Wagokoro to Open 'Yufuin Kinrin Lake Kanzashiya Wargo' at Yufuin, Oita – Scheduled to Open in Late July 2026

Wagokoro Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Tomohiro Mori; TSE Growth: 9271), which operates under the vision of 'Bringing Japanese Culture to the World' and runs traditional Japanese accessory brands such as kanzashi, wasa (Japanese umbrellas), and chopsticks nationwide, has decided to open a specialized kanzashi store, 'Yufuin Kinrin Lake Kanzashiya Wargo,' in the Kinrin Lake area of Yufuin City, Oita Prefecture, in late July 2026.

This store will be the third Wagokoro brand location in the Yufuin Kinrin Lake area, following 'Yufuin Kinrin Lake Hokusai Graphic' and 'Yufuin Kinrin Lake musumusu.'

In the Yufuin Kinrin Lake area, Wagokoro is implementing a dominant store strategy by leveraging each brand's unique specialization, encouraging customer circulation between stores and enhancing individual customer dwell time and shopping experiences. By offering the enjoyment of visiting multiple brands, the company aims to elevate the overall appeal of the area.

Yufuin, a popular tourist destination attracting visitors from Japan and abroad, offers diverse charms such as seasonal natural scenery, hot springs, and atmospheric streetscapes. The company continues to integrate the region’s unique appeal with Japanese culture in its store concepts. With the addition of 'Kanzashiya Wargo,' Wagokoro will further strengthen its brand presence in the Kinrin Lake area.

'Kanzashiya Wargo' offers kanzashi—traditional Japanese hair ornaments—redesigned to suit modern lifestyles, with a wide range of products suitable for everyday wear and formal kimono attire. The store provides an experiential opportunity for visitors to select their favorite piece, wear it while exploring Yufuin, and capture memories with scenic backdrops—offering a 'wearable Japanese culture' experience.

Additionally, by encouraging visits to 'Hokusai Graphic' and 'musumusu' alongside 'Kanzashiya Wargo' within the Kinrin Lake area, the company creates a looped customer journey where guests can enjoy diverse brand worlds and products. Through various offerings such as patterned umbrellas, sauna goods, and kanzashi, Wagokoro provides multiple touchpoints to Japanese culture, aiming to elevate the experiential value of tourism itself.

Wagokoro Co., Ltd. operates under the vision of 'Bringing Japanese Culture to the World,' planning and selling products and services that integrate Japanese culture into modern lifestyles. Moving forward, the company will continue to strategically open stores in tourist destinations, promoting the charm of Japanese culture globally while contributing to regional vitality and tourism development.

Store Overview

【Store Name】Yufuin Kinrin Lake Kanzashiya Wargo (Tentative)

【Opening Date】Mid-July 2026

【Location】Yufuin Town, Yusu City, Oita Prefecture

※ Detailed location will be announced at a later date.

About 'Kanzashiya Wargo'

A premier handmade kanzashi specialty store in Japan, offering kanzashi that blend traditional Japanese craftsmanship with modern design. The brand practices pride-driven manufacturing through its 'direct-from-manufacturer' model, handling all processes in-house—from planning and design to production (including web design) and sales.

HP: https://wargo.jp/collections/kanzashi

X: https://x.com/kanzashiyawargo

Instagram: https://www.instagram.com/kanzashiya.theichi/

About Wagokoro Co., Ltd.

To create opportunities for people in Japan and abroad to experience Japanese culture and help preserve traditional culture and techniques, Wagokoro plans, designs, manufactures, and sells original lifestyle brands such as 'Hokusai Graphic,' 'Kanzashiya Wargo,' 'Hashiya Mansaku,' 'Kasuu Kobo,' and 'musumusu,' including Japanese accessories, yukata, sauna and spa goods. The company also operates the e-commerce site 'The Ichi,' provides OEM services for other companies, and runs subsidiary hospitality businesses.

Committed to the vision of 'Bringing Japanese Culture to the World,' Wagokoro aims not only to reintroduce Japan-born products and experiences domestically but also to share them globally.

Company Overview

Company Name: Wagokoro Co., Ltd.

Stock Code: 9271 (TSE Growth)

Representative: President and CEO Tomohiro Mori

Founded: February 2003

Employees: 177 (including non-regular employees)

Capital: 722,614,818 JPY (including capital reserves)

Business Activities: Product planning, design, manufacturing; store design and operations; web design, e-commerce site operation, and consulting services

Subsidiaries: Maigure Co., Ltd., STN Izu Co., Ltd.

URL: https://www.wagokoro.co.jp/

Brand Information: https://wargo.jp/blogs/shop-list/index