The "TSUCHIYA RANDOSERU 2025 BRAND CAMPAIGN," a brand campaign that redefines the value of school bags rooted in Tsuchiya Kaban Seisakusho's 60-year tradition, has won the Communications category at the "ASIA DESIGN PRIZE 2026," one of Asia's largest design awards.
The winning design, based on the theme of "Six Years Filled with Memories," created a worldview of "craft x modern" that passes on the legacy of "craftsmanship" to the next generation. It was highly praised for creating a memorable brand experience for parents and children that was consistent across the website, social media, catalogs, and stores.
The ASIA DESIGN PRIZE was launched in 2016 and is globally recognized as one of the most prestigious design awards in Asia. This year, 1,515 entries were submitted from 31 regions around the world.
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