Connecting Japanese and Vietnamese Traditions with Unique Pochettes at Kanda Festival

Connecting Traditions: Pochettes from Vietnam at Kanda Festival

The Kanda Festival, held on May 10 and 11, showcases a unique cultural exchange through the participation of local companies and their employees. One notable example is Yamazaki Baking Co., Ltd., which provides its employees with specially made pochettes during the festival. These pochettes, crafted with precision and care, are traditional Vietnamese handicrafts supported by the non-profit organization, FIDR (Foundation for International Development and Relief).

A Symbol of Cultural Exchange

The pochettes are adorned with vibrant, colorful stripes on a black background, reflecting the traditional clothing and weaving techniques of ethnic minority women from Vietnam's Central Highlands. Despite the rich cultural heritage of these weaving traditions, modernization has posed challenges to their preservation. FIDR has been working for the past 15 years to help these artisans monetize their skills, offering training, product development, and marketing assistance. As a result, stable sales have flourished in Vietnam, leading to recognition of these crafts as part of the country’s intangible cultural heritage since 2014.

This partnership has started a revival of pride in these traditional cultures among younger generations, ensuring the continuation of these valuable skills.

Yamazaki's Commitment to Social Contribution

Yamazaki Baking Co. has long been committed to social contributions, supporting FIDR’s initiatives through donations and active participation. The company aims to forge direct connections between its employees and the beneficiaries in Vietnam, allowing them to appreciate the importance of their contributions. To this end, they began sourcing the pochettes from Vietnamese ethnic minorities through FIDR two years ago, coinciding with their participation in the Kanda Festival.

The striped pochettes designed to match the festival's traditional attire received positive reviews. As a result, they decided to place another order this year; the entire cost of 300,000 yen will directly benefit the artisans who crafted them.

Voices from Yamazaki Employees

One employee shared their experience from two years ago: “I carried the pochette while parading with the mikoshi. The texture and colors were perfect, and it was truly stylish. Knowing that I am supporting the ethnic minorities of Vietnam with my purchase adds deeper significance to owning a handmade item that is one of a kind. Last year, I thought it would be convenient if the strap could be adjustable, and this year's pochette has addressed that concern. I can't wait to use it during the festival!”

As the Kanda Festival returns this year with the vibrant energy reminiscent of pre-COVID times, the collaboration between a Japanese festival and Vietnamese traditions promises a rich cultural celebration. Wasshoi! Let's embrace this unique blend of cultures and support the artisans who make it possible.