Kiyoko Niwasaki, President and CEO of Wako, is leading initiatives to establish Wako, an iconic Ginza landmark, as the "Wako brand" and transmit Japanese aesthetics to the world. Facing severe business challenges during the COVID-19 pandemic prompted a fundamental reconsideration of Wako's purpose, shifting from being merely a retail store to becoming "Wako" as a unified brand.
Niwasaki identifies three crucial elements for branding Wako: "respect for Japanese aesthetics," "craftsmanship," and "sustainability." The company emphasizes increasing the ratio of original products and providing unique value that can only be obtained here for customers visiting from around the world.
In 2022, the main building was renamed "SEIKO HOUSE," strengthening its function as a base for transmitting the Seiko brand. In 2024, the basement floor was renovated as an "Arts and Culture" space, creating a unique environment where visitors can directly interact with artists and craftsmen, conceptualized as a "Stage of Time" featuring 1,000-year-old Kirishima cedar arranged to resemble clock hands.
Niwasaki envisions leveraging the strength of operating a single store at the symbolic location of Ginza 4-chome to transmit Japanese manufacturing, aesthetics, and culture to the world. As a message to younger generations, she emphasizes the importance of positive challenges without fear of failure, recommending an optimistic work approach: "There are no .1000 hitters. It's good enough if you can produce hit products even 10% or 20% of the time."