Culture Generation Japan ᱨᱮᱱᱟᱜ Craftal ᱠᱷᱟᱶᱡᱟ-ᱠᱟᱴᱷᱤ ᱪᱟᱸᱰᱟᱹ ᱥᱮᱵᱟ (Tableware Subscription Service)

Culture Generation Japan ᱨᱮᱱᱟᱜ Craftal ᱠᱷᱟᱶᱡᱟ-ᱠᱟᱴᱷᱤ ᱪᱟᱸᱰᱟᱹ ᱥᱮᱵᱟ (Tableware Subscription Service) ᱫᱚ ᱥᱟᱝᱥᱠᱨᱤᱛᱤᱠ ᱵᱤᱨᱫᱟᱜᱟᱞᱤ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾

ᱠᱟᱥᱟᱥᱟᱝᱥᱠᱨᱤᱛᱤᱠ ᱵᱤᱨᱫᱟᱜᱟᱞᱤ· 2022

Craftal ᱠᱷᱟᱶᱡᱟ-ᱠᱟᱴᱷᱤ ᱪᱟᱸᱰᱟᱹ ᱥᱮᱵᱟ (Tableware Subscription Service)

Culture Generation Japan ᱞᱮᱠᱟᱛᱮ

ᱜᱟᱦᱟᱠ: Craftal

ᱥᱟᱝᱥᱠᱨᱤᱛᱤᱠ ᱵᱤᱨᱫᱟᱜᱟᱞᱤ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ

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ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ

