The Kimono Renaissance: Tradition Becomes Trend
The kimono, Japan’s quintessential symbol of tradition, is experiencing a remarkable comeback. No longer reserved for formal ceremonies or seasonal festivals, it has become a presence on city streets, in the wardrobes of young creatives, and even on international runways.
The secret to this revival lies in contemporary reinterpretation. Japanese designers and emerging brands have skillfully blended respect for tradition with modern touches: lighter fabrics, practical cuts, bold prints, and accessories designed for urban life. The result is a kimono that seamlessly transitions from a morning coffee outing to an evening event.
Another key factor is inclusivity and experimentation. Young designers explore innovative materials and cross-cultural combinations, creating genderless kimonos or incorporating streetwear elements. Social media platforms like Instagram and TikTok have amplified this trend, turning traditional outfits into global style icons.
But the kimono is more than fashion, it is also a cultural bridge. Every fold, print, and color choice tells a story, connecting to nature, the seasons, and Japan’s rich history. Wearing a kimono today unites past and present, experimentation and memory, aesthetics and narrative.
The revival’s success is not purely aesthetic: it has sparked a new economy involving artisanal production, sewing workshops, and experiential events. The kimono exemplifies how tradition and innovation can coexist, transforming a millennia-old cultural heritage into a contemporary, global language.
In short, the kimono today is more than clothing: it embodies identity, creativity, and cultural connection, a symbol of how Japan can reinvent itself while honoring its roots.
Japan's Morning Markets: A Journey Through Tradition and Authentic Flavors
In Japan, dawn not only marks the beginning of a new day, but also opens the doors to a unique cultural experience: the morning markets. These lively meeting places offer an authentic glimpse of daily life, where tradition, gastronomy and craftsmanship blend together in an engaging atmosphere.
Wajima: a Thousand Years of History and Crafts
In the heart of Ishikawa Prefecture, the Wajima Morning Market boasts over a thousand years of history. With around 340 stalls, it is renowned for the sale of local products and for the fine lacquer craftsmanship, known as Wajima-nuri. Walking through the streets of Kawai-cho, you can admire and purchase these works of art, evidence of a centuries-old tradition.
Shichiken: Authentic Flavors in a Historic Setting
In Ono, Fukui Prefecture, the Shichiken Market welcomes visitors with a selection of fresh agricultural products, offered directly by local farmers. The stalls wind along traditional streets dating back to the 16th century, creating an evocative atmosphere that invites you to discover the authentic flavors of the area.
Hida Takayama: Between Nature and Culture
In the picturesque setting of Takayama, Gifu Prefecture, the Miyagawa Morning Market takes place daily along the banks of the Miyagawa River. Here, visitors can find a wide range of local products, from fresh vegetables to artisanal creations, immersing themselves in an environment that reflects the authenticity of Japanese culture.
Discover Japan with our Premium Tour
Imagine immersing yourself in the tradition of Japan's morning markets and experiencing the fascinating contrast between old and new. With the Premium Tour of Your Japan Tour, you will explore the Golden Route, visiting iconic cities such as Tokyo, Kyoto, Osaka and Himeji, and discovering temples, futuristic neighborhoods and authentic glimpses of the country.
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Kirei-Sabi: The Art of Simplicity and Elegance in Japanese Design
A Concept of Refined Beauty
At the heart of Japanese aesthetics lies the concept of Kirei-Sabi, an idea that combines the purity of beauty (“kirei”) with the allure of time and imperfection (“sabi”). This aesthetic approach is reflected in design, fashion, calligraphy and even advertising, creating a visual harmony capable of conveying deep emotions.
Minimalism and Visual Harmony
Kirei-Sabi manifests itself through essential lines, soft colors and natural materials. Japanese design avoids the superfluous, aiming for a discreet beauty that does not seek to impress with excess, but rather to conquer with its subtle elegance. Every detail has a meaning, nothing is left to chance, and the empty space (“ma”) becomes an integral part of the composition.
The Influence of Kirei-Sabi in Advertising
Japanese advertising campaigns often embrace this concept to create powerful yet delicate visual messages. The use of minimal images, clean fonts and soft colors conveys a sense of calm and sophistication. This approach differs from Western advertising, which is more aggressive and dense with information, instead aiming for a subtle and lasting emotional impact.
