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Now onto the full article!
Discovering a Little Tokyo in the Heart of Brooklyn
I still remember the summer heat on July 3, 2025 as I pushed open the door to 50 Norman Avenue.My colleague Miki (our Chief Branding Officer) and I had heard whispers about a “Little Tokyo” in Greenpoint, and here we were about to experience it ourselves.
Cibone O’te – the newly expanded Japanese lifestyle store – had just re-opened its doors in April, doubling its size and ambition.
Stepping into Cibone O’te at 50 Norman Avenue in Brooklyn’s Greenpoint – a space often dubbed “Little Tokyo” – feels like crossing the Pacific. The modest facade opens into a world where contemporary Japanese design, craft, and cuisine harmoniously collide.
This was no ordinary store launch; it was the export of an entire philosophy of living. The very name “O’te” (オーテ) is rooted in respect: combining the honorific “o” (御) with “te” (手, meaning “hand”), it honors the artisans’ hands and the culture behind each product.
Backed by Japan’s Welcome Group (the parent company behind Cibone), this venture aims to “export Japanese thinking” – a concept Cibone’s team defines through values like **politeness, seasonality, mottainai (もったいない – a spirit of not wasting), comfort, and minimalism.
Walking into Cibone O’te, I immediately felt those values woven into the space.
A Japanese Concept Reimagined in Greenpoint
The original Cibone store in Tokyo has long been a trendsetter in “life editorial” – curating art, design, and everyday objects into a story of living well.Seeing its Brooklyn counterpart, I understood why Cibone chose this neighborhood. Greenpoint has quietly become a hub for Japanese creativity in NYC, and 50 Norman is its beating heart.
The complex first opened in 2022 with three Japanese establishments – the Cibone store itself, a tiny restaurant called House Brooklyn, and a dashi broth specialty shop.
With so many indie Japanese shops clustering here, locals affectionately started calling the area Little Tokyo.
Now, in 2025, Cibone Brooklyn has evolved into Cibone O’te, expanding not just in size but in concept.
As I strolled in, I noticed a plaque describing the motto: “Exporting Japanese Thought to the World.” That thought isn’t about selling gadgets – it’s about sharing a mindset. From the polite service we received at the door to the seasonal displays of ceramics (the summer-themed pottery had delicate goldfish motifs!), everything communicated an underlying Japanese sensibility.
It’s a retail concept turned cultural exchange.
Blending Design, Craft, and Cuisine Under One Roof
Inside, Cibone O’te unfolds as an open-plan marketplace of Japanese delights. Immediately, the scent of simmering dashi (出汁, soup stock) wafts over from Dashi Okume’s corner.
Dashi Okume, as I soon learned, is a Tokyo-based dried fish and soup stock shop operating since 1871 in Tsukiji Market – and here it was in New York, its first overseas outpost!
At their station, a friendly staff member was demonstrating how customers can blend their own custom dashi packs from a choice of 30 ingredients, grinding the mix fresh with a special machine.
I watched a Brooklyn local enthusiastically mix kombu kelp with smoky bonito flakes, an East-meets-West foodie moment. Nearby, a small seating area offered simple Japanese comfort foods – miso soup, onigiri rice balls – so visitors could taste the broth in action.
A few steps further in, I found House Brooklyn, the fine-dining Japanese-French restaurant helmed by chef Yuji Tani. It wasn’t open that afternoon (House is an intimate eight-seat omakase (お任せ) spot serving nine-course tasting dinners), but even empty, the space exuded zen-like calm. I peeked at the minimalist decor and noted the use of reclaimed wood in the counters and shelves – later I discovered all three establishments in 50 Norman incorporated wood salvaged from an old house in Kyoto as part of the design, to bring an authentic warmth of Japan. That detail speaks volumes: rather than flashy new materials, the designers chose aged cedar beams with history, showing how wabi-sabi aesthetics (finding beauty in the imperfect, aged, and rustic) can live on in modern Brooklyn.
