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Juicy Inc. celebrated its 8th anniversary in February 2026. To express our gratitude, we are offering a limited quantity of the "tH Wedge Black Edition." For details, please see this News Release.
Hello, this is tK, the blog manager.
This blog post is a follow-up on JUCIE's new irons.
We've been getting some questions from readers of the previous article, like:
"What exactly is a Reiwa Handsome Guy!?"
...Yes. It couldn't possibly end there.
After that, I kept making little reconnaissance trips to Mr. Matsuyoshi to gather "bits of information" bit by bit.
This time too, I'll share only what I've been permitted to disclose as a follow-up update.
"Reiwa Handsome" and "Traditional Style"
What really catches my attention, though...
As mentioned last time, the upcoming new JUCIE irons will feature:
• Traditional Style
• Reiwa Handsome
Models embodying these two distinct directions will coexist.
Now, here's the main point.
Honestly, I can't help but be intrigued by "Reiwa Handsome."
Truthfully, when I first heard that term, I thought, "Uh, yeah..."(laugh).
But the more I heard about it, the more I realized this wasn't just a catchy name—
—it was a project with a truly ambitious goal.
The evolution of irons has "milestone models"
The term "game changer," which carries significant ambition, emerged during our conversation with Mr. Matsuyoshi.
Looking back at the history of irons,
it seems there have been several models that marked a turning point.
Which manufacturers shifted to what philosophy, and when?
Those who have enjoyed clubs for a long time
probably understand this much more intuitively than someone like me.
And "Reiwa Ikemen" is being developed with the aim of becoming the next game-changer in the Reiwa era, building on that legacy.
...It sounds simple enough, but it's actually quite remarkable, isn't it?
Technical Fragments
One specific example mentioned was the moment of inertia value.
Despite being a one-piece soft iron forged club,
• The moment of inertia for the 7-iron is approximately 2800 g·cm² (among the largest for soft iron head sizes)
Anyone who immediately understands the significance of this number alone must be someone with a truly deep passion for the craft.
In recent years, advances in 3D scanning technology have made it possible to replicate shapes.
After JUCIE's release, various manufacturers have been copying Mr. Matsuyoshi's designs.
Honestly, if it's just the shape, they'll imitate it right away.
But according to Mr. Matsuyoshi,
• Achieving the "look" of a modern handsome man
• Maintaining the same center of gravity design continued from the tQ iron
Even if the shape can be imitated, he states that imitation while achieving both of these is nearly impossible.
This area has a unique feel that's exclusive to JUCIE, which is incredibly gratifying for fans.
The shape is a cavity back.
However, I sensed a slightly different nuance compared to what's commonly called a "forgiving cavity."
Personally, the most surprising thing was the "loft settings."
And,
The thing that made me go "Huh?" the most this time was the loft settings.
• Reiwa Handsome: 31° on the 7-iron
• Orthodox: 29° on the 7-iron
I had completely imagined the opposite.
Apparently, considering how the clubs are loaded and the image of players using them on tour, this setting naturally follows.In other words, these two models aren't just:
• Different looks
• Different characters
They also have distinctly different "intended striking styles."
While appearance is certainly one entry point, ultimately the model choice comes down to "how you want to strike the ball."
This approach feels similar to how you choose a wedge sole.
Game changers are met with skepticism at first.
Mr. Matsuyoshi's offhand remark left a lasting impression.
Game-changing models are never immediately accepted in any era.
But before you know it, they become "the norm."
"Reiwa Handsome Guys" will likely spark debate. But that's fine.
That's the kind of project JUCIE is.
Mr. Matsuyoshi, who spoke these words, had a subtly amused look on his face.
Development Progress
The demo head was originally scheduled to arrive around the end of last year,
but the machining process is quite complex, and they haven't yet reached a final form they're satisfied with.
The more I hear about it, the more I just keep thinking, "I want to see it soon!" "I want to hit it soon!!"
Honestly, I came home feeling restless.
That said, there's also the expectation that I'll likely get to touch the real thing before too long,
so this excitement looks set to continue a little longer.
