YOCHIKA Inc. (Kamigyo Ward, Kyoto City; President and CEO: Higashitatsu Yo), a specialist in luxury brand resale and select shops, has positioned 2026 as a year to "further practice building stores trusted by customers." As the first step in this initiative, the company released a concept movie titled "Journey and Hermès" on February 9.
The film features the Hermès Birkin bag, one of YOCHIKA's main product lines, as its icon. Set in the streets of Kyoto where the flagship store is located, the movie depicts "the story of a bag that accompanies life's journeys."
Expressing Core Values Through Film Rather Than Words
YOCHIKA has built trust with customers through expert product selection and attentive customer service. In 2026, to strengthen these relationships even further, the company will focus not only on improving daily customer service quality and staff development but also on branding initiatives that serve as customer touchpoints.
The concept movie "Journey and Hermès" positions an Hermès bag—a signature item YOCHIKA handles extensively—as a "travel companion." The filming took place not just at tourist spots in Kyoto, but also in quiet alleyways and everyday landscapes. The film carefully captures how a Birkin born in Paris, France traveled across the ocean to reach Kyoto, met its owner, and became intertwined with that person's life journey.
Rather than viewing luxury brand bags solely as "special possessions," the film reimagines them as companions that journey through life's milestones and memories—an attempt to convey through imagery, not words, the values YOCHIKA has always cherished.
For production, the company enlisted Kyoto-based creators along with videographers based in Europe who have produced numerous films. The movie captures Kyoto's quietness and spatial beauty, as well as the flow of time experienced during travel, through sensibilities that transcend national and cultural perspectives.
YOCHIKA expressed "essential value" and "beauty passed down through generations"—core principles the company treasures—from both local and global viewpoints.
Concept Movie Overview
Title: "Journey and Hermès"
Release Date: February 9, 2026
Public URL:
(Official YouTube Channel) https://youtu.be/q_1r0UPsbi4
(Corporate Website) https://yochika.net/
Filming Locations: Around YOCHIKA flagship store, Maru, Choraku-kan, and other locations within Kyoto City
Content: A concept film featuring an Hermès Birkin that traveled from Paris to Kyoto, layering themes of travel, time, and the owner's life journey
Production: tempura.tv Inc., Soren Co., Ltd.
Comment from YOCHIKA President
"For YOCHIKA, bags are not merely 'products.' They are companions to someone's precious moments, passed down along with memories of journeys and life experiences. Through this movie, I hope viewers can feel, alongside the city of Kyoto, what YOCHIKA values and what kind of value we want to deliver to our customers."
