Japanese love doll manufacturer Orient Industry has made headlines recently for its dramatic closure and equally surprising reopening, leaving fans and the community buzzing with emotion and speculation. Originally founded in 1977, the company, known for its high-quality products, announced its abrupt termination of business operations last August, which shocked many fans who had long appreciated their craftsmanship.
Shortly after the announcement, Orient’s showroom was closed. Reports indicated both dedicated enthusiasts and curious newcomers flocked to the venue one last time, hoping to experience the allure of the dolls before the curtain fell. Just two months later, the company’s revival was announced, which raised eyebrows and questions: What prompted this unexpected turnaround?
The newly appointed president, Yuya Okamoto, provided insight. Drawing on his own unconventional background, he had previously worked for various international companies after graduating from Drury University, where he studied environmental science and history. Okamoto’s entry point to the love doll industry was surprisingly indirect. Before the unexpected call to lead Orient, he ran his own import-export e-commerce business.
"I learned of the popularity of love dolls abroad. That piqued my interest, especially as I considered how I could help promote Japanese craftsmanship worldwide," Okamoto explained during our interview.
The budding connection to Orient came only after the company announced its closure. A friend from the advertising industry had known the previous president, and the news sent Okamoto reflecting on the rich cultural heritage at stake.
He recalled, "When I heard about the impending loss to Japanese culture, I thought, ‘I must preserve this.’" Soon after, Okamoto met with the former president, who conveyed his hope to see the company’s esteemed legacy continued. "I asked him to help revive it, utilizing the knowledge I had accumulated over the years," he said.
"I was deeply honored to take on this role. The chance to restore such esteemed craftsmanship and the spirits of its fans felt like serendipity. I also realized, though, how significant the challenges were: turning around years of financial red ink would not happen overnight, but I am committed to this task," Okamoto stated.
He made two clear promises to the former president, which were established as contractual agreements: ensuring job security for the existing technicians and preserving the quality of the dolls. These pillars are not merely formalities but serve as the foundation for guiding his operational strategy.
Okamoto noted, "It's clear the technicians needed reassurance. I’ve proposed maintaining their salaries initially and boosting them significantly within five years. This company thrives on skill and artistry; I want them to feel valued and secure during this transition.”
The emotional ties ran deep not just within the company but the fans as well. One dedicated customer, Chizuru Nakajima, 69, recounted his first encounter with Orient dolls when he was 53. “I was going through tough times with my marriage when I first saw the dolls. I bought one right there and then, and it felt like it filled the void I had,” he shared. Nakajima has three Orient dolls and cherishes them deeply, often engaging with them like family. ",
He expressed disbelief at the sudden closure but was equally astonished by the return. "It felt like something was lost when they shut down. Hearing they would come back revived fond memories and hope," he said.
With plans to innovate and produce new doll models, Okamoto is committed to staying attuned to fans' feedback. Some longtime enthusiasts had expressed desire for lighter dolls, especially for aging collectors who found the current products, weighing approximately 30 kilograms each, challenging. Okamoto respects these sentiments, stating his intent to adapt and evolve the product lines.
Responses from the wider community have been supportive, with many fans noting their long-standing connection to the brand. A local collector shared his sentiments, recalling how the announcement of closure felt like losing part of his life. "My collection has been with me through many stages; it’s more than just material to me—each doll has its story. I can't wait to see what they come up with next and hope they continue to uphold their quality, which is unmatched," he remarked.
For Okamoto, the path forward is characterized by both nostalgia and optimism, connecting the past with future possibilities. He emphasized the importance of involving fans and steadily rebuilding the brand's reputation: "We aim to keep Orient’s craftsmanship alive, leveraging our experience to push the brand toward new horizons, all the special qualities preserved."
Yet, challenges remain as the company navigates the new market dynamics. Recent consumer trends and shifting tastes may drive unmet demands, and Okamoto’s vision will play a pivotal role as the company charts its course. Through engagement with fans and transparent operations, he hopes to usher Orient Industry back to its deserved place within Japan’s proud cultural legacy.
This story is emblematic of resilience and revival, demonstrating how challenges can inspire new beginnings—a narrative about love, artistry, and community—where the dolls represent more than mere products.