Entrepreneur and Author Richard Collasse Shares Insights on Aesthetics, Tourism, and Beyond

A Global Outlook Cultivated Since Childhood

Traveling regularly between Japan and Europe throughout his career, the international lifestyle has long been a familiar one for Collasse. Born in the district of Aude in southernmost France, he spent his youth in Morocco from ages 8 to 18 due to his father's profession as an Air France pilot. Alongside his studies, Collasse cultivated an interest in photography—working hard to buy his first camera at age 13, and winning several prizes for his images. It was this hobby, in fact, that helped draw him to Japan in 1972, when he was 18.

"I had been planning to go spend time in the Amazon rainforest in Brazil, but I knew that the dangers there would worry my mother, so I decided to head to Japan instead in order to purchase a Nikon camera," Collasse recounts. "Those were prohibitively expensive in France at the time, but since the exchange rate then was 60 yen to 1 franc, I was able to afford one in Japan."

Collasse's father had spent time in Japan and spoken fondly of the country, and he helped secure a homestay for his son in the western Japanese city of Kobe through the personal network of a flight attendant in his crew. It was through this experience, Collasse says, that he first became struck by how life in Japan encompassed Western elements alongside its own traditional culture.

"My host father would wake up at 5 a.m. to practice ikebana, traditional flower arrangement, before then changing into a business suit to head to his company," Collasse recalls. "I found that juxtaposition to be fascinating."

He was also deeply impressed by the warmth and friendliness of Japan's people. While taking an overnight bus from Tokyo to Kobe, he met a young man around his age who invited him to spend a week at his home on a citrus farm of Ikuchijima, a Hiroshima prefectural island in the Seto Inland Sea—an experience that Collasse describes in his first novel, Harukanaru koseki (La Trace).

A Great Respect for Cultural Traditions

Collasse explains that he felt a profound connection to Japan that began as soon as he entered the country. Noting that he feels a profound depth with respect to Japan's culture, civilization, and people, he says that this connection has only continued to mature with time. 

Observing the longstanding tradition of novelist diplomats in France, Collasse explains that there was a time when he too wanted to be one. And although he did not end up taking the ambassadorial path, he did indeed succeed in becoming a writer on top of his business pursuits—carving out a career that encompasses both the corporate and literary spheres.

Collasse notes that he has found endless wells of inspiration for his writing craft, beginning with partaking closely in community life during his decades living in Tokyo since the late 1970s.

He recalls numerous opportunities to engage in Japanese traditions in the city, whether drinking sake in the evenings with colleagues, or walking in a hinoyoujin procession in the Shimokitazawa neighborhood. The latter event refers to an Edo period (1603-1868) tradition of walking through local neighborhoods while clacking wooden accoutrements, and chanting loudly to warn people about the dangers of starting house fires—an important reminder in neighborhoods where there are many wooden structures.

"I have also participated in matsuri (festivals) in the Mejiro area wearing only a fundoshi (loincloth)," he adds with a laugh.

Naturally, Collasse has been granted close access to Japan's historical and cultural traditions throughout his extensive career, which is something that has also allowed him to make interesting international comparisons.

He observes that there are wonderful artisans in both Japan and Europe, but that their approaches are different. "Whereas French and Italian craftspeople engage in branding to advertise and sell their products, such a practice historically has not existed here in Japan—particularly during the Edo period of sakoku, or national isolation," he notes.

As an example, he references lacquer artisans in Wajima, located on the Noto Peninsula in Ishikawa Prefecture, who have not needed to put their own name on their products because everyone—from the local daimyo (feudal lord) to the imperial family—knew who they were.

Observing that advertising or branding are unnecessary when everyone already knows that you are the best, he adds, "Japan is a country of manufacturers, not brands, and in a sense, the idea of luxury goes against local cultural traditions here. It's just a different cultural approach."

Collasse also explains that within Japan's incredibly rich tradition of craftsmanship, what is now being termed as 'sustainability' is in fact something that people here have been doing long before the rest of the world. "These are the types of stories that this country should be telling," he observes.

Seeking Out Aesthetic Inspiration

Collasse is also bringing such wisdom to his present role as Global CEO of the Japanese luxury jewelry brand TASAKI. He notes that with its extensive local roots, the company is a perfect example for this type of deep storytelling—beginning with the numerous exquisite pale pink spherical pearls, one of its signature products, which are displayed in the showroom of its Ginza district headquarters.

"Speaking of sustainability, TASAKI's pearl farms feature pristine ocean waters, since you cannot cultivate high-quality pearls if the sea itself is not clean," he notes before adding, "Every one of our pearl cultivators also has their own unique style of anesthetizing the oysters when undertaking seeding and pearl extraction. They are true artisans."

Collasse's finely honed eye for aesthetics allows him to find beauty throughout the metropolis for his company work, as well as for his writing. He notes that his inspirations include the tatami mat room of his favorite hidden sushi restaurant, as well as the sight of the first bloom on a flower—the latter of which he says his wife has described as a perfect poetic expression of wabi-sabi.

Explaining that he is particularly sensitive toward sounds, Collasse adds that he loves listening to the clacking sound of bamboo water cylinders against stone, often found in traditional Japanese gardens. He says he is also inspired by tinkling wind chimes and seasonal sounds such as the whirring of fans in summertime, as well as simple sounds such as water splashing in his local sento (bathhouse).
 
"I used to go there every week, and the guys and I would wash each other's backs and then go out for beers afterward," he said. "I was so sad when it closed down. These places are the soul of social life here, and they are disappearing."

Appointed in 2023 as a Tokyo Tourism Ambassador, the straight-talking Collasse also has pointed advice for how the city can encourage ongoing tourism in a viable manner.

"Japan has such a rich authentic culture, with deep spiritual roots—and this must be preserved instead of succumbing to this type of commodification," he emphasizes. "If this happens, then tourists will follow naturally."

Collasse adds that Tokyo itself is already a modern international city, so it should focus on preserving its own traditions. "Like other great metropolitan cities such as New York or Shanghai," he says, "Tokyo has its own unique story to tell."

Richard Collasse

Born in Aude, France. Graduated from the Faculty of Oriental Languages at Université de Paris. First came to Japan in 1972. Subsequent professional roles have included the French Embassy in Japan, GIVENCHY, and CHANEL (President in Japan for 23 years, and Chairman from 2018 to 2023), and currently, Director on the Board of AEON Co., Ltd. Also presently serves as Global CEO of the Japanese luxury jewelry brand TASAKI.

In addition to his corporate roles, has also authored 12 books. Appointed in 2023 as a Tokyo Tourism Ambassador. Awards to date have included the Order of the Rising Sun, Gold and Silver Star from the Government of Japan (2008), l'Ordre national de la Légion d'Honneur (2006), and Officier de l'Ordre national du Mérite (2014). Currently divides his time between Japan and Europe.