"I Always Figured He Would Take It Over Someday"—Facing the Family Business

Shoko is from Matsuyama, Ehime. Before getting married, she worked in the furniture and interior design industry.

"From the moment I met my husband, I knew his family ran a traditional candle shop. So I always had a sense that he would take over the business one day."

It wasn't a given that she would join the family business, but she naturally accepted it as part of her husband's life.

Uchiko, where she moved after getting married, was new territory for Shoko.

"Honestly, I'd barely visited before. But once I started living here, I discovered how rich it is in nature and how easy it is to raise a family. I realized what a wonderful town it is."

Her involvement with the family business was born from the reality of "living here," long before any talk of "succession."

Managing the "Outside" of the Shop: A Wife's Role

Today, Shoko is in charge of all the "external" aspects of the business. This includes customer service at the storefront, purchasing and inventory, updating the online shop, and handling inquiries and shipping for international orders. She takes on these public-facing roles so her husband, the artisan, can focus entirely on his craft.

"International shipping is a real challenge," she says. "Wax is heavily regulated, so I have to look up customs codes and get special permits. Plus, with the time differences, you don't get immediate replies like you would in Japan."

Communicating in English has become second nature. By embracing new tools and new ways of thinking, she flexibly adapts to the times—another crucial attitude for keeping the family business alive.

The Day Tourism Stopped: A Turning Point During the Pandemic

The COVID-19 pandemic marked a major turning point for Omori Warosokuya.

"Before then, we didn't need to do anything special," Shoko explains. "Tour buses would just stop by, bringing in crowds of customers. We didn't even have an online shop."

When tourism halted and the foot traffic vanished, they were forced to confront a stark new reality.

"It reached a point where almost no one was walking down the street. We looked at each other and said, 'What do we do now?'"

At that moment, the couple decided to rethink their entire business model. They launched an online shop and refined their brand image. Despite the uncertainty, Shoko says there was also a sense of optimism.

"I think it happened to be a turning point right as we were becoming more deeply involved in the family business. So we thought, 'Let's try something new!' It was exciting, too."

To protect their legacy, they chose to change. And it was Shoko who championed that decision from the outside.

Who They Want Their Candles to Reach

As for their vision for the shop's future, Shoko says it's a goal she and her husband share.

Traditional Japanese candles (*warōsoku*) require a bit of care. The wick needs to be trimmed, and the flame must be extinguished properly to avoid excess smoke.

"We could probably get them into many different stores, and more people might pick them up," she muses. "But there's no guarantee those people will actually use them. We'd rather our candles reach people who truly appreciate them and will use them properly, instead of not being used at all."

It's not about reaching the widest audience, but about connecting meaningfully with those who understand.

"By doing that," she concludes, "we hope the business can continue on, long and steady."

Lighting Up Daily Life with the Gentle Glow of Japanese Candles

Shoko herself doesn't just see Japanese candles as a "product"; she weaves them into the fabric of her own daily life.

"I love the quiet mornings before my family wakes up. I'll light a Japanese candle before the sun rises, jot down my plans for the day, and enjoy a warm drink."

Watching the flame flicker has a naturally calming effect on the mind.

"Any feelings of restlessness just seem to melt away. I can't recommend it enough."

Her mission is to bring traditional crafts back into everyday life, not to be treated as something overly precious. This is a value that she, from her supportive position, is uniquely able to convey.