Content Design

Since its founding in 1960, the company has promoted a diverse range of major Japanese companies representing the fields of steel, shipbuilding, architecture and healthcare. Today, COSMO continues to support communications frameworks for numerous global corporations and organizations. Here we highlight COSMO’s editorial work, one of our progressive business focus.

Influential Article on Environmental Preservation

The year 1964 saw the launch of the corporate quarterly magazine approach by Takenaka Corporation, a major architectural, engineering and construction company, with COSMO providing editorial services. approach continues to be published today, and while it is predominantly a Japanese-language magazine, it integrates English-language abstracts of articles and photo captions for English-speaking readers. Tsune Sesoko, one of the three co-founders of COSMO, placed her Three Smiles Principle¹ at the center of its editorial policy. This principle entails bringing satisfaction to all three parties involved: client, creator (designers, photographers, writers, editors) and reader, with the intention of ultimately benefiting society. Then as now, each issue of approach features a special report on a single theme, such as architecture, urban planning, design, environment and education. Included are updates on the company’s recent architectural works and new technologies.

Influential graphic designer Ikko Tanaka² had recently launched his own studio, and Sesoko appointed him as art director to approach. She also asked renowned photographer Yasuhiro Ishimoto³ to be on the team; Ishimoto had studied in Chicago at The New Bauhaus (now The Institute of Design). This team established the magazine’s now-iconic look.

Since its inception, approach has covered themes unrelated to Takenaka—issues the company deems worthy of conveying to future generations. In this way, COSMO works with Takenaka to align corporate communications with social contribution. As an example, the approach Winter 1976 issue described the UK National Trust movement. This was eventually read by a mayor in Hokkaido who was seeking ways to preserve land within Shiretoko National Park and inspired him to launch the Shiretoko 100 Square-Meter Movement in 1977. This later led to the establishment of The Association of National Trusts in Japan. In 2025, Shiretoko National Park celebrated its twentieth anniversary as a UNESCO Natural World Heritage Site.

Recognized for this kind of forward-thinking coverage, approach has received numerous awards, including the Mécénat Award 2016⁴ for contributions to architectural culture. approach has been continuously produced for over sixty years, with its 253rd issue published in June 2026.

From Spring 2013, both Japanese and English versions of approach have been available online at the Takenaka Corporation website.

approach features, clockwise from top left: 1976 Winter issue introduced UK National Trust; the 1980 Summer issue expanded on this theme; approach 200th anniversary issue; 2025 Winter issue featured Shiretoko.

The Manufacturing Process as Art Form

In 1976, Nippon Electric Glass Co., Ltd. (NEG), a leading global manufacturer of special glass products, commissioned COSMO to provide editorial services for its corporate PR magazine P&P. COSMO worked with celebrated photographer Yasuhiro Ishimoto to conceptualize their advanced production processes: Ishimoto’s large-scale black and white photos depict molten glass and macro-imagery of electronic glass components as striking works of art. These attracted worldwide attention, and P&P magazine was awarded the International Galaxy Award 1996 Gold Prize, as well as the 2010 Japan Industrial Advertising Award, Special Prize in the PR Magazine Category.

Since its establishment in 1949, NEG has published an anniversary book each decade, with COSMO providing editorial services for the 40th, 50th, 60th and 70th commemorative publications. These showcase NEG company history alongside coverage of its advanced manufacturing technologies and special glass products.

Nippon Electric Glass P&P magazine with photography by Yasuhiro Ishimoto

Conveying Company Philosophy With Japanese Culture

Our previous newsletter shared how COSMO’s corporate publications integrate Japanese culture with compelling imagery.

Early on, two books paved the way: The Rice Cycle: The Grain that Created a Culture, produced for the World Exposition in Spokane, Washington (1974); and The I Ro Ha of Japan, distributed at the International Design Conference in Aspen, Colorado (1979).

A third example is the Mazda Books series, developed by COSMO in the eighties and nineties for car company Toyo Kogyo Co. (now Mazda Motor Corporation). The first title in the series was The Wheel: A Japanese History (1981), which introduced wheel design through the lens of Japanese arts and crafts; this book concluded with images of the company’s newest sports car. The book was co-planned and edited by Professor Mitsukuni Yoshida⁵ of Kyoto University, Ikko Tanaka and Tsune Sesoko. The series eventually totaled nine books, the final being Wabi Sabi Suki—The Essence of Japanese Beauty⁶ (1993). The Mazda Books series won numerous awards for seven consecutive years, including annual Grand Prizes by the Economic Public Relations Center Foundation.⁷

The award-winning Mazda Books series presented Japanese culture through engaging imagery.

Other culturally focused publications include The History of Lighting for Matsushita Electric Works, Ltd. (now Panasonic Corporation); Flowers and Wagashi—Traditional Japanese Confections for Toraya Confectionery Co., Ltd.; The Spirit of Japanese Food Culture for Kikkoman Corporation; and the Takenaka Carpentry Tools Museum anniversary book.

