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Kasei

@kasei_store

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Research in living, objects across time

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Now Online | Kasei: The Poetic Memory of Objects

Much of our lived experience is ineffable. When we speak of memories connected to love, beauty or even pain, one may smile, nod their head, and profess a mutual understanding, but to say that we are ever truly understood is something we can never be sure of. Making sense of our past, and by extension our connection to others is never easy, requiring a period of introspection and ultimately curiosity.

Kasei [@kasei_store] is a new project founded by Jun Yang Chin [@pc__pan] and Vicky Chung [@ivckyc], that explores this mysterious nature of memory. Through their carefully selected archive of ephemera, visual story telling and narrative vignettes, the pair have constructed a world that manages to navigate through a space where memory, imagination and personal history overlap.

Taking the form of a vintage store on the surface, Kasei’s core philosophy is in fact much deeper. It is closer in nature to a study or practice that spans curation, video, photography and essays. By focusing on how our everyday objects, such as tea cups, bowls and ashtrays can act almost like physical manifestations of memory, Kasei has managed to construct fertile ground for reflecting upon the relationship between our surroundings and personal history.

Phantasy recently spoke to Jun about the origins of Kasei, their latest film My Memories of You, the influence of Vietnamese folk opera, as well as future plans to expand the world of Kasei into physical spaces and experiences.

Interview by @samo_tky_

#phantasymagazine

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My Memories of You (Ký Ức Còn Lại)
@kasei_store

Creative Director: Ánh Xuân (Vicky Chung)
Photographer: Jun Yang Chin
Film Editor: Ánh Xuân (Vicky Chung)
Camera Assistant: Công Nam

Production: Goen Archive

Coordinators:
Good Sport Studio
Như Phan
Long Nguyễn

Stylist: Harry Võ
Hair & Makeup: Khải Tú
Hair & Makeup Assistant: Phạm Dung

Talent:
Red Hà Phương
Hoàng Yến
Mâu
Gánh Cải Lương Thiên Lý Cast

Writing: Long Nguyễn
Title Design: Đức Cao

Special thanks to Jenny Kim, Mắt Bét and anh Hậu Lê

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The memories of You
- @kasei_store / @ivckyc / @pc__pan

A upon of time to remember Saigon lifestyle and fashion in 90s

Và với tôi, đồ si sẽ luôn trường tồn ✨

Styled by me
Wardrobe sourced from thrift markets

Models @redhaphuong/ @hoagg.yen/ @mauliizz

Creative Director: Ánh Xuân (Vicky Chung)
Photographer: Jun Yang Chin
Film Editor: Ánh Xuân (Vicky Chung)
Camera Assistant: Công Nam
Production: Goen Archive
Coordinators:
Good Sport Studio
Nhu Phan
Long Nguyên

Hair & Makeup: Khâi Tú
Hair & Makeup Assistant: Pham Dung
Gánh Cải Lương Thiên Ly Cast
Writing: Long Nguyễn
Title Design: Dúc Cao
Special thanks to Jenny Kim, Mắt Bet and anh Hậu Lê

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My Memories of You (Ký Ức Còn Lại)

@kasei_store tomorrow

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a few of my favorite things

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A play on wagashi, our reusable Kasei envelopes grew out of a series of experiments exploring how to create a memorable unboxing experience.

Each envelope is crafted from locally sourced Japanese paper, chosen for its subtle, delicate textures.

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For @kasei_store, I wanted to see how ecommerce could move past transactions and instead unfold like a story.

As a result, we shaped the site as a cinematic space, with pacing, imagery, and restrained motion revealing a quiet narrative around each object. Letting visuals speak was central to the process, and a little play with type sizes and placement across both mobile and desktop helped keep the whole experience in balance.

Super happy with how it turned out!

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Setting up the table for our first private dinner

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Her beautiful hands.
@yukamatsui_makeup

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Some favourite stills and moments behind Mienai Kyori 見えない距離. Thank you to the entire team for bringing the story to life — unforgettable 🤍

@kasei_store for part two and more.

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Moritosha 🌰

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