Japan is proud of its traditions, standards, and subcultures. Products with technology and design capabilities, culture such as art and music, Japanese food and specialty products, and fashion that utilizes Japanese sensibilities. All these things, things, and people are all in one place. If there were such a place, Japan would be more fun, and the world would definitely be more connected. BEAMS, which has progressed as a culture shop, has created a base to look at Japan, unite the power of people, and further shine a light on its value.