B:MING LIFE STORE by BEAMS, a family-oriented shop run by BEAMS, will be running "KENDAMA TOHOKU," a project to support the recovery of areas affected by the Great East Japan Earthquake, from April 20th to May 24th.

The project, which began last year, has seen organizations and workshops working toward recovery in Tohoku produce original kendama based on designs by popular creators and brands. This year, a new collaboration has been formed between Yamagata Kobo, Japan's top producer of competitive kendama, and four groups of creators. The Tohoku Chikuchiku Project, a disaster relief group run by mothers, has created a "Kendama & Charm Set" (5,500 yen) inspired by the four-panel comic strip "Earth Defense Family People" by manga artist Shiriagari Kotobuki, currently running in the Asahi Shimbun newspaper. Meanwhile, IIE, which offers miscellaneous goods made from Aizu cotton, a traditional local craft, is releasing a "Kendama Set" (6,500 yen) in collaboration with Hong Kong actor Sam Lee, creator of the fashion brand "Subcrew." The Fukushima Organic Cotton Project, which organically cultivates salt-resistant cotton and produces it, has collaborated with the laid-back comedy manga "Secret Society Eagle Talon." They've created a "Kendama & Tenugui Set" (6,500 yen) featuring the popular characters Yoshida-kun and Dr. Leonardo.

In addition, Minamisanriku Sewing Workshop, which was set up by women in the disaster-stricken areas, is continuing on from last year with a collaboration with mina perhonen, offering the "Tsukemen Case" (5,000 yen) and "Cup Bowl with Case" (5,000 yen). The event marked the start of a good relationship between the two brands, with the brand providing funding for the workshop's expansion. This year, they have also released the "Tsukemen Pouch" (5,500 yen), a collaboration with PAPIER TIGRE, a Paris-based creative unit known for its unique graphics.

Also, during Golden Week, NOB, a BMX rider from the fashion brand "430," will be appearing at each "B:MING LIFE STORE" branch. He is also the person who started the kendama boom, and will be holding a "KENDAMA Workshop" where he will give direct instruction.