Beyond tradition, to the world. JINSUI CEO Yusuke Watanabe talks about "Tokoname's future"

Tokoname, Aichi Prefecture, is a pottery town with a thousand-year history.
Known as one of the six ancient kilns of Japan, this area has long been known for its teapots and tea utensils.
The art of making tableware that is suited to everyday life has been passed down through the generations.

JINSUI (Jin-water) is a brand that brings this traditional soil to modern times in pursuit of new beauty and functionality.
The tea utensils created by Watanabe, a craftsman and representative director, combine the warmth of Tokoname clay with the sophistication of modern design.
It is currently attracting attention from around the world as " tableware that enriches the time of those who use it. "

 

-First , please tell us about the JINSUI brand.

Watanabe:
" JINSUI is a brand born from a pottery workshop in Tokoname City, Aichi Prefecture that has been in business for over 100 years.
While inheriting Tokoname's high-quality clay and techniques, we create tea utensils that suit modern lifestyles.
Even though it is a traditional craft, I believe it is necessary not only to preserve it , but also to evolve it ."

-I heard that Watanabe-san wasn't originally a craftsman, but started out as a florist.

Watanabe:
"That's right. I originally worked at a flower shop. I like working with my hands,
I was interested in " planning and creating something on my own. "
But gradually, I wanted to create something on a larger scale,
At the age of 30 , I decided to take over the family business.
We took the opportunity of COVID-19 to reassess our brand.
We have shifted our focus from 'preserving tradition ' to ' updating tradition ' ."

-Tokoname ware is famous for its teapots. What are the special features of JINSUI teapots?

Watanabe:
"First of all , it 's light . Tokoname clay is of really high quality, and even though it's thin, it's strong and very light.
It is designed to give you a comfortable feeling the moment you hold it in your hand.
We also place great importance on achieving both beauty of form and functionality.
Our aim is to create tea utensils that will make the user's time more beautiful."

-JINSUI tableware is highly acclaimed overseas as well.

Watanabe:
"Thankfully, it is popular mainly in Europe and North America.
Many European customers, in particular, choose products with an understanding of the cultural background .
That's why we have created a modern design while still respecting Japanese aesthetics.
In order to protect the value of the brand, we place importance on " delivering it to the right people. " We have a strong desire to make it a brand that will be loved for a long time by customers who cherish it. We feel that it is more important to deliver it to customers who understand the JINSUI philosophy, without compromising, both in Japan and overseas."

-I get the impression that there are a lot of female staff at your workshop. Are you particular about who you hire?

Watanabe:
"Yes. Rather than looking at the experience on your resume, we look at whether you have ' compassion ' .
When a person is considerate, it shows in their handiwork.
It is important that the product is not only made with the skill of the artisan, but also with the care and dedication of the user.
There are many women in the workshop, but that was a natural progression.
When we create a team based on " compassion, " it seems that we end up with a lot of women. My impression is that many women cooperate with each other and are sincere in their work. Even if they can't work long hours due to family circumstances, they still do more work than expected within the time they have. Perhaps that's why we have so many women in our workplace."

-Finally , please tell us what JINSUI aims to be in the future.

Watanabe:
"The concept of our brand is ' tradition x modernity ' .
While valuing tradition, we also create expressions that suit the current era.
While taking root in Tokoname, we have our sights set on the world.
Traditional crafts are not a thing of the past, but are a part of the lives of people living today.
I believe we can create new value."

What comes across from each of Watanabe's words is,
It wasn't the weight of " carrying on tradition, " but the strength of " sublimating tradition into something modern and taking on the world. "
The simple beauty of Tokoname clay is combined with Watanabe's sensibility and modern design.
JINSUI 's tableware is not just a tool, but has been elevated to the level of "a work of art that allows you to savor the time."

The moment you pick it up, you feel its lightness, the warmth in your fingertips, and the presence it quietly exudes.
All of these things make the lives of those who use them a little more special.

JINSUI transcends tradition and evolves with modern aesthetics.
Why not bring this timeless beauty to your dining table?