A transformative journey bridging tradition, innovation and global creativity.

FROM LONDON TO KYOTO

Saffron’s Into The Bright platform continues its exploration of visionary optimism and practical action in the cultural heart of Japan—Kyoto. With the success of Into The Bright’s debut at <a href="https://saffron-consultants.com/journal/saffron-reports-into-the-bright" target="_blank" rel="noreferrer noopener">Tate Modern</a> still fresh in our minds, it was with a deep sense of gratitude that we expanded the experience into a four-day event.
As a place to connect guests with Japan's traditions, while embracing its spirit of innovation, Kyoto was the perfect backdrop to start our journey under a new theme: Luminaries of Change. 
A city that seamlessly blends a 1,200-year history with modern cultural evolution, the philosophy of kanyō—tolerance, forbearance, and generosity—became central themes, shaping discussions and experiences throughout the event and the following days.
As we ventured out into the rest of the country following the event, our words and ideas were put into a new perspective, humbled in the face of resilience, innovation and tradition.

DAY 1: INAUGURATION

True to form, the Kyoto-based event was bolstered by <a href="https://saffron-consultants.com/journal/into-the-bright-kyoto" target="_blank" rel="noreferrer noopener">global leaders</a> from across art, architecture, technology, and branding, joined by Saffron CEO, Jacob Benbunan. 
In our opening day, the scene was set with a private tour of <a href="https://kyotocity-kyocera.museum/en/exhibition/20240203-20240630" target="_blank" rel="noreferrer noopener">Takashi Murakami’s Mononoke Kyoto exhibit</a> at the <a href="https://kyotocity-kyocera.museum/en/" target="_blank" rel="noreferrer noopener">Kyoto City Kyocera Museum</a>, followed by a feast hosted by Michelin-starred chef Kunio Tokuoka of <a href="https://kyoto-kitcho.com/en/" target="_blank" rel="noreferrer noopener">Kyoto Kitcho</a>, whose culinary interpretation of kanyō included a modern twist on dashi—a reimagined staple of Japanese cuisine.

DAY 2: LUMINARIES OF CHANGE

Grounding into the principles of mindfulness and gratitude, it was fitting to open the day of our forum with a meditation session at <a href="https://www.kenninji.jp/" target="_blank" rel="noreferrer noopener">Kennin-ji Temple</a>, the oldest Zen temple in Kyoto. 
Surrounded by a sense of peace and preparation, Into The Bright, held at the historic <a href="https://www.bunpaku.or.jp/" target="_blank" rel="noreferrer noopener">Museum of Kyoto</a>, could begin. 
The discussions brought together empowering voices from various industries to guide us forward in shifting times. Held under the theme ‘Luminaries of Change,’ they focused on resilience, innovation, and collaboration.

Tamae Hirokawa, Creative Designer and Director of <a href="http://www.somadesign.jp/" target="_blank" rel="noreferrer noopener">SOMA DESIGN</a>, opened the forum with her take on Japan’s approach to kanyō, describing it as ‘seeing things from multiple perspectives and being flexible enough to accept unpredictable changes.’

Our own Jacob Benbunan was joined by preeminent architectural academic, Martha Thorne. Drawing on their expertise and insights, the pair explored how cities can build an ecosystem that is sustainable and human-centric in a session entitled ‘Building Adaptive Futures.’ Two heavyweights of entrepreneurialism and innovation followed. Jesús Encinar, CEO of Southern Europe’s most recognised real estate portal <a href="https://www.idealista.com/" target="_blank" rel="noreferrer noopener">idealista</a>, and Andrew Stirk, Co-founder of human-first, technology design company <a href="https://reflectiveworks.co/" target="_blank" rel="noreferrer noopener">Reflective Works</a>, discussed how businesses can foster creativity and prioritise humanity in an age of rapid technological advancement.

The final session, titled ‘Bridging Collective Understanding’ was led by Saffron’s Gabor Schreier, and included Susanne Birbragher of <a href="https://www.liaisons-corp.com/" target="_blank" rel="noreferrer noopener">Liaisons Corporation</a> and Reverend Daiko Matsuyama, Deputy Head Priest of Taizo-in Temple, sharing insights on how art and culture can bridge divides and unite diverse communities.

