Connecting the future through upcycling | A long interview with LYRIS CEO Hiroe Mayumi [Social contribution x bag brand]
Interviewer: Emi Tokinaga, Representative of C'est du nanan
Ahead of LYRIS' first fan meeting to be held in July 2025, we interviewed LYRIS representative Hiroe Mayumi. We delve into the story of LYRIS, from the story behind the brand's creation, to her thoughts on Filipino women, and her outlook for the future.
Marché Tote with liner
The story of the birth of LYRIS: An encounter in the Philippines
Emi Tokinaga (hereafter Tokinaga): As a fan, I'd love to talk to you about various things today. I heard that the inspiration for the LYRIS bags came from seeing bags made from recycled beverage cartons in the Philippines.
Mayumi Hiroe (hereafter Mayumi): My first encounter with bags was when I visited a relative and his wife who were working in Manila. I fell in love at first sight with a bag that the wife, who was working for a local NGO, was carrying. I thought it was so cute, so I asked them to take me to their workshop and bought about 10 bags. When I brought them back to Singapore, I quickly gave them to friends, so I only had one left for myself (laughs).
At the time, I was living in Singapore, where there were frequent downpours and high humidity, so leather bags would get moldy and cloth totes would get wet inside when it rained. This bag, made from juice cartons, is waterproof in itself, and I had the idea that it could be used all year round in Singapore, where it's always summer.
Tokinaga: The material matched your needs perfectly.
Mamiya: But the design at that time had a pink and green rattle pattern, no pockets, no zipper, and it was too small to fit an A4 size paper. So I gradually told the people at the workshop what I wanted it to be like, and they made improvements.
Comojaco
🌍 Not just cute. A brand that supports the Filipino women who make it.
Tokinaga: In addition to your commitment to design, LYRIS also supports the work of women in the Philippines. Was that your goal from the beginning?
Mayu: That was a big factor. At the time, I was living in Singapore, and we had a very talented maid from the Philippines. She was really talented, but there were no good jobs in the Philippines, and she could earn more by migrating to work as a maid. I felt quite helpless.
In the Philippines, women are in a difficult position legally, and many people find it difficult to become independent even if they want to.
Tokinaga: The social background is also deeply involved.
Makyu: Yes. There are quite a few single mothers. Couples often live apart for long periods of time due to their parents working away from home, which can be one of the reasons for the breakdown of families.
The workshop of the NGO I support is located in such an area. By working at the workshop, people can earn an income while raising their children at home. I want to do my best to help those who have the skills but cannot find work.
Tokinaga: I see. It's clear that LYRIS's activities are not just about upcycling, but also about supporting the independence of local women. Your own experiences are connected to the situation the local women find themselves in.
Magumi: That's right. That's why I didn't want it to end as just a volunteer project. It wouldn't last unless it was truly "attractive as a product." So I met face-to-face and made repeated improvements, asking things like, "Put a zipper here," "Add an inner pocket," and "Make it this size," so that women in Japan and Singapore would actually want it.
Ubud
🔄 Accept the unexpected as part of the experience
Tokinaga: So you are also directly communicating with the local workshops to improve the design.
Makyu: Yes. Singapore is only a two to three hour flight from Manila, so at the time I would go there about once every two months, bringing a tape measure with me. When I only communicated by email, I often couldn't come up with what I wanted. I would end up with something that made me think, "Huh? Is this it?" (laughs).
Because the material is knitted, if the number of stitches is different, the finished size will vary. I ask for the dimensions to be around this, but even now I sometimes think, "Huh?" But I think that's also what makes each piece so adorable, that it's one of a kind.
Tokinaga: It's the warmth that only hand-made products can have. When you're making something, there are bound to be a lot of unexpected events, but are there any that are particularly difficult?
Mayu: I still end up creating unexpected things (laughs). Sometimes it's fun, though. Like, "Oh, this is it this time!" (laughs). It's a different feeling than being in Japan. What's normal here isn't normal there.
Also, because it's made from recycled materials, even if you specify a color, we can't make it unless we have that material. So even if someone says, "I want to add a white line," we might not be able to make it unless we have the white material.
Petit Tote Charm (This plush toy is a charity item from the Christel Vie Ensemble Foundation.)
🌎Towards a sustainable future—The future of the brand and a message to fans
Tokinaga: Please tell us about the future that LYRIS is aiming for.
