#05 Western child-rearing methods

Wanting to spread "childcare for children" in Japan, the founders of Familia began creating new baby and children's clothing based on Western childcare methods, with the desire to "make better things for babies and children."

  • (Photo: Ogase Hisako)

"If we're going to do the same work, instead of just opening a craft store, why not take advantage of the characteristics we have as women and use the new child-rearing experience we've gained to make and sell cute, high-quality things for babies and children?" said Atsuko Sakano.
When Atsuko Sakano got married, she moved into a new home in what is known as the "Foreigner Village" in Okamoto, Kobe. There were many foreign children there, and their mothers would always say to her, "Japan is a wonderful country, but it's really behind when it comes to child-rearing." She was exposed to advanced child-rearing methods every day and developed a strong interest in them.

(Photo: Hisako Ogase's book "Childcare up to 1 Year Old" (published in 1972))

In 1942, when Atsuko Sakano gave birth to her first daughter, she had a baby nurse specializing in foreign patients, Hisako Ogase, introduced to her by a British woman.
I was amazed at how rational the child-rearing methods were, so different from traditional Japanese child-rearing methods. What's more, everything was based on medical and psychological evidence, and was supported by a genuine and deep love for babies.
For example, instead of the traditional Japanese rolled diapers made from old yukata fabric, they use square ones made from a special white weave. They are made with the aim of not recycling for adults, but rather for the baby's own good. The feeding method is also intelligent, and the baby is always given an outdoor bath, even in winter.

Atsuko Sakano earnestly learned new child-rearing knowledge from Ogase and raised her child using this method. What they realized was that, unfortunately, ready-made baby clothes were made only based on traditional customs and perspectives, without much consideration for babies.

It was at this time that Familia's fundamental spirit of providing the best possible products for babies and children began.

(Photo: Familia Guide (published in 1952))

After founding Familiar, she worked to introduce and popularize Western childcare methods. At first, the resistance to new childcare products, including square diapers, was unimaginably fierce, and Atsuko Sakano and her team struggled.
Since simply displaying the products in a display case would not be enough to convey the message, in 1952 we published a booklet called the Familia Guide, which included childcare advice by consultant Hisako Ogase.
The Familia Guide was later made larger and easier to read, and included more product information, and was distributed free of charge to mothers. Familia's emphasis on educational activities was highly praised in the industry.

Familia's trajectory

Familia's History TOP
#01 Four female founders
#02 Encounters, good friends and good seniors
#03 In the chaos of post-war
#04 The reason for starting the company
#05 Western child-rearing methods
#06 Baby Shop Motoya is founded
#07 Founding of Familia
#08 The day the bear character was born
#09 Building the foundation for nationwide expansion from Kobe to Osaka
#10 The origins of manufacturing