Why Australia?
At Simply Native, we’re often asked, “Why did you choose Australia as your base?”. Australia hasn’t traditionally been seen as a key destination for Japanese crafts. So, why not the U.S. or France? Today, I’d like to share the story behind our decision.
Delivering Japanese Lifestyle Crafts the Right Way
When I left my previous position at the Organisation for Small & Medium Enterprises and Regional Innovation in Japan and began preparing to go independent, I knew I didn’t want to enter a saturated market. At that time, markets in the U.S. and Europe were already well-established for Japanese goods. I felt I wouldn’t be able to offer meaningful added value by stepping into those spaces.
That’s when I turned my attention to Australia — a place I had studied in during university and one that always held promise in my mind. When I visited Sydney in 2015 for test marketing, I sensed a real opportunity. Unlike in the West, where cheaper foreign imitations of Japanese crafts had already flooded the market, Australia still had room for authentic, high-quality Japanese goods. I felt a calling to introduce not just the products, but also the cultural values, human stories, and ways of life behind them — in a way that was accurate and respectful.
That sense of mission is what led me to choose Australia as our base.
More Than Just Business – Building True Partnerships
Beyond Business: Building Real Partnerships
What struck me when I first arrived in Australia was how open and accepting people were. There’s a warm, genuine willingness to engage with others regardless of background, age, or status. This extends to business relationships too — conversations are easy and personal, and customers often become friends. It’s not uncommon for someone to stop by just to share a homemade cake or jar of jam.
In contrast, when I previously exhibited at a European trade fair, even exchanging business cards felt like a struggle. It often took years to build trust. But in Australia, even as a young Asian woman, if I could explain the value and story behind my products, people were willing to meet me halfway — quickly and sincerely.
This natural, human way of doing business may stem from the country’s multicultural makeup. And in turn, I believe this openness helps Australians appreciate and embrace the cultural richness of Japanese lifestyle crafts.
Locals Embracing Craft Workshops with Joy
Wellbeing and Japanese Lifestyle Crafts
Australia is a country where wellbeing is deeply rooted in everyday life. There's a cultural emphasis on spending time meaningfully — not only working, but also nurturing relationships, and taking care of oneself. Within that lifestyle, Japanese lifestyle crafts have found their place.
For example, a customer who practices yoga every morning uses our incense, saying the 30-minute burn time fits perfectly into her routine. Others enjoy inviting friends over and using their favourite Japanese tableware to host. Whether it's time spent alone or with loved ones, Australians want to make those moments feel good. And feeling good starts with surrounding yourself with beautiful, meaningful things — which naturally leads them to Japanese craftsmanship.
In particular, handmade items that bear traces of the human touch are especially loved — hand-shaped ceramics, glaze variations, even faint fingerprints can be seen as charming. Customers often ask, “Who made this?” they’re not just interested in the item but also in the person behind it. Australians are warm, curious, and genuinely human — and that extends to how they connect with the makers of the crafts they buy. Through one small handcrafted item, they find a sense of richness. That, I believe, is why Japanese lifestyle crafts resonate so deeply here.
From Australia to the World
Although many Japanese artisans still view Australia as a minor market, I see huge potential here. In fact, Australia has become a launchpad for broader global growth.
Being an English-speaking country with a diverse population makes Australia a powerful connector. In B2B settings, clients we've met through Australian projects have introduced our products in other countries. On the B2C side, our online shop receives traffic from all over the world — giving us the ability to ship globally from our base here.
Simply Native is rooted in Australia, but from here, we’re reaching the world and being a part of that journey brings us both joy and purpose.
Expanding to Los Angeles