This box of tissues is one of the most colourful you’re likely to see, but it also holds the record for being the most expensive.

A Japanese paper and package manufacturer has produced a very colourful and expensive box of tissues.

Jyuni Hitoe by Japanese paper and package manufacturer, Daishowa Paper Products, not only contains 12 different colours, it also costs 10,000 Japanese Yen ($90 USD, £70 GBP) making it the Most expensive box of facial tissues.

The multiple colours represent the 12-layer kimono worn by court ladies since the 10th century.

Colours are not the only notable feature of this tissue; the box has a texture similar to a Washi traditional paper and is wrapped in a purple cloth while the finishing touch to is the subtle scent on the tissue. 

While it does indeed sound expensive for a box of tissues, Yu Tanaka, a designer at Daishowa Paper Products, says producing them in multiple colours is very challenging.

Yu Tanaka, a designer at Daishowa Paper Products

"Because facial tissues have fine fibres, paper dust is produced at almost every stage of the manufacturing process,” he explained.

“That means if you were running a production lot in one colour and start the next lot with a different colour, there is a high chance that spots of colours from the previous lot will appear.

“To overcome this, we clean the entire manufacturing equipment every time we change colour, which is a painstaking process. I doubt factories other than ours would want to go this length just to make coloured tissues."

Household products such as tissues are not Daishowa Paper Product's mainstay - they are more well-known for making packaging such as paper bags and boxes, as well as technical paper such as a protective film on bandages

Daishowa Paper Product's first coloured tissue

While they have also been making tissues for around 30 years, Daishowa Paper Products wanted to clearly differentiate themselves from other tissue brands by doing something different, according to Keiji Togashi, a promotion marketer at Daishowa Paper Products.

"Our president had asked the team - we all know that tissues are white, but what if we make tissues with a colour that is the opposite of white? And so we decided to make black tissues. The impact that product had was pretty strong."

Keiji Togashi, a promotion marketer at Daishowa Paper Products

Upon the release of Jyuni Hitoe in 2014, Yu says  theproduction team wanted to create a wholly Japanese experience.

"The concept was for people to feel as if they are pulling out a kimono from a traditional Japanese drawer. It's not just the colours, but there's also touch and fragrance. I think that everything, from opening the package to actually using the tissues, can be a unique experience."

Now with a Guinness World Records title, Yu and Keiji hope that people outside of Japan might have more opportunities to know about Jyuni Hitoe.

Ryosuke Saitoh, the president of Daishowa Paper Products, receiving the official certificate

"I hear that many of the facial tissues sold in other countries tend to be coarse.

“While Jyuni Hitoe is not intended to be for everyday use, we think it shows how good a tissue can get. We are proud of our number one status, and hope that more people around the world get the chance to experience it."

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