Yamada Paper Crafts, founded in Kagawa Prefecture in 1975, is a manufacturer that specializes in producing fans.
The second-generation president, Yamada Tokitatsu, launched Marugame Uchiwa's own brand, "Uchiwaya Suzu."
Behind this was Yamada's passion for local industry and his unique values.
What I've been involved in for a long time
Yamada Paper Crafts was founded by Yamada's father.
"My father was good at making things, so people around him would often ask him if he could make something like this."
This consultation led to the decision to start manufacturing fans, a local industry with a 400-year history.
"You might be familiar with the plastic fans we see today, but my father created the prototype for machine production."
By 2022, Marugame City accounted for 90% of the domestic production share, and Yamada's father contributed to creating this system.
After graduating from a technical college for architecture, Yamada joined Yamada Paper Crafts.
"Three years after I joined the company, my father passed away due to illness. That was the opportunity for me to become president."
In this way, since the age of 23, he has been involved in business and local industries as president.
Create a system that brings joy
As Yamada learned about the overall picture of Marugame Uchiwa, a local industry, a certain idea began to take root in his mind.
"Marugame fans are made by hand from a single piece of bamboo by artisans. This traditional technique has been passed down for 400 years."
However, there is now a strong sense of crisis.
"Plastic fans have become mainstream over the past few decades. If we don't do anything, the traditional Marugame fans will disappear. That's why I want to create a system that will allow us to continue making them so that they don't disappear."
To that end, the brand "Uchiwaya Ryo" was launched.
"These days, even if you acquire the skills to become a craftsman, there is little work to begin with. So, if we can first establish a track record of selling Marugame Uchiwa, other manufacturers might start thinking, 'Let's make Marugame Uchiwa too.' This will increase work, which should make the craftsmen happy."
We will support local industries by involving other companies.
In other words, for Yamada, it's not just about his own company doing well.
"My father also didn't obtain a patent for the plastic fan production machine he developed. I think he thought it was no good to just think, 'It's fine as long as it's good for us.'"
Yamada Paper Crafts has a DNA that is not just for its own company, but also for the local industry.
Do whatever you think is necessary
The reason why Yamada started Uchiwaya Ryo was because of his own unique values.
"Even within the Marugame Uchiwa Association, there were voices saying, 'We have to do something to preserve the traditional Marugame Uchiwa.' I felt the same way, and I thought it was important to not just talk about it, but to actually take action."
If you believe you need to change, you won't be satisfied unless you take action.
"I've been involved with fans for a long time, so I know how good they are. I want to spread that knowledge even further."
Yamada has always been thinking about how he can use fans to contribute to society.
"The product called REFINE is made from discarded fishing nets to help protect the marine environment. We thought about what we could do to address the problem of marine debris."
Even today, Marugame fans are made entirely by hand by artisans, from the time they find the bamboo to the time they are made.
This is a combination of Yamada Paper Craft's DNA and Yamada's unique values.
Through the products of Uchiwaya Suzu, we hope you will experience the technology and culture that has supported the Japanese summer.
