#Japan #NTT DOCOMO #Wajima Lacquer #Wajima #TAYA-SHIKKITEN

Revitalizing Wajima Tourism: A Dive into Traditional Lacquer Art

In an exciting collaboration, TAYA-SHIKKITEN, NTT Docomo Business, Netyear Group, Erian, and THE UPDATE ORGANIZATION are conducting a pilot project aimed at reinvigorating the tourism sector of Wajima City, known for its exquisite Wajima lacquer. This initiative will take place at the charming tourist facility, WAJIMANURI VILLAGE, which is equipped with galleries and workshops dedicated to showcasing this traditional craft.

Background

Wajima City, located in Ishikawa Prefecture, boasts not only famous tourist destinations like the Morning Market and Wajima Onsen but also a rich heritage in traditional crafts, particularly Wajima lacquer. Recently, the area has faced significant challenges, including population decline and aging, as well as devastation from disasters such as the Noto Peninsula Earthquake in 2026. Many businesses associated with Wajima lacquer and local accommodations have ceased operations due to these crises. Compounding these issues is a shortage of skilled labor, as craftsmen have moved away, making it increasingly difficult to maintain the region's tourism industry.

With the collective effort of businesses nationwide, the creation of new content, and targeted information dissemination to attract new craftsmen and tourists, this pilot project aims to address these pressing challenges and revitalize Wajima's tourism and lacquer-related sectors.

Overview of the Pilot Project

The central focus of this pilot initiative involves organizing tours centered around the WAJIMANURI VILLAGE to create exciting new tourist attractions. A preliminary survey was conducted among approximately 2,700 participants regarding their interest in Wajima lacquer, revealing that experiences highlighting the beauty of color usage, patterns, and the warmth of craftsmanship would significantly enhance interest in this unique art form.

Using these insights, the project will feature a special tour where participants can engage in a hands-on experience of the traditional lacquer technique known as Shinki, within a specially designed trailer house that represents Wajima lacquer's artistry. This is coupled with promotional efforts through the official social media channels of TAYA-SHIKKITEN, aimed at spreading awareness of both Wajima lacquer and the village itself.

Roles of Participating Companies

Each of the collaborating companies plays a unique role in this project:

• - TAYA-SHIKKITEN is leading the overall coordination and conceptualization of various content initiatives.
• - NTT Docomo Business is responsible for conducting the initial survey and supporting the formulation of proposals based on the survey results.
• - Netyear Group will drive promotional campaigns, assist in launching social media initiatives, and aid in creating the content to be shared.
• - Erian will provide the trailer houses and assist in planning for its use.
• - UPDATE will focus on organizing the tour experiences within the pilot.

Future Directions

Post-project, the five participating companies plan to analyze the survey results thoroughly to delve into the interests and appeal of Wajima lacquer. Their goal is to expand the sale of Wajima lacquer products at WAJIMANURI VILLAGE, thus facilitating the revival of related businesses. Furthermore, they are considering the regular execution of these experience-based tours to attract tourists who will come to Wajima City, engage with the lacquer art, and encourage local purchasing.

Ultimately, TAYA-SHIKKITEN seeks to incorporate feedback from this project into their broader strategies for expanding the sale of Wajima lacquer, aiding in the overall recovery of Wajima City. Continuous engagement through their official social media will remain crucial in fostering interest in Wajima lacquer and setting the stage for attracting both tourists and new craftsmen to the region.

This initiative stands as a testament to how collaborative efforts in cultural experiences can lead to meaningful economic revitalization in communities hit hard by disaster.