The fading trout and the father’s denial

When I was a kid, my father often took me fishing in rivers and lakes. One of my most unforgettable memories involves a small, pristine river, where several tiny waterfalls were aligned in a row. As far as my memory is concerned, I fished a massive number of trout in that river!

Oddly enough, my father always denies the existence of such a place. To make matters worse, he insists I never caught such a large amount of fish. Since then, I’ve been fascinated by this psychological phenomenon where our memories are consistently glorified.

I know brain science has already explained the mechanism: we make minor changes every time we recall a memory, and we recall positive memories more frequently, leading to constant “upgrading.” But that explanation is just dry and—frankly—boring (and difficult to connect to our sales story). So, allow me to share my own, more poetic theory.

The philosophy of the irreplaceable moment

My theory is this: We unconsciously recognize that every event happening in our lives is non-reproducible. This inherent understanding—that a moment can never be perfectly replicated—is the true reason for memory glorification.

For instance, suppose you genuinely enjoy a meal at a certain restaurant. Your good impression is rarely based solely on the quality of the food. It’s a miraculous synergy of accidental factors: your physical condition that day, the conversation with your companion, the sunlight streaming through the clean window, the stylish interior of the restaurant, and yes, the perfect preparation of the dish.

Good events are, essentially, miracles resulting from a set of non-reproducible, accidental factors. Because we unconsciously know that such a perfect conjunction of circumstances can never occur again in exactly the same way, we adorably polish up the memory of that good event. The impossibility of its return makes the memory precious.

The enduring beauty of the one-and-only

In this profound philosophical sense, our products, too, are non-reproducible. Why? Because no two wood materials are ever the same.

A good example is our tables. The surface of the top board is one-and-only, expressive, and special to you. Due to this character unique to natural material, we simply cannot provide exactly the same one as what you saw in the showroom. The table you receive is utterly unique.

This means you are acquiring an object that already possesses the defining feature of a cherished memory: non-reproducibility. I would be truly glad if you could cherish what you receive, knowing that it is not merely a piece of furniture, but a unique partner that is destined to be glorified, just like your best memories.

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