Seto ceramicware, a traditional craft of Aichi Prefecture, is about to get a new lease of life through the hands of young people who aspire to start their own businesses. Established in the spring of 2023, the Business Lovers Association at the prestigious Tokai High School in Nagoya City has embarked on a project aimed at expanding sales channels for young ceramic artists and revitalizing the traditional industry.

While Seto has a long history as one of the six oldest kilns in Japan and is highly regarded for its long history and advanced techniques, in recent years the number of members of the cooperative has dropped to half of what it was 20 years ago.

The Tokai High School Business Association, in cooperation with 10 young potters, is establishing an e-commerce site to directly connect Seto potters to consumers, with each individual potter getting a profile page including not only photos of their finished pieces but also videos of the production process.

Volunteers from the school are also planning an AR event at the Setogura Museum in Seto City, where visitors can use their smartphones to read QR codes attached to exhibits wherupon a cat character will explain the history and charms of Seto pottery.

This attempt to fuse traditional crafts with the latest digital technology is attracting attention both domestically and internationally as an important project that goes beyond mere business support, enabling young people to play an active role in the future of threatened traditions.

‍