In our early days, the name Treasureland embodied the team's boundless dreams and aspirations. Inspired by the classic novel Treasure Island, it symbolized a world filled with adventure and treasures.
Treasureland aimed to offer people an experience of pursuing their goals—whether it be wealth, success, or inner fulfillment.
Over time, the team realized that while the name Treasureland was attractive, it didn’t truly express what we believed in.
In the early days, our journey was like an adventure at sea. We explored the market, tried different ideas, and searched for our own “treasure.” But after many attempts, we slowly understood:
The most valuable part is not reaching the destination, but enjoying every moment of the journey.
As the American writer Ralph Waldo Emerson said:
“Life is a journey, not a destination.”
This quote touched us deeply.
It prompted us to rethink our brand’s positioning: Do we really want to be a brand that points people toward a “destination”? Or should we guide people to cherish the beauty and experiences of every step along the way?
So, Treasureland began its transformation.
We decided to let go of the idea of “treasure” and embrace the beauty of the journey.
After careful thought, we renamed the brand Tabi, a Japanese word meaning “journey.”
This name is simple but meaningful: it represents every journey in life and reflects our new understanding of exploration and freedom.
The birth of Tabi marks a new chapter for the brand. It’s no longer about chasing treasures far away, but about being a companion on the journey—whether smooth or challenging.
Tabi wants to help everyone find meaning in their journey through its products and services.
The change from Treasureland to Tabi is not just a rebranding but also a new way of thinking about life.