Designer and founder of SIMPLICITY Shinichiro Ogata has released his new book, Jiki-fu, which expands the world of food through ingredients including tiger globefish, boar, royal fern, wild duck, red tilefish, shirako bamboo shoots, shiroshita flounder, young ayu, and horsehair crab. Using the Japanese sensibility and his own design philosophy as a base, Shinichiro Ogata endeavors to renovate Japanese food culture, reinterpreting traditional ingredients, treating food and tableware as a single entity, and re-capturing the primeval act of “devouring.” Through Jiki-fu, which expresses these goals and the beauty and joy of Japanese cuisine, we devour a fragile moment of life. Aside from Yakumo Saryo and HIGASHI-YAMA Tokyo, the book is also being sold at bookstores nationwide, so please have a look.

(All Photos by Yuichi Ikeda)


Author: Shinichiro Ogata
Compilation: The University Museum, The University of Tokyo (UMUT)

Planning and Art Direction: Shinichiro Ogata
Text: Yoshiaki Nishino / Shinichiro Ogata / Hajime Matsubara 
Editing and Book Design: SIMPLICITY / Intermediatheque 
Photography: Yuichi Ikeda
Publishing: University of Tokyo Press
Price: ¥7,900 plus tax

Store Information

Yakumo Saryo
3-4-7 Yakumo, Meguro-ku, Tokyo, Japan
+81 3 5731 1620

1-21-25 Higashiyama, Meguro-ku, Tokyo, Japan
+81 3 5720 1300


  • Philosophy
  • Shinichiro Ogata
  • History


Knowledge and techniques cultivated over time
I have always felt a strong attraction to such things
Whenever I sense them fading,
I am overcome with impatience and sadness
It makes me feel as though a part of my body
Is being ripped away

To cherish tradition
Is to think of someone in the faraway past, someone who shaped me into who I am
Day after day
In the words we speak, in the food we eat, in the tableware we use,
There are many faceless people allowing me to be who I am
Within the vast flow, I too am merely a speck
The joy and sadness of this knowledge inspire me to create

By cherishing tradition, we give birth to a new era
Thinking of someone in the faraway future,
I am motivated to create something that can only be made at this moment
From Japan, brimming with tradition, to the world


Shinichiro Ogata

When I was young and didn't know much about the world, I longed for Western design and travelled many countries to see them with my own eyes. However, from a certain point, I started to realize that the most amazing designs were actually those around me at home, not those overseas. Japanese culture has continually influenced Western culture and art. What could I possibly express without knowing this important fact? No matter where I went, I always came to the conclusion that I was nothing other than Japanese. This certainty became the core of my existence as a designer. To be on equal ground with the world, I realized that I needed to learn my own culture, as well as to feel compassion and be proud of my heritage.

Since then, my firm belief has never changed ? the certainty that I have a message to share. An acute sensibility and palate cultivated in an abundant yet severe natural environment; an aesthetic that can be generous or daring; an attitude towards craftsmanship that never spares any effort; wisdom of living a modest and simple life. The culture of Japan is indispensable in a world seeking balance between mankind and nature. I continually strive to express this in my own way, through food, tableware and space. It is also what lies at the core of Simplicity and its activities today.

I have only taken a small step, and there are still many things to be practiced.
Simplicity's mission is to express Japan as one way of how things can be done, and to share this with the world. Cherishing the past, the present and the future of Japan and the rest of the world.

Shinichiro Ogata

Shinichiro Ogata

SIMPLICITY President / Creative Director

Born in Nagasaki Prefecture. Established Simplicity Co., Ltd. in 1998.
Pursuing the concept of redefining the next generation of Japanese culture and design, Ogata has developed his own establishments including the Japanese dining club and tea house yakumo saryo, the Japanese confectionery brand HIGASHIYA, and the product line S[es]. In addition to his own company's brands, Ogata is responsible for the design and direction of a wide range of projects in architectural, interior, product, graphic, and packaging design. In 2004, he took charge of the architectural and spatial design for Sansou Murata in Yufuin. In 2008, he managed the direction and overall design for the paper tableware series WASARA. In 2011, he completed the interior and spatial design for the University Museum of the University of Tokyo's INTERMEDIATHEQUE and was appointed Affiliate Associate Professor. In 2013 and 2014, he was in charge of interior and spatial design for skincare brand Aēsop's stores “Aēsop Kyoto” and “Aēsop Shinsaibashi,” and for Hyatt Hotel's Andaz Tokyo Toranomon Hills.

