Words of encouragement for the next generation: Loftwork Inc. Representative Director Chiaki Hayashi

Constantly update and don’t rely on past legacies

Chiaki Hayashi, a Waseda University alumna, founded Loftwork Inc. in 2000. Loftwork Inc. is a creative agency helping new businesses through design and information technology. Currently, the agency is responsible for 530 projects per year. We had an opportunity to speak with Hayashi and asked about how her career unraveled and her expectations for Waseda University.

Acquired marketing skills at the core of work

──How did you spend your student life?

I graduated from the School of Commerce, but to be honest, the most memorable classes are French, philosophy, and bookkeeping. The class I worked really hard for was Professor Onzo’s marketing seminar. I was drawn to the larger aspects of marketing. In his seminar, I learned about the story behind how top-selling products overlapping in categories, such as conditioner-shampoos, were developed, why Afternoon Tea became a hit-seller, and the mechanisms behind consumer behavior and activities.

──Was there any particular career you considered as a student?

“Think of me as a white palette. I can do and be anything.”

I knew I wanted to work in an environment where I could be myself. It’s just that when I started job hunting, businesses suddenly downsized the number of new hires because of what they called employment ice age, a difficult time for the Japanese economy. At job interviews, I felt as if employers did not bother with ordinary people and were pressuring me with the question, “What can you do?” I was baffled since I had lived a simple life, and I did not feel unique. Interview manuals suggested not to list “reading” as a hobby, but I actually loved to read and didn’t have any other talent. I didn’t want to lie to myself, so I remember telling the interviews to “think of me as a white palette. I can do and be anything.” The point is, even an ordinary person like me can succeed as long as you are willing to put your heart to it. You don’t need to worry about not feeling special.

More than just one answer in life

──After graduating, you worked for Kao Corporation, studied abroad, became a journalist, and established Loftwork. Tell us more about it.

At Kao Corporation, I worked for the marketing department with a focus on cosmetics, but in order for women to truly feel beautiful, cosmetics was not enough. I faced the reality and hardships of answering to the intrinsic needs of women. In addition, I discovered that many Japanese women showed concerns towards how they worked. With that, I decided to find new alternatives for working women and share that piece of information by studying journalism abroad at an American graduate school. Afterwards, I worked as an assistant for an economic news reporter at Kyodo News and established Loftwork Inc. with a friend. Things didn’t go as planned along the way, like getting rejected from the graduate school of my top choice and not getting my dream media job. However, looking back, I feel there is no set path of the way things have to be. There’s more than just one answer in life.

“We shouldn’t decide the final destination of our projects. This way, we can realize the true value of things. That’s probably the most ideal.”

Doing your best for what your heart desires is priceless, but letting go of your ideals and following a different path than you expected is equally precious. If you work hard in your given path, you can find your own, unique way of life from there.

Creating a forest where bears dance out of delight

──As a company, what does Loftwork do?

Loftwork Inc. is a creative agency where it helps people start new businesses through design and information technology. A unique feature of our agency is “to journey without looking for answers.” We shouldn’t decide the final destination of where our projects are heading. This way, we can realize the true value of things. That’s probably the most ideal. Of course, we can lead our clients towards the goals because we have the knowhow on understanding what people are looking for and facilitation methods to merge ideas together for maximized outcomes.

──What is a project you are currently working on that you are excited about?

I have been interested in forests recently. Last year, I established the company, Hida no Mori de Kuma wa Odoru (literary, Bears Dancing in the Hida Forest), or Hidakuma for short. I myself actually went into the forest to feel its bliss, learned the power of forests and major issues the Japanese forestry industry face, and pondered ways to create a sustainable relationship between trees, forests, and people. At Hidakuma, we use lumber from Hida City and coordinate with local carpenters and woodworkers to develop new products. We also offer our resources, including digital fabrication such as a 3D printer. As of today, we have streamlined the manufacturing process of kumiki, a traditional industry in Hida which fits pieces of wood together, and sold Hida lumber online.

──What do you expect from Waseda University?

I believe a constant update without relying on past legacies is necessary. While maintaining its prestige, the University should transform to go ahead of the times. If not, nothing exciting will happen. The strength of Waseda University students is not the University’s brand name. It’s the flexibility of students to challenge the unknown.

Profile

Hayashi was born in 1971 and raised in the United Arab Emirates. She graduated from the School of Commerce at Waseda University and joined Kao Corporation in 1994. She was responsible for daily good and cosmetics product development, advertising and promotion, and sales planning in the marketing department. She left the Kao in 1997 to obtain a master degree in journalism from Boston University. Hayashi then worked for Kyodo News in New York and established networks with American IT businesses and entrepreneurs. In 2000, she returned to Japan and found Loftwork Inc. She is the Japan Liaison to the director of MIT Media Lab, a member of the Good Design Awards Screening Committee, and a member of the Manufacturing Industry Subcommittee of METI’s Industrial Structure Council Committee.

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