We'll bring you further updates.
While we haven't uncovered the full picture this time either, the outline is gradually becoming clearer.
We'll deliver more updates as soon as new information becomes available.
Next time, we may be able to delve a bit deeper.
We appreciate your continued support.
As we enter 2026, I'd like to once again simply write down my thoughts behind Juicy's products and my goals for the future, continuing from last time.
We've released wedges with professional-level performance since our first model, and numerous pro golfers use them, winning multiple tournaments. It gives the impression, "Well, it's a pro model after all." However, the philosophy and dedication behind my design approach is slightly different. I'd like to explain this by comparing it to automotive performance.
What matters is high basic performance.
Cars and golf clubs are often grouped into broad categories, and in my view, sports cars feel like pro models while family cars feel like amateur models. Furthermore, working with tour pros gives the impression of serious racing participation, like a factory team. It feels like racing with cars that can't even be driven on public roads. That makes sports cars seem cool but unmanageable. You might even think pro models aren't actively chosen because they aren't driven fast in the first place.
But Juicy's models are a bit different. Think of them like rally cars competing in races based on production vehicles or in WRC. The key is that the base car is thoroughly engineered to be comfortable and enjoyable for everyday driving, while also possessing high fundamental performance that allows it to become incredibly fast through tuning and the driver's skill. Think of cars like the R32 GT-R, the first-generation Impreza, the Swift Sport, or the current Yaris.
Juicy clubs are designed with a deep awareness that, when paired with the right shaft and assembly method, they deliver comfortable performance even for the average golfer. Therefore, we want you to choose not because a pro model is difficult, but because your model is easy to use.
However, achieving this performance requires not only being a design professional, but also ensuring the fundamental performance is something professionals can recognize through tuning and use. Therefore, we will continue our works team activities diligently, constantly refining ourselves alongside professional golfers playing at the cutting edge, striving to keep creating clubs that bring joy to as many golfers as possible.
Is a car only good for its intended purpose?
Cars aren't just categorized by how fast they can go—they're also grouped by off-road capability, passenger and cargo capacity, fuel efficiency, and other specific goals. Within that framework, Juicy's core philosophy is to "aim for rally cars with high fundamental performance." Yet we constantly ask: Is a car only good for going fast?
About 25 years ago, I drove a compact sports car with a 1600cc engine producing 180 horsepower. Its power-to-displacement ratio set records for its time, and it featured 4WD and a manual transmission. However, due to the hassle of daily use, I switched to a compact SUV with three doors—something extremely rare back then.That car was marketed as a youth-oriented vehicle inspired by snowboarders, but I heard it sold particularly well to seniors.
The reason it was chosen seems to be that, back then, the term "SUV" wasn't yet established, and it fell into the category of vehicles prioritizing off-road capability, like cross-country vehicles. However, its ease of entry and exit, the high eye point, and the ease of driving over small bumps without worry were apparently more appreciated by the senior demographic. I truly believe the number of seniors driving compact SUVs has increased significantly now.
Clubs born from the field, creating new needs Something similar occasionally happens with golf clubs too. To give a recent example, one manufacturer released a model positioned as a club between a utility and a fairway wood.Upon actually checking its center of gravity performance, it appeared to me that while the ball flight was fairway wood-like, the swing feel was expected to be closer to an iron than a fairway wood. I felt it would be ideal for users who prefer iron-type UTs and desire a bit more spin.The result was fascinating: it increasingly got used that way, and with each model change, its specs shifted closer to an iron.
Just as compact SUVs evolved from being praised for qualities beyond their original purpose, golf clubs too can become new standards if their actual performance delivers what golfers seek—regardless of category.Furthermore, we want to firmly develop clubs that aren't specialized for a category, but instead offer a balanced ease of use – clubs with "performance that simply makes playing golf enjoyable." We also believe wedges and UTs still have significant potential for evolution and change. Therefore, we want to pursue even more, with a field-first approach, what kind of clubs actual golfers need.
We are considering various new initiatives to firmly capture such needs, so please look forward to them.
