Japanese women are creating global change in the worlds of business, finance, technology, academia, politics, sports, media and more. If they were once invisible, they are no longer. What inspired them to step into their roles today? Are their dreams and aspirations different from those of their generation of leaders? What’s next for them? This time, JAPAN FORWARD Heading out to interview entrepreneurs Haruka Kawashima New series “Pioneer“
Having grown up surrounded by nature, Kawashima has made it her mission to share the beauty of nature through flowers with as many people as possible. In 2018, she launched a dried flower recycling business, collecting flowers from wedding venues and recycling them into decorations, furniture, candles and more. Kawashima’s efforts have been recognized, and she Good Design Award I met her in Washington DC in 2023. She Women’s Startup Lab The program “Rise Beyond” is Ministry of Economy, Trade and IndustryFounded by Ari HorieThis program offers a unique opportunity to Japanese women entrepreneurs who are motivated to grow beyond their current limitations.
Upon returning to Japan, Kawashima immediately began expanding his business. He opened his first independent store in May 2024, but this was just the first step towards new heights. JAPAN Forward interviewed Kawashima as he was getting started on the launch of his new store. Excerpts from the interview are below.
The Beginning
How did your background influence your desire to work in the floriculture business?
I was born in the countryside, surrounded by nature. From an early age, it was natural for me to live in a place with lots of flowers and animals. I took for granted the scenery with mountains in the background.
When I grew up, I moved to Tokyo, a big city. At that time, I realized that people living in cities have few opportunities to be in touch with nature. So I had a desire to deliver nature and flowers to as many people as possible. I thought that by doing so, I could improve everyone’s happiness and health.
What first made you want to work with dried flowers?
When I worked as a florist, I saw a lot of red roses being thrown away. At the time, there were no florists who did upcycling, but I thought there was a benefit to upcycling flowers and enjoying them for as long as possible. I was sure that many people would empathize with this idea. So I came up with the idea of ​​”Lost Flowers” in Japanese.
From your perspective, how does flower culture relate to the Japanese concept of seasons?
Japan has four seasons and there is something to enjoy in each season. Cherry blossoms in spring, sunflowers in summer, autumn leaves in fall. I think Japan values ​​these differences. However, flowers are not often displayed in the home or in daily life. They are often given as gifts or on special occasions. I think there is definitely room for expansion in this area in Japan.
Start a business
What led you to name your company “RIN”?
In Japanese, the bouquet counter is called “RIN”. Also, the Japanese character “Rin” means circulation. In Japanese, there is also an expression “Rinne Tensei”, which expresses the importance of cherishing life. For these reasons, I decided to name my business “RIN”.
What was the most challenging part of starting your own company?
The most challenging part was building a creative manufacturing business from scratch, which included thinking up the entire workflow, how to make bouquets, how to recycle flowers into candles, etc. It took a long time to define the different steps of upcycling, but it was worth it and I’m glad I did it.
Another hurdle was finding more people who shared our vision. Some people don’t agree with us, but others do see new possibilities. These are the people that fuel us and where we need to invest to move forward.
Building Success
You have worked on installations for many major corporations, including Takashimaya and Tokyo Prince Hotel. What is the most memorable project?
The most impactful job for me was the display with Uniqlo.
At the Yurakucho store in Tokyo, we combined recycled flowers with recycled Uniqlo clothing, and set up five mannequins decorated with clothes and dried flowers.
The collaboration between clothing and the concept of lost flowers was one of the happiest moments for me. I think flowers made me happiest of all (laughs).
A powerful and unique way to bring discarded clothing back to life, this collaboration resonated with many, with one person saying, “The flowers were so beautiful, I couldn’t believe they were dried.”
How did attending the Women’s Startup Lab in Washington DC impact you?
The most important thing I gained from this experience is the knowledge on how to expand overseas. I learned how to promote my business not only in Japan but also in the US and Europe.
The US market is the largest in the world, and a strategy to compete there is essential. But I was also impressed with the overall support from women and men. It was a heartwarming experience for me to see how much they are willing to do for our country.
This year was the first year that female entrepreneurs have traveled to the United States through this program. We hope that the selected entrepreneurs will become role models and inspire many others. We hope that this will be the driving force behind their overseas expansion and help revitalize the Japanese economy.
What kind of concept would you like to go with when opening your first store?
Our store carries a wide variety of flowers that have been lovingly grown by growers from all over Japan. Not all flowers are the same, and even if they have different shapes, there is still a lot of beauty. And just like flowers, we want to convey the message that people are all different and unique. We hope you will come to our store and experience the diversity of our products.
We also sell fresh vegetables so that men who have never visited a flower shop alone can feel comfortable visiting, so please come and visit us!
What is your dream?
My dream is to enjoy plants for a long time and increase people’s happiness through nature. Japan is often said to be 47th in the world in terms of happiness rankings. I want to create new ways to enjoy flowers and deliver a positive message to everyone.
What advice do you have for young people aspiring to become entrepreneurs?
To all women entrepreneurs: Never give up on your dreams and be the first person to believe in yourself. How much you believe in yourself and go for it will be the basis for the support you will get from friends and investors. Believe in your dreams and take on this challenge.
Is there a message you would like to tell your past self?
I want to say, “Well done, you chose the right path, so keep going!” Finding friends, starting a business, and having fun is just the beginning. I wish I had drawn up milestones and thought more strategically about what kind of company I wanted to make.
To find out more about Haruka Kawashima and her business, Rin, please visit her website.
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Author: Ariel Busset
