Boosting recognition of Minoyaki in stores, which promote total life design
Toki Minoyaki festival, which is the largest pottery festival in Toki city, is held during the “Golden week” holidays in early May.
This festival is one of the three major pottery festivals along side the Arita pottery festival in Saga Prefecture and Setomono festival in Seto city of Aichi Prefecture. It is crowded with more than 300 thousand visitors every year.
Yuko Fujita is the president of Fujita Touki, a company that coordinates the sales of Minoyaki. The company is located in Oribe Hills where the Toki Minoyaki festival is held and a many pottery wholesalers reside there.
She grew up watching her father and grandfather’s backs, who fostered the growth of Minoyaki, which is the largest produced pottery in Japan. And she hoped one day to widespread this art, which was protected and enhanced by predecessors.
Being a company that sells tableware for commercial use and having national channels, it has the mission to precisely grasp the needs of the consumers and deliver products on demand to its stores. In order to further spread Minoyaki, Fujita thought to sell tableware together with hand made craft and home goods. Eating, decorating the room and enjoying fashion are all part of life. I wanted to promote having tableware that match the interior of the room it is in.
Finally in April of 2009 with her hard work she opened her Ceramic ware store called “Felice”. One can find handmade accessories, wooden crafts and clothing made by local artists and also select products chosen by Fujita herself which she felt would fit in the home. Amongst these products, original works are displayed as well.
Fujita is a dealer so, she requests manufacturers to design the shape and produce works that fit the theme or environment. Her concept is “To enjoy to use and dine with the tableware”. So in her store she shows the scene in which the products are used along with other products.