― GOLF SHOP CHOICE (Tokyo) / Owner Mr. Yoshida
Hello, this is tK, the blog manager.
This time, we have an interview article with a JUCIE retailer.
We bring you stories straight from the "front lines" where we interact directly with customers.
The shop that kindly cooperated this time is " GOLF SHOP CHOICE " in Tokyo.
The owner is Mr. Yoshida. My first impression when I met him was
I had imagined a meticulous owner of a craft shop, but honestly thought, "He's a total cool dude..."
But actually talking to him, he's incredibly kind and very "mature"—including how he never pushes clubs on you.
I found that gap really charming.
Even listening to his conversations with customers, he has a good kind of "lack of salesmanship."
In a bad way... he's probably not very good at selling (lol).
But I think that's exactly why his shop is trusted.
■ The Criteria for Choosing Clubs: "The Faces of Regulars"
When I asked Mr. Yoshida about his "criteria for sourcing clubs," his response was remarkably simple.
"First, the faces of the customers come to mind."
Before the spec sheets,
Before the trends,
What comes to mind is "people."
"How would that person feel?"
"Would that person enjoy this club?"
……Isn't this wonderful?
Since it's a business, I think it's natural to choose products based on profit and trends.
But before that, the standard is "people."
How many shops like this are there, I wonder?
And another phrase that stuck with me:
"I won't stock anything I don't believe in myself."
Simple, yet profound.
I wouldn't recommend something I don't believe in.
I felt this was the core of CHOICE.
■ "Ease" and "Difficulty" Are Two Sides of the Same Coin
In golf, you often hear the term "easy club."
But Mr. Yoshida doesn't use that phrase much.
"With JUCIE, looking at the sole makes me picture a person."
This sole seems like it would suit that person's swing.
This sole would probably help that person when their angle of attack is off.
That's how they think about it.
"There are plenty of clubs for skilled players, but few truly understand the feelings of those who struggle. What constitutes 'kindness' varies for each person. Honestly, I'm grateful for JUCIE, which addresses this through sole designs and other features."
I felt the reason CHOICE is said to "walk alongside its customers" is encapsulated in these words:
■ To be honest... "I like the look"
While talking about JUCIE, Mr. Yoshida said this with a slight smile.
"To be completely honest... I like the look."
He apparently liked that "look" Mr. Matsuyoshi had created even before JUCIE.
And another thing that stood out was the talk about Furu Mild.
"You can get the same item delivered quickly and hand it to the customer."
Of course, there's charm in hand-carved "one-of-a-kind" pieces.
But sometimes, that excitement fades while waiting a month or two.
In that regard, JUCIE lets you get the same quality item immediately.
This is really powerful—it helps the store, and customers can use it sooner.
The result? Everyone's happy.
■ Customer reactions are "rarely unexpected"
When handing over clubs selected while picturing the sole and the user's face,
"Reactions completely opposite to expectations are almost nonexistent,"
he says.
Of course,
"Sometimes we hear things like 'too much spin.'"
But Mr. Yoshida casually remarks, "That's just basic performance."
No sugarcoating.
But not dismissive either.
I felt that conveying this "honesty" is where the skill of the retailer truly shines.
■ The JUCIE brand is "right in the middle"
When asked what image they have of the JUCIE brand,
Mr. Yoshida described it this way:
"A manufacturer that leans neither way—right in the middle."
Not overly flashy.
Not overly helpful either.
"It's like, 'No need for anything extra,' you know?"
This feeling of "not adding too many unnecessary things,"
feels very much aligned with the CHOICE store as well.
JUCIE stays true to itself. That's its greatest charm.
The JUCIE brand ultimately boils down to "It's Matsuyoshi-san, right?"
It never fully surrenders to fleeting trends.
I hope the simple beauty of single materials and the essence of JUCIE remain forever.
I hope the pride in design endures forever.
■ Editor's Note (by tK)
What struck me during this interview is that GOLF SHOP CHOICE isn't focused on "clubs"—it's focused on "people."
And JUCIE is a manufacturer that truly lives up to that vision.
