SPRIT OF JAPAN is a program produced by the Minkyokyo (Commercial Broadcasting Education Association) featuring documentaries about craftsmanship, life-enriching activities and community revitalization. All over Japan one can find compelling examples of chikara, or strength, in the technique of master artisans, local industries, and the wisdom, history and culture of local people. In this episode we will visit the town of Toei, located in the eastern part of Aichi Prefecture. This small town has a population of 3,400 people. We will learn about a project bringing hope to this community as it faces a shrinking and aging population. A white powder, previously unknown even to many locals, is central to this project. This white powder is called sericite, and it is a raw material used in foundation used by both Japanese and major global cosmetics companies alike. The Japanese for the mineral sericite is kinu unmo, which translates to “silk mica”. Sericite is also mined outside of Japan in places such as Malaysia and China, but Toei is the only place where it is mined in Japan. Sanshin Mining is the company that produces Sericite here. In stark contrast with the glamorous scene that comes to mind when one thinks of cosmetics, the mine shaft is narrow and gloomy. Unable to use heavy machinery in this environment, craftsmen mine the sericite seven hours a day by hand using pickaxes. The sericite mined in Toei is known for its color being whiter than foreign-sourced competitors. Its color remains white, even after absorbing moisture from sweat, and that’s why companies from around the world covet it so much. The hard work of these craftsman is playing a hidden role in the beauty of women around the world. Today we are meeting Ms. Chihiro Ooka. While enjoying her hobby of visiting famous festivals around the country, Chihiro was so attracted by the town and its traditional flower festival, Hana Matsuri, that she eventually moved here. Now she has teamed up with Sanshin Mining President Junichi Misaki to use Toei’s world-renowned sericite to help revitalize the town. Setting her sights on female visitors, she is the driving force behind the town’s Make-Your-Own Foundation class that is triggering a burst of renewed interest in the town of Toei. Tourists are now coming from all over for the chance to experience making their own cosmetics. And now she will try promoting sericite and Toei for the first time in Tokyo! How will the customers react? Toei is now confronted by a serious demographic challenge with its shrinking and aging population. Chihiro’s efforts are returning smiles to peoples’ faces in her community. She is a breath of fresh air, and may just change her town’s future with this ‘stone of beauty’, sericite.