What is the true essence of "returning to our roots"?

This series follows Dentsu Inc.'s 'Company Design' team as they uncover the secrets behind 'vibrant companies' with 'originality.' In the sixth installment, we delve into the turbulent, bold, and uniquely managed OMG (Osaka Megane Glass), a glass manufacturer founded 78 years ago in Osaka.

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The origin of the company name OMG (Osaka Megane Glass) lies in its founding as a manufacturer of glass for eyeglass lenses in Osaka in 1942. Osaka is considered the birthplace of eyeglass lenses. Around 1850, during the late Edo period, the first domestically produced eyeglasses, including frames, began manufacturing in the area now known as Ikuno Ward. This part makes for a great historical tale. But let's be honest, modern people aren't particularly interested in glass itself. But imagine this: the shock when glass was first introduced into traditional Japanese houses built with shoji screens and fusuma sliding doors. The immense luxury of drinking wine from sparkling glassware. This time, we want to explore the challenges of a small Osaka company that brings back such feelings.

The person I spoke with this time is Mr. Tomohiro Tsutsumi, Managing Director of OMG, who also happens to be my junior high and high school classmate. We drifted apart after entering university. However, a few years ago, our friendship was rekindled by chance, and I ended up assisting with his project. Glass, eyeglasses, and Dentsu Inc. When this seemingly unrelated "three-word story" came together, I felt deeply grateful to be doing this work.

But it's too soon to say "I'm glad" in the past tense. Mr. Tsutsumi's challenge has only just begun. Dear readers, I urge you to take off those "colored glasses"—those preconceptions about sunglasses—and read this article. You're bound to see colors you never noticed before.

Written by: Dentsu Inc. CDC, Masahito Nakagawa

 

The Trial of Plastic's Rampage

"Originally, I wanted to become a lawyer," Mr. Tsutsumi says. After graduating from law school, he took the bar exam several times but failed. He says he "had no choice" but to work on the factory floor at a metalworking company, and at age 28, he ended up taking over the family business. Well, that's fine too. After all, it's a company with history and a proven track record. But then the Lehman Shock hit.

Employees began quitting one after another. The eyewear industry was already shifting toward plastic lenses. Glass had long been the standard for eyeglass lenses, but in the 1980s, lightweight, inexpensive plastic entered the market. It was a shock akin to the arrival of the Black Ships. "The notion that 'glasses = glass' is something the younger generation today simply doesn't grasp," Mr. Tsutsumi pointed out. I thought, "He's absolutely right."

Step on them by accident? Sit on them? They're fine. Prices? The cheap ones are incredibly affordable, and people don't feel much attachment to them. That's the current perception of eyeglasses, isn't it? For a historic lens glass manufacturer, it was a situation that could be called a crisis of survival.

We could no longer be just an "eyeglass shop"

The long-held notion that glasses equaled glass, embodied in the company name Osaka Megane Glass since its founding, vanished. The company then made a major pivot. It began exploring new market value for glass. Filters for medical devices, airport runway lights, camera lenses, car windshields... "You know those decorations like the Order of the Rising Sun? Glass is used in those too," said Tsutsumi. The fields where glass is needed are still limitless. So, Osaka Megane Glass decided to abandon eyeglasses. They changed their name to OMG Corporation. The transformation from eyeglass lens maker to optical manufacturer. That was the first step toward their leap forward.

Every industry has similar stories. A market once thought absolutely unshakable can be turned upside down overnight by the emergence of a revolutionary new technology or a shift in the times. How should a company respond then? Tsutsumi states, "The crucial thing is to ask: What exactly is the technology we possess? What exactly have we been honing? I believe we must confront that question once again."

