Value added to your products thanks to Furoshiki packaging : the example of Tequila Mucho

We created a customized furoshiki in collaboration with Tequila Mucho, a Tokyo-based tequila specialist with an online shop offering over 200 types of tequila. The goal was to develop both a sustainable packaging option for their online orders and a unique, original item representing the brand.

One of the main reasons I considered introducing furoshiki into my business was environmental consciousness.

I often attend music festivals like Fuji Rock, where many participants are very aware of environmental issues and strongly oppose unnecessary waste.
As a tequila retailer, I need to ensure the safety of glass bottles when shipping, which typically requires a lot of disposable packaging. This has always been a dilemma for me.

At one Fuji Rock event, a friend was using a furoshiki, and that made me realize how sustainable and practical this traditional item could be.
After doing some research and reviewing Musubi’s past collaboration examples, the idea of creating my own original furoshiki started to take shape.

Over the years, the demand for tequila as a gift for loved ones has increased.

We wanted to add value to our premium products and differentiate ourselves from other companies.

Tequila fans tend to be deeply passionate. Since tequila is still relatively niche in Japan, those who do enjoy it often want to share that passion with others. That’s why the demand for gifting tequila is growing.

Other companies don’t offer wrapping services like this. I felt that if we could create a well-designed and meaningful product, it would benefit our brand and provide added value to our customers.

At first, some of my staff suggested using other furoshiki options that were more affordable. But for me, not just any furoshiki would do.

Musubi has over 70 years of expertise in furoshiki and continues to produce high-quality products thanks to their deep knowledge and craftsmanship.
Alongside the environmental benefits, this collaboration gave us a story to share with our customers—something that sets us apart from the competition.

 

Use of Environmentally Friendly Materials

We used a fabric that contains recycled polyester fibers.
It has a nice firmness, is easy to tie, and I especially like that it doesn’t wrinkle easily even after unwrapping.

Even with a 70cm furoshiki, you can still wrap gifts, use it as an eco bag, and depending on the fabric, even protect yourself from the rain. Once again, I was reminded of how versatile and practical the furoshiki is.
I plan to share tips on how to reuse the wrapping after gifting via social media and other platforms.

Also, while wrapping with furoshiki may seem like an "extra step," I actually appreciate that this very act adds a touch of iki—a refined, stylish spirit that I really like.

 

A design that blend Japanese motif inside a Mexican atmosphere

The design is colorful and inspired by Mexican tiles.
We also incorporated traditional Japanese motifs to express our wish for tequila to become more familiar and appreciated in Japan.

In addition to motifs like agave—the raw ingredient of tequila—and lime, we seamlessly included Japanese elements such as cranes and seasonal flowers (plum for winter, camellia for spring, lily for summer, and chrysanthemum for autumn), along with traditional patterns like seigaiha (blue ocean waves) and chidori (plover birds).

By placing the sun at the center of the design, it creates the impression of sunlight rising from below when wrapping a bottle.
We also love how the crane appears right at the knot when the furoshiki is tied.

I used to design clothing, so I approached furoshiki wrapping with the mindset of fitting it to a body.
I created the design myself, and I find it fascinating how the look changes depending on how it’s wrapped—like, “Wow, that part of the pattern shows up here!”

Seeing it actually wrapped was moving—it looked so much better, several times more impressive than I had imagined.

Furoshiki offers so many different ways to wrap, and I really see a lot of potential in it and I enjoy thinking about the different possibilities.

 

From Musubi Team

Yamada – Sales, Yamada Seni

When we first discussed the project, Hoshi-san expressed a strong desire to prioritize sustainability. In response, we selected a fabric blended with recycled polyester fibers.
This is also noted on the tag, and we feel it aligns well with Tequila Mucho’s own message.

 

Once we explained the different wrapping techniques, Ms Hoshino quickly got the hang of it and even started coming up with their own creative variations.
The use of Mexican colors and the tile-inspired layout brought us new insights and pleasant surprises as well.

Thank you again for this valuable collaboration.