Brand Story - Hagoromo (Based on CNN - Great Big Story)
Why the World’s Best Mathematicians Are Hoarding Chalk
Original Source: CNN - Great Big Story
Original Authors: Trisha Gopal, Jacqueline Omanoff, Evan Chung
The Rolls Royce of Chalk: The Legend of Hagoromo Begins
(Image : CNN-Great Big Story, How a brand of chalk achieved cult status among mathematicians)
For some mathematicians, Hagoromo chalk is known as the “Rolls Royce of chalk,” or the “Steinway of writing utensils.” It’s famous for being nearly unbreakable and leaving almost no dust behind. Brian Conrad, a math professor at Stanford University, says he became a “chalk dealer” just to keep Hagoromo stocked, while Max Lieblich from the University of Washington jokes about handing it out for free in his department as the “chalk dealer on the block.”
The Math World’s Best-Kept Secret
(Image : CNN-Great Big Story, How a brand of chalk achieved cult status among mathematicians)
Among mathematicians, Hagoromo is often considered a well-kept secret. Dave Bayer, a professor at Barnard College, describes writing with Hagoromo as “like skiing on fresh powder,” highlighting the unique smoothness and feel of this chalk.
Hagoromo: A Tradition Born in Japan
(Image : CNN-Great Big Story, How a brand of chalk achieved cult status among mathematicians)
Hagoromo Stationery began producing chalk in Japan in 1932, but it took American mathematicians several decades to discover its true value. Professor David Eisenbud from the University of California first learned about Hagoromo during a visit to the University of Tokyo. When a professor there told him that Japan had better chalk than the U.S., Eisenbud was skeptical, but using Hagoromo changed his mind.
Hoarding for the Apocalypse: The Chalk Crisis
(Image : CNN-Great Big Story, Why the World’s Best Mathematicians Are Hoarding Chalk)
When Hagoromo announced it would cease production in 2014, it caused a “chalk apocalypse” among mathematicians. Professor Lieblich calculated how many boxes he’d need for the next decade and stockpiled accordingly, while Professor Bayer bought up the remaining supply on Amazon in the middle of the night.
Hagoromo’s Legacy Continued in South Korea
(Image source : ChosunMedia)
While American mathematicians were hoarding, a teacher in South Korea named Shin Hyeong-seok sought a way to keep Hagoromo alive. He convinced Hagoromo’s owner, Mr. Watanabe, to let him move the machinery to South Korea, where he now produces the beloved chalk. Today, thanks to Shin’s efforts, Hagoromo chalk remains in production.