On 20 May, Chinese creative bag brand Kunogigi marked its 13th anniversary with the release of a short film and visual campaign titled “where the heart leads, love what you love.“ The film looks back at the brand’s beginnings in 2012, when founder Jiji spent up to 40 days in a 7-square-meter room in Hangzhou, fully immersed in playful creative work that sparked the idea for the brand.
Drawing from that origin story, Kunogigi kicked off a new art project this year called “Sanctuary of Heart.” The project explores the idea of building personal, symbolic spaces that nurture small passions. Each space brings together artistic expression and the brand’s signature bag-making craft, reflecting Kunogigi’s continued dedication to creativity and design.
To Kunogigi, a bag is more than just something that holds your things—it’s a container for emotions. Much like that tiny room, a bag can carry feelings, memories, and secrets. To mark the anniversary, the brand introduced the first piece in the series: “Sanctuary of Heart No. 01.“ The work features a house wrapped in dozens of Kunogigi’s iconic “Piggy Pouch” bags, each made using its signature puff-molding technique to symbolize joy.
In June, Kunogigi will host a themed event at Dream Center in Shanghai’s West Bund, where No. 01 will be displayed by the Huangpu River, redesigned with local touches. Collaborative artworks by Shanghai-based artist Mingzhe and Chongqing’s Li Shudan will also be on display. Over the past 13 years, Kunogigi has launched many well-loved collections. This anniversary doesn’t just look back—it opens the door to even more imaginative creations ahead.