Brand as story


12 December, 2018

Yugen is a Japanese word that sits at the core of the appreciation of beauty and art in Japan. It values the power to evoke, rather that the ability to state directly.

Zeami Motokiyo, a 14th century Japanese actor and playwright, described yugen thus:

To watch the sun sink behind a flower-clad hill.

To wander on and on in a huge forest without thought of return.

To stand up on the shore and gaze after a boat that disappears behind distant islands.

To contemplate the flight of wild geese seen and lost among the clouds.

All these are yugen, and I think its awesome! Methinks we could all do with a little more yugen this Christmas, as well as in our every day.

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