"The First Hobby I Could Pour 100% of Myself Into" - How Tenchim Found Her Cozy Niche in Knitting

Tenchim (Tenka Hashimoto) is a top-tier YouTuber who is currently making waves on social media for her latest obsession: knitting. What started as a hobby to pass the time has blossomed into a daily passion, leading to the creation of her original yarn brand, "Amuyo".

We sat down with Tenchim to get the scoop on how she discovered knitting, the behind-the-scenes story of her brand launch, and her unique approach to craftsmanship. Behind her candid words, we discovered a perspective on handiwork that is unmistakably her own.

A Crafting Journey That Began with Pure Passion

Just a three-minute walk from Takeshita Street, Amuyo is nestled in a spot that's easy to find yet feels a world away from the city's hustle and bustle. The tranquil space seems to free you from the daily grind, inviting you into a world where healing and creativity intersect.

Launched by Tenchim at the end of September 2025, the yarn brand Amuyo has been creating a major buzz, especially among knitting lovers. Its heart-fluttering color variations and meticulously selected materials have quickly won over fans.

Tenchim's skills often grab the spotlight on social media, but what was it that drew her so deeply into the world of knitting?

"The biggest catalyst was definitely after my child was born. But even before that, the time I took a break from my career during pregnancy played a big part. Around then, I saw Sakura (Miyawaki Sakura) from LE SSERAFIM post a picture of a cat-ear beanie on social media, and it completely changed my perception of 'knitting.' I thought, 'Wow, knitting can be this vibrant and cute!' That was the moment I first got interested, thinking it looked like so much fun.

Still, I didn't start right away. I only really got into it after giving birth. During the newborn phase, you basically spend the first month at home, right? As a single mother, I could hardly go out at all.

But at that age, babies just sleep and wake up on repeat, so I surprisingly had some downtime. It was during those moments that knitting popped into my head as a way to enrich my 'time at home.' So, while my interest was sparked during pregnancy, I actually started after my child was born."

Tenchim is often seen as someone who works stoically toward her goals. Her sincere dedication to projects on YouTube is well-known, but she says her journey with knitting started from a more relaxed place of pure 'love' for the craft.

"I think that when you're tackling something, the 'effort' involved inevitably comes with some hardship. But knitting is truly just a hobby for me—a world filled with nothing but my 'love' for it. Of course, since starting the shop, I've had to study knitting and fibers, and I'm committed to putting in the work to learn.

But knitting itself started from a place of pure joy. It's the first hobby I've ever had that I could pour 100% of myself into."

A Yarn Dreamland: The Challenge of Quality and Price

Heart-fluttering shades of yarn are beautifully arranged on arched shelves, making the whole scene look like a photo op. The bright, open interior is reminiscent of a craft store you might find abroad. Here, even the time spent pondering "What should I knit?" in front of the vast selection of yarn becomes a thrilling experience in itself.

One of Amuyo's unique charms is that you can buy not only yarn but also handmade items and kits.

"Before opening, I visited a lot of places, but the handmade specialty shops in South Korea left the biggest impression on me. The atmosphere in the shops was just so cute. Plus, I was getting a lot of comments on Instagram from people wanting to buy my finished pieces, so I figured that by selling both yarn and finished items, I could bring joy to even more people.

I want to keep creating new things with combinations that only I can come up with. I did a ton of research for the interior, but in the end, I decided on it by really digging deep into the question, 'What kind of shop do I want to create?'"

With sparkling glitter, textures like cotton candy, and names that add a spoonful of sweetness to everyday life, the yarns are packed with Tenchim's meticulous attention to detail.

"While high-quality materials usually come with a high price tag, this store isn't for businesses—it's for everyday customers. My top priority was striking a balance between accessible prices and premium quality. I was lucky to find a supplier I can trust, which means we have a steady supply of Japanese wool. I'm incredibly confident in the safety and quality of our materials."

Behind this pricing strategy was a personal struggle and a pure passion born from her love for knitting.

"To be honest, I initially thought about setting the prices a little higher. But I was concerned people would see it with a skeptical eye, thinking, 'An influencer's shop is always overpriced and just a brand deal.' With fantastic yarn readily available at 100-yen shops, bridging the cost gap of creating our own was a challenge, but I made sure to keep the prices as low as I could.

Frankly, our profit margins aren't the best (laughs). But for now, I'm doing everything I can to find that sweet spot between a price that keeps us going and a quality I can stand behind."

Making Knitting More Accessible: The Future Amuyo Envisions

Tenchim's mind is buzzing with ideas to help more people discover the joy of knitting.

"I'd love to expand our lineup with accessories like crochet hook cases. In fact, our Amuyo drawstring bags are a huge hit. Cute tools are a great motivator, so I want to create items that bring a little spark of joy every time you use them. I'm also brainstorming a starter kit for beginners. By bundling patterns, video tutorials, and all the essential tools, I want to lower the barrier to entry and make it as easy as possible for anyone to get started."

Lined with original yarns and creations, Amuyo invites visitors into a dreamlike world. The brick-and-mortar store just opened last year, but what does she envision for its future?

"Instead of overextending, I want to keep the business at a scale I can personally nurture and care for. That said, I'd love to host pop-up shops in cities like Osaka and Fukuoka for customers who live too far away to visit. I really want to be responsive to what our customers are asking for.

At Amuyo, we place a huge emphasis on 'warmth,' and that extends to our customer service. If we approach our work with warmth, I believe it naturally reaches our customers. I always tell my staff to offer advice from the customer's point of view."

Making knitting more approachable, more fun.

"One day, I'd love to create a 'knitting cafe' where we can host regular workshops and knitting meetups."

This vision, as shared by Tenchim, truly breathes life into the Amuyo space through its yarn, its atmosphere, its staff, and everyone who walks through the door.