Photo/Illutration Kurashi no Techo magazine (Asahi Shimbun file photo)

Prior to the publication of the inaugural issue of Kurashi no Techo (literally, everyday life notebook) in 1948, the magazine’s title was rejected by its wholesale distributor company as having a negative ring.

This is because the word “kurashi” sounds the same as “it is dark” in Japanese.

Yasuji Hanamori (1911-1978), the magazine’s founding editor in chief, who also handled cover design, illustration and other matters, fought back by repeatedly drawing lamps on the cover and in illustrations.

His message was that the magazine aspired to kindle a small light in the world.

And Hanamori’s publishing principle, from which he never strayed, went: “Lest we ever go to war again, we want to build a society where every person will value their everyday life.”

Kurashi no Techo marked the 75th anniversary of its publication this month.

The magazine has not run a single advertisement over these years. This is truly impressive, given how many print publications have disappeared in recent years.

Poet Noriko Ibaragi (1926-2006) wrote of the magazine in 1973, “It does not compromise its principle even the tiniest bit, and yet remains solidly in business. I think this gives us a certain kind of courage.”

I could not agree more with her observation today.

The magazine’s product test section, legendary for its thoroughness and now a treasure trove of fascinating anecdotes, was made possible by the dedicated editorial staff who conducted the tests themselves.

When the subject was the sturdiness of pushchairs, each of the seven staffers walked a total of 100 kilometers, pushing a load that weighed about the same as a young child.

In its early days, the magazine ran a feature on how to take apart a wooden apple crate and repurpose it into a chair.

In the most recent issue, the feature story was titled “Zutto Tabeteiku” (literally, to keep on eating).

The magazine’s basic stand is that we must anchor our everyday life firmly to such basic necessities of life as food, clothing and shelter, before we can start thinking about things properly. This viewpoint has never wavered, which in itself makes me sit up straight, figuratively speaking.

In the inaugural issue, Hanamori asserted that beautiful things have nothing to do with money or leisure. “Only well-honed sensitivity, a good eye for everyday life and hands that are ever ready to keep making efforts, can always create what is most beautiful,” he wrote.

These words never get old.

--The Asahi Shimbun, Sept. 30

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Vox Populi, Vox Dei is a popular daily column that takes up a wide range of topics, including culture, arts and social trends and developments. Written by veteran Asahi Shimbun writers, the column provides useful perspectives on and insights into contemporary Japan and its culture.

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