Time as an Aesthetic Element
A key aspect of Kirei-Sabi is the acceptance of time and imperfection. Materials that age gracefully, objects that show the passage of the years without losing their charm: all this contributes to creating an authentic and timeless aesthetic. In Japanese design and architecture, natural surfaces are preferred that change with the passage of time, adding character and personality to spaces.
An Aesthetic for the Future
In a world increasingly dominated by the excess of images and stimuli, Kirei-Sabi offers an alternative that invites contemplation and the rediscovery of beauty in simplicity. This concept, rooted in Japanese tradition, is also finding more and more space in contemporary design and global communication, demonstrating how the most authentic beauty lies in the balance between elegance and sobriety.
Senchadō: The refined art of Japanese loose leaf tea
When we talk about Japanese tea, our minds immediately turn to matcha and its codified ceremony. But there is another tradition, less known but equally fascinating: Senchadō, the art of preparing and enjoying sencha, the most popular loose leaf green tea in Japan..
A freer and more modern ceremony
Compared to the rigid formality of Cha-no-yu, the matcha ceremony, Senchadō stands out for its more spontaneous and intimate approach. Born in the Edo period thanks to Confucian scholars, it spread among literati as a refined but accessible ritual, where the pleasure of conversation is combined with tea tasting.
The art of preparation
In Senchadō, everything revolves around precision and harmony. A kyūsu teapot is used, perfect for controlling the flow of water, and the tea is infused at lower temperatures than other varieties, to enhance its sweetness and umami. Every pour has a meaning, and the elegance of the gesture becomes part of the experience.
A journey of senses and culture
More than a simple drink, Senchadō is an art that invites you to slow down and appreciate the present moment. The herbaceous scent of sencha, the golden color of its infusion and the delicate flavor blend together in a ritual that transmits balance and well-being.
Where to experience it
In Japan, some traditional schools offer Senchadō experiences, while in cities like Kyoto and Tokyo there are specialized tea rooms. Even at home, with the right tea and a little attention to preparation, it is possible to approach this refined practice.
Discovering Senchadō means coming into contact with a lesser-known dimension of Japanese culture, made of elegant gestures and authentic taste. Are you ready to pour your first cup?
Sake: Three Fun Facts About Japan's Iconic Drink
Sake is more than just an alcoholic beverage; it is a true piece of Japanese culture, closely tied to the history, traditions, and even spirituality of the Land of the Rising Sun. Although it is often referred to as “rice wine,” its production is unique and its significance goes far beyond simple taste. When talking about rice-based beverages, the ideogram sake [酒] generally refers to alcohol, but is pronounced shu. When the Japanese talk about beverages made with rice, they use the term nihonshu [日本酒], which means “drink of Japan.”
Now, get ready to discover three fascinating facts that will make you see sake in a whole new light!
1. Sake is not a distilled beverage
Many people believe that sake is similar to liquor or spirits, but in reality, its production process is closer to that of beer. The rice used is first polished to remove impurities, then steamed and fermented using a special fungus called koji. This turns starches into sugars, allowing the yeast to start the alcoholic fermentation.
The result? A drink with a complex and delicate flavor, with an alcohol content of between 13% and 16%. And if you thought there was only one type of sake, think again: there are lighter, unfiltered, sparkling and even aged varieties!
2. A connection to the sacred
Sake is not only a pleasure for the palate, but also a deeply rooted element in Japanese religious traditions. Ancient legends say that even the gods appreciated it: the storm god Susanoo-no-Mikoto is said to have defeated a dragon by offering it eight barrels of sake.
To this day, the drink is still used in Shinto rituals, especially at weddings and in offerings to the kami (Japanese deities). During some festivals, such as the Doburoku Matsuri, unfiltered sake is distributed to participants, creating a link between the sacred and conviviality.
3. Sake etiquette
It is not enough to fill a glass and drink, sake has a real code of conduct. Traditionally, it is drunk in small ceramic cups (choko) or in elegant wooden boxes (masu). But there is one golden rule: never pour it yourself! It is an impolite gesture, while pouring it for others is a sign of respect and sharing.
Temperature also matters: in the winter it can be enjoyed hot, while in the summer months it is more appreciated fresh or even cold. Each serving method brings out different aromas, making each sip a unique experience.
A toast to tradition!
Sake is not just a drink, it is a journey into Japanese culture. Next time you have the opportunity to taste it, remember to raise the cup and toast with a traditional "Kanpai!" – and maybe surprise your friends with these curiosities!
