Zenbird Editorial TeamA new project is set to revitalise Mino ware, a traditional ceramic craft from Gifu Prefecture with a history spanning over 1,300 years. It aims to create new sales channels in South Korea by collaborating with K-pop girl group SAY MY NAME and Japanese model and producer Tsubasa Masuwaka.
The Mino ware industry, centred in the Tono region of Gifu, faces significant challenges. The prevalence of mass production and consumption has led to a decline in demand and a critical shortage of artisans, threatening the survival of this unique craft. This project seeks to counter that trend by introducing Mino ware to new, international audiences.
Project ambassadors include the K-pop group SAY MY NAME, produced by artist JAEJOONG, and Tsubasa Masuwaka, a multi-creator known for producing successful cosmetic brands. Both will develop new Mino ware products. SAY MY NAME members are designing their own ceramics, while Masuwaka is creating a collection of plates and ramen bowls based on a triangle theme. Five local kilns from Toki City are participating in the project.
SAY MY NAME expressed their enthusiasm for the collaboration. “We are truly honoured to collaborate with Mino ware, which has a history of over 1,300 years and is loved by people all over the world today,” the group stated. “We hope to learn deeply about its charm by actually experiencing Japanese traditional crafts, and to be able to communicate the new appeal of Mino ware from us to the world.”
Masuwaka also shared her respect for the craft. “I am truly honoured to be collaborating with a traditional Japanese craft. Mino ware is a beautiful ceramic that has been passed down for over 1,300 years. I will be creating products together with them based on the theme of triangles, which will blend the simple beauty of Mino ware with new, easy-to-use everyday shapes.”
The project will unfold in three stages. The first phase is a promotional event at the Japan-Korea Exchange Festival in Seoul on Oct. 12, where the five kilns will exhibit new products and showcase the development process of the collaboration items. The second phase involves a special television programme, scheduled to air between January and March 2026, which will follow SAY MY NAME members as they visit the kilns in Gifu to experience the craft firsthand. The final phase, planned for April 2026 onwards, will be the official launch and sale of the newly designed Mino ware products.