Through such projects, over the years COSMO has established a vast network of leading academics and creators who add depth, context and insight to both Japanese and English editorial services.

These and other projects underscore COSMO’s focus on client messaging complemented by the spirit of Japanese history and culture, supported by powerful editorial design.

Publications for the Takenaka Carpentry Tools Museum

Unchanging Principles

These days, the internet and social media are crucial in conveying corporate information. COSMO offers not only traditional print-based services, but extensive digital media, website design and online corporate communications tools, spearheaded by innovative digital creators.

Corporate messaging tools may change, but COSMO recognizes that delivering consistent, focused and effective messaging remains the same—as does our Three Smiles Principle. We strive to achieve satisfaction among client, creator and reader, with the aim of contributing to society. Let us help you share your message.

■ Notes

¹ The Three Smiles Principle. A business philosophy observed by Edo era (1603-1867) merchants which stressed that a business deal should be satisfactory to both buyer and seller and should also benefit society.

² Ikko Tanaka (1930-2002). Graphic designer. Works include design of Tokyo Olympic medals, Saison Group corporate identity, launch of MUJI. Achieved international success with Rimpa-inspired compositions. Awarded the Medal with Purple Ribbon (1994) and named a Person of Cultural Merit (2000).

³ Yasuhiro Ishimoto (1921-2012). Second-generation Japanese American born San Francisco. Internationally acclaimed for architectural photography focused on modernism in traditional Japanese architecture. Awarded Medal with Purple Ribbon (1983); Order of the Rising Sun Gold Rays with Rosette (1993); and named a Person of Cultural Merit (1996).

⁴ Mécénat Award. Established 1991 by the Association for Corporate Support of the Arts to promote arts and culture for the betterment of society. Annual awards given to companies engaged in significant social contribution activities.

⁵ Mitsukuni Yoshida (1921-1991). Historian, history of science and technology in the East. Perceived industry and art as human technology. Professor emeritus, Kyoto University; director of the Institute for Research in Humanities, Kyoto University and Museum of Kyoto. Awarded Medal with Purple Ribbon (1987) Senior Fourth Rank; and the Order of Sacred Treasure (1991).

⁶ Text for this book was written by architectural historian Teiji Ito (1922-2010), following the passing of Prof. Yoshida in 1991.

⁷ English-language PR publications contest hosted by the Economic Public Relations Center Foundation from 1980-1989. The Grand Prize was the Keidanren Chairman’s Prize, given to companies who excelled in overseas public relations activities.

Since its founding in 1960, COSMO Public Relations Corporation has pioneered the PR industry in Japan, dedicating itself to establishing strategic communications and PR practices. Today, with healthcare as our core focus area, we support communications frameworks for numerous global corporations and organizations.

This issue looks back on our founding era when our editorial principles for content design were formed, and reflects on how these principles inform our work today.
In addition, we take this opportunity to announce the inclusion of a new Case Study webpage related to content design on the COSMO website.

Three USC Alumni: The Founders of COSMO

COSMO was founded by Keiichiro Sato¹, Taeko Matsuda² and Tsune Sesoko³, three alumni of the University of Southern California (USC). Keiichiro Sato worked for the Los Angeles-based Japanese-language newspaper Rafu Shimpo; Taeko Matsuda was a producer at NBC, one of America’s three major broadcast networks; and Tsune Sesoko studied the influence of Japanese culture on the West at the USC Graduate School. Upon their return to Tokyo, in 1960 Sato and Matsuda established COSMO, with Sesoko joining soon after.

COSMO was, from the first, dedicated to supporting corporate communications activities through public relations (PR)—a field largely unknown in Japan at that time.

During the sixties, Japan’s economy was growing, and the country had begun overseas exports of industrial products. Having lived and studied in the US, the three realized that, less than two decades following the war, Japan was still perceived unfavorably there. They therefore developed and proposed PR strategies for Japanese companies which were specifically aimed at improving perceptions of Japan in the US.

Dawn of Corporate PR in Japan: Strategic Editorial Promotion

It was Keiichiro Sato who developed COSMO’s publicity business—a novel concept in Japan—as a strategy for corporate PR. Calling on her skills as a producer, Taeko Matsuda devised innovative concepts, which Tsune Sesoko in turn developed into corporate PR magazines and books which came to evolve as the foundation of COSMO’s editorial business.

One such project was a proposal for Hitachi, Ltd., where Matsuda conceived a plan for world-renowned photographer W. Eugene Smith (1918-1978) to photograph Hitachi’s factories and employees, along with surrounding townscapes and ports, for publication in the US magazine LIFE. Sato expanded on this as a comprehensive publicity plan for Hitachi and, in 1963, Sesoko, editorial chief, produced the photo-essay book for Hitachi entitled Japan… a chapter of image, which featured Smith’s works.

