Are you good at play, or good at shopping?
During last year's MADE show, while on a business trip to the U.S., I stopped in front of a certain supermarket.
No, to be precise, I should probably say I "couldn't help but stop."
The name of that place was—Trader Joe’s.
It is the beloved supermarket known throughout the United States. However, in the midst of the exhausting MADE exhibition, I unexpectedly encountered a scene that caught my eye after wandering into that store.
– Yuzu kosho.
– Furikake.
– “JAPANESE STYLE” Fried Rice.
– Miso-flavored snacks.
……Wait? Did this store have a location in my neighborhood?
I’m joking, of course, but the shelves at Trader Joe’s were packed with such "imagination of foreign lands" and "playfulness" that I couldn't help but feel that way.
And then, it occurred to me.
"These people know quite a lot about Japan."
"Or rather, are they professionals when it comes to 'having fun'?"
"Trader... Shopping expert. Joe’s... Is this a pun???"
This intuition was the beginning of “Player Joe’s“.
What’s Player Joe’s?
Trader Joe’s = "Shopping Expert"
Circles' company motto = "Play Expert"
If so, what we aim to be is a shopping expert who is good at play.
Therefore—
Aiming to be a shopping expert who is good at play, the name of this project is…
Player Joe’s!
The novelty lineup this time includes:
- Long sleeve T-shirt
- Coach jacket
- Patch
- And of course, that famous tote bag!
100% Respect. But don’t forget 100% playfulness.
Truly, this project is not just a parody.
We have deep respect for what Trader Joe’s represents.
Being close to the local community.
Valuing ideas.
Products that act as conversation starters.
And the philosophy of “making daily life a little more fun.”
We like to think that this resonates deeply with the "Play Expert" spirit that Circles champions!
Carry your story in your shopping bag.
What you pack into your Player Joe’s tote bag isn’t just bike parts, T-shirts, or jackets.
It’s the little discoveries of your day, the small moments of laughter you want to share with others, and the story you’ll want to tell when someone asks, "What’s that?"
Player Joe’s was created in the hope that it will become a “seed for those little stories.”
We look forward to seeing you—our fellow play experts—with Player Joe’s!
Here’s what happens when you’re a real Player Joe!
(I definitely went a bit too hard at the end of the ski season...)
You should all burn some energy and play hard, too!
These can also be exchanged with Circles Points! Check here for how to use them and see other humorous items eligible for exchange.