Amae is a Japanese word that carries a set of nuances with no direct translation in other languages. As described by psychologist and author Daniel Goleman in Social Intelligence, it refers to a deep form of empathetic connection rooted in intersubjectivity. It acknowledges the subjective space that exists between people—a space cultivated from childhood and understood as a form of respect for others’ emotions.

This concept inspired the subtitle of our project: “A classic mental wellness magazine.” The expression is intentionally oxymoronic, contrasting the idea of a clinical, generalized approach with our intention to create content that is empathetic, subjective, precise, and realistic at the same time.

Our goal is to give value to the emotions and experiences of those who, for various reasons, are living through psychological distress. We aim to help them recognize what they are facing, at least from a self-help perspective. The project also speaks to caregivers—those who support individuals with physical or psychological difficulties, often family members, friends, or people within the medical network—providing them with clearer understanding and the right tools to navigate what surrounds them.