There are 3 key phrases to Kei Hinotani's work; idolized art in the 21st century, meditation, and TARTAROS JAPAN. The range of what he considers to be an idol, which is his first keyphrase, is wide and it is including most objects that people worship such as myths, religions, symbols, nations, currency exchange systems, and subcultures. Therefore his work tends to be mysterious that even the artist himself cannot solve. 2nd keyphrase, meditation, is important to his as he uses channeling-based visionary sessions, and language sessions to create his works. His 3rd keyphrase, TARTAROS, is a world of the god of Greek mythology where life is created and returns. JAPAN is the end of Oriental civilization. Even if civilization separates in the east and west, a world integrated under the ground is the symbol of TARTAROS JAPAN. Kei believes that TARTAROS JAPAN is a symbolic name that shows the fundamental power of art from a perspective freed from modern individualism.