WASARA, the paper tableware series for which Ogata undertook overall design and direction, won the Grand Prize and Gold Prize in the Design for Asia Award in 2009, as well as the Chicago Good Design Award in 2010, and was elected finalist in the INDEX: Award 2011 in Denmark. The JP Tower Museum INTERMEDIATHEQUE, for which he was in charge of interior and spatial design, won the Gold Prize in the JCD Design Award 2013 and the Grand Prize in the DSA Design Space Award 2013.


To inherit the tradition and keep it alive,
Is simply to innovate and adapt it to the present era
Based on traditional methods and sensibility, which Japan triumphs,
Simplicity endeavors to create the culture of the next generation
By crafting items that fit the modern day lifestyle
And offering a high quality, plentiful life to the world


Oct. 1998
Established Simplicity Ltd.
Dec. 1998
Opened Japanese restaurant Higashi-yama Tokyo at Higashi-yama, Meguro-ku
Apr. 2003
Opened Japanese confectionery shop Higashiya at Aobadai, Meguro-ku
Opened the annex Sabo, which offers tea, desserts and alcoholic drinks
Apr. 2003
Established product brand Simplicity Super Studio
Feb. 2004
Entity conversion to Simplicity Co., Ltd.
Jan. 2005
Opened Japanese confectionery shop ori Higashiya at Nishi-azabu, Minato-ku
Sep. 2007
Opened Japanese confectionery shop Higashiya man at Minami-aoyama, Minato-ku
Feb. 2008
Renamed Simplicity Super Studio as S[es]
Opened furniture shop Kurabu at Himonya, Meguro-ku
May. 2009
Closed Higashiya at Aobadai, Meguro-ku due to termination of rental contract
Jul. 2009
Opened Japanese confectionery shop Baishinka at Yakumo, Meguro-ku
Aug. 2009
Opened Japanese restaurant Yakumo Saryo at Yakumo, Meguro-ku
Oct. 2009
Opened Japanese confectionery shop Higashiya Ginza at Ginza, Chuo-ku
Apr. 2010
Closed Kurabu, moved to the salon in Baishinka at Yakumo, Meguro-ku
Established press room at Himonya, Meguro-ku
Mar. 2012
Separated the Japanese confectionery section and established Higashiya Co., Ltd.


  • yakumo saryo


  • baishinka


  • Sゝゝ

Design studio

  • Architecture
  • Product
  • Graphic
Aēsop Tokyo Interior design 2016 Retail store
Aēsop Minamiaoyama Interior design 2015 Retail store
Aēsop Amu Plaza Hakata Interior design 2015 Retail store
GREEN FINGERS Interior design 2014 Retail store
Andaz Tokyo Toranomon Hills Interior design 2014 Hotel
Gourmet Shop by Mandarin Oriental Tokyo Interior design, Graphic design 2014 Retail store
BLOOM&BRANCH Interior design 2014 Retail store
OOTEMORI Interior design 2014 Commercial facility
Aēsop Shinsaibashi Interior design 2014 Retail store
Aēsop Kyoto Interior design 2013 Retail store
Ouen Architecture, Interior design, Graphic design 2013 Wedding facility
JP Tower Museum INTERMEDIATHEQUE Interior design 2013 Exhibition facility
yorozu Interior design, Graphic design 2012 Bar
thé théo Interior design, Graphic design 2011 Restaurant, café
Makimura Interior design 2010 Restaurant
Sasaki Interior design, Graphic design 2010 Restaurant
Takeo paper show 2010 [proto-] Art direction, Installation 2010 Event, Exhibition
Le Comptoir de Benoit Osaka Interior design 2008 Restaurant
Wasara Art direction, Product design 2008 Product
Sansuikaku Bettei Kai Interior design 2007 Hotel
Niki Club SIKI Package design, Graphic design 2007 Product
Sohenryu Graphic design 2007 Product
Kakitsubata Bekkan Interior design, Graphic design 2006 Retail store
J-Period Art direction, Installation 2006 Event, Exhibition
Kakitsubata Interior design, Graphic design 2006 Retail store
Murata CI, VI 2006 Product
40ct & 525 by Takeo Kikuchi Architecture and Interior design 2005 Retail store
Sansou Murata / Kyu, Gyou Interior design 1992 (Kyu, Gyou 2004) Hotel
artegio dining Architecture and Interior design, Graphic design 2002 Restaurant, Bar
Plaza Hotel Tenjin Interior design, Graphic design 2002 Hotel
Bassin Interior design, Graphic design 2001 Restaurant, Bar