It's not about whether it sells—it's about whether it connects.
If you're looking for a shop in Tokyo, please visit CHOICE.
I guarantee you won't just talk about clubs.
This time, I simply want to write about what thoughts I wish to put into golf club design as we approach 2026.
A key phrase frequently mentioned when discussing recent club performance is "usable easy clubs," as highlighted in the headline. Historically, pros and advanced players often preferred "usable difficult clubs" emphasizing control, while amateurs frequently used clubs that heavily compensated for poor swing mechanics or lack of speed—clubs that advanced players might deem "unusable easy clubs."However, since the widespread adoption of performance-measuring devices that provide quantifiable results, this trend has gradually shifted. Particularly, the significant evolution in the ease of hitting high-moment-of-inertia drivers has made this "ease" advantageous even for pros, leading to the emergence of "usable, easy-to-hit clubs." Since then, there seems to be a growing demand for "usable, easy-to-hit clubs" extending to fairway woods, utility clubs, and irons as well.
From tightrope walking to sturdy bridges
I often use the analogy of crossing a valley quickly to explain the evolution of clubs toward these large heads. When crossing a valley to the other side, small drivers like persimmon heads are like tightrope walking. In that era, only a handful of masters could balance and move quickly along the rope.The metalwood era was like a swaying suspension bridge. While still accompanied by the fear of falling, it was passable enough. Titanium drivers became a bridge that didn't sway. The era of high moment of inertia drivers is like a sturdy bridge with a wide roadway. At this point, as long as you didn't lose your direction, you could even run at full speed, and anyone could safely cross the valley. Professional golfers' skills shifted from requiring tightrope-walking mastery to needing the athletic ability to run fast.
So, what about irons? While the swing trend is becoming more athletic, they still can't be called sturdy bridges. They feel more like suspension bridges or narrow bridges without railings, even if they don't sway.Consequently, manufacturers are experimenting with various approaches to enhance performance. However, the current sales reality seems focused on the distance competition of the #7 iron. Rather than strengthening the suspension bridge, the trend has shifted towards excessive lightweighting and strong lofts – essentially, if you can't cross it fast, just tilt the bridge downhill.
The straightforward , logical argument is what I've written about so far. However , what I prioritize in my design approach for 2026 is to design with a deeper understanding that actual golfers incorporate and practice movements that are not ideal, either unconsciously or consciously. Using the earlier example, I found inspiration in an interesting story I heard from my mentor.
"When traversing a narrow ridge under harsh conditions like Everest, with a 4000m drop on the right and a 2000m drop on the left, falling either way means certain death. Yet, strangely, you find yourself wanting to lean left as you walk."If we use the analogy of crossing a valley, it's like being on a bridge that's safe to cross if you're not in such a hurry, yet you end up leaning toward the shallower side of the valley as you run. This is precisely the golfer's psychology we should focus on: often, driven by the sheer desire to avoid mistakes, we actively incorporate movements that deviate from the ideal. When this happens, even a "usable, forgiving club" won't produce the ideal ball flight, and a negative mindset seems likely to accumulate.
Furthermore, including the driver, many golfers still strongly believe that progressing like a tightrope walker is their familiar golf. Even on a wider bridge, they diligently maintain a meticulous swing, never neglecting to keep both hands level to maintain balance.
Juicy NEW Model Direction
Starting in 2026, Juicy aims to embark on a new chapter.
We will increase the number of clubs that deliver a truly "gentle" feel.
Using the analogy of crossing a valley, first, we must design clubs that are reliably sturdy, even if just a little, and with a wide path. This creates the "usable, gentle clubs" needed today. Furthermore, if many players tend to lean toward the shallower side of the valley, we will subtly design the path to slope deeper.Or, we could add a safety railing on the deeper side. And instead of an easy downhill bridge, we could subtly start with a gentle slope—providing just the right amount of assist to move forward with confidence. If you swing with your hands level, it should still feel great to run, with performance that makes feedback easy to feel. We aim to gradually develop a series that offers this kind of "ease" attuned to the golfer's mindset, allowing you to dash forward with confidence.