LIFE magazine and photo book Japan… a chapter of image published by Hitachi

Following on this success, throughout the 1970s and 1980s, COSMO continued to concentrate on editing and production PR tools for Japanese companies who were expanding overseas.

COSMO’s Unique Principle: The Three Smiles

COSMO has from its inception valued the power of photography and design, and has engaged leading graphic designers as art directors for every project and publication. The company emphasizes not only “introducing the company,” “showcasing technology,” and “presenting company products,” but also the element of “introducing Japanese culture.” This distinctive approach arises from the “Three Smiles” principle, created by Tsune Sesoko.

Sesoko was inspired by a business philosophy observed by Edo era (1603-1867) merchants which stressed that a business deal should be satisfactory to both buyer and seller, and should also benefit society. Her notion was that a corporate publication should bring satisfaction to all three parties involved: client, creators (designers, photographers, authors, editors), and reader. The idea is that, if the finished publication contains only corporate information, readers will not find it interesting. If content tries to satisfy readers and focuses only on entertaining aspects with no corporate information, the client will see no point in such a publication; and although it is important to satisfy both client and reader, it is equally important to allow creators to express their respective talents in a publication that both client and reader will find meaningful and appealing.

This policy at COSMO remains unchanged today. Our Content Design team’s greatest asset is its network of exceptional creators who are devoted to producing outstanding publications that highlight a client’s corporate activities—and which underscore their connections with society.

Promoting Japanese Culture Overseas: Editorial Design

COSMO’s founding policy of introducing Japanese culture overseas was established as the defining style of its editorial approach through two world expositions and international conferences in the 1970s.

In 1974, the Japan External Trade Organization (JETRO), then a client, commissioned COSMO to produce a book introducing Japanese culture for VIP visitors to the Japan Pavilion at the World Exposition in Spokane, Washington. This book, The Rice Cycle: The Grain that Created a Culture, was conceived by Tsune Sesoko with art direction by Ikko Tanaka⁴ and photography by Yasuhiro Ishimoto⁵. The book presented the culture of Japanese food, clothing and housing—the essentials of life—across the four seasons. This visually oriented, B5-sized, 110-page coffee table book was widely praised as a textbook of Japanese culture, and became the prototype for subsequent World Expo publications.

In 1979, the Japan Center for International Exchange (JCIE) commissioned a book for distribution at the International Design Conference in Aspen, Colorado, which led to the production of The I Ro Ha of Japan. This visual book featured objects and concepts in Japanese culture structured as a traditional iroha poem, and was enthusiastically received by conference participants from around the world.

The Rice Cycle

The I Ro Ha of Japan

Building on the success of these two titles, the creation of corporate publications introducing Japanese culture to overseas audiences became one of COSMO’s core services.

COSMO: Content Design Works

Visit our new page on the COSMO website which introduces current work by the COSMO Content Design team. These include Takenaka Corporation’s quarterly magazine approach (1964-present); Kikkoman’s English-language newsletter food forum (1997-present), and Nippon Electric Glass 70th anniversary book.
This new webpage centers on the COSMO editorial philosophy and principles incorporated since our founding in 1960, and how they are applied across diverse projects and publications today.
We invite you to explore this new webpage and see ongoing examples of our work.
For more information about COSMO corporate communications and content production, please contact the COSMO Content Design team.

*Our next newsletter will feature how COSMO editorial and production services enhance corporate philosophies.

■Notes
¹ Keiichiro Sato (1930-1980). Grew up under the guidance of his father, who helped introduce Zen Buddhism to the US. Graduate of USC graduate school; worked as a reporter for the newspaper Rafu Shimpo. Married Taeko Matsuda, 1957.
² Taeko Matsuda (1927-2019). Graduate of the USC Department of Television and Mass Communication; employed 1955 as NBC’s first Japanese producer. Her father was philanthropist Takechiyo Matsuda (1888-1980), member of Japan’s House of Representatives, who provided support to those orphaned in the Vietnam War.
³ Tsune Sesoko (1922-2008). Graduate of Occidental College and the USC Graduate School; served as secretariat at 1960 World Design Conference, Tokyo. Her uncle Muneyoshi (Soetsu) Yanagi (1889-1961) founded Mingei, Japan’s folk art movement.
⁴ Ikko Tanaka (1930-2002). Graphic designer. Worked on design of Tokyo Olympic medals, Saison Group corporate identity, and launch of MUJI. Achieved international success with his Rimpa-inspired compositions. Awarded the Medal with Purple Ribbon (1994) and named a Person of Cultural Merit (2000).
⁵ Yasuhiro Ishimoto (1921-2012). Second-generation Japanese American born in San Francisco. Internationally acclaimed for his architectural photography focusing on modernism in traditional Japanese architecture. Awarded the Medal with Purple Ribbon (1983), the Order of the Rising Sun, Gold Rays with Rosette (1993), and named a Person of Cultural Merit (1996).