IDEAS FOR GOODThe Japanese traditional industry has been declining in recent years. This is because of the growing aging population of artisans, the absence of successors and the dip in demand for traditional crafts.
One company, AERU Company, may have found the solution to preserve traditions from one generation to the next. It does so by mixing the wisdom of ancestors with a modern sensibility.
The key to preserve Japanese tradition
Entrepreneur Rika Yajima founded AERU Company in 2011, during her fourth year in university. She shares that “by complementing the traditions and wisdom of our ancestors with today’s way of living, we will be able to reap a fulfilling lifestyle that one generation can pass down to another.”
AERU Company is a newly developed business that carry brands such as AERU. It is a traditional brand producing original daily necessity products. The products are handmade by artisans from all over Japan, including tableware, clothes and toys. In part of their vision to preserve Japanese traditions, AERU makes them for 0-6 years old children. They are designed so they can be used even when these children become adults. In fact, they would last a lifetime.
A traditional industry brimmed with the wisdom
“We receive tradition and wisdom gained through repeated trial and error. This effort comes from our ancestors attempting to perfect skills and to produce excellence. Rather than regarding the wisdom of our predecessors as a bygone past, it is our duty to allow following generations to experience even richer lifestyles.”
An example would be AERU’s Koboshinikui Utsuwa (spill-resistant tableware). This tableware comes with a ledge that allows foods such as soft porridge, minced vegetables, and soup to be scooped easily, facilitating children to be able to eat on their own. It is an exquisite product that combines artisanal skills with a contemporary touch.
AERU also carry other products such as the Ikazaki Washi Paper Balloons from Ehime prefecture and the Kumiko Zaiku Ornaments from Fukui prefecture. One can find a myriad of contemporary products that encompass traditions original to their respective regions. Not only do these products look good on the outside, but they are also practical, convenient and handy to use.
The Tokushima Prefecture Indigo Baby Gift Set is a popular gift item for celebrating the birth of a baby. It comes in a box that includes a set of newborn baby clothes, socks, and a face towel. Each article of clothing showers newborn babies with the affection that encapsulates traditions and cultures unique to Japan. They are chemical-free, using a natural lye fermentation method to dye instead. This is a traditional process used since the Edo period. The clothing is also natural organic cotton because it is delicate on the skin for newborn babies. This method of production is an example of sankei yoshi (three-way satisfaction), which benefits the consumer, producer, and environment.
The wisdom of sankei yoshi for consumers, producers and environment
Sankei yoshi is one of the many pearls of wisdom passed down from Japanese predecessors. It is also an important aspect to AERU’s brand. It is an old saying of Omi merchants that once flourished in present-day Shiga prefecture. Rather than merely focusing on the interest of sellers, trading should be done in consideration of the satisfaction of buyers and its contribution to promote development and welfare of the community.
Why the focus on traditionally manufactured products?
During junior high school, Yajima was a member of the tea and flower arrangement club, where she discovered the tearoom and its calming effect on people. Being in the tearoom and surrounded by traditional Japanese crafts became a huge influence in her life. Yajima’s dream was to become a journalist. During university, at the age of 19, she traveled to different parts of Japan to document the stories of artisans in the traditional craft industry. This also marked the start of her career. These encounters and her burgeoning attachment from using artisanal products gifted her an enriched quality of life beyond her expectations.
It was also then that Yajima realized a problem. Despite being born and raised in Japan, she had little knowledge and limited encounters with its tradition and culture.
This motivated her to produce a series of traditionally manufactured products made specially for babies. Yajima wanted to build an environment where children can grow up surrounded by nature and tradition from an early age. This way, it would become second nature to them to reach out for traditionally manufactured products in their daily lives when they grow up. With that in mind, Yajima began her job-hunting activities, in search of a company that resonated with her beliefs. However, she was not able to find one. Hence, she set out to start her own company. She came in first for a business contest and created AERU Company with the prize money.
Experiencing tradition at AERU accommodation
AERU room is a combined effort of artisans, hotels and ryokans (traditional Japanese inns) from different parts of Japan. This initiative allows visitors to unravel the tradition and culture of each region. AERU is planning to set these rooms in all 47 prefectures of Japan.
Currently, AERU room is available in Nagasaki, Himeji and Nara. Guests of AERU room will be able to experience the individualistic history and culture of respective regions. For example at Nagasaki’s AERU room, one can find a historical map of Dejima and Chinatown during the Edo period. The room is also equipped with handmade mugs made by artisans from factories located in the hotel’s vicinity. Furthermore, AERU room is a charming accommodation as the rooms operate almost like a concierge.
What change does AERU Company want?
“AERU Company wishes that everyone would be more responsible in their day-to-day consumption. We hope everyone starts incorporating a mindful lifestyle through what AERU is offering. It creates a channel that allows tradition and wisdom that passes on to future generations.”
With the advancement of technology, ideas are turning into reality. These same ideas have also molded the world we live in today into a much convenient place than before. This gives us the ability to live each day earnestly and the capacity to protect our family, our environment and our traditions.
With that being said, the reason behind the growth of AERU Company is not due to the treating tradition as a top priority. Instead, the wisdom of ancestors is translated into their products and businesses by taking into consideration of our current way of living. Perhaps we can learn sustainable development from AERU Company’s business model.
Image via AERU Company
This article was originally published on IDEAS FOR GOOD.
Translated by Amanda Wee.
