Hyakunen Takumi Co., Ltd.
[Young people are moving away from traditional crafts] What is needed for the “traditional manufacturing industry” in the future? What kind of “change” is required?
More than 90% of young people answered that traditional crafts need “change”
Hyakunen Takumi Co., Ltd. (Headquarters: Minato-ku, Tokyo,
Representative Director: Tora Kiyama) targets men and women in their 20s and 30s (those who use traditional crafts close to them) throughout the country. We conducted a survey on the shift away from crafts and the future.
How often do you usually have the opportunity to touch “traditional crafts”? Kyoto’s Nishijin textile, Ishikawa’s Kaga Yuzen, Saga’s Imari and Arita ware, Okinawa’s Bashofu, Hakone’s marquetry “Karakuri box”, etc. Isn’t there?
According to the Ministry of Economy, Trade and Industry, traditional crafts are crafts designated by the Minister of Economy, Trade and Industry based on the “Law Concerning the Promotion of Traditional Craft Industries (Law No. 57 of 1974)”. It states that there are 237 items (as of March 18, 2022).
(Reference: Ministry of Economy, Trade and Industry website, https://www.meti.go.jp/policy/mono_info_service/mono/nichiyo-densan/index.html) However, it is feared that the production value of these traditional handicrafts has greatly shrunk after peaking during the bubble period in the 1980s.
There are various possible reasons for the slump in the industry as a whole, but one of the reasons may be that young people are moving away from traditional crafts because they do not fit their current lifestyle.
So, how do the young people who are “in contact with traditional crafts on a daily basis” feel about the current state of the “traditional manufacturing industry”?
From the ideas of the younger generation, we may be able to see how traditional crafts should be suited to the future.
Therefore, this time, “Hyakunen Takumi Co., Ltd.
(http://www.cmaster.jp/)”, which wants to spread Japanese traditional crafts to the world, targets men and women in their 20s and 30s nationwide, “Traditional crafts of young people. We conducted a survey on the product shortage and the future.
What kind of image do young people who use traditional crafts on a daily basis have for traditional crafts?
First, we asked about the traditional crafts that they use on a daily basis. [Image 1
When asked, “What kind of traditional crafts do you usually use? (Multiple answers allowed),” the most common answer was “Ceramics (Imari, Arita ware, etc.) (37.9%),” followed by “Textiles.” Nishijin brocade, etc.) (23.9%), Lacquerware (Wajima lacquerware, etc.) (22.2%), Dyed products (Kaga Yuzen, etc.) (18.1%), Wood and bamboo crafts (Hakone marquetry, etc.) (16.9%), Stationery (Kumano brushes, etc.) (15.0%)”.
It seems that many people use traditional crafts that are familiar to them in their daily lives, such as ceramics, tea bowls, and kimonos. There are many types of traditional crafts, and I learned that some people use traditional crafts such as woodwork, stationery, and precious stone work.
It seems that there is no need for traditional crafts just because they are young.
■ Click here for the rest of the answers
“Other crafts (Edo Kiriko, etc.) (11.9%),” “Washi (Echizen Washi, etc.) (11.5%),” “Buddhist altars and fittings (Sanjo Buddhist altars, etc.) (11.1%),” “Dolls/Kokeshi dolls (Miyagi traditional Kokeshi dolls, etc.)” ) (9.7%)” “Metalwork (Nambu ironware, etc.) (9.2%)” “Other textile products (Gyoda tabi, etc.) (7.9%)” “Craft
materials/craft tools (Kanazawa foil, etc.) (5.0%)” “Precious stone work (Koshu crystal work, etc.) (3.9%)” “Masonry work (Okazaki stone work, etc.) (3.8%)”
What kind of image do young people have of such traditional crafts? When asked, “What is your image of traditional crafts? (Multiple answers allowed),” the most common response was “art (46.3%),” followed by “craftsmanship, special techniques.” 43.4%),”
“Professional commitment (41.7%),” “Beautiful (40.5%),” “Good quality (39.8%),” and “Souvenirs (35.2%).”
Although it is a narrow margin, it seems that the image of “art work” is strong. The most important thing about traditional crafts is the value of “handiwork” by craftsmen.
Therefore, the image of “craftsmanship, special technique” and “manufacturer’s commitment” is also strong.
■ Click here for the rest of the answers
“Polite and sincere (34.5%)”, “Traditional and preserving tradition (32.2%)”, “Expensive (31.9%)”, “Japanese-ness, something Japan boasts to the world (28.9%)”, “Old-fashioned (9.3%)”
How do you feel about young people leaving traditional crafts? What are the inconveniences and dissatisfaction with traditional crafts? To what extent do young people who use traditional crafts on a daily basis feel that other young people are familiar with traditional crafts?
I sometimes hear that young people are moving away from traditional crafts. How do you feel about this?
When asked, “How do you feel about young people’s shift away from traditional crafts?” %)”, “I don’t think it’s changed much between then and now (12.7%)”, and “I think it’s not far away (it’s getting closer)” (3.2%).
