With the advancement of technology, we have gained the ability to record almost everything, without limit.
Yet, the “need to look good” fostered by social media seems to have taken away the freedom to fully immerse ourselves in the present moment—and the freedom to keep the kind of quiet, ordinary memories that allow us to look back and say, “That was nice.”

We, born in the late 1990s, feel that our generation is losing both the “myth of economic growth” and the “emotional values” that existed before the digital era.
Ours is often called a “lost generation,” one that no longer shares the belief once taken for granted—that tomorrow will be better than today.
The interactivity and immediacy brought by the internet and smartphones, though born of good intentions, have made it harder to cultivate patience or embrace ambiguity.
By returning to our roots and placing ourselves on the timeline of history, this challenge began.

This is not a rejection of technology, but an attempt to redefine its role.
Through intentional limitations, we hand over the vast domain of “recording” to technology, and instead nurture our own sense of what truly makes a “memory.”
Rather than joining the escalating race for higher specs, we seek meaning through “constraints and commitments.”

Press the button as your heart leads you, and simply enjoy the moment.
With just the right amount of effort, leave behind the small, unembellished memories that move you when you look back.
Not memories designed to seize your attention—but ones that quietly return to you, uninvited yet deeply felt.

Let technology take care of records.
Let memories belong to you.