The “Realities of Life” and the Future of Cooking Appliances: Insights from Our Meeting with Mother Plus

Hello from the TIGER MAGAZINE editorial team.

At Tiger, we approach product development with a heartfelt desire to enrich your daily “happy gatherings.” In May 2025, we welcomed members of “Mother Plus,” an organization that supports the social participation of child-rearing women, for an opinion exchange session focused on Electric Kettles and Blenders.

While showcasing our new products to the members of Mother Plus—who balance both work and childcare—we listened to their candid opinions and expectations regarding cooking appliances that support their daily lives. It was a time that provided us with new realizations and renewed motivation.

The “Just Right” Lifestyle Reflected in Electric Kettles

One of the products that has supported the “warm living” Tiger has striven for over many years is the Electric Kettle. We want to deliver not just a device that boils water, but “an electric kettle that is kind to people and their lives.” With this sentiment in mind, we discussed the ideal electric kettle that can more closely support daily living with the members of Mother Plus.

The members spoke frankly about how they actually use these products, including how they use them alongside water servers. For example, we received many comments rooted in their “daily usage,” such as:

I would be happy if I could use it at the perfect temperature for making coffee or milk.

I would consider buying one if there is an electric kettle that can be fully washed.

A thinner spout would give me peace of mind for drip coffee.

Regarding safety, differences based on life stages also became apparent:

Functions are more important in households with small children.

At my current stage, I don’t prioritize that as much.

Furthermore, regarding design, opinions such as:

I prefer black matte colors.

It’s okay to make the logo more prominent.

These comments made us feel that electric kettles are taking on a new aspect as “interior appliances you want to display in your kitchen.” This was an opportunity to ask ourselves once again how the product should exist not just to “boil water,” but as a “tool that stays close to your life.”

Blenders: Bridging Aspirations and Daily Life

Since our founding, Tiger has valued the stance of “uniting form and function.” A form that fits naturally in the user’s hand, a design that blends into their life—this philosophy lives on in our new Blenders as well.

During the exchange session, we heard many realistic voices, such as:

Blenders are convenient if you have one, but I don’t know how to use them properly.

I don’t use it every day, only on somewhat special days.

Amidst this, the following interactions stood out:

A design you want to keep out on the kitchen counter.

I want to know usage methods that expand the range of my cooking.

Tiger’s blenders feature a large capacity and a slightly angled bottle shape. Equipped with the power to blend frozen fruit as is, they feature a 4-blade specification. Because the rotation speed can be adjusted in steps from 1 to 10, fine-tuned usage tailored to the dish or the person eating it is possible—low speed when you want to retain texture like in tomato sauce, and high speed when you want to thoroughly crush hard ingredients.

“I’m happy that I can change the way I cook depending on my family structure and life stage.” This comment gave us another opportunity to think about how the “harmony of function and design” we aim for is utilized in actual life.

Additionally, we were impressed by the realistic opinions rooted in the local culture, unique to the Osaka-based Mother Plus members.

It would be convenient if I could mix the batter all at once and pour it directly during a Takoyaki party.

In response, Tiger shared a recipe proposal: simply put cream cheese, eggs, milk, flour, and other ingredients into the blender and mix to easily complete a sweets batter. We hope to become a presence that “transforms a little extra effort into fun” within daily cooking and family time. This became an opportunity to re-examine the role of blenders.

When “Dedication” Is Conveyed, Life Becomes Richer

Through this exchange, we were able to have the participants re-experience the “peace of mind and careful craftsmanship” that Tiger cherishes. By allowing them to physically experience the texture when held, the design that considers the user, and the ingenuity for safe, long-term use in daily life—the dedication we put into every detail—we received many comments such as:

The status of the Tiger brand has risen in my eyes.

I’ve become an even deeper fan.

We feel that the form of “product creation that stays close to life” we aim for is reaching people little by little. On the other hand, there is also the reality that this dedication is not yet fully conveyed in stores. That is why we feel it will be even more important in the future to convey the “human thoughts” behind the products through demonstrations and dialogue. The sentiment of “wanting to enrich not just the user, but the time spent with family and loved ones” was shared once again.

For friends facing new life milestones, for growing children, and for the future time of couples—we want our products to be there for every single moment of such lives.

We will continue to deliver warmth to your life and continue our monozukuri (manufacturing) that conveys our heart and soul.