LAFIEL proposes a fulfilling lifestyle with "comfortable" as its keyword. LAFIEL is a coined term inspired by rice fields. If we liken rice fields to life and business, daily life and business activities mean planting seedlings and nurturing rice, with the prosperity created through life and activities bearing fruit, leading to a rich life for everyone involved with LAFIEL. The brand name embodies this wish, using "L" and "F" from LAFIEL as motifs to represent ripened rice ears, expressing a prosperous life.