ISUKA

Interviewee: Yifan Wu, General Manager 

Growth Foundation: Upholding Core Values, Embracing Innovation 

Q1 Could you briefly share your brand’s core philosophy?

At ISUKA, we believe life deserves care, not compromise—and sophistication, not excess. A truly ritualistic lifestyle isn’t built on expensive things, but on thoughtful, understated luxury that feels intentional and authentic.

We cultivate a refined inner state and emotional richness, bridging artistic vision with everyday living. We celebrate how thoughtful details and aesthetic care bring joy and surprise to ordinary moments, sharpening our own sense of beauty in the process.

Through artistic home storage solutions and thoughtfully designed gift packaging, we walk alongside our customers through life’s most meaningful moments.

Q2 In a competitive market with fast‑changing consumer demands, what specific steps has your company taken to stay ahead?

We stay competitive by putting continuous innovation at the heart of everything we do—focusing on the research, development, and refinement of premium art papers that deliver exceptional visual and tactile experiences. While upholding strict quality standards, we consistently refresh our original designs to ensure each piece communicates its own unique character and story.

End‑to‑End Product Synergy: Challenges, Outcomes, and Evolving Paper Performance 

Q3 Could you walk us through the full product lifecycle—from research and design to final production—and share key challenges and tangible results? 

Our end‑to‑end process integrates consumer insights, R&D, design, production, and post‑launch feedback. We start by researching seasonal trends and audience needs; our design team then develops structural and visual concepts tailored to paper characteristics; our engineering team finalizes production specifications and sources materials; production calibrates equipment for consistent quality; and we use real‑world feedback to refine and iterate.

Along the way, we navigated tensions between market demand and production capacity, alignment gaps between design intent and manufacturing capability, and the delicate balance of aesthetics, texture, and cost. We also solved technical challenges around paper stiffness, foldability, and durability.

The results speak for themselves: stronger repeat purchases for top‑selling items, delivery cycles shortened to 7 days, and significant improvements in both product quality and customer satisfaction.

Q4 As your products evolve, have performance requirements for paper also changed? If so, in what ways?

Absolutely. As gift packaging has advanced, so have our standards for paper performance—now centered on ritual experience, functionality, and practicality. Key shifts include:

· Sustainability as a non‑negotiable: We use biodegradable, fluorescent‑free papers that align with green consumer trends and corporate ESG goals, setting a higher bar for premium positioning.

· Function and stability in balance: Gift bags need superior stiffness and water/moisture resistance for reliable carrying; gift box papers are thin yet firm, supporting clean folding, reducing shipping damage, and combining lightness with durability.

· Elevated texture and visual appeal: We prioritize rich tactile textures and accurate color reproduction, compatible with hot stamping, embossing, and other premium finishes—enhancing the feel of boxes and the visual impact of bags, and deepening the sense of occasion.

About ISUKA

A brand under Yishu Group: Experts in storage, decoration, and gifting emotion.

ISUKA is Yishu Group’s premium brand dedicated to storage, decoration, and gifting emotion. Specializing in paper‑based artistic home storage, festive decor, and ritual‑enhancing gift products, ISUKA delivers simple, elegant, natural, and artful experiences for people who love life. We elevate everyday and special moments alike, helping you discover unexpected beauty in your ideal life.