A total of more than 80% of respondents who answered “I think they are moving away” feel that way.
Even if you yourself use it on a daily basis, the fact that other young people feel that they are keeping away from traditional crafts may be a serious sign that young people are moving away from traditional crafts.
But why are the younger generation moving away from traditional crafts? When asked, “Do you feel any inconvenience or dissatisfaction when using traditional crafts?” 41.4%)” and “Not at all (14.6%)”. Overall, a large percentage of respondents answered that they “do not feel inconvenient or dissatisfied,” but more than 40% of those who are familiar with it seem to feel inconvenient or dissatisfied.
What part do you feel uncomfortable or dissatisfied with?
We asked those who answered “very much” or “somewhat” in the previous question about their specific reasons.
■ What part of the traditional attack item do you feel uncomfortable or dissatisfied with?
・[Lacquerware (Wajima-nuri, etc.)] I use Wajima-nuri, but I think it would be nice if the price was a little more affordable.
・[Other crafts (Edo Kiriko, etc.)] I wish Satsuma Kiriko was more compact and could be used for hot drinks.
・[Ceramics (Imari, Arita ware, etc.), precious stone work (Koshu crystal precious stone work, etc.), other handicrafts (Edo Kiriko, etc.)] It is a point that often suffers. It’s impossible, but I’d be happy if there was something that didn’t break easily.
(30s/male/office worker/Hyogo Prefecture)
・[Stationery (Kumano brushes, etc.)] I use it for makeup brushes, but the quality is good, but the price is high. capital)
and other responses were received.
One of the reasons for their dissatisfaction was that traditional crafts were “expensive.”
Also, it seems that they feel inconvenient that they “crack” if they are used incorrectly.
Doesn’t fit my lifestyle! ? Can traditional crafts be used in modern life? Originally, tools should be used in everyday life, so to speak, they should be practical.
It became clear that traditional crafts have a strong image of “artwork” and “handmade”. You may be feeling inconvenience and dissatisfaction.
In fact, does it fit the modern lifestyle (way of life, values, customs, etc.)? [Image 3
So, when asked, “Does your lifestyle match traditional crafts?” The answers were 18.4% that I can’t say, and 1.0% that I don’t agree at all.
The reason why a large percentage of respondents answered that it fits their lifestyle may be because they actually come into contact with traditional crafts on a daily basis.
So, how do the 20% of young people who feel that they are not a good match feel that they are not a good match?
Next, for those who answered “Not very well” or “Not at all” in the previous question, ask “Please tell me how it doesn’t suit you and what is close to it (up to the top 3).” When asked about this, the most common response was that it was difficult to obtain due to its high cost (44.1%), followed by lack of practicality for use in modern life (32.8%) and lack of sales channels (25.1%). %)”, “Not durable enough for modern life (23.1%)”, “Difficult to repair or restore (22.6%)”, and “Not modern (18.0%)”.
It seems that they feel that it does not match their lifestyle in terms of “expensiveness” and “lack of practicality” that were revealed in the previous survey results, but what was newly revealed was that “it is expensive to get. We found that there are problems such as “difficult to obtain” such as “hard to obtain” and “poor sales channels”.
What do you need to do to make traditional crafts even better in the future? From the survey so far, we have learned that many people feel that traditional crafts are expensive and fragile, and that they are not suitable for modern lifestyles, such as being somewhat lacking in practicality.
However, there is no change in the fact that it is a “good product” such as “craftsmanship, special techniques” and “manufacturer’s commitment” by craftsmen.
Do such traditional crafts need to be changed to suit modern lifestyles? [Image 4
When asked, “Do you think that traditional crafts need to change to match modern lifestyles?”, the responses were “very necessary (31.6%)” and “somewhat necessary (63.4%).” ‘ and ‘I don’t think it’s necessary (5.0%)’.
The younger generation, who come into contact with traditional crafts on a daily basis, seems to feel that traditional crafts need some sort of “change” to match their modern lifestyles.
Overall, more than 90% (95.0%) of respondents answered that they thought they were “very necessary” or “somewhat necessary”.
So, what kind of changes are required for traditional crafts? What do the younger generation think about Japanese traditional crafts in the future?
Therefore, when asked, “Do you have any ideas for improving
traditional crafts?” More than 50% answered “Yes (56.0%).”
Next, we asked those who answered “I have (an idea to make traditional crafts even better)” in the previous question what kind of idea they had.
■What is necessary to make traditional crafts even better?
