Strategic Design Meets Global Markets: The CO:Design Workshop Parsons x JAPAN

The CO:Design Workshop Parsons x JAPAN brought together MS Strategic Design and Management students and companies from Japan’s Chugoku region (Hiroshima, Okayama, Yamaguchi, Shimane, and Tottori prefecture) to explore opportunities for U.S. market entry through strategic design.

Organized by CO:Design & Strategy, a business design firm co-founded by Parsons MS Strategic Design & Management alumni Sachino Taki and Anne Nestler, in collaboration with Parsons School of Design and supported by JETRO (Japan External Trade Organization), a Japanese government agency that supports small and medium-sized enterprises in global business expansion, the workshop offered a hands-on, cross-cultural learning experience.

Five participating companies—DENTO, a furniture and wooden frame brand; KAJIKOBO HIROMITSU, a centuries-old forged iron workshop; ATOATONO, a company that owns a curated lifestyle and craft store; WEAVE HARISA, a precision needle maker preserving traditional techniques; and FLEUR PARLER, a luxury beauty brand producing “Fuku Soap” using locally sourced fugu (pufferfish)-derived collagen—represent diverse prefectures and are deeply rooted in Japanese craftsmanship and lifestyle culture. Each company collaborated closely with student teams to co-design strategies for product refinement, branding, and market entry in the U.S.

Over the course of the program, students worked in teams directly with the companies to address real-world business challenges. The workshop began with an introductory session where company representatives shared their products, brand stories, and goals for entering the U.S. market. This was followed by five weeks of research, during which students conducted user interviews, market analysis, and ethnographic research, often engaging directly with the physical products.

The program concluded with final presentations, where each team proposed strategies for branding, marketing, and product positioning, and received feedback from an industry professional.

Beyond the workshop itself, the program fostered meaningful dialogue and ongoing relationships between students and companies. It demonstrated the value of combining design, research, and cross-cultural perspectives to address real business challenges providing students with hands-on experience while supporting Japanese companies in exploring new pathways for global expansion.

Participated Strategic Designers:

Team DENTO

• Ananya Gupta (First Year) 
• David Marquez (Second Year)
• Monisha Raju (Second Year) 
• Khushi Shah (Second Year)

Team KAJIKOBO HIROMITSU

• Hsun Ting Liu (Second Year) 
• Prajakta Gholap (Second Year) 
• Shuruthi Saravanan (First Year)

Team WEAVE HARISA

• Ren Hasuda (Second Year)
• Eishaa Verma (First Year)
• Hussein Salem (Second Year)
• Ritu Pant (Second Year)

Team ATOATONO

• Ethan Hoppin (First Year)
• Rania Said Abdalla (Alum)
• Abhishek Tewari (Second Year)

Team FLEUR PARLER

• Melanie Editka (Rauscher) (First Year) 
• Pallavi Chattoraj (First Year)
• Nakshi Manish Shah (Second Year)

Wood frames and lifestyle products by DENTO

High-quality knitting and textile needles by WEAVE HARISA

Hand-forged iron craft products by KAJIKOBO HIROMITSU 

Curated lifestyle and craft goods by ATOATONO