[Event Report] Exhibiting at Shop Objects held in New York in August 2023

An initiative to promote the appeal and value of the "Tokyo brand" as part of the Edo Tokyo Kirari Project

Uchino Inc. (Head Office: Chuo-ku, Tokyo; CEO: Uchino Nobuyuki), which proposes a healthy and comfortable lifestyle from bath time to good night's sleep, is pleased to announce that it exhibited at Shop Object, held in New York from August 8th to 13th, as part of the Edo Tokyo Kirari Project, which aims to refine techniques and products rooted in the traditions of Edo Tokyo from a new perspective and promote them to the world. The company promoted the appeal and value of the "Tokyo brand" through towels made from a patented material that boasts unparalleled softness.
(https://shoppeobject.meetribbon.com/VendorStores/Home/5fff2f0083906e00a8b3ba66）

Exhibition and Booth Overview

Date: August 2023th to 8th, 13
Venue: PIER36 (299 South street New York, NY10002)
Booth No.: A207
URL:https://shoppeobject.meetribbon.com/VendorStores/Home/5fff2f0083906e00a8b3ba66
UCHINO Homepage:https://www.uchino.inc/

[Exhibitor products]

▸ Response
The products, which combine the technical skills cultivated from the pinnacle of manufacturing to make life more comfortable and the taste from Tokyo/Japan, are all rich in "lightness" and "softness", and the silky smooth texture surprised people, and the moment they touched them, they were met with voices of "oh my god!" In overseas markets, towel products are perceived as high-end products if they are heavy and sturdy, so the opposite, a light and soft towel, can be a negative element. However, the unprecedented texture made a big impact as an innovative item, such as ordinary towels and pajamas, and we received a response that was greater than expected. We will continue to keep a close eye on the trends in the American market, polishing our products and working to improve the brand value of Tokyo/Japan.

Products that received a great response
▸ (Top/left) Blissful towel: A towel that boasts the ultimate softness, woven with ultra-fine yarn (100 count) that is not typically used for towels.

▸ (Top/middle) Air waffle：A towel that is light and soft, woven only with special yarn that contains a lot of air.

▸ (Top/Right) Zero Twist Gauze Dot: A double-faced towel made of soft gauze woven with low-twist yarn and pile woven with non-twist yarn that is half the thickness of regular towels.

▸ (Bottom row/left) Binchotan charcoal towel：A towel in chic colors that evokes the wabi-sabi aesthetic of Japanese culture, woven from threads kneaded with high-quality binchotan charcoal powder made from Ubame oak trees.

▸ (Bottom row/middle) Marshmallow gauze pajamas: 100% cotton, fluffy and soft triple-layered marshmallow gauze. It has a good balance of heat retention, breathability and water absorption, which helps prevent the temperature and humidity inside the garment from increasing, supporting a comfortable sleep.

▸ (Bottom row/right) Marshmallow gauze scarf: 100% cotton, fluffy and soft triple layer marshmallow gauze. It is comfortable and lightweight against the skin and can be used all year round, making it a convenient item to have.

Other exhibited products
▸ Naturally dyed towel series (wine, coffee, tea, earth)
▸ Waffle Robe
▸ Towel sandals slippers
▸ Towels, bath mats, etc.

About SHOPPE OBJECT

A New York home and gift exhibition that started in 2018. It is held every February and August, and in a sophisticated atmosphere, trendy brands and manufacturers exhibit. When it started in 2, the venue was small and there were only a few dozen exhibitors, but it has been gaining attention as an innovative trade show every year, and the number of exhibitors at the winter show in February 8 was so successful that it exceeded 2018 companies. It is also called the next-generation exhibition that is conscious of millennials and Generation Z, and from 2023, a digital show called Shoppe Online has been held in parallel with the exhibition. It also has a BtoB platform function and is also praised as a hybrid show.

About the Edo Tokyo Kirari Project

This initiative will highlight the techniques and products rooted in the traditions of Edo-Tokyo as Tokyo's "treasures," select ambitious and outstanding initiatives from among them as model businesses, polish them up from new perspectives to enhance their value, and share them with the world through more effective promotion. In addition, by polishing the model businesses and disseminating information, the initiative aims to establish the Tokyo brand, revive Tokyo as the home of manufacturing, enhance the appeal of traditional industries, and pass on skills. (https://edotokyokirari.jp/）