. The Japanese define quality in two ways - atarimae hinshitsu and miryokuteki hinshitsu. The first term atarimae hinshitsu, refers to the expectation that the item works the way it was intended. Miryokuteki hinshitsu means "bewitching" or "enchanting quality" and refers to the desirability or aesthetic appeal of the product. In essence, by focusing on both, you ensure your product works the way a customer wants and is also desirable to have (it has soul). U-DRIVE operates in the UK, and sources materials localy when possible, however this Japanese ideology of quality is interesting, we strive to achieve Miryokuteki hinshitsu levels of quality in all products and services with a U-DRIVE label on them. The Japanese define quality in two ways - atarimae hinshitsu and miryokuteki hinshitsu. The first term atarimae hinshitsu, refers to the expectation that the item works the way it was intended. Miryokuteki hinshitsu means "bewitching" or "enchanting quality" and refers to the desirability or aesthetic appeal of the product. In essence, by focusing on both, you ensure your product works the way a customer wants and is also desirable to have (it has soul). U-DRIVE operates in the UK, and sources materials localy when possible, however this Japanese ideology of quality is interesting, we strive to achieve Miryokuteki hinshitsu levels of quality in all products and services with a U-DRIVE label on them. 