Photo provided by HERALBONY (from left: HERALBONY Co-CEO Takaya Matsuda, HERALBONY EUROPE CGO Megumi Kobayashi, HERALBONY EUROPE CEO Marie Oshioka)

Based in Morioka, Iwate Prefecture, HERALBONY is on a quest to unleash the creative talent of artists with disabilities in order to reshape perceptions and build a new cultural movement. The venture became the first Japanese company to win in the category of Employee Experience, Diversity & Inclusion at the LVMH Innovation Award 2024--a groundbreaking achievement! Just months later, in September, they stepped boldly onto the global stage with the launch of HERALBONY EUROPE in Paris, marking the start of their full-scale international expansion. With their sights set on transforming industries through art, HERALBONY is now making big waves in Europe. We sat down with Marie Oshioka, CEO of HERALBONY EUROPE, to explore the company's journey, its vision, and the power of art to stimulate global connections.

*About the use of the term "障害" (disability) in this article: HERALBONY seeks to redefine the concept of disability by highlighting the societal barriers at play. By intentionally using the character "害" in "障害," they aim to provoke thought and shift perceptions. They understand that there are various interpretations of this term, and their intention is not to dismiss any, but to encourage fresh perspectives and meaningful conversations.

Building a Society That Embraces Humanity and Celebrates the Value of Every Individual

−Congratulations on winning the LVMH Innovation Award 2024! Today, we're excited to dive into the story of HERALBONY, which is creating a buzz in Europe with its focus on diversity and inclusion through art. To kick things off, could you please share the story of your company's evolution so far.

Marie Oshioka (hereafter, Oshioka): At HERALBONY, we're helping artists with disabilities to benefit from their artwork by our partnering with businesses that will incorporate the art into their products and brands. Our model is simple: we leverage our art collection as intellectual property, allowing companies and brands to feature the works in their products. We then give the royalties that we receive from these collaborations directly to the artists, so that as our business grows, so does the artists' income.

Photo provided by HERALBONY

The story behind HERALBONY's founding is deeply personal, having been inspired by the twin brothers Fumito and Takaya Matsuda and their older brother Shota, who has a severe intellectual disability and is on the autism spectrum. Within their home, the brothers were always treated the same, but the twins were frustrated to see that Shota was treated differently by others whenever they stepped outside their home. This sparked their determination to create a world where people with intellectual disabilities, and their families, could live freely as themselves, a goal that still drives HERALBONY today. In sharing this story, we're reminded that no matter who we are or where we come from, everyone has value. HERALBONY is a company that affirms the worth of all humanity. Interestingly, the name HERALBONY came from a mysterious word found in Shota's notebook. Its meaning remains unknown, and the word doesn't show up in any search results, yet for Shota, it holds deep personal significance. The name reflects our desire to take something that may seem meaningless at first and transform it into something of true value for the world.

Photo provided by HERALBONY

Fostering Equal Recognition for Artists with a Sustainable Business Model

−What do you prioritize when you incorporate artists' works into products?

Oshioka: Take, for example, the neckties we manufactured when we first started. We didn't want to just print the artwork on silk. We instead wanted to capture the true essence of the original art--the texture of the crayon strokes or the swirling lines from a ballpoint pen. The goal was to faithfully recreate such details. Instead of using prints, we worked with a renowned textile company to weave the design into silk using traditional techniques. This kind of work is expensive and the product price reflects that, but we believe these artistic products deserve to be treated as something truly special.

HERALBONY is a for-profit company that sets its prices based on the value of the original artwork itself. This is unusual because, typically, creations by people with disabilities are priced low, but we don't agree with that. We're here to change that mindset, believing that beautiful and powerful art should be priced accordingly. Actually, none of our products are identified as having been created by someone with a disability. We want customers to pick up a product and think "This is beautiful" or "This is amazing." Only later, through a conversation or brochure, they may learn of the inspiring story behind it. We want to help shift people's perceptions.

We choose to place our products in high-end department stores for a reason. For many people with disabilities and their families, this type of store can be intimidating--they may feel out of place or concerned about using loud voices, running, or displaying neurodivergent behaviors, which might draw unwanted attention. By being in department stores, we're making a statement: "If HERALBONY is here, then this is a place for everyone." Our goal is to break down barriers and make everyone feel welcome.

At the heart of what we do is our commitment to ensuring that our products are recognized as true art. That's why we're constantly pushing boundaries with exhibitions and exciting collaborations with other companies. For us, the artists are more than just creators--they are business partners. We're dedicated to building an equal, sustainable business model that benefits everyone involved.

