What is “JINOWA”?

Founder’s Message

To Japan, a society where the circularity of “Tokowaka” has continued for more than 1300 years.

The “mottainai” spirit of Japan is praised both at home and abroad, but it seems to me that it is misunderstood as meaning to use everything up even when it is old. However, what Japanese people have in mind when they think of the spirit of “mottainai” is the exact opposite of that: it’s about continuously breathing new life into things and keeping them new.

To begin with, Japanese gods love “Tokowaka,” things that are new and beautiful. We, the people of Japan, also love the new rice of the year and the newly brewed sake, and if we look at the culture of Ise Jingu, which is built every 20 years anew, it shows that we value the vitality that dwells in that which is new.

All the vessels used to offer meals to the divinities at the Ise Shrine are made of unglazed soil, and about 60,000 pieces of earthenware are being made by hand each year. Once they are used in the shrine, they are crushed into small pieces and returned to the soil without being reused. This has been going on for 1300 years.

In modern times there is the tendency to think that sustainability means to make robust things using materials such as concrete and stone and to continue using them for a long time. Still, the Japanese of the early times made the best use of raw materials that could be easily destroyed and that would quickly rot in nature, using buildings and tools for their everyday life that were made of earth and wood while taking good care of them. Using their knowledge in repairing them or returning them to nature regularly, they maintained their newness throughout their lives.

Death is stagnation and exhaustion that takes everything away, while circulation in its true meaning is to continue creating and breathing eternal life into that creation.

The practice, embedded within daily activities, of returning buildings and tools to the soil has been completely forgotten in modern society. However, in origin, without going against nature, it was made into a common habit in everyday life to return to the soil what came out of it. I think that this was part of the educational program of the circular society that had existed in Japan since ancient times to teach the practice of harmony and symbiosis with nature.

With the new program “Root and Circle to Earth,” I would like to restore to modern life the wisdom of these Japanese ancestors and share it with the world as a wisdom common to all humankind.

In the next future, a society that does not aim at expanding to the utmost will constitute an important model for the global recovery of the environment. Making of continuation our aim, looking forward to a society shining with life and where the activity of returning things to the soil is practiced in everyday life, we are ready to sail from Venice to the world.



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Jinen / Tono Mirai


CEO & Founder
Communication, Innovators Hub
Bio Architect, Natural Material
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Carlo Nesler
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Luciano T.
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Tim William
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Sergio S.