Opening the Hidden Value of Forests to Society

yusan is a cultural initiative that discovers new value in forests and rebuilds relationships between mountains and people.
Its founder, a next-generation forest owner, began with questions: Are neglected forests, often described as liabilities, truly without value? How should I relate to the forest in the future?
Forests hold many forms of value beyond timber. yusan explores ways to bring them into contemporary life through furniture, tea, spaces and experiences.
In April 2026, we presented the yusan stool at Salone del Mobile under the theme Forest, in time. The stool brings the different pace of time experienced in the mountains into everyday life. Working with a company specializing in veneer production, we sliced cedar growth rings to a thickness of 0.3 mm and applied them to the seat. The result resembles a heavy log yet can be carried anywhere.
By reconsidering the value of forests and collaborating with companies and makers, we open new ways of engaging with them to society.