Are you using tradition as an excuse?

In an era where finding the "right answer" for a company is difficult, there are vibrant companies demonstrating originality. What exactly is their secret? This ongoing column series shares insights gathered by Dentsu Inc.'s "Company Design" team from key figures at these companies.

The fourth installment features the case of Gyokusendo in Niigata Prefecture.

Read the full Web Dentsu Inc. News "Company Design" series here.

 

Tamagawado

Bridging the gap between artisans and customers, pioneering new traditions

Gyokusendo, a traditional craft bearer known for innovative management that attracts attention both domestically and internationally. The key to its business growth was ingenuity that maximized the potential of its on-site artisans.

Speaker: Motoyuki Tamagawa (7th Generation President, Tamagawa-do)
Interviewer: Yuta Matsuzaki (Dentsu Inc., First Integrated Solutions Bureau)

 

Gyokusendo
Founded in 1816. Under the slogan "Strike. Strike the time.", it manufactures and sells traditional crafts known as Tsuiki copperware. In addition to its main store in Tsubame City, Niigata Prefecture, it operates a directly managed store in Ginza.

The craftsman who knows the field best is the ultimate salesperson

"Transmission and tradition are different. Transmission is merely passing things down, but tradition is a continuous process of innovation," states Mr. Tamagawa. To foster this innovation, he decisively ended wholesaler transactions—a taboo move at the time—25 years ago. He took the bold step of conducting live demonstrations and sales in department stores. Having craftsmen stand at the storefront themselves and directly hear customer feedback led to the development of popular products like sake cups and flower vases.

"The craftsmen who know the products best are the ultimate salespeople," Tamagawa asserts. He believes, "Communication skills are also vital to further bridge the gap between craftsmen and customers." During daily factory tours held on business days, the craftsmen themselves serve as guides. To better accommodate the growing number of international customers, regular English conversation classes are also held for young craftsmen.

English conversation class for young artisans

Encouraging Craftsmen to Think More Creatively, Feel More Joy

To help artisans broaden their ideas, the factory remains open after working hours, providing an environment where they can work independently on pieces for exhibitions like the Nitten or Ken-ten. Drawing classes are also held, aiming to "sharpen the eye and sense for observing objects. This naturally builds product development skills."

Furthermore, guided by the belief that "For artisans, products are like babies. We want customers to receive them and nurture them, and long-term use brings joy to the artisan," the company places great importance on initiatives that boost artisan motivation. This includes not only repair services but also creating opportunities for artisans to explain their work directly to customers during regular demonstration sales events held at company-owned stores. Mr. Tamagawa's vision for the future, clearly reflected in his eyes as he says, "I want people from all over the world to come to the factory in Tsubame and interact with the artisans," is one of forging a new tradition.

Tamagawa-do Representative Director, 7th Generation: Motoyuki Tamagawa (left) and Dentsu Inc. First Integrated Solutions Bureau: Yuta Matsuzaki (right). "Guided by the belief that branding means bridging the gap between artisans and customers, Tamagawa-do continuously implements innovative approaches. Experiencing this, I sensed the potential for next-generation brand communities," (Matsuzaki)

Editor's View: "Company Design Techniques" #04

Through our interview with Mr. Motoyuki Tamagawa, the seventh-generation head of a company manufacturing and selling traditional crafts, we were greatly surprised by his management decisions and marketing strategies, such as "cutting out the wholesalers" and "listening to customer voices when rebranding." However, two things struck us even more profoundly. One was his assertion that "the pursuit of functionality is the very essence of design." Branded bags, shoes, musical instruments, and other items acclaimed worldwide undoubtedly achieved their established reputations by relentlessly pursuing functionality.

The other was his assertion that in today's era, the most essential skill for artisans crafting traditional crafts is not merely the technical mastery to flawlessly shape a kettle's spout, but above all, communication ability. Mastering the craft of making an object is just one part of the process. Only by being able to personally convey the value of what one has created can one be a true professional and contribute to enhancing brand power. Naturally, this requires language skills. Being just an artisan isn't enough. Only when you possess the qualities of an evangelist are you truly complete. Yes, Mr. Tamagawa states.

As the interview concluded, something struck me. Mr. Tamagawa's approach embodies, with remarkable clarity, the essence of what creativity is and what communication business fundamentally entails. The environment surrounding us—media, trendy products, distribution models—changes daily. Yet, the value of creativity that resonates with others, of communication that truly reaches their hearts, remains universal. His base remains firmly in Tsubame-Sanjo, Niigata Prefecture. Craftsmanship is honed only through respect for tradition. Building on that foundation, Mr. Tamagawa looks forward—toward the future, and toward the world.

Back issues of this series, "The Secret of Why Some Companies Stay Vibrant," can be found here.

The project site for "Company Design" can be found here.