Cibone O’te's New Expansion
The new expansion of Cibone O’te also introduced Kama-Asa Shoten (釜浅商店), a legendary Japanese kitchen tools shop founded in 1908.
Kama-Asa’s section is a haven for home cooks – I was immediately drawn to a wall of gleaming Japanese knives and hand-forged iron pans. Their philosophy is posted proudly: “良い道具には良い理がある” – “Good tools have good reason.” In other words, quality tools are born from sound logic and purpose. One of the staff (flown in from Tokyo’s Kappabashi kitchenware district, it turns out) let me hold a lightweight omelet pan. She explained in both English and Japanese how its slightly thicker base distributes heat evenly, preventing burning. As someone who has ruined a few omelets in my time, I was sold on the design. I also jotted down a note to self: come back for a knife skills workshop they plan to host – bridging cultures goes beyond selling products; it’s about sharing skills and traditions.
The Balmuda
In the newly expanded area, Balmuda’s section shines like a tech-art gallery.
The display is subtle yet alluring: a row of the iconic Balmuda Toasters in black and white, the elegant Lantern giving off a soft ambient glow, and our favorite gadget – the MoonKettle – perched on a counter for demos.
Surrounded by Kama-Asa’s handcrafted pots and the art pieces on the walls, Balmuda’s modern appliances don’t feel out of place at all.
In fact, the juxtaposition is genius. It tells a story: here is tradition and innovation coexisting, each enhancing the other.
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Meeting Mr. Kan Terao and Ms. Yuriko Kawazu
The highlight of our visit was a first met with Mr. Kan Terao (寺尾 観) and Ms. Yuriko Kawazu(河津ゆり子).Mr. Kan is spearheading Balmuda’s U.S. expansion. He is the brother of Balmuda’s founder (Gen Terao) and currently serves as Balmuda USA’s Marketing and PR Manager.
Ms. Yuriko had long been a dependable member of the CIBONE design team and in charge of the CIBONE O'TE. CIBONE is known for curating not just appearances, but the stories behind objects — and Ms. Yuriko truly embodies that philosophy. When they greeted us with a warm smile and a slight bow, I sensed both enthusiasm and humility – a very Japanese combination.
(In the background of the photo is a Japanese clay pot “Donabe” that Ms. Yuriko and her friend Ms. Naoko sourced directly from Nagatanien, a well-known Japanese food manufacturer, and is also featured in this article. )
・Mr. Kan Terao— The Man Bridging Tokyo and New York
At first glance, Mr. Kan’s background isn’t what you’d expect from a tech brand representative. He’s not an engineer by training – he’s actually an architect and restaurateur by experience. In a prior life, Mr. Kan built handcrafted wooden houses in Canada and managed popular izakaya pubs in Seattle. That unusual resume shows when he talks: he uses words like “space,” “atmosphere,” and “hospitality” as much as “products” and “sales.” He recounted how these experiences prepared him for his role at Balmuda.
“Designing a building or running a restaurant, it’s all about human experience,” Mr. Kan mused.
“I learned to pay attention to how people feel in a space – is it comfortable, is it inspiring? I bring the same perspective to Balmuda’s presence here. We want Americans walking into this store to feel something special, not just see new gadgets.”
“I learned to pay attention to how people feel in a space – is it comfortable, is it inspiring? I bring the same perspective to Balmuda’s presence here. We want Americans walking into this store to feel something special, not just see new gadgets.”
His passion for creating memorable experiences was evident. Miki remarked that the friendly vibe at Tamari Bar in Seattle (one of Mr. Kan’s former restaurants) had actually made it into a Seattle magazine for its welcoming staff. Mr. Kan laughed modestly and said he simply loves engaging with people, whether it’s over a bowl of ramen or a high-tech toaster.
