“BOKU HA TANOSII” is our philosophy. It means "I am Happy". By wearing “BOKU HA TANOSII” related merchandise, People will read this on your clothing. It will start a dialogue. For friends to notice and make jokes about it, While gathering together in community. As you become happy, Everyone else becomes happy too. And from this, the “TANOSII” cycle continues. “TANOSII” feeling is universal.