Our brand is based on…

– Time to market: we bring all the innovations in consumer products developed in East-Asia to European markets at a record pace.
– Poka-Yoke – ポカヨケ: lean manufacturing concept that we apply to our design, manufacturing and merchandising. We make it simple and error proof in all stages.
– Freedom design: freedom to our team of Europe and Asia based designers.
– Elegance in design: choosing within what is available, in our designs we use black and white and a single powerful colour which matches the specific product.
– 东西 – When you put these two characters, East (东) and West (西), together they mean… “thing” or “object”. That is exactly what we do, we bring you the latests consumer goods or things, from East to West, as if you were there.
– Xi 西 and Azuma イースト or 東, reflect our identity from a pan-asian perspective.
– Compliance: deep knowledge of European safety and product specific standards, which reflects in our industrial and graphic designs.
– Black & White and a pinch of colour.
– The brand of brands. Manufacturing for the most well-known brands and leading retailers in the sector.