・Ms. Yuriko Kawazu — The Storyteller of Everyday Design
After our conversation with Mr. Kan, we also had a conversation with Ms. Yuriko Kawazu (河津ゆり子). As we talked, she reflected on her years at CIBONE, where she helped shape a curatorial approach that looks beyond appearances to the stories objects carry. She told me she tries to treat beauty with care so it can endure, and to notice the small narratives in everyday life.
That outlook echoes in her personal rhythm, too. Her Instagram (@yuriccco) reads less like a showcase and more like field notes: morning coffee, seasonal flowers, unhurried moments with her cat. It’s a lens for seeing, not just showing—and it translates directly into the store.
At CIBONE O’TE, where she helps curate the selection, fifteen BALMUDA products sit among other pieces not as branding, but as part of an intentional conversation—two worlds woven together. Watching her make a small adjustment near a window, I understood her approach: let things breathe, and people will feel the difference. It’s the kind of touch most will never notice directly, yet it’s precisely what shapes the atmosphere everyone remembers．
Balmuda’s Expansion Strategy: More Than Just Selling Toasters
Once we dove into Balmuda’s U.S. game plan, I realized this expansion is carefully thought out, step by step. Mr. Kan explained that Balmuda didn’t rush in with a standalone flagship store right away. Instead, they chose to embed within Cibone O’te’s ecosystem, which already attracts a community passionate about Japanese design and food.
“We didn’t want to just drop a Japanese brand on American soil without context,” he said. “It mattered to be in a place where our story makes sense.”
By positioning Balmuda alongside craft and food brands, they create context: a shopper might come for artisanal ceramics or a bowl of miso soup, and organically discover a Balmuda Lantern casting a cozy glow in the corner. It’s a softer introduction than a typical electronics aisle.
Mr. Kan’s role – part brand ambassador, part educator – is pivotal here.
He recalled how earlier this year, he participated in ICFF 2025 (International Contemporary Furniture Fair) in NYC, where Balmuda exhibited to the design community. It was a hit, partly because Balmuda’s approach resonated with design enthusiasts.
“People weren’t expecting a toaster to wow them at a furniture fair,” Mr. Kan chuckled, “but when we showed how it uses steam to make the perfect toast, eyes lit up.” At that show, he was basically the storyteller for the brand, sharing Balmuda’s journey from Tokyo and its philosophy of blending technology with heart.
Balmuda was founded in 2003 by his brother Gen Terao (寺尾 玄), who had an unconventional start as a rock musician and then a self-taught product designer. The brand’s cult-favorite toaster didn’t arrive until 2015, but it became an instant icon in Japan for one reason: it delivered an experience. Instead of just heating bread, it used steam to revive yesterday’s croissant to bakery-fresh perfection. That notion – an appliance that elevates a simple daily moment – struck a chord.
“Our mission is to create ‘wow’ moments in everyday life,” Mr. Kan said, echoing the company’s mantra of bringing wonder into the ordinary.
So how do you bring that mission stateside? Mr. Kan described a multi-pronged strategy: build brand recognition through placements in high-end retailers, engage the design community, and gather feedback to learn American preferences. In fact, Balmuda has already partnered with some upscale U.S. stores –Williams Sonoma and Crate & Barrel now carry Balmuda products, treating them like the “Hermès of home appliances,” a nickname the brand earned in Asia. They’re also leveraging e-commerce (Amazon included) but carefully, ensuring that the brand’s premium positioning isn’t diluted. It’s clear Balmuda isn’t after quick volume; they’re playing the long game to build a loyal following.
Challenges of Localizing Japanese Products for the U.S. Market
Of course, not everything about expanding to the U.S. is poetic and fun – there are nuts-and-bolts challenges too. When I asked Mr. Kan about the hurdles, he leaned forward, hands clasped, as if ready to tackle a problem. “Oh, we’ve had plenty of lessons,” he admitted with a grin.
Regulations and certifications were among the first. Japan and the U.S. have different electrical standards – Japan uses 100V and different safety norms. Bringing something like the Balmuda Toaster to the U.S. meant re-engineering them for 120V and UL certification (the strict safety standard here).
