More than 15 years ago, according to legend, after the summer of 2009, a curious, whimsical, and outspoken publication called Yorokobu was born, which in Japanese means, quite simply, "to be happy" or "to feel pleasure." No joke.
For some oddballs and renegades like me, who flee from the anxiety-inducing and amoral current affairs press, who are guided more by the stations -yes, even the subway ones- than by the trends of the moment and resist being trapped by ignoble influencers and voracious social networks, with our small portion of time as our flag, this surprising publication, born from insomnia and inspiration -as I like to imagine such a brilliant event- of the geniuses of Brands & Roses, appeared on the scene like a breath of fresh air of pure inspiration.
This publication resonates with the curious, the nonconformists, those who seek new paths, who think without filters or censorship, those who feel the world is better understood when viewed from a different perspective. And for this purpose, it offers that irreverent spark that blends art, thought, and a touch of irony: a kind of nocturnal laboratory where the strange finds a home and the profound, a sense of humor, where the boundaries between art, philosophy, and reality blur as naturally as one changes a song when life becomes predictable.
Yorokobu is not just a publication; it's a sharp, stereotype-free perspective with a distinctive style that combines meticulous aesthetics, authentic reflection, and plenty of humor. It serves as both a means and an end, a showcase, in its own unique style, for the creation of original and external content, without losing that... savoir faire His, which has the power to captivate us. Captained by a whole content lab that designs campaigns and communication strategies for brands that want to engage in a real dialogue with their audience, to communicate without that purely promotional tone.
But Yorokobu is also a community of restless gazes: artists, writers, thinkers and lucid lunatics, unhurried but purposeful, who share an unconventional sensitivity, believe in the pause, in the word that breathes and in the image that speaks for itself.
So, if you find a moment between jumping between social media and tedious TV series and you want to see a different way of understanding creativity, you know, Take a walk on the slow side And take a stroll through Yorokobu, just observe, I guarantee you won't regret it.
