photographer & ad JAIRO ALVAREZ @byjairoalvarez styling SHOGO SONE @enosogohs
mua KOTOE KIKUCHI @kotoekikuchi hair ASASHI SANO @asahi_sano
model HISAKI HAYASHI @hisakihayashi___
production HIRO @hiro_2021_stylist & JAIRO ALVAREZ @byjairoalvarez
Is there time to take a forest bath when you work 12 hours a day ? What role does fortune play in a destiny meticulously built with sweat ?
What battles take place in a concrete jungle and where does art fit in a schedule dominated by balance sheets ?
Armies of men going to work corseted in their “white collars” traverse the streets of Tokyo daily. Although the figure of the salaryman emerged at the beginning of the 20th century, it was in the postwar period that it became one of the most visible symbols -and the embodiment- of the explosive economic growth that characterized the development of Japan. The modern samurai have developed a cult for their career, and through long work hours they have become the engine that the country needed to move forward.
Ganbatte delves into the juxtaposition and harmony between Japan’s culture of relentless work and its deeper essence, which prays for fortune, urges spending time in nature, devoting time to artisanal activities and cultivating faith.
“Omamori” is a Japanese term that refers to amulets or talismans that are often sold
at Shinto shrines and Buddhist temples in Japan.
Omikuji are traditional Japanese fortune-telling strips obtained at shrines and temples […] By leaving the omikuji at the shrine or temple, it’s believed that you can leave the bad luck behind and avoid its negative effects.
Samurai were warriors in feudal Japan known for their martial skills, loyalty,
and adherence to bushido, the way of the warrior.
Originally used as a farming tool for threshing rice or soybeans, nunchaku were later adapted
for use as a weapon in martial arts training.
Within Japanese culture, the archetype of the salaryman epitomizes dedication,
self-sacrifice, and steadfast loyalty to their company.
Kintsugi is a traditional Japanese art form that involves repairing broken pottery or ceramics
using a special lacquer mixed with powdered gold, silver, or platinum.
Within Japan’s business culture, the concept of “nomunication” is deeply rooted. This amalgamation of “nomu,” which translates to “to drink,” and “communication” reflects the tradition of forging connections over drinks.
“Ganbatte” is a Japanese term that embodies the encouragement to “do your best” or “keep going.”
It’s a powerful expression used to support and uplift others, particularly during challenging moments
or when facing obstacles.