Category: tK Blog

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.

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"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.

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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?

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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."

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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.

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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.

― 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.

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■ 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.

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■ "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:

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■ 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.

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■ 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.

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■ 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.

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■ 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.

Hello, I'm tK, your blogger.
This is sudden, but let me start with a little bit about my name.
Originally I was going to call myself "tk".
But when I started the blog, Mr. Matsuyoshi suggested, "Wouldn't a capital "K" like "tT" or "tH" be more model-like?"
I thought it would be better to use a capital "K" like tT or tH.
At that moment, I felt something clicked inside me.
"I see! I was so happy to feel like a member of JUCIE, and I like it so much that my signature on the golf course is basically "tK" these days.

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What is your "one bottle"?
Today's theme is "my one club".
When it comes to golf clubs, there is no right answer, as everyone has their own particular preferences and ways of enjoying golf, but do you have one club that you absolutely trust?
When I am in trouble, I choose this club for the time being.
・When I am in a nervous situation, I can handle it.
・This club is the one that I don't feel much anxiety about.

Depending on the person, it may be a driver, a utility, a wedge, or a putter.

I think it's a blessing to be able to find such a club in the first place.
I think it's a blessing to be able to find a club like that. I think I'm lucky to have found such a club.

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My "one" is my first JUCIE
My "one" is the first club that I picked up, used on the course for the first time, and was shocked for the first time and said "What the heck...".
That was the tH Wedge 6010K. I have mentioned this model in other articles, but this baby is special to me.
It is the club that I should say "the first club that I seriously loved.

The moment you set up the 6010K, there is a sense of...
"I have a feeling that things are going to go well".
Roundness. Gentleness.
But it's exquisite and not too sweet.
The color of the plating may also have an effect, but this club has an atmosphere that tells you, "It's okay.
A rare 60° wedge that "doesn't go wild"
When you hear about a 60° wedge, you may think, "It's easy but doesn't go far," or "It goes up too high and is hard to handle," or "It just spins. It's too high and hard to handle," or "unstable with strong spin," are the images that many people have when they hear the word "60° wedge.
But this 6010K is totally different.
It rises, but not too much.
It flies well, but not too much.
Spin is effective, but not too much.
The ultimate in "middle of the road".

Even when the grass is thin or sunken in, the ball rolls with a "plop" just by hitting the ball.

In the middle of the "middle of the high dimension"
I've played a lot of wedges, and there are a lot of safe wedges in the world.
There are a lot of safe wedges out there that are at the level of "usable in general.
But the 6010K has a "middle ground" that is not at that level.
I think this is really difficult to achieve.

In cars, it is a Mercedes AMG or BMW M series.
Normally, they can be driven normally, but if you step on the gas pedal, they will turn on their fangs.
But the design makes it feel like it can be handled "normally.
I think the 6010K has that smell.

Extremes are not extreme, but the more extreme, the better.
Even when thinking about swinging, extreme movements are easy to visualize and simple.
It's easy to imagine the "extremes" of the swing: hitting the hook with all your might
- hitting the slice with all your might
- relaxing too much
- putting in too much effort
.
But what is really difficult is to find the "perfect middle ground.
It's really difficult to find the "perfect middle ground" and make a "normal shot" without being too much in either direction.
I think it is the same with clubs.
6010K has this "secret hidden in the ordinary" thoroughly in mind.
The more you use it, the more you understand it.
The more you use the club, the more you realize that the balance is extraordinary.

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Finally,
I am sure you all have a "one" club in your life.
It is not so much the performance of the club, but the memories and experiences that come back to you the moment you hold it.
A club that has a story behind it is very special, don't you think?
And if this 6010K becomes someone's "one" someday, that alone would make me happy, and I am sure Mr. Matsuyoshi would be pleased as well, with a quiet grin on his face.
This is the story of my "beloved one".

This article is [about the new irons]!
This word alone makes me excited already.
I am sure all JUCIE fans feel the same way.

-- The keyword is "2021 handsome man"
I heard that JUCIE is developing new irons!
As a fan, I can't keep quiet anymore. I want to share it with you all!
Even though ......, much of it is still under wraps.
However, this time, I was able to hear just a few "key words" from Mr. Matsuyoshi,
so I would like to write a little about what I myself felt and the expectations I selfishly grew up with, triggered by his words.

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First, about the current model "tQ Irons

The tQ irons are known for their beautiful trajectory and the pleasant sensation when the hitting point is perfectly aligned with the face and shaft axis. The clubs are designed to be used in a wide variety of conditions, including the following:
The clubs below No. 8 are complete muscle backs, and the clubs above No. 7 are designed to lead the ball far and wide. The ball is fun to control, and the 7 and above will lead the ball a long way.

The feeling when you hit it well is exceptional, and just hitting it becomes more and more enjoyable.
However, on the other hand, there is almost no atmosphere in which the club is there to help you.

Rather, "If you do it right, I'll do it exactly right."
-- I can almost feel such a message from the club.

These characteristics have won the hearts of experienced golfers who have held the club for a long time.
However, for golfers accustomed to the "help-filled" clubs of recent years,
they are sometimes dismissed with one word: "Looks difficult.

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A single word from a student golfer sets the story in motion.

In the midst of all this, there was an incident.
Mr. Matsuyoshi had the opportunity to introduce JUCIE to one of Japan's leading student golfers.

