About
A daily short-form series about the Japan most content doesn't reach.
The Project
The Ippun Project finds one genuine cultural surprise about Japan every day. Under two minutes. Every video starts with something familiar — a food, a technology, a tradition — and reveals the specific, surprising story behind it.
The name means "one minute" in Japanese (一分). The constraint is deliberate. Every second earns its place. Every fact is checked. Every story has a centre that reframes something you thought you already understood.
This is not a travel channel. Not a food blog. Not "weird Japan." It is specific, researched, and calm. The voice of someone who lives here, finds it endlessly fascinating, and wants to share one thing worth knowing every day.
The Approach
Every piece of Ippun content is built around a single surprising centre. Not a list of interesting things. One thing, specific and true, that reframes something familiar. This is the Ippun test: before publishing, where is the surprising centre?
The brand opposes content without substance. Copy-paste lists of the same seven places. Toxic positivity about a country that is complex and specific, not perfect. "Weird Japan" framing that reduces a culture to a curiosity.
The Promise
Every Ippun video delivers what a three-hour documentary might bury in act two. One minute. One thing worth knowing. Every day.
Watch the latest video