内思 (nèi sī) means inward thought — a quiet, deliberate mode of reflection grounded in structure, clarity, and care.
At Naisu Press, we publish books that bring this spirit to life: design-driven, culturally aware, and thoughtfully built from the inside out. But there’s more to the name.
Nice → ナイス → Naisu
The name Naisu plays on two overlapping metaphors:
→ The English word Nice
→ Adapted into Japanese katakana as ナイス (naisu)
→ Re-imported into English as a soft, design-savvy identity
→ Rewritten with Chinese characters as 内思 — inward thought
→ Preserving both the sound and giving it deeper symbolic structure
This loop — English ➝ Japanese ➝ Chinese ➝ English again — reflects what Naisu Press is all about:
✧ Translating across cultures, formats, and creating new perspectives ✧
🌏 Across Scripts & Cultures
| Language | Characters | Reading | Status & Meaning |
|---|---|---|---|
| Mandarin | 内思 | nèi sī | Standard compound meaning “inward reflection” |
| Cantonese | 內思 | noi6 si1 | Same meaning, local pronunciation |
| Japanese | 内思 | naishi (conceptual) | Not standard Japanese, but characters readable as “inner thought” |
| English | Naisu | Nice-sounding | Brand identity bridging languages |
We use the Traditional form 內思 to preserve the full structure of the character 內 (inner), which visually encloses thought — a quiet symbol of focus and intentionality.
All books are designed in-house, not outsourced.
Every project starts with mutual fit — we only take on what we can craft meaningfully.
📚 What We Publish
Visual reference books for design & language
Concise guides and structured visuals that clarify complex systems in UX, typography, and multilingual design.
Experimental tools, glossaries, business and workflow systems
Design resources that combine clarity with function — glossaries, workflows, and creative systems for teams and individuals.
Cultural UX, multilingual thinking, and interface metaphor
Books exploring how culture, language, and metaphor shape user experience across global interfaces.
Reflective, idea-driven works with aesthetic clarity
Thoughtful publications that balance insight with visual simplicity — built to slow you down and help ideas land.
Other things, if they feel right
Some ideas don’t fit categories — and that’s okay. If it’s thoughtful, well-structured, and made with care, we’re open to it.
✧ Good design isn’t just how things look — it’s how thought becomes form. ✧