Photo provided by HERALBONY

An Instant Hit--Transcending Borders With Art

−The year 2024 marked HERALBONY's major leap onto the global stage. Was global expansion always part of your vision? From the perspective of international exchange, do you believe art has the power to speak without words?

Oshioka: We've always seen our business model as universal, not just Japanese. Our goal is not to conquer the world, but rather to offer something the world needs. It's difficult to explain in words--you see something, it grabs you, and you instantly think, "Wow, this is cool!" The emotion comes directly from the art itself. That's the heart of HERALBONY's philosophy of creation. From the very beginning, we believed that art transcends borders. Even when we were starting out small in Japan, we had a strong desire to go global. Now, with our win at the LVMH Innovation Award 2024 and our new subsidiary in France, I'm incredibly proud, as a Japanese person, to be sharing Japan's unique sense of beauty and creative values with the world.

We are partnering with 243 artists across 54 facilities in Japan, as of January 2025. On the global stage, we've already secured partnerships in Paris, Germany, and Belgium--and 2025 is set to bring even more exciting growth!

−Can you please tell us a bit more about the catalyst and process of your international expansion.

Oshioka: The turning point came in May 2023 when we traveled to France. As part of a program of the Ministry of Economy, Trade and Industry, representatives from many startups, including our CEO Takaya Matsuda, had the chance to join the trip. While there, we met Christian Berst, the owner of a leading art brut* gallery, who recognized the value of our business model--a major confidence booster for us. Plus, we came to see Paris as a place that openly accepts people with disabilities, with incredible potential for what we wanted to accomplish. So we decided then and there that Paris was where we needed to be!

As we were searching for global companies to collaborate with, we learned of the LVMH Innovation Award 2024, which recognizes innovative startups worldwide. That's when we decided to throw our hat into the ring. After returning to Japan, we worked relentlessly, and out of 1,545 companies, we were selected as finalists and went on to win. Riding the wave of this success, we launched HERALBONY EUROPE in July 2024, marking the exciting start of our global journey.

*Art created by individuals without formal art education

Photo provided by HERALBONY

Recognized for Innovation Powered by Beauty--No Tech, No AI Needed!

−What challenges did you face in securing the LVMH Innovation Award 2024--the first win of its kind for a Japanese company?

Oshioka: I think it was quite unusual that we were even nominated. The LVMH Innovation Award 2024 is part of the global Viva Technology event, which showcases cutting-edge technologies and services. The award typically focuses on areas like AI, sustainability, and mobility, so for a company like ours, with no patents or advanced tech, being part of that was really special. As we shared our story, our vision, the value of our art, and our achievements in Japan, more and more supporters from LVMH Japan rallied to recommend us to the head office, helping us to win.

When I commented, "This is an innovation award, and we don't have any tech or AI, yet you chose us anyway," they responded, "Your business model, presenting art in a whole new way, is true innovation. The creative way you bring out beauty is exactly what this award is about." I was thrilled to hear that. While everywhere, AI is replacing human effort to boost efficiency, we are embracing the value of human creation. We are proud to showcase art whose meaning derives from being created by people. It was amazing to hear attendees say, "Your business is like sunshine for humanity." What a wonderful compliment!

Photo provided by HERALBONY

Building Connections and Gaining Support for a New Business Model in France, Where Face-to-Face Interaction Matters

−As you embarked on your journey in pursuit of the award and launched HERALBONY EUROPE, you must have had some unforgettable interactions with locals. Was there any moment that stood out in terms of international exchange?

Oshioka: Right now, we're in talks with various companies across Europe, and I'm blown away by how quickly they've understood and embraced our business model. Honestly, I was unsure at first whether it would be accepted or fully understood. But when we visited welfare facilities in France, Belgium, and Germany, where plenty of artists with disabilities are based, we were welcomed with open arms. People freely expressed their passion: "We've been dedicated to art for so long," "We believe in the power of painting," and "We just want these artists to get the recognition they deserve." At the same time, they asked questions that reflected their struggles: "How far can we take art?" and "What's the real impact of painting?" It's been amazing to see how our fresh approach has resonated with others, and it's been incredibly rewarding to hear people say, "Let's do this together!"

As HERALBONY forged ahead into new territories, we were presented with exciting new opportunities, like speaking at an event for the United Nations in Asia, and were able to connect with changemakers from Thailand, Africa, and elsewhere.

What's been really eye-opening since we established our subsidiary in France is how much more energizing face-to-face encounters are. Communicating online just doesn't bring the same level of commitment. While Japan follows the American model of international business, focusing on efficiency, France offers a different perspective--personal connections are more valued.

−How did the public react to the exhibition you held during Paris Fashion Week in fall 2024?

