Beyond Tradition, To the World. JINSUI CEO Yusuke Watanabe on "The Future of Tokoname"

Tokoname, Aichi Prefecture, is a pottery village boasting a thousand years of history. Known as one of Japan's Six Ancient Kilns, this region has long preserved the tradition of crafting vessels for daily life, primarily focusing on teapots and tea ceremony utensils.

"JINSUI" embodies this tradition in the modern age, pursuing new beauty and functionality. The tea ceremony utensils created by Mr. Watanabe, who is both a craftsman and the representative director, combine the warmth of clay with the sophistication of modern design. As "vessels that enrich the user's time," they are now attracting global attention.

— First, please tell us about the JINSUI brand.

Watanabe: JINSUI is a brand born from a kiln in Tokoname City, Aichi Prefecture, with over 100 years of history. While inheriting Tokoname's techniques, we create tea utensils that suit modern lifestyles. Even with traditional crafts, I believe it's necessary not just to "preserve" but to "evolve" them.

— Mr. Watanabe, you weren't originally a craftsman, but started out as a florist, is that right?

Watanabe: That's right. I originally worked at a flower shop. I enjoyed working with my hands and was interested in "planning and creating things myself." But gradually, I wanted to create things on a larger scale, so at the age of 30, I decided to take over the family business. The COVID-19 pandemic prompted me to re-evaluate the brand, and I shifted our focus from "preserving tradition" to "updating tradition."

— Tokoname ware is famous for its teapots, isn't it? What are the characteristics of JINSUI teapots?

Watanabe: First, it's their "lightness." They are thin yet strong and very light. We design them so that you feel a "pleasant sensation" the moment you hold them. Furthermore, we prioritize achieving both beautiful form and functionality. We aim to create tea utensils that beautify the user's time.

— JINSUI's pottery has also received high praise overseas.

Watanabe: Fortunately, we are popular, especially in Europe and North America. European customers, in particular, often choose our products with an understanding of their "cultural background." That's why, while valuing Japanese aesthetics, we finish our designs with a modern touch. To protect the brand's value, we prioritize "reaching those who truly understand." We strongly desire to be a brand loved for a long time by customers who cherish our brand. We feel it's more important to deliver our products to customers, both domestically and internationally, who understand JINSUI's philosophy without compromise.

— It seems there are many female staff in the workshop. Is there a particular philosophy behind your hiring?

Watanabe: Yes. More than their resume, I look for "consideration." People with consideration show it in their craftsmanship. It's not just about the artisan's skill, but also about the feelings put into it for the user. While there are many women in the workshop, it was a natural progression. When you build a team around "consideration," it naturally results in more women. My impression is that women often cooperate with each other and earnestly dedicate themselves to the work at hand. Even if they can't work long hours due to family circumstances, they do more than expected within the time they have. That might be why there are many women in our workplace.

— Finally, please tell us about JINSUI's future aspirations.

Watanabe: "Tradition x Modernity" is the concept of our brand. While valuing tradition, we express it in a way that suits the present age. Rooted in Tokoname, our gaze is global. I believe that traditional crafts are not relics of the past, but can create new value in the lives of people living today.

What resonated from each of Mr. Watanabe's words was not the weight of "inheriting tradition," but the strength of "the attitude of elevating tradition into modern forms and challenging the world." The inherent beauty of the clay, combined with Mr. Watanabe's sensibility and modern design, transforms JINSUI's vessels from mere tools into "works of art for savoring time."

The lightness the moment you pick it up, the warmth conveyed to your fingertips, and the quietly emanating presence. All of it makes the user's daily life a little more special.

JINSUI, evolving beyond tradition with a modern aesthetic. Why not welcome its "timeless beauty" to your own table?