Natsume Mito began her career as a model in 2013 before gradually breaking her way into dramas and stage performances as an actress. To commemorate ten years in show business, Mito will release a photo essay book titled Natsumelon on August 12.

 

Yuuka Eda, a popular young film director, snapped the photos for the book. Shooting took place in Taiwan, a place with great sentimental value for Mito. Readers will find plenty of food and locale recommendations including the wholesale district, lined with restaurants in business for over 100 years, and the famous night markets in Taipei. In the accompanying essays, Mito, now in her 30s, speaks openly about her views on work, marriage, clothing, makeup, relationships, and future goals, while also including adorable hand-drawn illustrations. The book also contains details about Mito’s current wardrobe, her recommended manga and stationery, and behind-the-scenes snapshots.

 

<Comment from Natsume Mito>

 

“I’m so happy to announce the release of my photo essay book, celebrating my first 10 years in show business!

 

One of my goals was to publish a photo essay in my 30s, and I’m so grateful to all the fans and staff who made that dream come true. I chose Taiwan, a place with so many happy memories, as the location. I think that the readers will enjoy seeing many different sides of me, from playful Natsume to quiet Natsume.

 

The shoot brought me so much joy, and I was so glad to be back in Taiwan for the first time in so long after the pandemic. At the same time, I was excited to see what kind of future awaits me in this new decade. I included an essay reflecting on the past decade along with the photos. I hope you’ll read the ramblings of a woman in her 30s! Be sure to check out my current fashion breakdown too. For those who have supported me over the past ten years, I think you’ll enjoy my more mature personal style!”

 

<Comment from Photographer Yuuka Eda>

 

“I followed Natsume’s dizzying schedule of eating, laughing, and walking through the streets of Taiwan, and had such a blast. If you let someone young spread their wings and live their own lives, they’ll mature on their own. But during the shoot, I completely forgot about taking “age-appropriate” shots—instead, all I wanted to do was have a good time and do what was fun. I ignored what I should have done and instead did what we wanted to do. I’d be happy if even a few important moments of Natsume’s life were immortalized in this book.

Please, enjoy your life.”

 

■Profile

Born in Gunma Prefecture in 1994, Eda directed her first feature film, Girls’ Encounter, in 2017. Starring Moeka Hoshi and Serena Motola, the film won the Audience Award at MOOSIC LAB 2017 and was subsequently released in theaters to great acclaim. Invited to the Hong Kong International Film Festival and Shanghai International Film Festival, Eda also won the Best Director Award at the Asian Film Festival in Barcelona. In 2019, she won the Best New Director Award at the Japan Movie Critics Awards. Eda also works as a photographer, having shot numerous artists and promotional materials.

Natsume Mito will star in the upcoming film Kono Chiisana Te (These Small Hands). The film will debut in theaters on April 8. The movie is an adaptation of the manga series by Mamora Goda, also known for his works Kira Kira Hikaru and Mori no Asagao. The story follows a father who never cared for his daughter and a daughter who has forgotten her father.   This is the feature-length debut of director Hiroyuki Nakada, who previously worked as an assistant director on films such as Love is Light and Tsukuritai Onna to Tabetai Onna.   <Comment from Director Hiroyuki Nakada> “What is a father? This question came to me as I was watching my newborn son sleep. Does supporting a family financially make a good father? Can a man be a father in some other way? Can he do something else? While I was pondering this, I came across Kono Chiisana Te. I really wanted to find the answer to my question, so I decided to work on plans for this live-action film. I hope that everyone who sees this film will take some time to think about their families in this fast-paced world.”   <Story> Kazuma, an illustrator, lives with his wife Sayuri and their three-year-old daughter Hina. One night, while Kazuma is drinking with his work buddies, Sayuri gets into an accident and is hospitalized while out shopping. Kazuma falls asleep at the bar and Hina wakes up alone the next day. She is rescued by the police and placed in an orphanage. Given his actions, Kazuma can’t take Hina home. Having done nothing to help raise her, he’s decidedly unfit to parent. Sayuri doesn’t wake up, and time continues to pass. Desperate, Kazuma gradually realizes that there are people who care for him and want the best for his life. Determined, he sets out to repair his bond with his daughter. When Kazuma visits, however, all Hina can do is cry. Has she forgotten her father’s face? （Ｃ）映画「この小さな手」製作委員会

