“This is Japan” is the new motto released by Isetan Mitsukoshi Holdings for 2015, and the message is communicated through the company’s stores and websites.

The message reinforces the role of the project dubbed “ Japan Senses,” which was launched in Apr 2011. Japan Senses, placing importance on Japanese traditions, cultures and aesthetics, will become a key business strategy from this year. Store concepts, products and sales services will focus on providing the finest of Japan to the rest of the world.

“This is Japan” reflects the company’s intention to “create department stores suitable for the future.” All aspects of Isetan Mitsukoshi’s businesses will reflect Japanese sensibilities, which are greatly influenced by the four seasons. The company will cater to customer needs by preparing a desirable product lineup and greeting the clientele with warm services.

The model appointed to convey the company’s important message is Saira Kunikida, the great-great granddaughter of Doppo Kunikida, one of the greatest novelists from the Meiji Period. Born in London to a Japanese mother and an Italian father, Saira grew up in Paris. She recently moved to Japan to launch her career as a model in the country of her roots and debuted in Sept 2014. Isetan Mitsukoshi saw the 20-year old with an international background to be the perfect symbol of its new motto.

The message “This is Japan” will appear as posters in Isetan Mitsukoshi stores (includes overseas stores), and a special website introduces the message translated into 60 languages.