The challenge to create new products for survival
During the time Tanzan gama was founded, each town specialized in different products such as Dachi-cho for rice bowls, Oroshi-cho for Sake servers, Hida for plates and here in Jorinji area, it mainly produced Japanese teacups. Later on, the division of labor gradually declined. During the 1970’s, gas fired kiln and high-pressure casting were introduced to make new products and they started to manufacture other kinds of potteries besides Japanese teacups. Furthermore, as the demand for gift products increased, they changed their business to become a manufacturer of various products such as plates, vases, cups and small bowls.
Unfortunately they could not keep up with the low cost, mass-production by large corporations, and the gift market itself shrank, decreasing the number of orders.
The trend of mass production ended and the new trend focused on the value of the process of creating potteries. To overcome this change, Masahiro believed he needed uniqueness and started to develop his original products.