Our relationship with Sake
Japan Italy Bridge has often dedicated itself to the promotion of sake, carrying out numerous initiatives, including the Bunka Academy. The goal was to raise awareness in Italy of how to appreciate sake, emphasizing that it is not a grappa, but a real wine. It is not a drink to be consumed only at the end of a meal, but to be enjoyed throughout the dinner. Unlike wine, sake does not cover the flavors of dishes, but enhances them. For this reason, Japan Italy Bridge has organized events in collaboration with Japanese experts, who have shared with the public the history, the production process and the secrets of consuming and preserving sake.
If you are curious, we invite you to take a look at our portfolio and discover all the collaborations we have carried out.
Discovering the three great variations of soba in Japan
Soba, the traditional buckwheat noodles, is one of the most iconic dishes of Japanese cuisine. Although it is widespread throughout the country, each region has developed its own variant, with unique characteristics that make it special. Here are three of the most famous versions that are worth trying during a trip to Japan!
1. Togakushi Soba – The mountain delicacy of Nagano
In the heart of the Japanese Alps, the Nagano region is renowned for the quality of its soba, especially that of Togakushi. This version stands out for its artisanal preparation and presentation: the noodles are served cold on a bamboo tray called “zaru”, accompanied by a soy-based sauce (tsuyu) and often enriched with grated daikon and wasabi. The purity of the mountain water used in the preparation contributes to giving it a fresh and refined flavor.
2. Izumo Soba – The Intense Flavor of Western Japan
Originating in Shimane Prefecture, Izumo soba has a firmer texture and bold flavor thanks to the use of whole buckwheat flour, which retains the grain’s dark color and natural aroma. A distinctive feature of this variety is its serving method: often presented in “warigo,” three small stacked containers, into which sauce and condiments are poured directly, creating a mix of flavors with every bite.
3. Wanko Soba – A Unique Iwate Food Experience
More than just a dish, Wanko soba is a culinary challenge. Unique to Iwate Prefecture, this specialty involves serving small portions of soba in individual bowls, which are continually refilled by the staff until the diner gives up. It’s a fun and interactive experience, perfect for those who want to challenge themselves while enjoying the authentic taste of this regional variety.
If you are a fan of Japanese cuisine, trying these three versions of soba is an unmissable opportunity to discover the gastronomic diversity of the country. Each region offers not only a unique flavor, but also a cultural experience that enriches every trip! You can take advantage of our proposals and offers by clicking HERE: Your Japan will make your mouth water!
Japan History: Furuta Shigenari
Furuta Shigenari (Motosu District, Gifu Prefecture, 1544 - July 6, 1615) was a Japanese warrior who lived during the Sengoku period. He was the son of tea ceremony master Furuta Shigesada (known by his Buddhist name Kannami, later renamed Shuzen Shigemasa) who was also one of the younger brothers of the lord of Yamaguchi-jo Castle in Motosu-gun County, Mino Province. While pursuing a career as a warrior, Oribe also acquired a sophisticated taste for the tea ceremony from his father and seems to have been adopted by his uncle.
Furuta Shigenari, the samurai who was also a master of the tea ceremony
Author: SaiKaiAngel
photo credit: https://it.wikipedia.org/
Furuta Shigenari became Oda Nobunaga's servant when Nobunaga attacked the Mino province in 1567. In 1569, Shigenari married Sen, one of the younger sisters of Nakagawa Kiyohide (the lord of Ibaraki-jo castle in Settsu province).
In 1576, Oribe became an administrator of Kamikuze no sho (now, Minami-ku Ward of Kyoto City), Otokuni-gun district, Yamashiro province. He later joined Hashiba Hideyoshi's (later Toyotomi Hideyoshi) army during the attack on Harima Province and Akechi Mitsuhide's army during the attack on Tanba Province, making a successful career as a war leader despite his small salary of 300 koku.
As a master of the tea ceremony, he is widely known as Furuta Oribe. His common name was Sasuke, his first name was Keian. The name 'Oribe' as master of the tea ceremony originated from the fact that he was awarded the rank of Junior Fifth Rank, Lower Grade, Director of Weaving Office.
