Exploring Design Systems with Mairu Kikuchi: Connecting Japan & Egypt in a New Creative Language

Being recognized as a Platinum and Gold Winner at the Tokyo Design Awards is a significant milestone. It validates our vision of creating culturally connected, globally relevant work. It also reinforces our commitment to delivering impactful creative experiences that resonate with a global audience.

This recognition has elevated our global positioning and strengthened our credibility as a creative company from Japan. It has opened doors for international collaborations and new opportunities to engage with global audiences. Projects like “CHARISMA,” which achieved over 5.5 million views worldwide, demonstrate our ability to create work that resonates across cultures, particularly between Japan and Egypt.

Experimentation is fundamental to our process. In “CHARISMA,” we explored a cross-cultural approach by blending music, visual design, and storytelling to create a new creative language between Japan and Egypt. This allowed us to deliver a unique cross-cultural music experience that engages a global audience.

One unusual source of inspiration came from observing contrasts between cultures—differences in rhythm, aesthetics, and identity. In “CHARISMA,” these contrasts between Japan and Egypt became the foundation for a globally engaging narrative.

Design is not decoration—it is passion. It requires deep thinking, cultural understanding, and problem-solving. What you see visually is only a small part of the entire process.

We align both by creating a shared vision. In projects like “CHARISMA,” we go beyond expectations by proposing ideas that create long-term value and resonate with global audiences.

The biggest challenge was creating a concept that resonates across different cultures. We overcame this by focusing on universal human emotions and translating them into a visual and musical language that connects Japan and Egypt while appealing to a global audience.

I step away from the project and immerse myself in different cultures, environments, and forms of art. Taking a deep breath and allowing new perspectives to enter is essential for restoring creativity.

I value originality, cultural fusion, and emotional impact. My experience working across different industries and cultures shapes a design approach that aims to connect people globally and create meaningful experiences for a global audience.

Do not follow trends—create them. Focus on building your own perspective and understand that design is about creating impact on a global audience, not just visual appeal.

I would choose a designer who challenges conventions and creates new cultural movements. Collaboration should lead to something entirely new that resonates globally.

I wish people would ask, “Who are you, what are you capable of, and how do you synchronize with the world around you?”

To me, “CHARISMA” is not just a project—it is a platform that connects Japan and Egypt, and a new form of expression experienced by millions around the world.