Hayama's "Wearable Cultural Heritage"! Why Genbei Has Become Part of Daily Life in Town

In Hayama, Kanagawa Prefecture, located on the west coast of the Miura Peninsula, you can see people everywhere wearing flip-flops from Genbei. Some are heading to the beach, others are returning from shopping, and some are standing outside chatting in front of their homes. These colorful pairs have become iconic footwear reflecting the local landscape of Hayama.

Why has this single item become so deeply rooted in the town's everyday life? Behind it lies a history of business dating back to the Edo period, thoughtful design that molds to your feet the more you wear them, and long-standing relationships with fashion brands, including BEAMS. We visited Genbei Shoten and spoke with 5th-generation owner Eizaburo Hayama to find out why their flip-flops continue to be loved.

Everyday Footwear in Hayama: Life with Genbei

Stepping inside Genbei Shoten in Isshiki, Hayama, the first thing that catches your eye is an entire wall lined with flip-flops.

However, it isn't strictly a flip-flop specialty store. In the back of the shop, daily necessities like rain boots, red-and-white school caps, innerwear, watering cans, and water shoes are still readily available.

"We need to keep these items for the local residents who have been coming here for generations. Besides, I feel like if we stop selling these everyday goods, we'll stop selling flip-flops too."

The store's origins date back to the Edo period. Around 1863 (Bunkyu 3), it was founded as a tabi (traditional Japanese split-toe socks) shop in what is now Hayama Town, trading under the name "Soshuya Genbei." "Soshu" referred to Sagami Province, while "Genbei" came from the founder, Genbei Hayama.

The store's logo at the time was "Kanesa," combining an L-shaped carpenter's square with the Japanese character "サ" (sa). The carpenter's square symbolized honest, straight dealing. Today's logo, "Maruge," carries that same commitment to doing honest business.

As the era transitioned from Edo to Meiji and fewer people wore tabi and zori sandals, Genbei Shoten evolved into a general store selling clothing and daily sundries. It was after World War II that they encountered flip-flops.

"At the time, Ray Pastine, an American, took inspiration from Japanese zori and requested Naigai Rubber Co., Ltd. in Kobe, Hyogo Prefecture, to manufacture sandals. After being sold in Hawaii in 1953, 'Blue Dia'—tailored to Japanese foot shapes—began being sold domestically in 1955."

Genbei Shoten started carrying Blue Dia early on, but changes in production meant shipment wasn't always stable. So, they decided to take the leap and craft their own flip-flops.

The original pair was developed by 5th-generation owner Kunimitsu Hayama. Today, Genbei's flip-flops are produced in a factory in Taiwan.

"What matters isn't the country of origin, but the quality of the rubber and the finish. It took us four years to decide on the sole material and six years to pinpoint the positions for the thong holes."

Rubber and Thong Design Determine Comfort

Combining natural and synthetic rubber for the soles is another key element of Genbei's craftsmanship. Using only natural rubber makes them heavy and prone to degradation, but using only synthetic rubber makes it hard to achieve the soft fit that conforms to your feet. Prototype rubber was tested not only by wearing them, but also by boiling, baking, cutting, tearing, and even biting them. In contrast, 100% natural rubber is used for the thongs that touch the top of your foot.

"Because it directly touches the top of your foot, we use soft 100% natural rubber. It molds comfortably to your feet and won't cause pain even after wearing them for long periods."

The thong is also a crucial part. It isn't just the position of the holes—even the angle is adjusted so it naturally conforms to the shape of your foot when worn.

Genbei's flip-flops also make a distinct sound when you walk in them.

"It's a crisp 'patter' sound, like air escaping from beneath the sole of your foot. Whenever I hear it, I immediately recognize it as ours."

The More You Wear Them, the Better They Fit

According to Hayama, Genbei flip-flops are "flip-flops you break in and cultivate over time."

"As you wear them, the thong gradually stretches to match your foot width and instep height, while indentations form in the sole where your toes and heel rest. This creates a feedback loop where the thong stretches just right, shaping itself perfectly to your feet."

In fact, they are sometimes passed down from parent to child, or between siblings.

"I believe that durability builds trust. It's much better for people to use our flip-flops for a long time rather than shortening the replacement cycle."

A Treasure Hunt in Hayama: Choosing From 132 Combinations

The flip-flops come in a total of 132 color combinations, featuring 12 sole colors and 11 thong colors. With over 10,000 pairs in stock at any given time, taking your time to pick a pair from the vibrant display covering the entire wall is part of the fun.

The color lineup shifts slightly each year. Focusing only on bestsellers would leave mostly black and navy, so less popular colors are deliberately kept in rotation. Order quantities are fine-tuned using e-commerce sales data to maintain a good balance of sizes and colors.

Despite being a local brand, Genbei has consistently connected with outside culture. They have worked on various collaborations with famous fashion brands, anime franchises, and corporations—BEAMS being one of the most prominent.

"The previous owner held the belief that 'we don't do business with people whose faces we don't know.' Because of that, our partnership with BEAMS started when their representative visited our shop in person. We've continued our relationship not only through collaborations but also through in-store events.

On the other hand, we don't actively reach out to pitch sales. That's mainly because our priority is in-store sales, and our staff resources are limited. However, nowadays when we receive inquiries, we print custom orders and ship them out even for people we haven't met in person."

In 2025, they also worked on a collaboration with artist Tadanori Yokoo.

"Later, Yokoo called us himself and said, 'I wanted to come greet you in person.' He was very friendly."

There is also an anecdote that John Lennon visited the shop together with Yoko Ono.

"It happened long before I joined... I heard rumors and asked local residents on social media, and someone told me, 'My parents guided them there.' But apparently, no one working at the shop realized who they were at the time (laughs). Even if famous people visit, we make it a rule not to approach them."

Remaining Deeply Rooted in Hayama Without Over-Expanding

With increasing media coverage on TV and in magazines, the shop's popularity is growing nationwide.

"Still, we have no intention of leaving Hayama anytime soon. We believe that keeping operations on a manageable scale allows us to sustain the business longer in the long run. Plus, if we make the shop too slick and trendy, it loses that welcoming vibe where anyone can casually drop by."

Even today, as orders roll in from across the country via their e-commerce store, physically visiting the Hayama store to pick out colors in person remains a truly special experience.

For locals, Genbei's flip-flops are a daily essential, while for visitors, they serve as a cherished souvenir packed with memories of Hayama.

Kept on the feet of local residents and carried home by travelers—this quiet accumulation of tradition over time has nurtured Genbei's flip-flops into a cultural symbol that defines the town.