“People think we just brought the products here, no, no, no... There are months of hard efforts to make that happen.” Mr. Kan explained.
Another challenge he highlighted is cultural localization. For example, Balmuda’s marketing in Japan often taps into nostalgia and the Japanese way of savoring small daily rituals. In the U.S., they found they needed to tweak their storytelling. “We learned that American consumers respond when we focus on quality-of-life improvement,” Mr. Kan said. Rather than assuming everyone knows why a better toaster matters, they show it. They let people taste the difference in person.
Mr. Kan also mentioned design adaptations for local tastes. A fascinating example is Balmuda’s new MoonKettle, which was actually the company’s first product designed with global audiences (especially Americans) in mind from the start. Mr. Kan told us how the MoonKettle’s shape was inspired by a traditional Japanese iron kettle, which in Japan evokes nostalgia, but to Americans it simply looks uniquely stylish and new. “We wanted it to feel culturally rich and universally attractive,” I recalled what he mentioned when Balmuda invited us to the launch event (see the videos from the event here).
They chose a matte black finish and a slightly larger size for the U.S. version, to align with American preferences (we do love our big coffee mugs). This kind of cross-cultural design thinking is now a priority for Balmuda. In an interview, Balmuda’s CEO noted that they can’t just export products unchanged – “customer lifestyles and even the types of food differ; we need market-specific designs”. Mr. Kan echoed this: “The way people use appliances here – how they cook, how they make coffee – can differ from Japan. We have to observe and learn. For instance, pour-over coffee is huge in the States now, so our kettle’s precision temperature control was a key feature to emphasize.” Every market teaches them something new.
Quality-of-Life Design – Merging Artistry and Utility
One theme kept surfacing in our conversation: quality of life. Mr. Kan used that phrase often, describing Balmuda’s design ethos as “quality-of-life design.” I asked him what he meant by that, and his eyes lit up.
“It means we design for human happiness, not just utility,” Mr. Kan said.
“If you think about it, life is made of many small moments, right? Brewing your morning coffee, making toast, lighting a lamp in the evening... If we can make those little moments more delightful, the overall quality of life improves.”
“If you think about it, life is made of many small moments, right? Brewing your morning coffee, making toast, lighting a lamp in the evening... If we can make those little moments more delightful, the overall quality of life improves.”
I couldn’t help but nod – it’s such a simple yet powerful idea (and it’s exactly the kind of thinking that gets millennials like me excited about home appliances). Mr. Kan went on to explain that Balmuda’s team approaches product design almost like art creation. They chase a feeling or an experience, then engineer the product around that. The Balmuda Lantern, for example, wasn’t created to be the brightest lamp or the longest-lasting battery. It was created to mimic the warm glow of a candle or an old oil lantern, to give you a sense of comfort and nostalgia whether you’re dining on your balcony or camping under the stars. That’s why its LED light gently flickers and the color temperature shifts to a golden hue – it’s about atmosphere. Similarly, the toaster is about the joy of eating, the fan about the sensation of a natural breeze.
Mr. Kan proudly shared that Balmuda’s design philosophy is deeply rooted in Japanese aesthetics. He used two Japanese terms: teinei-sa (丁寧さ, meaning attentiveness or thoughtfulness) and kodawari (こだわり, the pursuit of perfection). “We try to infuse teinei in every detail – from the click of a dial to the curve of a handle – so that using the product feels mindful and satisfying,” he said. And kodawari drives them to iterate relentlessly.
He also noted that Balmuda as a company encourages a creative mindset. The founder Gen Terao’s background as a musician plays a part – their wireless speaker, for instance, lights up with the beat of the music, a playful nod to his rock ’n’ roll days. “We want our products to have soul,” Mr. Kan said. It’s no wonder Balmuda’s flagship store in Tokyo was designed like a cross between a museum and a living room – they see their appliances as functional art pieces that tell stories and connect with people’s emotions.