Oshioka: We held the exhibition at Christian Berst's gallery in The Marais, a vibrant district known for its many galleries. The event was attended not only by fashion insiders, French business professionals, and people from welfare facilities, but also by locals who were drawn in by the art. Many asked questions that expressed their curiosity: "Can I buy this?" and "What's the story behind this piece?" In France, art is part of everyday life, and this experience clearly showed how art speaks for itself. No need for explanations--great art reflects its true value.

Photo provided by HERALBONY

Challenging Capitalism and Meritocracy: Creating a Society That Embraces Diversity the Japanese Way

−How do you see art unlocking new possibilities on the global stage, especially through the lens of diversity and inclusion?

Oshioka: At HERALBONY, we stand by a simple but powerful belief: Every human, every life, is equal. In a world where capitalism, productivity, and meritocracy often define worth, we challenge the idea that some people have less value. Ours is a simple and powerful approach, applied in a distinctly Japanese way. Of course, as a business, we face challenges--for example, providing sign-language interpreters or using remote systems with subtitles, which might seem inefficient. But we're here to prove that, in a capitalist world, embracing diversity is not just a choice--it's what makes a company truly thrive.

−You mentioned "a simple and powerful approach, applied in a distinctly Japanese way." What does the "Japanese way" mean to you?

Oshioka: To me, the "Japanese way" stands in contrast to the American way of thinking. Having grown up and studied in the US and with a background in IT, I've always felt compelled to follow the American way. But Japan offers something different--rich tradition, love of nature, and celebration of the seasons. I also believe that the cutthroat merit-based system, which discards people who don't produce results, doesn't fit with Japan's values.

At France's Viva Technology event, which embodies American-style capitalism, productivity, and meritocracy, I had a powerful realization. Many of the French people I spoke with at the event questioned whether AI really has all the answers, reflecting on their own rich traditions and culture. It struck me that this kind of reflection and doubt resonates deeply with Japanese people. This experience strengthened my commitment to embrace the "Japanese way" and boldly champion HERALBONY's mission to build a society that truly celebrates diversity.

Photo provided by HERALBONY

Launching an International Art Award for Global Expansion: A Glimpse into a World Without Boundaries

−In 2024, the HERALBONY Art Prize made its debut in Japan. What inspired this exciting new venture?

Oshioka: As HERALBONY goes global, we're on a mission to bring in art from all corners of the world. That's why we launched the HERALBONY Art Prize on January 31, 2024 (Diversity Day), an international art award dedicated to showcasing the incredible talent of artists with disabilities. In the prize's inaugural year, we received a staggering 924 submissions from 28 countries and regions, including Ethiopia and Tonga. This is just the beginning of an exciting global movement!

The HERALBONY Art Prize award ceremony became a truly iconic moment. CEOs from our sponsor companies joined us for a celebration where everyone sat together at a round table. During the award speeches, the artists expressed themselves freely--some cheering, some not responding when called upon, and some even turning their backs--but the audience embraced it all with no judgment. That incredible, inclusive atmosphere was the perfect reflection of the world without boundaries that HERALBONY strives to create.

Bringing Artists from Around the World to Japan, Sparking True Connection and Communication

−Lastly, could you please share your vision for the future.

Oshioka: HERALBONY EUROPE's vision is to build a world where our brand is celebrated and our artists' work gains global recognition. Our priority is to shine a spotlight on the artists whose work is curated by HERALBONY. In the coming years, we want to collaborate with iconic global brands, expand the Art Prize internationally, and arrange for HERALBONY's art to be displayed in world-renowned museums like the Centre Pompidou and the Louvre. But most important is that we continue to promote HERALBONY's core strength--our network of talented artists. We're currently working in just four countries, including Japan, but our goal is to expand to thirty, or even fifty countries.

Another exciting dream is to bring artists from all over the world to Morioka for the Art Prize in about three years. With the right sponsors, I'm confident we can make this happen. Picture people from every corner of the globe coming together, forming close connections, and sharing an unforgettable experience in Morioka. That's a world we're eager to create!

−Thank you very much for sharing your valuable insights with us today.

Photo provided by HERALBONY

Marie Oshioka
HERALBONY EUROPE CEO

Marie Oshioka's career began in 2009 at the Ministry of Economy, Trade and Industry. She then honed her expertise in business strategy at McKinsey & Company Japan. At Money Forward, Inc., she played a key role in business development, served as chief of staff, and led ESG (Environmental, Social, and Governance) and diversity initiatives. In 2023, she joined HERALBONY and, in September 2024, became the CEO of HERALBONY EUROPE. Marie holds an MBA from the prestigious Wharton School of the University of Pennsylvania.