Fujikawaguchiko Town to open "Expression," a café-terrace open to the community that embodies the FSX worldview, in the summer of 2025. Café terrace "Expression" open to the community will open in the summer of 2025.

FSX Corporation (Headquarters: Kunitachi City, Tokyo; President: Katsuyuki Fujinami; hereinafter "FSX"), a company that creates new hospitality excitement, will open a new restaurant style "Expression KAWAGUCHIKO TERRACE" in Kawaguchiko Town, Fuji, at the foot of Mount Fuji, a major tourist destination in Japan, as the first step of the "FSX Expression Base and Co-Creation Project" newly established as a new business for creating the future of hand towels. Fuji, one of Japan's most popular tourist destinations, will open a new restaurant style "Expression KAWAGUCHIKO TERRACE" this summer to express the FSX brand concept through the excitement of "food". Hiromi Koshimizu has been appointed as executive chef.

Expression KAWAGUCHIKO TERRACE

The FSX Expression base and co-creation project is a project to open a base to express the FSX worldview (=expression) in the sightseeing area and create new businesses, products, and services together with the local community, based on the corporate branding that has been built up since the company announced its entry into the tourism industry with the goal of reinventing the hand towel in 2021. The first phase of this project is to create new businesses, products, and services together with the local community.

The first phase of the project will be the development of food-based businesses, a return to FSX's roots. Up until now, FSX has been developing products by working with hand towels to help increase the value of stores and food through the hand towel as a BtoBtoC (Business to Business to Consumer) business model. In "Expression KAWAGUCHIKO TERRACE," for the first time, FSX will be on the side of providing hand towels directly to the general public. This will be a challenge in the B to C (Business to Consumer) business, where the value of oshibori will be raised through the restaurant and cuisine, as well as the expectation of specific feedback on oshibori services, such as gaining new insights and perspectives. In addition to providing delicious food based on local ingredients, we will also offer a cultural experience of oshibori that only FSX can offer, expand the product lineup utilizing the patented "VB/VB-COSME-" technology, and link our physical stores and mail order site with the chef Koshimizu, who has extensive experience working as a division chef at a two-star restaurant in France. and omni-channel sales promotions that link actual stores with mail order sites are also planned.

Committing to the tourism industry, which is expected to continue to grow, and opening a café-terrace open to the community in the world's most popular tourist destination, Fuji Kawaguchiko Town, is a completely new approach for FSX to enter the B-to-C business. Through "Expression KAWAGUCHIKO TERRACE," FSX is taking on the challenge of raising the value of oshibori (hand towels), a product that FSX has poured its heart and soul into, and is now looking to create new possibilities that will expand from oshibori, Through "Expression KAWAGUCHIKO TERRACE," FSX will continue to shape new possibilities that will expand from the oshibori and communicate to people in Japan and abroad the world's pride in hospitality. We look forward to your continued support.

Reference materials

Hiromi Koshimizu Biography

After graduating from Tokyo Culinary Institute, he trained at "Les Christalines" in Minami Aoyama for 4 years and worked his way up to sous chef before moving to France. He worked as a chef saucier at the one-star "La Poularde" and as a chef poissonier at the two-star "La Table St-Crescent" for a total of four years. After returning to Japan, he worked as sous chef at "Mardamour" in the members-only hotel "Tokyo Bay Court Club" and became executive chef at "L'Art et la Manière" in Ginza. After winning numerous awards, he opened "Hiromi Koshimizu Gastronomie" in February 2020, and in April 2025, he became the executive chef of "Expression KAWAGUCHIKO TERRACE", a new business venture of FSX.

(Left) Katsuyuki Fujinami, President of FSX Corporation (Right) Hiromi Komizu, Executive Chef

About "Expression KAWAGUCHIKO TERRACE

Address: 1848-1 Funatsu, Fujikawaguchiko-machi, Minamitsuru-gun, Yamanashi

Type of Business : Cafe Terrace

Opening date: July 1, 2025 (scheduled)

Expression Exterior image (overall)

Expression Exterior image 1

Expression Exterior image 2

Interior image of Expression

Expression Terrace

Expression

Rendering of Expression KAWAGUCHIKO TERRACE, a café terrace open to the community (image)

FSX Expression base and co-creation project

By taking root in tourist areas and other areas with a high affinity for FSX's business, we aim to create new businesses, products, and services that expand the potential of FSX in areas such as food and lifestyle, with hand towels as the core. As a member of the community, we will connect awareness to better expression.

<About FSX Corporation> https://www.fsx.co.jp/

With the philosophy that "hand towels are not a service of goods, but a service of the heart," FSX was founded in 1967 as Fujinami Towel Service, a rental hand towel business. Since then, the company has been based in Kunitachi City, Tokyo, and has been engaged in a wide range of business activities centering on hand towels. Starting with the development of hand towel materials and processing machines, we have developed patented technology for adding aroma to hand towels, the "VB" antiviral and antibacterial hygiene technology, and the "REION" hand towel cooling and heating unit that provides hand towels at the optimum temperature. We are also engaged in e-commerce operations and partner businesses for the same industry. On the occasion of its 50th anniversary, the company name was changed to "FSX Corporation," and for the next 50 years, we will develop our business to create innovative services to bring out new possibilities of oshibori and spread OSHIBORI culture widely in Japan and abroad.

Mail order site "E-SHIZAI Market" : https://www.e-shizai.net/

Pocket oshibori (hand towel): https://www.pocket-oshibori.jp/

Antiviral and antibacterial "VB" : https://www.virusblock.jp/

Aging care support "VB-COSME-" : https://www.pocket-oshibori.jp/

Hand towel cold and hot storage "REION" : https://www.reion.jp/

FSX Facebook page ： https://www.facebook.com/fsx.co.jp/

FSX Instagram( @fsxkoho ) ： https://www.instagram.com/fsxkoho/

FSX Recruiting site ： https://www.fsx.co.jp/careers/

＜About FSX Fuji Corporation: https://www.fsx.co.jp/fsxfuji_oshibori/

FSX Fuji Corporation was established in Fujikawaguchiko Town in September 2020 as a group company of FSX Corporation, which has been in business for 55 years in Kunitachi, Tokyo. With the philosophy that "hand towels are not a service of goods, but a service of the heart," the company operates a hand towel rental, planning, and sales business mainly in the Fuji Five Lakes area, offering hand towels unique to the area, such as the FSX Group's antiviral "VB hand towel" and natural aroma hand towels. In 2023, we will develop "Fujipyon" hand towels using lavender, a tourism resource of the town of Fujikawaguchiko, and we will continue to actively develop new possibilities for hand towels through marketing that takes advantage of our community-based business at the foot of Mount Fuji, which is rich in tourism resources.