A Mission Found in Light and Shadow: The Importance of COCON NIKKO’s “Kimono Rental Experience” as Taught by Our Customers During the COVID-19 Pandemic
Hello, I am Misa Endo, the manager of Nikko Kimono Rental COCON NIKKO.
Introduction: Seeking the “Value of Work” Amidst Confusion and Conflict
In the spring of 2020, as the world faced unprecedented challenges, we at COCON NIKKO were also undergoing a significant trial. People vanished from Nikko, a renowned tourist destination, and the usual hustle and bustle was replaced by silence and confusion.
COCON NIKKO had to suspend operations for several days due to self-restraint measures.
The Golden Week holidays, a period of ideal weather and beautiful scenery that should have been the busiest time of the year for tourism, also fell during the self-restraint period.
I felt a profound sadness seeing the empty streets of Nikko during such a lovely season. It was heartbreaking for those who desperately wished to visit but could not travel during this precious time.
1. A Deep Question: The Value of Things “We Can Live Without”
The anxiety and near self-doubt I, Endo, experienced during the pandemic were the same deep, serious questions that faced many service industries, especially all businesses offering “non-essential” goods and services.
I felt immense respect for those in “essential fields”—like medicine, infrastructure, and education—who directly support human life and well-being. At the same time, I wrestled with the value of my own work: kimono rental and hair styling, which felt like a form of “entertainment.” Many others, I believe, shared this struggle.
“Attending to a customer by dressing them in a beautiful kimono and styling their hair is something people can live without. What can we possibly do in this situation?”
This conflict led me to deep introspection.
Part 1: Preparing to Turn Anxiety into Hope — The Passion Behind Our Handmade Creations During the Self-Restraint Period
We could not afford to stand still. Every member of the COCON NIKKO staff quietly, yet with great passion, prepared for the day we could reopen.
1. Handcrafting to Create Customer Smiles
“We want to brighten our customers’ spirits! To make them feel joyful and glamorous!”
Driven by this sole thought, I devoted the self-restraint period to meticulously handcrafting many accessories: hair ornaments, obi (sash) decorations, haori (jacket) clips, and more.
- The Wish Behind the Work: We wanted to delight the customers who would finally be able to visit after the self-restraint was lifted. We hoped the shine of our handmade items would help lift the suppressed feelings they had endured.
- The Significance of Preparation: This steady, quiet preparation was not just a task; it was an act of lighting our own hope. It was a crucial period for building within ourselves the conviction that “we will surely reopen as a place to bring back our customers’ smiles.”
2. Providing Safety and Personal Experience with Special “Time Slot Reservations”
Upon reopening, we revised our usual operation methods to ensure our customers could truly enjoy their visit with peace of mind.
- Prioritizing Safety: We introduced a Time Slot Reservation system to thoroughly minimize contact between different groups, catering primarily to small parties, couples, and families.
- A Personal Touch: This time slot arrangement ultimately led to a more professional and personal preparation experience for our customers. We were able to more deeply connect with each individual, sharing their thoughts and stories about their special occasion.
Part 2: The “Precious Mission” of COCON NIKKO, Revealed by Our Customers’ Words
Amidst this period of trial and error, one heartfelt comment from a customer swept away all my doubts.
1. “The Work COCON NIKKO Does is Very Important”
In my deepest moment of uncertainty, a customer offered these warm and powerful words: “The work and the place that COCON NIKKO offers, which give people a dream, are very important! They are essential, and we support you!”
This single sentence was an irreplaceable gift that reaffirmed the very reason for Kimono Rental COCON NIKKO’s existence.
2. Touching Stories Unfolding Before Us
The backgrounds of the customers who visited during that time were filled with various “unfulfilled hopes”:
- Canceled Dreams: Couples who had to cancel their overseas honeymoons and chose to wear kimonos in Nikko instead.
- Phantom Weddings: Spouses whose weddings, planned for half a year, were canceled, and who visited Nikko to at least create a special memory.
- Lasting Memories: Families who gathered in small numbers to celebrate a beloved grandmother.
- Proof of Graduation: Individuals who couldn’t attend their graduation ceremony but wished to have a keepsake photo in a kimono.
- A Bonded Trip: Families whose school trips were canceled again, and who came to Nikko as a family vacation.
For these customers, the COCON NIKKO kimono experience was not mere sightseeing; it was the final, finest stage for sublimating “important, unfulfilled desires.” By witnessing these stories, we became convinced that our work played an indispensable role in healing the heart and connecting people to hope for the future, far beyond being a mere “substitute for a milestone event.”
Part 3: The “Emotional Infrastructure” Provided by COCON NIKKO’s Kimono Rental
The mission COCON NIKKO was taught by its customers is “the mission to provide joy, dreams, and color.” We realized that kimono rental is a form of “emotional infrastructure”—a different kind of necessity for the human heart, distinct from medicine or physical infrastructure.
1. The Creation of the Extraordinary and the Magic of “Self-Affirmation”
- The Energy to Support Daily Life: We work hard to live our daily lives. The source of energy that sustains that routine is the brilliance of the extraordinary. A kimono is not just clothing; it is a magical tool that colors “life’s celebratory moments” and enhances “self-affirmation.”
- A Testament to Life: Especially in difficult times, the fact that “we can still shine beautifully and create memories in this situation” connects people to their will to live and to hope. COCON NIKKO is the place where that hope takes shape.
2. Cultural Legacy and Inspiration — Spiritual Fulfillment
- Reconnecting with History: Wearing a kimono in the historical city of Nikko is an inspiring reconnection with history and culture. This is the spiritual fulfillment that humans need, an absolutely essential factor in enhancing the Quality of Life (QOL).
- Passing the Cultural Baton: Allowing people to joyfully experience traditional kimono culture through modern, retro-chic designs is the noble mission of passing the cultural baton to the future.
Conclusion: More Professional, More Serious, More Sincere
What our customers deemed “important” was not just the kimono itself, but the passion and professionalism of Endo and the entire COCON NIKKO staff to provide an “at-home, heartfelt, and moving experience.”
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This very determination is COCON NIKKO’s greatest strength and highest value.
Our role differs from that of life-saving medicine or life-sustaining infrastructure. However, we possess the precious mission of deeply engraving “the joy of living,” “beautiful memories,” and “cultural inspiration” into people’s hearts.
The heartfelt “dreams and color” provided by Endo and the COCON NIKKO staff will continue to enrich the lives of many and be an indispensable presence in conveying the charm of this special place, Nikko, to the world.
As the most dedicated advocates for our customers, we will continue to pursue this noble mission with passion into the future.
(Misa Endo, COCON NIKKO)