I want to convey the magic of pop-up picture books. Interview with the owner, Mori Mutsuko
I have never seen so many pop-up picture books before!
Why did you decide to start a specialty store for pop-up picture books?
Mori
Originally, my in-laws ran a bookstore in Miyoshi City, Hiroshima Prefecture.
At its peak, there were about three stores in operation, but that bookstore went out of business, and I returned to Kurashiki as an I-turn.
My children were in middle school and elementary school at that time.
Did you start the pop-up picture book store right away?
Mori
No, not at all!
I was desperate just to make a living, so I utilized my qualifications to work as a nursery teacher and kindergarten teacher, and then moved to hospital childcare.
At that time, I was really struggling to make ends meet, so I worked for money, but I had very little time with my children and family...
I started to wonder, what am I working for?
Even if it's for money, that's a difficult issue.
Mori
So I thought I couldn't continue like this and decided to work at a store where I had more time.
However, this time I faced troubles in human relationships, or rather, I was bullied...
It felt like I was suffering from depression.
That sounds tough. You just changed jobs, and then that happened.
Mori
At that time, I couldn't even read, and I was filled with the feeling of not wanting to go outside or meet anyone.
During that time, the only thing I could open and look at was "pop-up picture books."
When I opened a pop-up picture book, I felt strangely happy.
The pop-up picture books healed your wounded heart.
Mori
That's right.
At the same time, I suddenly remembered something.
When I was a nursery teacher, there was a visually impaired child, and I thought I wanted to make that child smile somehow.
One day, when I read a pop-up picture book to that child, they were so delighted that they smiled brightly.
Since that had never happened before, I cried with the other teachers and with that child's parents...
Just hearing that makes me want to cry.
Mori
At that moment, I thought that pop-up picture books have a kind of magic, a power to make everyone happy.
Remembering that, I gradually started to feel that I wanted to run a specialty store for pop-up picture books.
I am Mori, who wants to run a pop-up picture book store! Encounter with a business startup seminar
After you decided you wanted to open a store, how did you proceed?
Mori
I participated in a "business startup seminar" organized by the city hall, which was for people who wanted to start a business or run a store.
However, my husband secretly signed me up for it (laughs).
I was still afraid to meet people, so I was really hesitant about going...
But I decided to at least attend once.
There was something like a self-introduction there, and when it was my turn, I accidentally blurted out, "I am Mori, who wants to run a pop-up picture book store!"
The fact that it just came out is amazing! It's like your true feelings came out.
Mori
That's right (laughs).
I just said it right away.
But then, the other seminar participants were really interested and asked, "What is a pop-up picture book?"
I was so happy about that, so I thought I would bring a pop-up picture book next time and let everyone hear my store concept, and gradually I became able to go out more.
You made friends who share the same dream of starting a business, and you became more positive.
Mori
I am very grateful for the startup seminar.
Through that connection, I also made ties with banks, and everyone supported me, which led to the establishment of this picture book store.
I also run the bookstore to express my gratitude.
The thoughts behind Mori no Kakurenbo and the charm of pop-up picture books
Can you tell us the origin of the name "Mori no Kakurenbo"?
Mori
This is simply because my last name is "Mori."
And there is another meaning.
It conveys the message, "When you come to the store, there is definitely something important for you, so please find it."
The location is also a bit hard to find, right?
I intentionally made it in a back alley, like a store that only those who know can find, not easily discovered (laughs).
Indeed, it might be a bit difficult for even locals to find it easily.
Mori
That's right! I can't count how many times I've gone to pick someone up at JR Kurashiki Station... (laughs)
Finally, can you tell us the greatest charm of pop-up picture books?
Mori
It is the fact that they are "analog"; I believe that some things can only be conveyed in an analog way.
You can't understand the fun of pop-up picture books digitally.
You have to actually open them, see them, and touch them to feel the emotion.
All the pop-ups are handmade, which takes time to create, and they go out of print quickly.
That's why I want to cherish every book in the store.
I'm very happy that customers also treat them with care.
Mori
When you open a picture book, you feel a sense of joy, right?
That joy and surprise can be shared by both children and adults, regardless of gender, through a single book.
The fact that everyone can feel happy together is the charm of pop-up picture books and perhaps their magic.
I was also surprised and moved by the pop-up picture books you showed me one after another, and I was able to spend a happy time.
Thank you very much.
The joy, emotion, and beauty of analog. Let's head to the forest of pop-up picture books
When I got home and was organizing the photos, I started to feel, "Wait, it wasn't just this..."
I want to convey that the actual pop-up picture books are "more dynamic and filled with even more surprises."
No matter which book you pick up, there is not one that is the same, and each time is filled with fresh joy and emotion.
Next time I go to the store, I hope to encounter a special book just for me.
It is a stroke of luck that the only specialty store for pop-up picture books in Western Japan is in Kurashiki.
Please do visit the forest of pop-up picture books.
Data on the pop-up picture book specialty store Mori no Kakurenbo
| Name | Pop-up Picture Book Specialty Store Mori no Kakurenbo |
|---|---|
| Address | 1-3-3 Tsurugata, Kurashiki City, Okayama Prefecture |
| Contact | 086-424-0696 |
| Parking | None |
| Business Hours | Weekdays, Sundays, and holidays: 10 AM to 5 PM |
| Regular Holiday | Thursday |
| Payment Methods |
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| Website | Pop-up Picture Book Specialty Store Mori no Kakurenbo |
