Found these great linen bags with embroidery on both sides in the Japanese handmade market site, Creema. These are sold under the brand name, Shukugawa Sakura Sagyosyo. The Japanese embroidery method is sashiko which means “little stabs”. The running stitch was traditionally used to reinforce or repair worn fabrics but today it is primarily used for decorative purposes. Purl Soho has an abridged description of the craft on their tutorial page.
Images: Courtesy of Shukugawa Sakura Sagyosyo.