During the period of his union with Toyotomi Hideyoshi, Furuta Shigenari met master Rikyū and became one of his favourite pupils for about ten years during which he wrote two works: Oribe Densho ("The Book of Secrets") and Oribe Hyakka ("The Hundred Precepts"). His relationship with Rikyū was so intense that he was not afraid to disobey the common lord Hideyoshi when Rikyū left in exile for Sakai. During Toyotomi Hideyoshi's rule, the generation of tea masters of the Nobunaga period, Yamanoue Sōji, Sen no Rikyū, Tsuda Sogyu, Imai Sokyu, died out in a few years. All the tea masters were philosophical and political opponents of the military expansionism of warlords such as Hideyoshi, and the importance of the discipline of tea placed them in great social and political authority, so, like Rikyu, they were exiled or forced to commit suicide. The art of tea, once Nobunaga's generation ended, became a state ceremony in the Tokugawa Restoration period and Furuta Shigenari became the most important tea master of the new generation. He also taught the shōgun Tokugawa Hidetada, Kobori Enshū and Honami Kōetsu. However, accused of plotting a conspiracy against the Tokugawa, he was ordered to commit seppuku in 1615.
The influence
Furuta Oribe's influence encompassed all ceremonial practice from the practice of tea preparation, to artistic and architectural styles, furniture and the style of ceramics.
In fact, Oribe-ryū was the style of ceremony he oversaw, as was the style of Oribe-yaki ceramics. He also designed a type of lantern (tōrō) for the tea garden, known as Oribe-dōrō.
Here comes the Kimono Experience at TENOHA Milano
Here comes the KIMONO EXPERIENCE with Giappone In Italia, Milano Kimono and TENOHA Milano!
The Giappone In Italia Association has created a unique experience in collaboration with Milano Kimono and TENOHA Milano, we are talking about the KIMONO EXPERIENCE!
Feel the real Japan with the Kimono Experience
Author: SaiKaiAngel
Do you feel like spending some unique, timeless moments? At a time when everything is hectic, why don’t we take a moment for ourselves? Without commitments, stress or confusion? Let's immerse ourselves in the love of Japan and do it in the best possible way! Have you ever wondered "But how would I look in a yukata or a kimono?" I think so, at least, I've asked myself that many times and finally managed to see myself in traditional Japanese dress! As you know, Giappone In Italia Association, TENOHA Milano and Japan Italy Bridge are working with a common focus: building a bridge between Japan and Italy by promoting Japanese culture here.
An absolutely special experience that will allow you to feel in Japan. If you can't take the plane, how can you experience Japan? You can do it as always in the corner of Japan here in Italy, TENOHA Milano! Not only that, from 15 to 30 June, you can enjoy the "KIMONO EXPERIENCE"! What is it about exactly?
What is it?
The KIMONO EXPERIENCE is an exhibition at TENOHA Milano from 15 to 30 June, featuring the most beautiful kimonos and photos by Alberto Moro, President of Japan in Italy and author of the book 'Il mio Giappone'. You will find photos of people who wanted to wear kimonos in the streets of Milan even without being Japanese! This is the aim of KIMONO EXPERIENCE, to make non-Japanese people live the emotion of the Rising Sun, not only around, but also on them. Yes, because if you book your place, you can have the joy of wearing a yukata and being photographed by none other than the President of Japan in Italy, Alberto Moro, who is, as you know, also a famous photographer.
Imagine yourself in the Japanese atmosphere, wrapped up in a yukata (kimono summer version) that the dressmaker Yurie Sugiyama will have you put on, photographed by Alberto Moro in the incredible and Japanese TENOHA Milano. A dream? No! A reality that is waiting for you!
You can visit the exhibition from 15 to 30 June, from 10 a.m. to 8 p.m., in the TENOHA Milano pop-up space at Via Vigevano 18.
If you would like to dress up and have your photo taken in yukata, remember that the dress-up teacher Yurie Sugiyama will be available from 17 to 20 and from 24 to 27 June, from 10.30 am to 1 pm and from 3 to 6 pm. Although the fitting will be free of charge, in the form to be filled in below, you will be asked for a booking deposit which will be returned when you show up at the KIMONO EXPERIENCE!
Not only that! If you wish, you can buy your photo in kimono as a unique and unrepeatable souvenir of the day. They will surely ask you when you flew to Japan, because these are moments that can hardly be repeated here in Italy.
KIMONO EXPERIENCE, un’esperienza da non perdere, per portare nuovamente il Giappone In Italia, come recita il nome dell’Associazione che l’ha creata.
Obviously we at Japan Italy Bridge look forward to seeing you there!
>> BOOK NOW YOUR KIMONO EXPERIENCE! <<
Subject to availability.
photo credits: Alberto Moro, Presidente Associazione Giappone in Italia