The forum concluded with a surprise Noh theatre performance—a 600-year-old dance drama—by the esteemed Ryoko Aoki, underscoring the deep cultural heritage of Kyoto.

DAY 3: LESSONS ON RESILIENCE

The following days took us out of the city to the north. It was our turn to be an audience, as we experienced firsthand how kanyō is put into action amongst Japanese communities today.

In Ishikawa’s Noto Peninsula, we met <a href="https://www.wajimanuri.co.jp/e_tayashikkiten/" target="_blank" rel="noreferrer noopener">Takahiro Taya</a>, the tenth-generation owner of a 200-year-old Wajima lacquerware company. Taya guided us on a tour to explore the region’s rich heritage, where local artisans remain deeply committed to revitalising the renowned lacquerware industry.
Taya recounted his rebuilding efforts after a major earthquake struck earlier this year, a commitment that underscored the resilience that emerges at the meeting point of heritage and innovation.
As the first international group to visit since the disaster, his dedication to preserving the traditional Wajima craft, while spearheading the region's recovery, was something we were grateful to witness first-hand.

We visited the Ishikawa region, whose pride is its local cuisine, called Kaga Ryori, and headed to <a href="https://www.zeniya.com.sg/" target="_blank" rel="noreferrer noopener">Zeniya</a> for dinner where chef Shinichiro Takagi introduced us to local seasonal flavours across a series of kaiseki courses.

DAY 4: HERITAGE AND INNOVATION

Next stop: neighbouring prefecture Toyama, where in the town of Tateyama, we delighted in an exclusive tour of the <a href="https://iwa-sake.jp/" target="_blank" rel="noreferrer noopener">IWA sake brewery</a> founded by Richard Geoffroy, former cellar master of Dom Pérignon.
In collaboration with architect <a href="https://kkaa.co.jp/en/" target="_blank" rel="noreferrer noopener">Kengo Kuma</a>, and <a href="https://en.z-mile.com/people/iwase-ryuichiro-masuda/" target="_blank" rel="noreferrer noopener">Ryuichiro Masuda</a>, the leading sake creator of the area, IWA blends ancient sake-making traditions with contemporary winemaking techniques.
The tour, a taste sensation, felt like a fitting conclusion to our exploration of how heritage and innovation can coexist to create something truly exceptional.

Our journey ended with a tour of the quiet port town of Iwase. With its 4,000 residents, we saw the recognition that it’s gained for its rich culture, craftsmanship and culinary experiences.
A key driver of its revitalisation is sake master Masuda, who has personally invested in restoring the local culture around his brewery, <a href="https://www.masuizumi.co.jp/upbringing_en.html" target="_blank" rel="noreferrer noopener">Masuda Shuzo</a>. Guided by Masuda himself, we witnessed a bold vision to transform Iwase from a once-declining area into a vibrant, culturally enriched community for the future.

A VISION FOR TOMORROW

Our belief at Saffron is that brand is the promise of an experience delivered. Through Into The Bright Kyoto, we truly experienced all that Japan has to offer, by immersing ourselves in its culture, resilience, and forward-thinking vision. Together, we explored the power of visionary optimism with practical action, not just for brands, but for the communities they serve.

Special thanks to our partners City of Kyoto and Time Out Tokyo, as well as the Event &amp; Project Planning Unit, Media Business, Nikkei Inc. for their support. Thank you to Sonic Minds for their collaboration on <a href="https://sonicmindsagency.com/work/into-the-bright-kyoto-luminaries-of-change/" target="_blank" rel="noreferrer noopener">Into The Bright Kyoto's sonic identity.</a> Already recovering from the devastating earthquake, Wajima has been one of the cities hit hardest by recent flooding in the Ishikawa region. To aid those in need, we encourage donations to the <a href="https://www.jrc.or.jp/contribute/help/20240104/" target="_blank" rel="noreferrer noopener">Japanese Red Cross</a>.

Saffron reports: Into The Bright Kyoto

Related links

Related work

Blanc! Brandays Madrid

Inside the future of air travel

Let’s Talk Design #33