Heritage Umbrella Manufacturer Fujitaya (est. 1919) Launches Joint Research Project with Shizuoka Design College for Children's Parasols

Fujitaya Co., Ltd. (Headquarters: Aoi-ku, Shizuoka City, Shizuoka Prefecture; President: Michikazu Fujita), a long-established umbrella manufacturer in Shizuoka City founded in 1919, has launched a collaborative project with Shizuoka Design College focusing on the development of children's parasols.

Over the course of one year, students will gain practical experience in corporate understanding, industry research, market surveys, interviewing, design proposal, and sales promotion planning. The educational program is designed not merely for aesthetic design but to foster an understanding of 'usable designs' that address social issues, consumer needs, and business viability.

While this initiative is not currently premised on commercialization, the company will consider the possibility of future product development based on the content and feasibility of the proposals generated during the project.

Background of the Project The project centers on children's parasols. This is driven by the increasingly serious issue of protecting children from heat during their commute to and from school. As summer heat becomes more severe each year, heatstroke has become a familiar and urgent issue in local communities. Children, being shorter in stature, are particularly susceptible to heat reflected from road surfaces, making them more vulnerable to changing thermal environments than adults. Given these circumstances, we believe developing a parasol for children that handles both sunlight and rain is an essential theme to tackle right now.

Furthermore, children's umbrellas must be convincing not only to the children themselves but also to parents and school authorities. Craftsmanship must incorporate multiple perspectives such as safety, ease of handling, practicality during commuting, and a sense of security. We believe this theme provides a highly practical and meaningful subject for students to think about manufacturing from diverse viewpoints.

Significance of Industry-Academia Collaboration The major significance of this project lies in allowing students to experience the entire flow of product development as an integrated process.

Learning in school can often be compartmentalized by subject area. In the professional field, however, processes like research, planning, design, verification, and communication are not fragmented but proceed in a continuous flow. Through this collaboration, students can trace the product development process practically, connecting and solidifying the knowledge and technology learned in the classroom into learning that is applicable in the workplace.

Moreover, we believe there is a significant social impact. Japan is one of the world's leading consumers of umbrellas. While many are in circulation, many are also discarded. Although umbrellas are essential, the emphasis on price and convenience often obscures the value of using one item for a long time.

In this context, experiencing the actual process of product development and bringing their own ideas to life gives students an opportunity to realize the difficulty, excitement, and dignity of manufacturing. Experiencing that a single product involves many perspectives, ingenious ideas, and trials is not limited to umbrellas; it cultivates an awareness of valuing and using things carefully for a long time.

Program Overview The project will proceed as follows: 1. Business Understanding: Learning Fujitaya's history, business, philosophy, and future direction. 2. Industry Understanding: Investigating the umbrella industry, market environment, competitors, and consumer needs. 3. Research: Understanding actual problems and usage realities through interviews and surveys with parents and children. 4. Proposal Creation: Concept formulation, design proposal, and specification review based on research results. 5. Communication Strategy: Considering how to convey the value of the proposal, including promotions.

About Shizuoka Design College Shizuoka Design College offers design education across diverse fields, including graphic, spatial, fashion, and beauty. Through a practice-oriented campus equipped with the latest facilities and a curriculum developed in collaboration with companies and the community, the college is dedicated to fostering talent that can immediately contribute to the workplace.