The Paper That Inspired The Mazda MX-30 Interior

Washi paper has been crafted in Japan for centuries, and its unique characteristics inspired Mazda’s designers to create a fabric used in the MX-30’s cabin. But what exactly is washi? We tell the story of one of Japan’s most important, yet often overlooked, artistic products.

"When humans calm down, we unconsciously take deep breaths," says Xintong Li, the lead Colour/Material/Finish designer of the Mazda MX-30. "This inspired our concept and our choice of materials for the car’s interior. Each breath a person takes has its own pace and rhythm, so when looking for inspiration as to how to portray individuality in the MX-30, the idea of washi paper came to mind."

In the most basic terms, washi paper simply means traditional Japanese (wa) paper (shi). It was given this name in the mid-19th century to distinguish it from the machine-made, wood-based paper imported from the West. But it is a significantly different material and has a history dating back centuries – Japan was producing washi paper 600 years before knowledge of papermaking even reached Europe.

According to the Japanese book Nihon Shoki (Chronicle of Japan) written in 720, Buddhist monks introduced ink and papermaking techniques to Japan in 610. Over time, improvements were made to the paper and the papermaking process until eventually it became a uniquely Japanese product.

While researching materials to feature in the MX-30, Xintong Li and her colleague Akitomo Hara visited two such companies: Kawahira and Nishida Washi. Both create Sekishu washi, which is only produced in the Iwami region of Shimane prefecture. It is a formidable product.

"The washi paper we usually see in daily life is brittle, weak and delicate," says Li, who gained a deep understanding of washi’s history after designing a domestic paper maker for her design degree. "I learned from these manufacturers that genuine Japanese paper, which can only be made by a limited number of craftsmen, has fascinating features, being very firm, durable, unbreakable and water resistant."

In fact, the story goes that in the past, Osaka merchants used Sekishu washi for their books, and in the event of a fire, would throw the books into a well to save them.

Architecture and art

Although washi is not used in the MX-30, its significance in Japanese society and its unique characteristics – the entangled fibres and its unevenness – helped inform the final material Mazda’s designers crafted specifically for the vehicle.

Hara says: "The fact that washi paper was used in traditional Japanese architecture and art is very respectable. We believed that the 'breathing' material in the MX-30 should not simply be decorative, but meaningful, too, and accentuate the space. Washi absolutely matched the material style we were looking for."

It might surprise people that beneath Japan’s neon, fast-paced, high-tech exterior lies a society that remains largely paper-based, a throwback to the isolation period that ran from 1639 to 1853. Cash, not cards, is the standard way of paying; business cards are habitually given out; paperwork is an essential, almost ritualistic part of business and government; and even faxing documents is still common practice. However, the digitalization of Japanese society is seeing the country’s reliance on paper diminishing, especially among the younger generations.

Tackling this head on is Awagami, an innovative manufacturer located in a small village in Tokushima prefecture that was founded by the Fujimori family eight generations ago. In 1986, the late Minoru Fujimori, Master Craftsman and father of current company president Yoichi Fujimori, received the Sixth Class Order of Merit, Sacred Treasure honour from the Emperor at a ceremony in Tokyo in recognition of his papermaking skills.

"Handmade paper remains the foundation of this company and will always be at the core of our family business," says Craig Anczelowitz, director of product development and marketing at Awagami. "It is our mill’s heritage and also cultural duty to continue our handmade production. To make consistently beautiful washi day after day is very hard. To make 'perfect' washi requires many years of practice and routine."

Anczelowitz is certainly qualified to rate and understand the significance and beauty of this Japanese craft, having run a paper store in New York before moving to Japan. When asked to describe washi paper, he says: "It’s Japanese paper with soul."

Mazda’s paper craft

When many countries were forced into lockdown in early 2020, Mazda decided to help keep spirits up by releasing a number of create-your-own Mazda paper car templates (which you can download via the link below), designed by Eiji Miyamoto from design studio Mizmakobo Co. Ltd.

Miyamoto started by studying images of Mazda vehicles, even taking pictures of them in the street. With his background in sculpture, he next created clay models of the vehicles, which he then wrapped in paper so the paper models would take on a three-dimensional shape. It was not all plain sailing, however, and at least 20 paper units of each car were required to perfect the final paper model.

"The rear of the Mazda3 was the most difficult to develop. It’s a beautiful car so I wanted to get it absolutely right. I got some advice from Yoshihiro Hatakeyama at Mazda. He advised me to make the structure much simpler and that really helped."

Miyamoto tried various different types of paper when developing the prototypes and concluded that a slightly stiff paper, similar to cardboard but flexible enough to pass through a home printer, works best.