Mr. Matsuyoshi was absolutely confident in his tQ irons.
However, after hitting a few balls, the student said, "I can't make this kind of face.
I'm not good at this kind of face. I like clubs that look easier."
Matsuyoshi was more than a little shocked by the student's words.

The tQ irons are a legitimate model designed for golfers who have held clubs for many years and feel comfortable with them.
However, in the student's eyes, these irons were "difficult to use.

It is a matter of taste, but at that moment, a switch flipped in Matsuyoshi's mind.
I think it would be better to change the "ease of posture" that the times demand, depending on one's style of play.

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New keyword: "2021 handsome men

Thus, a new keyword was born.
It is called "2021 handsome.
In the past, the individuality of each manufacturer was strongly expressed in the face (i.e., the face design at address). Nowadays, the back face design and the brand's overall world view are more influential.
Under such circumstances, JUCIE began to search for the "face of 2021.

What's more, surprisingly, the next model will have two faces within the same iron:
"2021 handsome" and "orthodox"!
Two completely different personalities coexisting in one model.
It is truly amazing to see how easily they go beyond our imagination.

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Deep design thinking to the point of perversity

When talking with Mr. Matsuyoshi, his design talk goes deeper and deeper, sometimes to the point of insanity....
Just when you think you finally understand one level, there are three more levels of deep thinking beyond that.
I get the impression that he is a man who is traveling in a world that no one else can enter.

Even so, the man himself is always soft-spoken and always willing to answer any questions you may have in a polite manner.
In an appearance on a program just the other day, he was described by his co-star as "perverted" (laughs).
In this industry, I think that is one of the biggest compliments you can get.

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Finally.

The full details of the new irons have not yet been revealed.
However, the key word is "2021 handsome.
It is certain that we are about to create a club that makes you feel "now" the moment you put it in your stance.
What do you feel from these words?
What kind of "face" will JUCIE show us?
As a fan of JUCIE, I look forward to that moment with great anticipation.
Please look forward to further news.

What I feel makes JUCIE different from others is the "fun of use," the "individuality of each club," and the presence of the designer, Mr. Muneyuki Matsuyoshi.
Rather than just talk about Mr. Matsuyoshi here, I would like to plan an opportunity for you to actually meet him at an event or other such occasion in the future. I am sure that what you feel when you hear him speak directly cannot be fully conveyed in writing.
So, for this article, I would like to focus on the club itself.

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If you compare a club to a car...
I often think that it is easy to understand if you compare it to a car.
Cars have their own characteristics, such as agile handling, comfort, and capacity for a large group, etc. JUCIE's clubs also have distinct "personalities" depending on the model.

For example...

• tH wedge: Stability and security. This is a model that gives you a sense of security that it is easy to use. I can say that this is my starting point.
• tT wedge: A "manual car" model that reflects the golfer's intentions. Many people find it fun and easy to use.
• tQ irons: Specializing in the beauty of the ball. An iron that makes you admire the way the ball flies when you hit it. This model is more about aesthetics than gentleness or distance.

When you put them side by side like this, you can see that the characters are really divided.

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It changed my view of golf.
I myself used to think of the game of golf as "fighting against mistakes".
Reduce the number of mistakes and prevent the big ones. In the process, if you occasionally hit a miraculous shot or the "best shot of the day," it can lead to enjoyment and pleasure. For many people, this is the image of golf. But after I started using JUCIE, that impression has changed dramatically.
When I approach the ball, I think, "If I drop it here, it will roll this much."
"With this lie, I think I can pull it in with a soft ball."
When I use irons, I think I can aim at this height.
"Should I try a draw or a fade?"
Like that, "What should I do with this shot from now on? You have to concentrate on the image of "what I'm going to do with this shot now. This is something that should be obvious, but in reality, it is not easy to think that way. In many cases, the anxiety of "I don't want to top it" or "I'm going to slice it" comes first. That is a realistic situation, and it was the same for me. However, when I use JUCIE, my positive image of "this is how I want to hit the ball" becomes stronger than my negative imagination. As a result, the way I position myself and the position of the ball become natural, and I can concentrate on my play.

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Depth of design
I learned later that JUCIE wedges are designed with the "role" of each position in mind. The wedges are designed in such a way that you can choose "this loft is easier to hit in this situation. This reduces hesitation in selecting the right club and creates a sense of security. In fact, you can even get excited about whether or not you will be able to "pull it off. Of course, it is human nature to make mistakes. But if you have faith in the club, you will soon give up and say, "That was my fault..." When you give up, you will soon be able to play again. When you give up, you can immediately switch to the next play. I think it is mentally very good for the long game of golf to be able to do this throughout the 18 holes.

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What is conveyed through simplicity
The appeal of JUCIE is that it does not flashy high-tech, nor does it exaggerate the materials or manufacturing process. The seemingly simple design is filled with devices and ideas that "respond to the way golfers want to hit the ball" and "how to make golfers enjoy their game," which can be experienced in the real world of golf. That is why it is not "just a tool" but "a tool to enjoy golf more". I think that is the biggest difference of JUCIE.

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Finally.
Even after writing like this, I still can't convey everything in writing.
In the end, I want you to pick it up, try it, and feel for yourself, "Oh, so this is what it is like.
And behind that, there is always the designer, Mr. Muneyuki Matsuyoshi. I believe that the "individuality" and "sense of security" conveyed from the clubs are the very essence of Mr. Matsuyoshi's philosophy. Also, this article is written from my subjective viewpoint, but I am sure that each user will feel something different.