#### 2025-02-26 Later, I learned that the “BF” in SigmaBF was derived from Okakura Tenshin’s _Beautiful Foolish_. They had kept it a secret on the announcement day and revealed the reason a few days later—was this a planned marketing strategy? Interesting. Sigma BF has become a huge topic, and indeed, it embodies the idea of **Beautiful Foolish**. However, it feels like an “Orientalism” that appeals to the West—an Eastern aesthetic shaped by globalization. I love the product, the website, the branding, and the design, but at the same time, I know I can’t afford something this expensive. Yet, there’s another kind of beauty I find in something as simple as taking a photo with a smartphone and printing it at a convenience store. The act of capturing and sharing—this common thread connects everything. The value lies in using photography as a way to communicate, in the act of sharing everyday moments with someone else. Even in the everyday act of sharing photos, there is Eastern Intuitive Beauty. #### 2025-02-25 There was an influx of posts on X praising the [SigmaBF](https://www.sigma-global.com/en/cameras/bf), which was announced today. First posted by a product designer I know, the camera embodies uncompromising craftsmanship. The site and the creativity were thorough and consistent. The illustrations on the support page, probably by a Japanese illustrator, were friendly and witty, with simple information and an entry that served as a doorway to the site. The art direction was done by [SDL](https://www.stockholmdesignlab.se/), which I had not realized before that they also design batteries for ASCL. SDL's books are published by Vicitionary, a Hong Kong-based publishing company, and I was there for an interview at my daughter's prep school. I went to an interview for my daughter's prep school. To draw a lot, to make eyes to observe. Something that makes me want to do the work myself and do it right.