I generally trust Japanese companies. They usually have a core value to make a product that they are proud of and a product that fits humans. Hobonichi, for example, they update their product every year. They look improve their quality but also usability. There’s also a focus around joy of using a product not just luxury.

Sodateru, a towel company, is similar. They give hand written notes with your towel which is thoughtful. I also am fond of Zojirushi, Ricoh EMOOR, and Pilot pens. I use products from these companies every day.

Luxury isn’t always tied with Joy in the West. Luxury is often just tied with expense or material only. But I find that joy is very important to me when using a product. More-so than expense or material. If the product is not joyful to use then it won’t be a good experience no matter how much money was spent.

So, if I can see a Japanese company is committed to making a great product, that is also joyful to use, then I will favor that brand.

Because of this I look forward to buying products from Japanese companies more than Western brands.