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The concept of Ri (理) represents the truth

which the natural world is built upon.

Ri exists within every person. Through the power of Ri,

the true beauty of life can be realized

along with all of its elaborate and mysterious intricacies.

It is thought that in the natural world

everything in creation flourishes because of Ri.

Ri is an integral part of people’s lives,

and those who realize this will strive

to better understand its true meaning.

The journey to truly understand Ri

is at the source of one’s desire for beauty,

and ignites a burning passion for Shinbi (真美), or ideal beauty.

Honshitsubi (本質美) represents the beauty which manifests itself

as life approaches the infinite essence of Ri,

and the Ri within oneself reaches a level of abundance.