・Because the price is too high to afford, I will create an opportunity for young people to experience traditional crafts by processing them into familiar accessories (20s/female/part-time job/Saitama
・I think that the price can be kept as it is because it is attractive that it is carefully made with old technology. Also, I think we need to let people know more about us through social media
(20s/female/part-time job/Miyagi Prefecture)
・Incorporating traditional crafts into the interiors of trains and buses to provide many opportunities to make people feel familiar (20s/male/company employee/Tokyo)
・I wish there was a steampunk or cyberpunk style to lacquerware (30s/male/office worker/Nagano)
・I have an image that the threshold is high, so I will make the store appearance modern. Create a booth where you can experience with couples and friends (30s/female/part-time job/Toyama Prefecture) ・We will create a system that distributes the state of production and features to the world via the Internet, and allows people who have shown an interest in watching it to place an order on the spot. We need a promotion that will make you want to use it even if you have to pay for shipping. It is also necessary to make changes such as making items that match the current lifestyle using traditional techniques. (30s/female/others (entertainer)/Tokyo)
・Appeal overseas on the Internet as a Japanese brand with good quality. Selling emo to the young people of today. I feel that the designs in souvenir shops are old-fashioned, so I think that just making the packaging more modern will make it easier for young people to pick up. (30s/female/company worker/Tokyo)
・Currently, traditional crafts are popular among foreigners, but among young people in Japan, even though they are well-known, they are not enough to be used. How about collaborating with famous influencers for young people in Japan, exhibiting at e-sports events where young people gather, and doing PR (30s/male/company worker/Hyogo Prefecture) I’m sorry that I can only introduce some of them, but there were so many ideas. In order to pass on the goodness of Japanese traditional crafts to the future while preserving tradition, I think we need ideas like these from the younger generation.
[Summary] The shift away from traditional crafts is steadily occurring. What is necessary to create the future while preserving tradition?
This survey clarified how young people feel about traditional crafts. Traditional crafts are “works of art” that are carefully handcrafted one by one by craftsmen with sincerity.
Therefore, there is a high possibility that young people are losing interest in traditional crafts because many of them are expensive and difficult to obtain for younger generations.
We also found that they were dissatisfied with the “practicality” of the product, such as breaking when hot water was poured into it, or breaking when dropped.
Due to these various reasons, the current situation is that the “traditional manufacturing industry” cannot be said to be a good one. There are various reasons for the slump in the industry as a whole, including the declining birthrate and aging population, but when considering how to create future traditional crafts while preserving tradition, the first thing that cannot be overlooked is consumption. In recent years, there have been major changes in the consumption and sales environment, such as the development of information and communication technology and changes in the market where the Internet has become mainstream.
There is no difference in the fact that traditional crafts are excellent crafts. We need change to fit in.”
Please refer to the ideas of the younger generation for the growth of Japan’s proud “traditional crafts”.
I want to spread Japanese traditional crafts to the world
~Introduction of 100-year craftsmen~
Welcome to Hyakunen Takumi
For several years, I have been actively involved in design projects in China at the interior design firm of the late architect Takashi Sugimoto.
Through the practical experience gained during this time, I was fascinated by creative work such as interior design, development of domestic and overseas projects, and management.
It made me want to continue working on it.
In April 2018, following Mr. Sugimoto’s passing, I pursued my own design work more and applied superior Japanese products to various spatial designs.
We established Hyakunen Takumi Co., Ltd. in order to be able to conduct various business activities in the Japanese and Chinese design industries more directly, simply, and smoothly.
We have already signed contracts with several craftsmen and are expanding our team.
We invite you to join our team and look forward to working with you on exciting projects.
Company name: Hyakunen Takumi Co., Ltd.
Location: Claudia 3F, 5-1-2 Minamiazabu, Minato-ku, Tokyo
Representative: Tora Koyama, Representative Director
Established: January 26, 2022
Business description: Introducing and selling traditional Japanese crafts to the interior and interior industry of Chinese hotel businesses.
■ Work flow
If you agree with the business proposal, we will register you as a member by submitting a business participation consent form. If you would like to submit a business proposal, please apply using the application form below.
・Production area coverage
Interview members one by one: We will produce various sales promotion tools such as videos of interviews and production scenes.
・Sales promotion activities
Via DESIGN WIRE, China’s largest architectural design advertising agency, it will be distributed to hotel owners and interior designers all at once.
We undertake all the work up to the conclusion of business
negotiations with Chinese companies.
All products will be wholesaled to us, and we will export them to China. (For customers in production areas, product delivery in Japan and payment in yen)
We are looking for new members for the Hyakunen Takumi Business. Target: Traditional crafts makers who have new initiatives and are looking for new sales channels.
Application method: Person in charge: Please contact Hirai by phone or email. We will send you our business proposal and business
participation consent form by e-mail.
■ Hyakunen Takumi Co., Ltd.: http://www.cmaster.jp/
■ TEL: 080-4429-5797
Contact: email@example.com (Contact: Makoto Hirai)
Survey outline: Survey on “young people leaving traditional crafts and the future”
[Survey period] November 17, 2022 (Thursday) to November 18, 2022 (Friday) [Survey method] Internet survey
[Number of people surveyed] 1,006 people
[Survey target] Men and women in their 20s and 30s nationwide (those who use traditional crafts around them)
[Monitor provider] General Research
Details about this release: