Naoko’s column has been published in a journal

IDEAFUND Co., Ltd. (Tokyo) announced that their CEO Naoko Okawauchi’s column “The age when ‘useless things’ are useful” has been published in the April issue of Fragrance Journal.

In her essay, Naoko said:

  • Cultural anthropology, which seems to be “useless”, is attracting attention as useful in the world of business. Behind this is the fact that capitalism is approaching a turning point.
  • There are two points to survive the new phase of capitalism, Idea Capitalism..

Fragrance Journal 
※Only in Japanese


IDEAFUND is a professional research company located in Tokyo. Since its foundation in 2018, its founder Naoko and her colleagues have applied the methodology of cultural anthropology to market/consumer research. By doing so, they have always tried to understand the wholeness of consumers/users and to find some keys to innovation.

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