Itonamism is a media content project launched by the bag brand "wonder baggage."
To embody our brand concept of "Journeying through society," we will gather various forms of this journey from the perspectives of different professionals. Diverse industries, diverse backgrounds, diverse values. By reading about each writer's engagement with society through their "work," your own position might start to look a little different.
For the launch, we asked anthropologist Ryunosuke Murokoshi to articulate the project's concept. Moving forward, we will invite professionals from various industries and publish content irregularly.
*The first installment is scheduled to start in May 2026
It'suna-ism (Pre-broadcast Article)
Kazuaki Koide (Designer)
小池 純輝（サッカー選手｜一般社団法人F-connect代表理事｜株式会社コトイマ代表）
森下 雅之（ペレグリン・ウェルス・サービシズ株式会社）
Work as a Gift
What is "work"?
For now, how about we consider it "one of the gifts for building relationships with people"?
In the places where we live, many people are involved. Family, friends, neighbors. If we broaden our perspective a bit, there are people who make the shoes you wear, and people who make the clothes you wear. In the supermarket where you buy food, there are people who sell food, and people who transport and produce it. If you watch TV, there are people who create TV programs, broadcast them, and transmit signals, and the same goes for YouTube and TikTok.
We live within these networks of people.
Actually, it's not just people. Families have pets, right? Eating meat also means there are people who raise cattle and pigs. When you use the internet, you use computers and smartphones. Animals, objects, and information also participate in the network that supports our lives. Let's call this network where people, animals, objects, and information interact "society."
So, how do we participate in "society"?
In a randomly expanding network of people and non-people, how do we find our place? One way is to be useful to others. If you are useful to others, you can have an irreplaceable role.
In a capitalist market economy, this is called "work."
In a capitalist market economy, "work" is bought and sold through money. Do this job, and you get this much per hour. Sell this product, and it costs this much. In this way, transactions are one-off, and we are useful to random people at random times.
However, "work" isn't solely about exchanging compensation.
If an elderly person comes to a convenience store, there might be situations that go beyond the manual, and if you buy vegetables at a greengrocer, you might get something extra. Even in the strict transactions of buying and selling that don't deepen relationships, we make small "gifts" and deepen our human connections. Even without money as a medium, we can become friends and even work together by helping each other.
Why don't we think a little together about the "work" you've done as a gift to enter "society"?
Ryunosuke Murokoshi
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