Eight Years Since Our Founding | About Us Vol.1

Hello,

This is Yukino Matsumoto, founder of Simply Native.

It has been eight years since Simply Native (SN) was founded in 2016. Last year, we reached a significant milestone by opening our flagship store, long dreamed of since our establishment. This marked the beginning of an exciting new chapter.

As we reflect on our journey from the very beginning to where we are today, we take this opportunity to remind ourselves of the values that have always been at the heart of our work. Over the next eight articles, we will share our story with you.

 

Simply Native Yukino Matsumoto

 


A Cultural Trading Company Sharing Japanese Lifestyle Crafts with the World

At Simply Native, we are a cultural trading company dedicated to introducing Japanese craftmanship to the world.

With partners in Australia (Sydney) and Japan (Chiba, Kyoto, and Amami Oshima), we offer a wide range of Japanese products to the international market—from homewares, tableware, cooking utensils, food products, and condiments.

What started in 2016 with just a single product has now expanded to a collection of over 2,000 products. To date, we have supported more than 87 Japanese businesses in helping them achieve recognition in the international market.

 

Lifestyle Crafts Enriching Everyday Living

Japan is home to many traditional crafts and local artisans. At Simply Native, we embrace these as "lifestyle crafts"—products that come to life through daily use, rather than objects of admiration.

What we value most are items that seamlessly integrate into everyday life, revealing their true essence when put to use. These are not simply "made" but rather "born" from the hands of artisans and the natural landscapes that shape them. We believe that such products carry a deep sense of craftsmanship—one that connects the maker with the user and transforms how we approach our everyday life.

Our mission is to share these perhaps unknown Japanese lifestyle crafts to a broader community, ensuring that they are accessible and appreciated not only in Australia but also worldwide.

 

Creating Spaces Inspired by Japanese Tradition

At Simply Native, we bring these carefully selected products to the world through both wholesale and retail.

In wholesale, we primarily supply Japanese washi wallpaper, kumiko woodwork for partitions, and other architectural materials to design firms and construction companies. These materials are used in both commercial and residential projects, with restaurants being our main area of collaboration. For new restaurant projects, we often assist with the overall coordination, providing not only interior and exterior materials but also tableware, ingredients, and other essential elements—sometimes even supporting concept development from the ground up. To date, we have been involved in over 70 projects.

In recent years, sustainability has become a key focus in Australia's architectural scene. As a result, there is growing recognition of the value of traditional Japanese materials and the deeper cultural philosophies behind Japan’s approach to living, dining, and craftsmanship

 



Our Store as a Showroom of Japanese Culture

In retail, we offer Japanese lifestyle crafts to the public and host workshops that connect people with the traditions behind our products.

At the heart of our retail operations is our flagship store in Surry Hills, Sydney. Designed with inspiration from traditional Japanese living spaces, the store serves not only as a retail space but also as a showroom, showcasing the full range of our carefully curated products.

This space is designed to inspire both individual customers and business clients, providing a tangible experience of Japanese craftsmanship and culture while helping them discover the perfect products for their needs.

 

 

Building Long-Lasting Relationships

I was born on Amami Oshima into a family dedicated to the restoration of Oshima Tsumugi, a traditional Japanese textile. Growing up, I was surrounded by my father and skilled artisans, witnessing their dedication to craftsmanship firsthand.

After graduating from university, I joined a Ministry of Economy, Trade, and Industry (METI) support organization for small and medium-sized enterprises (SMEs). There, I worked in a department focused on introducing Japanese craftsmanship and services to international markets, helping businesses across Japan expand overseas.

 


I had many opportunities to introduce products at large-scale international trade shows, where trends are often showcased. However, at these events, price was prioritized above all else, and the background of the maker—their personality and the process behind their creations—was not valued. Each time I saw makers lose confidence in their products after being told that their prices were too high, I felt a deep sadness, as if Japan and its artisans were being rejected. Moreover, many makers, driven by the pressure to close deals, were forced to drastically discount their prices, selling at a loss just to secure a sale. Watching this situation unfold, I felt frustrated in my role as a government official and decided that I wanted to directly connect makers with overseas markets to bring them true happiness and support. This led me to create the kind of relationship I envisioned with artisans. As a small company, I can't work with a large number of people at once, but I place great importance on having personal, face-to-face communication with each maker and fostering long-term relationships. Even after eight years, my approach remains unchanged.

 



Edit & text : Ikeo Yu

Translation : Natasha Bray


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