When people think of a brand, they return to its "origin"

Mr. Tsutsumi joined his family business precisely at such a time. "To be honest, I had some resistance to taking over a small glass workshop in Osaka," he admits. OMZ was finding new opportunities as an optical manufacturer handling all kinds of glass products. But, Mr. Tsutsumi reflects, "The true thrill of manufacturing lies in creating things that reach the end user directly." To convey the appeal of glass, he even collaborated with a Kyoto incense shop to create "incense holders." "Thanks to that, we received good reviews. But I realized that what I was doing might only be part of that evaluation—that I was just making components." That's when Tsutsumi's challenge began.

What exactly is the appeal of glass?

Tsutsumi says it boils down to three things: texture, durability, and transparency. The texture of high-end tableware? That's something plastic can never achieve. Durability? It's unmatched. Even glassware made in the Edo period still shines brightly today. Its transparency is also in a class of its own. Moreover, by adjusting the amount of metals mixed in, the wavelength can be freely controlled. Adding iron creates reddish hues. Eliminating blue near ultraviolet light produces vivid greens. "Glass is wonderful. When I returned to that fundamental realization, I suddenly thought, 'Oh right, we're an eyewear company.'"

"Sunglasses!" Mr. Tsutsumi decided, and began pitching them relentlessly to select shops in Omotesando and major apparel manufacturers. These were city-oriented sunglasses where design was everything. Yet, they deliberately incorporated high-performance lenses. This approach resonated. Sunglasses were either functional items to block glare and UV rays, or mere "fashion accessories." OMZ's challenge to break through this dichotomy found immediate resonance with cutting-edge shops.

What matters isn't scale, but the quality of the business

"The older something is, the more new it feels," Mr. Tsutsumi repeatedly asserted during the interview. OMG currently has 19 employees. Precisely because of this, he emphasized, "We prioritize quality over the scale of the business," adding, "And I believe that quality is something that can compete globally."

Unwavering confidence in their long-cultivated technology, the conviction that glass will never disappear from this world, and pride. Beyond that lies a new world. "It took about a year from the moment we thought 'sunglasses' to actually commercializing the product," Tsutsumi says. Just one year. That speed is overwhelming.

For OMG, the sunglasses business accounts for about 20% of revenue. The backbone remains B2B glass manufacturing. Yet the PR impact of that 20% is immeasurable. It made me realize anew: only when "technical prowess, creative vision, and PR power" come together can you truly change the times.

OMG's homepage ishere.
The THINGLASS website ishere.

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Season 2 of the series where Dentsu Inc.'s 'Company Design' team explores the secrets of 'vibrant companies' with 'originality'. Episode 6 introduced 'OMG (Oh-Em-Gee)', a glass manufacturer based in Osaka.

Season 1 of the series can be foundhere.
The "Company Design" project site ishere.

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[Editor's Note]

At the end of the interview, I asked Mr. Tsutsumi this: "What do you think is the fundamental appeal of eyeglasses and sunglasses?"

Hats, masks, scarves, ties... everything people wear fundamentally starts with "function." Glasses and sunglasses are no exception. We want to see things clearly, block out glare. Yet, sunglasses, for example, have become the trademark of numerous famous celebrities. Many men find women in glasses irresistible. There's no other item quite like it.

Mr. Tsutsumi's answer was remarkably simple. "Glasses, especially sunglasses, are items that can change your character, aren't they?" Not just sunglasses as a trademark, but items that let you transform into a different version of yourself. Thinking this way, the sunglasses market holds infinite potential. While he is utterly dedicated to the quality of the product, he is equally dedicated to the design. By constantly seeking that extra appeal beyond function and quality, Mr. Tsutsumi is striving to unlock the potential of glass.

Throughout the interview, Tsutsumi frequently referenced the apparel industry. Trends, or the mood-driven choice of "today's outfit." These elements enliven daily life and the streets, energizing the market. "I believe sunglasses still hold that kind of potential," he stated. His words taught me the importance of "breaking free from fixed notions."

At its core, it's not about outlandish ideas. It's about how to apply the skills honed over many years in a way that suits the times.