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TOSHIBA s Takumi Spirt Returns With The Craftsman
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Toshiba s Takumi Spirt Returns with Captivating The Craftsman Launch
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June 29 2021, 10:30 am | BY Kim Shaw | No Comments
Toshiba is a deeply rooted Japanese company which was founded on the unique principles of Japanese craftsmanship and the highest attention to detail. Stig&Xi China’s new global campaign brings back the Takumi spirit and shows how details matter.
Toshiba is a brand that has created history with numerous global innovations. This heritage is closely intertwined with the spirit of the founders of Toshiba, two extraordinary craftsmen, in their own fields.
On the one hand, Hisashige Tanaka, a meticulous craftsman who took over 2 years to hand cut every cog of an intricate clock (which in 2004 took over 100 Toshiba engineers over 1 year to create an exact replica) and on the other hand, Ichisuke Fujioka, a visionary inventor, also known as the Thomas Edison of Japan.