  • News
  • Press
  • Contact



colocal / Jul. 2014 / Shinichiro Ogata / Magazine House / Japan
SANKEI EXPRESS / May 2014 / Shinichiro Ogata / The Sankei Shimbun / Japan
Stiletto / Mar. 2014 / Shinichiro Ogata / Stiletto Magazine / France
&W / Mar. 2014 / Shinichiro Ogata / The Asahi Shimbun Company / Japan
Discover Japan DESIGN vol.3 / Dec. 2013 / Shinichiro Ogata / Ei-Publishing / Japan
POS+ / Apr. 2013 / Shinichiro Ogata / POS / Japan
Confort / Feb. 2012 / Shinichiro Ogata / Kenchiku Shiryo Kenkyusha / Japan
Small & Eye-Catching Graphics / Nov. 2011 / SIMPLICITY / BNN / Japan
Shotenkenchiku / Sep. 2011 / HIGASHIYA GINZA / Shotenkenchiku-sha Publishing / Japan
Mrs / Sep. 2011 / yakumo saryo / Bunka Publishing Bureau / Japan
Shotenkenchiku / Jul. 2011 / yakumo saryo / Shotenkenchiku-sha Publishing / Japan
Vinocci Vo.11 / Dec. 2010 / HIGASHI-YAMA Tokyo / Yamaya / Japan
Eat Out! / Oct. 2010 / ori HIGASHIYA / Die Gestalten Verlag / Germany
Axis / October 2010 / Shinichiro Ogata / Axis inc,. / Japan
Design no Hikidashi / Jun. 2010 / Shinichiro Ogata, Printed Matter(Package, Shopcard, DM, etc) / Graphic-sha Publishing / Japan
Confort / Dec. 2009 / yakumo saryo / Kenchiku Shiryo Kenkyusha / Japan
Kateigaho International Edition / Sep. 2008 / Shinichiro Ogata / Sekai Bunka Publishing / Japan
Confort / Jun. 2008 / Shinichiro Ogata / Kenchiku Shiryo Kenkyusha / Japan
hinism No.4 / 2006 / HIGASHIYA / Wall / Japan
marketing eye / Mar. 2006 / Shinichiro Ogata / Itochu Fashion System / Japan
Wafu ga Kurashi-ii No.21 / Jul. 2005 / HIGASHIYA / Syufu-to-Seikatsusha / Japan
Wafu ga Kurashi-ii No.20 / Apr. 2005 / HIGASHIYA / Syufu-to-Seikatsusha / Japan
Wafu ga Kurashi-ii No.19 / Jan. 2005 / HIGASHIYA / Syufu-to-Seikatsusha / Japan
hike / Mar. 2005 / ori HIGASHIYA / hike / Japan
Nikkei Design / Feb. 2005 / Shinichiro Ogata / Nikkei Business Publications / Japan
Wafu ga Kurashi-ii No.18 / Oct. 2004 / HIGASHIYA / Syufu-to-Seikatsusha / Japan
Wallpaper* / Oct. 2004 / Shinichiro Ogata / Wallpaper* IPC Media / United Kingdom
I'm home No.12 / HIGASHIYA / Autumn 2003 / Shotenkenchiku-sha Publishing. / Japan
hike / May 2003 / HIGASHIYA / hike / Japan


Please send your contact information,
including company name, your name, phone number and email address,
to the following email address.
* There are currently no internships or job positions available.

Simplicity Co., Ltd.

4-10-3 Himonya, Meguro-ku, Tokyo 152-0003 Japan