The natural world is built upon reason, or Ri (理).

This same sense of Ri (理) exists within every person. 

With this power, life is beautiful, and its intricacies are elaborate and mysterious.

People strive to ascertain this unrecognizable form of Ri (理) through sheer curiosity. 

This quest is referred to as science.

In the natural world, everything in creation flourishes because of Ri (理). 

People have always considered Ri (理) as an integral part of their lives. 

Through awareness, people pursue and act on ideals, 

overcoming a variety of difficulties in their search. 

This great ambition drives people to make Ri (理)a reality.

The longing for Ri (理) in its unrecognizable form becomes a burning ambition 

and is stimulated in the pursuit of beauty. 

When a person pursues beauty, a primordial power takes hold 

in the depths of their consciousness. 

People are driven by an inert force to discover Shinbi (真美), one’s ideal beauty. 

Honshitsubi (本質美) 

is the moment of evolution when intangible reason penetrates our lives, 

and its dynamics combine with light, resulting in the phenomenon of manifested beauty.