking is making porridge. This was also the opinion of his cook-in-law.


(I.e. Porridge! ??It's surprising.

Matsuyama The porridge is very deep.Even if you intend to do the same with the same amount of water, the same amount of heat, and the same amount of time, the result will be completely different depending on the day.Some people say that they use firewood, but if the heat is a little weak, the amount of water is obviously high, so it feels thin, and if it is overcooked, it becomes like glue.

I have also been a member of the tradition for half a year, but I only thought that it was delicious a few times.

But only at the second or third time, you can make a side dish that doesn't require umeboshi or hermitage. What is "Wow, it's delicious!" First, the scent is different. It looks really transparent.

It feels like my body and heart are being warmed just by receiving it. When it comes to making delicious food, all you have to do is buy good meat, sprinkle it with salt, and roast it, but making delicious porridge is really more difficult than any dish.

(I.e. In Japan, it is the true rationality to take the time and effort, whereas it is the Western rationality to save the time and effort.

Matsuyama That's right.I think it's an idea that saves time and effort and makes it delicious to eat fast food.

There is a basic method of "Gomi Goho Gokoku", Gomi (five tastes), Goho (five recipes), and Gokoku (five colors) in vegetarian cuisine. Generally speaking, the five colors are "red, white, blue, black, yellow" and the five methods are "boil, steam, bake, fry, raw". And "Gomi" consists of "salty, spicy, sweet, bitter, sour", but in fact, vegetarian food has six flavors, and finally "pale".

I don't understand this "pale" when I eat it. But even after 3 or 40 minutes, I feel that something delicious remains. This is "pale".

The reason why "pale" is important is that the opposite "deep" taste is delicious with a bite such as demiglace sauce or steak, but each meal puts a strain on the body. However, if it is "pale", there is no problem with each meal.

In that sense, it is sustainable. There is also a tradition that porridge has 10 benefits. In other words, the reason that porridge is needed for a long time is because it is really essential.

The essence of being loved for a long time

"Taking advantage of what is already there" teaches Zen

(I.e. The soaps we sell are still unfinished as products just by having customers purchase them.It is only completed when the unfinished product is delivered to the customer and the customer finally makes a product called "foam".

It is sometimes said that it is more convenient for bubbles to come out with one push, but then it becomes a tool only for removing dirt.

I think that the customers of PGCG JAPAN are sure to have a conversation with themselves while whipping soap in the morning and evening. In the morning, "I have something like this today." "I have good skin and physical condition today." I saw the schedule of the day and myself, and at night, "I had something like this today. "Looking back on the day. In that way, I wash my face with my own foam, clear my mind, and face the new face, which makes it my own on/off switch.

Our customers are not just looking for face-cleaning soap to simply remove dirt, but they purchase a way of life that takes care of themselves every day to make themselves beautiful and cherish them. I think

Matsuyama In fact, Zen is a very efficient teaching in terms of the rationality of taking time and effort.In modern times, rationality generally prioritizes time efficiency and financial efficiency.However, efficiency in Zen is rationality based on things. "Keep things alive".

For example, the gravel in this garden. Generally speaking, it is cheaper and easier to dig up the sand and throw it away and put in the new gravel you buy. But it's a laborious process, but if you dig the sand, wash it, and sort the gravel, you can get really good ones. The priest at Myoshinji made a miniature rock garden with the remaining fine gravel. This is something you cannot do without the idea of ​​how to make the most of what you already have.

(I.e. Even in training, it makes me think about "making the best use of things".


Matsuyama That's right.It always makes me think.The same idea applies to the porridge I mentioned earlier, but apart from that, I use rice porridge.In fact, rice broth is very nutritious.On the other hand, it is a major cause of river pollution because microorganisms are not easily decomposed.

We often use Kenji soup to make Kenchin soup. It's nutritious and delicious. I can't make it every day, so I sprinkle the remaining goat juice on the moss. Then, the moss becomes very blue. Most of the nutrients in moss are water, and if the chemicals are too strong, they die, but I'm really happy with the high nutritional value of Tonjiru.

If you throw it away normally, it will pollute the river, but if you give it as kenchin soup or give it to moss, the nutrients it has will come to life. It takes time and effort, but I think the idea of ​​Zen is to leave the essential things without blurring.

Even if you add things, you cannot reach the essence

(I.e. It's not something that happens when you spend a lot of time and increase things.Because the essential things are condensed and good, you can get what you really need by taking the time and effort.I think that is "true simplicity".

Simple is Innovation. We value the idea that "simpleness is innovation" not only in product development and planning, but in everything related to customers and products.

今,P.G.C.D. Not only in Japan but also in the cosmetics industry, Savon Move (soap for shampoo) has been recognized and accepted by many customers. A single soap acts as a shampoo, rinse, conditioner, and treatment, so you only have to wash and rinse once. Furthermore, since it is a bar soap, if you continue to use it, the end will be "zero". I spent four years developing, and I really wanted to make a solid shampoo soap. The reason for this is that the average household now uses 1 times of running water for each hair wash, and the reason why it is necessary to continue to increase the number of things while technology is advancing Because I took care of it.

Many household bathrooms have shampoo, conditioner, conditioner, treatment and bottles for each. An average of 3.6 bottles. Use water every time you wash everything off. Clean water is needed to filter the wastewater, and water is needed both during the bottle manufacturing process and for recycling the bottle. But with solid soap, you don't need to refill the bottle, you only have to wash and rinse once. You can save a lot of water if you use 1 Savon Move for your daily hair wash. Many of our customers sympathize not only with their own hair, but also with respect to the environment.

In fact, it is said that 40% of the world's population, or about 30 billion people, are currently unable to use hand washing facilities on a daily basis. And there are children who lose their lives and health because of unsanitary water.

Therefore, this year, we planned the "100 tons of water for children challenge" to present water to developing countries such as India where water for hand washing is scarce. If you purchase one Savonmove, you can donate 1 liters of water. We carried out until July last month, and when we were aiming for a target of 30 tons, we finally achieved a total of 7 tons. I think that it was the result of a lot of people's interest and sympathy.


Matsuyama Of all the cleaning agents, soap seems to be the best for both the human body and the environment.

(I.e. That's right. Twenty years ago, when I was investigating why cosmetics contributed to environmental pollution when starting a business, I learned about the Shiga Prefecture Soap Ordinance (Lake Biwa Eutrophication Prevention Ordinance).

I felt a contradiction when I learned that water containing detergents and cosmetics containing synthetic and chemical raw materials discharged from ordinary households was the cause of water pollution in Lake Biwa. Cosmetics that should clean people are polluting the earth. Then, I want to create a world that makes me happy without cosmetics. I want to create a world where makeup is no longer needed. If your skin is clean and healthy, you shouldn't need cosmetics. To do that, I decided to create something that would make the skin healthy, and as a result, I came to soap. Soap has a history of 1300 years and originally has a low water content, so there is no need to mix unnecessary things.

Matsuyama Like the buildings, porridge, and soap I mentioned earlier, things that have survived for a long time even when the times have changed have the essence of not shaking even if it takes time.

(Second partfollowed by)


  • P.G.C.D. JAPAN