In conjunction with Kyary Pamyu Pamyu’s 31-show nationwide tour celebrating her 10th anniversary, the LOCAL POWER JAPAN Project was launched to energize Japan through the appeal of regional towns and cities. At each stop, Kyary collaborates with a local company to help bring more attention to smaller regions and businesses. The details of the artist's collaboration project in Fukushima have been revealed ahead of Kyary’s performance there on May 20, 2022.In Fukushima, Kyary is teaming up with Kourakuen, one of Japan’s leading ramen chains dating back to 1954. For this collaboration’s logo, Kourakuen’s logo has been transformed as an homage to Kyary’s 2012 song Fashion Monster. The fan-favorite track has appeared in ad campaigns and is a must-play for the singer at concerts!     Known for its tasty ramen and gyoza, Kourakuen has been a local favorite for almost 70 years. While the menu hasn’t changed too much since the early days, the chain is known for releasing some unique offerings, like chocolate Ramen on Valentine’s Day and natto miso ramen this spring. For this collaboration, fans can grab a branded Ramen Monster Spoon, perfect for slurping up your favorite bowl of ramen.    Those who want to grab this item will want to head to the LOCAL POWER JAPAN Project online store by May 29. The spoon will also be sold in limited quantities at the Iwaki Aryan Arts & Culture Exchange Center Lobby in Fukushima on May 20.  A collaborative T-shirt is also on sale featuring the new logo and the singer’s 10th-anniversary logo. It will be available on the LOCAL POWER JAPAN Project online store until May 29!

Since their creation in 1988, the 996-model sneaker has been one of New Balance’s most popular models. This month, the 996 will be reborn as the New Balance Standard, with the same comfortable feel and some minor changes to the logo. In the new campaign, Natsume Mito, Saki Shibata, Fumiko Aoyagi, and Shiho Takechi will be modeling the new shoes, each in a sleek new color. The photos are meant to depict women living their daily lives with positivity, as they did in 1988 and as they do today.   The 996 model sneakers are the third model in the 99X series. Released in 1988 as a running shoe meant to be used on paved surfaces, its comfort and design has made it a best-seller among both men and women.   Will you be grabbing a pair of these updated kicks?

It's been seven years since New Balance Japan launched its 'Sneaker and Me' campaign in collaboration with Japanese model Natsume Mito. The pair have now come together again in promotion of the brand's new edition of its 996 models, the 'WL996' lifestyle models for women, with Mito donning the sneakers in a look-book of outfits coordinated by Mito herself.  "Even though the sneakers and their form haven't changed since I first wore them back then," she explains, "I really felt that these 996's lend more room to look good on adults. I also understand why these shoes have been loved for so long. I want to become someone like that too, so I admire the appearance of the 996's."   Mito shows off her looks in a short interview with New Balance in the video below.

The 996 models followed the 990's which released in 1982 as the third in the 99X series. They made their debut in 1988 in the US and have long since been enjoyed not only as running shoes but everyday shoes too. They're a long seller in New Balance's books.

Kourakuen Holdings Corporation launched a collaboration campaign together with Sanrio's popular character Hello Kitty on September 26 which is set to run to October 25.

Hello Kitty takes over Kourakuen

For the duration of the collaboration, the Roppongi and Dogenzaka branches of Kourakuen will be decorated in all things Hello Kitty  

Free folder with child meal sets

A free and exclusive A4 size folder will be given to all who order the children's meal set. This is available at select branches only and the folders are limited in stock.  

Kourakuen original merchandise

Kourakuen x Hello Kitty Soy Sauce Plate | ¥200 (Tax Included)

Kourakuen x Hello Kitty Folder | ¥100 (Tax Included)

A special line-up of original and exclusive merchandise will also be sold at all Kourakuen branches including soy sauce plates, folders, and more.