In 2001, an aspiring rockstar and school dropout decided to forge a new path in life by creating things. Guided by an old-school phone book, he called multiple factories and small workshops in Musashino city, Tokyo in a bid to find somebody who could make prototypes of his designs.
He faced endless rejections as he went from door to door. Eventually, he found a willing workshop. Instead of making his prototype for him, they said, “We can make it for you, but why don’t you make it yourself?” They trained him to use the machinery to create his first product: a laptop cooling stand.
The man is Gen Terao, the CEO and founder of Balmuda, a Tokyo-based creativity and technology company founded just two years after his initial search for a factory. The brand’s most popular product is arguably a TikTok-viral, $539 toaster that comes with a tiny 5cc cup, which users are meant to fill with water to create steam. It helps baked goods consistently achieve a pillowy texture with a crispy exterior, the hallmarks of a perfect toast.
On what sets his toaster apart from others, Terao said, “I make toasters for people who love eating, so the passion and craziness are on different levels.” This human-centric approach allows him to focus on the outcome of what his products can deliver, rather than how many high-tech features he can cramp into it.
Likewise, Balmuda’s GreenFan was created because of his desire to cool off during the summer heat. As the brand’s first mass consumer product, it was designed to elevate the quality of the wind. “Other manufacturers, they were thinking about design, the way it swivels, the remote control, or the height,” he says. To mimic natural wind, the fan uses blades designed in two layers to create a gentle steam of air.
Looking at Balmuda’s range of products, I couldn’t help but notice that most were minimalist with neutral hues. The lack of colour is intentional. “Neutral colours fit into most homes. I believe that home appliances shouldn’t stand out. The most important thing in the house is the people who are living there,” he quips.
Even though Terao is no longer a musician, he still sees himself as an artist. His creations are born of his heart and put out into the world to inspire people.
Balmuda is now available in Singapore.