Standing in Cibone O’te, I looked around and realized every item here, not just Balmuda’s, shared that ethos. From the hand-blown glassware on a display table to the beautifully packaged tea canisters, everything was chosen to spark joy in daily routines. It struck me that this is exactly what Cibone’s concept of “Life Editorial” means – curating a life that’s not just about having stuff, but enjoying moments. Balmuda fits into that like a glove.
A Morning in Brooklyn, A Touch of Tokyo at Home
After our chat, Mr. Kan excused himself to another meeting, and Miki and I lingered a while longer in Cibone O’te. I browsed a stack of indigo-dyed linens, Miki and I both kept remarking how we felt lighter and inspired in this space. It’s amazing how a well-curated environment can lift your mood. Before leaving, I picked up a couple of souvenirs: a pack of Dashi Okume’s custom blend (to try making miso soup at home).
Walking out of 50 Norman back into the Brooklyn streets, I had to marvel at what I’d just experienced. Here was a corner of New York City that so effortlessly blended Japanese and American lifestyles, where a century-old Japanese knife shop shares a roof with a futuristic toaster, and where people from all over come to savor a bit of Japan. As a Japanese design lover, it felt like a dream – but it’s very much real, and it’s only the beginning.
For anyone curious about Japanese design or simply looking to enrich their daily life, Cibone O’te is a must-visit.
You might go in for the matcha lattes or the art exhibitions, but you’ll likely come out with something much more meaningful – perhaps a new appreciation for teinei in how you set your table, or a kodawari resolve to choose quality over quantity. And if you’re like me, possibly a sleek new appliance or two to elevate your home routine.
You might go in for the matcha lattes or the art exhibitions, but you’ll likely come out with something much more meaningful – perhaps a new appreciation for teinei in how you set your table, or a kodawari resolve to choose quality over quantity. And if you’re like me, possibly a sleek new appliance or two to elevate your home routine.
Balmuda’s expansion into the U.S. through this Brooklyn haven shows that globalization can be done thoughtfully – not by pushing products, but by sharing culture and improving everyday moments. I left that day feeling inspired and connected, as if Tokyo had come to meet me halfway. The next morning, when I used my Balmuda Lantern during an early meditation, I smiled thinking: this is exactly what Mr. Kan meant by exporting Japanese thinking. It had seamlessly become a little part of my life, thousands of miles from Japan.
And in the end, isn’t that what good design is all about?
Visit CIBONE O’TE
https://cibone-us.com/
@cibone.ote
50 Norman Ave
Brooklyn, NY 11222, USA.
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About the author
Kei Nishida
Author, CEO Dream of Japan
Certification: PMP, BS in Computer Science
Education: Western Washington University
Kei Nishida is a passionate Japanese tea and coffee connoisseur, writer, and the founder and CEO of Japanese Coffee Co. and Japanese Green Tea Co., both part of Dream of Japan.
His journey began with a mission to introduce the world to the unparalleled quality of Japanese green tea. Through Japanese Green Tea Co., he established the only company that sources premium tea grown in nutrient-rich sugarcane soil—an innovation that led to multiple Global Tea Champion awards.
Building on this success and his passion for Japanese craftsmanship, Kei expanded into the world of coffee, pioneering the launch of Japanese Coffee Co., the first company to bring Sumiyaki charcoal-roasted coffee to a global audience. His dedication to authenticity and quality ensures that this traditional Japanese roasting method, once a well-kept secret, is now enjoyed worldwide.
Beyond tea and coffee, Kei has also introduced Japan’s legendary craftsmanship to the world through Japanese Knife Co., making handmade katana-style knives—crafted by a renowned katana maker—available outside Japan for the first time.
Kei’s journey continues as he seeks out and shares the hidden treasures of Japan, one cup and one blade at a time.
Learn more about Kei
