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"vegetable laboratory TOUTO" – A Fusion of Wellness and Style in Japan

• delicious Japan
• March 3, 2025

A unique brand, "vegetable laboratory TOUTO," is gaining increasing attention for its fusion of Japan's traditional culture with contemporary fashion sensibilities. This brand emphasizes stylish, modern products that are both environmentally friendly and beneficial to physical well-being. From vibrant herbal teas inspired by color psychology to eco-conscious apparel, the brand offers a variety of products that embody the harmony of tradition and innovation. Catering to health-conscious consumers and fashion-forward individuals, it provides a distinctive experience. We spoke with the brand’s representative, Ms. Nagami, to learn more.

To begin, can you clarify the types of products you offer?

One of the brand's signature products is "Shurei". With its ruby-red hue, this "edible" herbal tea blend draws inspiration from the concept of "the beauty of vermilion". Packed with health-boosting ingredients like elderberry and rose, it enhances immunity while fostering youthfulness and vitality.

Shurei is designed to reflect TOUTO’s sustainable spirit. It ensures that the organic herbs and dried fruits used in the tea extract are entirely edible, maximizing nutritional value and helping reduce food waste. TOUTO’s zero-waste philosophy enhances health benefits and demonstrates a deep respect for natural resources. Additionally, TOUTO offers a range of handcrafted cosmetics and lifestyle products that showcase exceptional craftsmanship.

For instance, candies are crafted using traditional Japanese techniques free from artificial additives, and a playful "Diversity & Inclusion T-shirt” is made from organic cotton. This T-shirt showcases TOUTO’s adorable vegetable characters, symbolizing positive energy and environmental commitment. Each TOUTO product, from nutrient-rich beverages to stylish, eco-friendly accessories, is created to promote wellness and joy.

Can you share your products' brand concept and features?

At the core of "vegetable laboratory TOUTO" lies the belief in "the harmony of nature and elegance." The brand's guiding principle is "to be natural and fashionable." To achieve this vision, TOUTO offers food and fashion products centered on wellness and sustainability.

The herbs used in TOUTO’s signature beverages are organically certified and meticulously handled by hand from harvest to packaging. They are selected from seasonal plants sourced both domestically and internationally. Furthermore, by employing the principles of color psychology, TOUTO incorporates vibrant, visually stimulating hues into each herbal drink, aiming to uplift the spirit and awaken the senses.

The idea of "food as medicine" has been reinterpreted in modern times, with every detail of the products—from formulation to packaging design—reflecting Nagami’s personal dedication to wellness, sustainability, and style.

It’s evident that a significant amount of dedication is involved in developing both the concept and the products. Could you share the backstory behind the founding of TOUTO?

I am a former equestrian athlete who competed in dressage, and TOUTO was inspired by my life experiences. I faced serious health challenges during my childhood but overcame them through nutrition and horseback riding. As an athlete, I learned that "the presentation of one's appearance is a crucial element in expressing inner strength." Drawing from these experiences, I combined my expertise in the "science of inner health" and the "art of outer beauty" to launch "Vegetable Laboratory TOUTO" as a flagship brand in 2020. The creation of the brand embodies my belief in guiding people to "genuine smiles" and aims to harmonize self-care with a fashionable lifestyle.

How would you define the "science of inner health" and the "art of outer beauty" that you just mentioned?

Personally, regarding the "science of inner health," I studied herbalism and organic nutrition, becoming a certified herbal instructor and fermentation food meister, with an emphasis on traditional Chinese medicine. As for the "art of outer beauty," I refined my skills in image consulting and color coordination.

Lastly, can you convey a message to everyone overseas?

"vegetable laboratory TOUTO" is a brand that allows you to experience Japan’s wellness culture, where tradition and innovation come together. TOUTO’s products are available in Tokyo Skytree Town and resort areas such as Nasu, and Karuzawa. The beautifully packaged and uniquely conceptualized TOUTO herbal tea sets and organic goods are popular as excellent souvenirs, encapsulating the essence of Japanese wellness culture.

I am actively attending various exhibitions to discover new products and materials. In the case of food, my interest extends to raw ingredients and other aspects of the supply chain. I am committed to gathering information and staying informed about the latest developments. I hope that, in the future, there will be opportunities for us to collaborate and work together.