The Yellow Flower of Challenge -Cultivating a Future of Infinite Potential
Beginning as a community revitalization effort, the story of additive-free loofah cultivation has evolved over 45 years. Today, loofah has transformed into various forms and is continually advancing. President Takida of Hechima Sangyo Ltd., who has been at the forefront of this ongoing challenge, shares his insights.
Shuusei TAKIDAPresident
Hechima Sangyo Ltd.
Approximately 45 years ago, this area was part of Oshima Town in Imizu District, which later merged into Imizu City, Toyama Prefecture. At that time, creating local specialties was a popular trend nationwide. While loofah had long been used for washing both the body and dishes, it had become increasingly rare. In response, a group of volunteers came together to revive loofah products, and cultivation began. The initial effort focused on transforming the harvested loofah into scrubs or extracting loofah water to create lotion, revitalizing the town and establishing a local specialty. This marked the beginning of local product creation. From there, the loofah industry was developed to promote loofah on a national scale.
Could you share the unique appeal and exceptional value of 'Hechima Kokochi'?We have cultivated loofah without pesticides from the very beginning. Loofah water is collected from the moisture absorbed by the roots, and if the soil contains chemicals or pesticides, they would be absorbed as well. Therefore, we are committed to not using any pesticides. Forty-five years ago, when no one was discussing SDGs and pesticide use in agriculture was the norm, we chose to grow our crops without them, focusing on creating products that are safe, reliable, and gentle on both people and the environment.
Certainly, our primary goal is to provide products that are safe, reliable, and gentle for everyone. For example, in our loofah lotion, we do not add any preservatives; we package and sell it as 100% loofah water. Additionally, unlike the stark white loofah scrubs commonly found in stores and supermarkets, our loofah scrubs are free from bleach and retain their natural color. This ensures they can be used to wash the body without causing irritation, making them safe for individuals with sensitive skin. For these reasons, our loofah scrubs are designed to be safe and gentle for everyone.
While we do not engage in specific special activities, we show our commitment to the environment by cultivating our products without pesticides. In line with the SDG goal of "Responsible Production and Consumption," we believe it is our responsibility as producers to offer safe, reliable, and sustainable products that are considerate of the environment.
Could you share the background of LUFU's establishment? What changes or impacts have taken place since then?Initially, a designer in Tokyo approached the Toyama Prefecture Design Center with the idea of creating a product using loofah. Subsequently, through the Design Center, they sought collaboration, and my eagerness to work together led to the establishment of LUFU. Until that point, loofah scrubs had primarily been used as everyday items like dish sponges or body wash pads. However, by incorporating design elements, loofah can now be appreciated as an interior object, showcasing its versatile properties. This innovation has generated fresh appeal in today’s market, and I firmly believe that the potential for loofah products has expanded significantly.
Could you share which products are especially popular among overseas customers?For overseas customers, loofah seems to be quite a rare item. There is an antenna shop in Toyama Prefecture that draws many inbound visitors. When I spoke with the staff there, they mentioned that loofah scrubs are very popular. Additionally, many foreign customers have shown interest in bath mats made from loofah. As a product, loofah is uncommon to them, and I believe this rarity is one of the main reasons for its popularity.
Are there differences between products that are popular among international customers and those preferred by Japanese customers?Even Japanese individuals display a strong interest in scrubbing brushes. Furthermore, many associate "hechima" (loofah) with skincare, especially as a kind of toner. Many recall how their mothers or grandmothers would grow loofahs, extract the liquid, and use it as a facial toner.
What are your future plans, and what challenges are you currently facing?As I mentioned earlier, I aim to discover innovative uses for everyday items, similar to how we envision LUFU as an interior design element. Currently, I’m inspired by the recent sauna trend and am contemplating creating a loofah mat intended for sitting in saunas. Loofah is known for its excellent water absorption and quick-drying abilities. Given its traditional use for body washing, it complements bath culture beautifully, making it an ideal option for sauna settings. We are actively engaging in trial and error to develop this product.
What are your plans for international expansion?We frequently receive inquiries about selling overseas. Currently, we are focusing on selling loofah-infused horse oil cream in Shanghai, China. Horse oil cream has enjoyed popularity in China for a long time, making it a well-known product there. Our product incorporates loofah seed oil into horse oil, enhancing its beauty benefits and generating significant interest. Besides China, we aim to expand our sales channels to countries like Singapore and Malaysia.
Lastly, have you implemented any specific strategies or innovations in your communication or information sharing?While our international expansion is still in its early stages, we plan to utilize Chinese social media to disseminate information about our products. Similar to our approach in Japan, we want to highlight the safety and reliability of what we offer. Given that we manage everything from cultivation to harvest, processing, and sales, we believe this comprehensive approach will instill confidence in consumers regarding the quality of our products.
