Ome’s Indigo Goes Global
Enhancing pop-up VMD and global outreach through the Buy TOKYO Promotional Support Program
Murata Dyeing Co., Ltd.
Toshiyuki Murata, President & CEO
Located in Ome City, Tokyo, Murata Dyeing Co., Ltd. is a dyeing workshop specializing in traditional indigo dyeing and plant-based dyeing using natural materials. Its in-house brand, Kosoen, has earned a loyal following both in Japan and overseas. In 2024, the company launched a new brand, OME, aimed at introducing the appeal of indigo dyeing to younger generations.
While remaining deeply rooted in local craftsmanship, Murata Dyeing continues to take on new challenges to pass these values on to future generations.
A pop-up at Narita Airport — a gateway for sharing indigo dyeing with the world
Murata Dyeing began utilizing Buy TOKYO in 2024. Soon after applying to strengthen its brand presence and explore overseas expansion, the company was offered the opportunity to operate a pop-up store for approximately nine months at Narita Airport Terminal 2.
Recognizing the airport as a prime location frequented by international travelers, the company shifted its project focus toward marketing support for the Narita Airport pop-up. Within the limited space and unique environment of an airport, the team refined how to convey the brand’s worldview and craftsmanship, seeing the venue as an ideal platform to introduce indigo dyeing to a global audience.
How expert VMD guidance gave indigo an unmistakable presence on the sales floor
Next, Murata Dyeing turned to Buy TOKYO for support in visual presentation at department-store-style events. Through hands-on guidance from VMD (Visual Merchandising) specialists, the company reexamined its entire display strategy — from color usage to customer flow design.
“Creating intentional ‘breathing space’ is essential to making indigo stand out,” says fourth-generation president Toshiyuki Murata. “By deliberately leaving areas open, visitors’ eyes are naturally drawn to the subtle gradations of indigo.”
By improving visibility from walkways and designing layouts that encourage customers to stop and browse, visitors began spending more time engaging with the products. The improvements also led to a noticeable change in response on Instagram.
“Photos taken based on the advice received performed remarkably well. It made me realize how display design directly influences how we communicate our brand,” Murata adds with a smile.
Passing the baton to the next generation through the new brand “OME”
In 2024, Murata Dyeing introduced its new brand OME, named after its hometown. By combining the indigo dyeing expertise cultivated through Kosoen with plant-based dyeing techniques, the brand offers products with rich and diverse color variations.
With designs intended to fit seamlessly into everyday life, OME proposes materials and silhouettes that appeal to younger generations. Alongside its domestic expansion, the company is now looking toward overseas markets. It is consulting with Buy TOKYO on expanding its global outreach so that more people can experience indigo dyeing firsthand.
Insights gained through Buy TOKYO support: preserving indigo culture and opening new possibilities
At the same time, sourcing sukumo — the natural indigo dye material — has become increasingly challenging each year.
“That is precisely why we want to communicate the value of natural materials and environmentally friendly dyeing techniques to a wider audience,” Murata explains. “From an SDGs perspective as well, indigo dyeing has an important role to play. By continuing to release products that attract attention, we hope to carry indigo culture forward to the next generation.”
Drawing on the experience gained through Buy TOKYO’s support, Murata Dyeing continues to balance tradition with contemporary sensibilities — carrying Ome’s indigo from its local roots to the global stage. Today, as always, Ome’s indigo quietly yet powerfully continues to dye the future.