Mayu: Our products cannot be mass-produced, so our goal is not to expand the brand. Rather, we want to make this activity sustainable. We want to give fair compensation to the women who make our products and provide our customers with products that will be loved for a long time. Our main goal is to continue this cycle without interruption.
Tokinaga: That's truly sustainable.
Finally, please give a message to us fans who love LYRIS.
Magumi: LYRIS wouldn't exist without our fans. You all truly support us. What we value is not spreading in an instant like fireworks, but rather a warm circle that spreads slowly and steadily like a campfire. It makes users want to tell someone about the background of this bag, saying, "Actually, this bag..." That word of mouth is our greatest strength. We hope to continue to foster the connection and attachment that comes from seeing the face of the maker together with you all.
Tokinaga: The appeal of LYRIS is not only the cuteness of the bags themselves, but also the fact that when fans learn the background to them, they want to talk about them themselves, saying, "You know, this bag."
Makyu: That's exactly what we're aiming for. A word from someone close to you has more influence than an influencer. We want our brand to be like a bonfire that spreads slowly through word of mouth.
Tokinaga: Whenever my mother and I have a Mayumi bag, we are always asked, "Where is that from?" Every time, we end up talking passionately about it (laughs). The passion of the creators, the joy of the users, and contribution to society. All of these are connected in a beautiful cycle in the world of LYRIS. I would be delighted if it continues to spread even further. Thank you very much for today.
After the conversation
This interview with LYRIS representative, Mayumi Yoko, was very interesting for me as a fan, and it was a valuable experience that gave me a lot of courage.
I was deeply impressed by Ms. Mamiya's love for the women of the Philippines and her strong desire to contribute to society through upcycling.
What was particularly impressive was Mamiya's deep generosity in accepting the individual differences that arise in products due to being handmade as "flavor," and saying, "So this is what they were able to do." He explained that LYRIS's style of accepting products unless they are seriously defective is a difficult choice from a business perspective.
Nevertheless, I was deeply impressed by their determination to "continue" and provide fair compensation to the women of the Philippines.
This wonderful connection, I hope to spread the word about C'est du nanan from Tokyo as well.
[Note] About the Philippine divorce system
During the interview, it was mentioned that the divorce rate in the Philippines is high due to couples living apart due to reasons such as the spouses moving to other places to work. The Philippines is the only country in the world, aside from the Vatican, that does not legally recognize divorce. While there is a system known as annulment (annulment of marriage) as an alternative to divorce, the procedure is carried out through the courts, which is extremely expensive and takes a long time. Proof of mental incompetence is required, which is an extremely high hurdle, making it extremely difficult for women, who tend to be in economically vulnerable positions, to escape unhappy marriages. This is one of the reasons why single mothers supported by the NGO strongly desire financial independence.
The NGOs supported by LYRIS play an important role in helping these women become independent.
✈️Announcement
LYRIS' first fan meeting will be held in July! Mayumi will be appearing!
LYRIS' first ever fan meeting will be held at C'est du nanan Tokyo on Friday, July 4th!
This will be a valuable opportunity for fans to interact directly with Mamiya himself, including screening of a video letter from his workshop in the Philippines, which was also mentioned in the interview, and a raffle with fantastic prizes.
A fan meeting where you can experience the world of LYRIS will be held at "C'est du nanan TOKYO" in July 2025. There will be plenty to enjoy, including gifts containing a LYRIS bag and Nanan sweets, delicious wine and drinks, a video letter from the NGO, and a raffle.
The prize in the raffle is the right to order an original LYRIS bag!
You can also enjoy LYRIS special blend coffee, available only at the event !
Please apply using the link below!
👉 Register here: https://lyrisfriendly.peatix.com/
[Event Information] LYRIS's first fan meeting
📅 Friday, July 4, 2025
📍 It's Tokyo
🎁 Lilith gift bag & sweets / wine & drink included
🎥 Screening of a video letter from an NGO
🎲 Raffle for fantastic prizes (including the chance to order an original bag!)
For the latest information and products, please visit the official website:
- LYRIS Official Online Shop: https://lyrislyris.theshop.jp/
- Lyris World (Instagram is also available here!) : https://unit.link/lyris-ecofriendly
Please continue to support LYRIS and C'est du nanan's activities!
Thank you for reading to the end.