#139328 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪ

ᱥᱟᱭᱤᱴ ᱧᱮᱞ ᱢᱮ A' Design Award ᱨᱮ ᱧᱮᱞ ᱢᱮ ᱯᱨᱮᱥ ᱨᱤᱞᱤᱡ ᱯᱩᱨᱥᱠᱟᱨ ᱵᱮᱡ

ᱨᱚᱝ

ᱰᱤᱡᱟᱭᱤᱱ

Craftal ᱠᱷᱟᱶᱡᱟ-ᱠᱟᱴᱷᱤ ᱪᱟᱸᱰᱟᱹ ᱥᱮᱵᱟ (Tableware Subscription Service) ᱵᱟᱵᱚᱛ ᱛᱮ

ᱠᱨᱟᱯᱴᱟᱞ ᱢᱮᱱᱟᱜ-ᱟ ᱢᱤᱫ ᱪᱟᱸᱰᱟᱹ ᱥᱮᱵᱟ ᱡᱟᱦᱟᱸ ᱡᱟᱯᱟᱱᱤ ᱠᱟᱹᱨᱤᱜᱨᱤ ᱠᱷᱟᱶᱡᱟ-ᱠᱟᱴᱷᱤ ᱠᱚ ᱨᱮᱥᱴᱚᱨᱮᱸᱴ ᱟᱨ ᱚᱲᱟᱜ-ᱠᱚᱨᱮ ᱮᱢᱚᱜ-ᱟ ᱾ ᱵᱮᱵᱷᱟᱨᱤᱭᱟᱹ ᱠᱚ ᱢᱤᱫ ᱦᱟᱹᱴᱤᱧ ᱜᱮᱞᱮᱨᱤ ᱵᱟ ᱚᱱᱞᱟᱭᱤᱱ ᱠᱮᱴᱟᱞᱚᱜ ᱠᱷᱚᱱ ᱥᱟᱭᱴᱤ ᱴᱟ ᱚᱴᱟ ᱵᱟᱪᱷᱟᱣ ᱠᱚᱣᱟᱭ ᱟᱨ ᱢᱤᱫ ᱠᱤᱩᱨᱮᱴᱚᱨ ᱵᱟᱪᱷᱟᱣ ᱨᱮᱭᱟᱜ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢᱚᱜ ᱫᱟᱲᱮᱭᱟᱜ-ᱟᱭ ᱾ ᱚᱱᱟ ᱛᱟᱭᱚᱢ ᱠᱷᱟᱶᱡᱟ-ᱠᱟᱴᱷᱤ ᱠᱚ ᱯᱮ ᱪᱟᱸᱫᱚ ᱞᱟᱹᱜᱤᱫ ᱠᱚᱦᱚᱛᱮ ᱦᱮᱡ ᱟᱠᱟᱱᱟ ᱾ ᱯᱮ ᱪᱟᱸᱫᱚ ᱛᱟᱭᱚᱢ ᱛᱟᱭᱚᱢ, ᱚᱴᱟ ᱠᱚ ᱵᱚᱫᱚᱞ ᱵᱟ ᱨᱩᱣᱟᱲ ᱫᱟᱲᱮᱭᱟᱜ-ᱟ ᱾ ᱨᱩᱣᱟᱲ ᱚᱴᱟ ᱠᱚ ᱰᱤᱥᱴᱨᱤᱵᱭᱩᱥᱚᱱ ᱥᱮᱸᱴᱟᱨ ᱨᱮ ᱢᱮᱸᱴᱮᱱᱚᱸᱥ ᱧᱟᱢ-ᱟ, ᱟᱨ ᱟᱭᱢᱟ ᱵᱮᱵᱷᱟᱨᱤᱭᱟᱹ ᱛᱟᱭᱚᱢ ᱠᱩᱞ ᱦᱮᱡ ᱫᱟᱲᱮᱭᱟᱜ-ᱟ ᱾ ᱱᱚᱶᱟ ᱥᱮᱵᱟ ᱠᱟᱹᱨᱤᱜᱨᱤ ᱠᱚ ᱟᱨ ᱡᱟᱦᱟᱸ ᱡᱟᱦᱟᱸ ᱦᱚᱲ ᱡᱚᱛᱚᱲ ᱠᱟᱹᱢᱤ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ, ᱚᱱᱟ ᱠᱚ ᱡᱩᱲᱟᱶ ᱠᱟᱴᱮ-ᱟ, ᱡᱟᱦᱟᱸ ᱞᱮᱠᱟᱛᱮ ᱥᱤᱫᱷᱟ ᱯᱷᱤᱰᱵᱮᱠ ᱦᱚᱨᱟ ᱨᱮᱭᱟᱜ ᱵᱤᱠᱟᱥ ᱯᱟᱛᱮ ᱛᱮᱭᱟᱨ ᱫᱟᱲᱮᱭᱟᱜ-ᱟ ᱾

ᱢᱟᱱᱟᱱ

A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ

Craftal ᱠᱷᱟᱶᱡᱟ-ᱠᱟᱴᱷᱤ ᱪᱟᱸᱰᱟᱹ ᱥᱮᱵᱟ (Tableware Subscription Service) ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Craftal ᱠᱷᱟᱶᱡᱟ-ᱠᱟᱴᱷᱤ ᱪᱟᱸᱰᱟᱹ ᱥᱮᱵᱟ (Tableware Subscription Service) ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾

ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ

ᱯᱨᱮᱥ ᱠᱤᱴ

ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾

ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ: Craftal is a subscription service that provides Japanese craft tableware to restaurants and households, fostering a new environment where people can meet a wide variety of traditional crafts from all over Japan. This platform to solve these issues faced by both the restaurant side and the craftsmen, and we have now we started working directly with chefs to develop highly usable tableware products by incorporating their feedback and experiences.
ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ: The current scale of the business is as follows: 1) More than 300 products available, 2) Over 30 restaurants, 3) Over 50 end-users, 4) Over 50 craftsmen and artisans, 5) Over 500 people participating in trial events.
ᱴᱮᱜ ᱠᱚ: Japanese traditional craft industry, Japanese tableware, subscription service, craftsmanship, Japanese craft, circular economy, sustainability, craftal
ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ: Craftal’s business model was designed to solve problems faced by both craftsmen who make tableware and the restaurants who use them. For craftsmen, it is difficult for them to sell expensive products, but it is difficult for them to expand their craft if they only make pieces that can be sold cheaply. For restauranteurs, buying a wide variety of tableware is expensive, especially because they have to rotate it seasonally to pair with changing dishes depending on the time of year.
ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ: When Craftal was first launched, COVID-19 infections began to spread around the world in early 2020. Since our initial target, which consisted of restaurants that were negatively impacted by this, we had a difficult time promoting the service. Our response was to start a B2C service targeting individual households and we were able to increase awareness of the service this way. Also, we tried to appeal to a larger group of customers, and realised there was a need from restaurants specialising in Western cuisine, which we did not foresee as our initial focus on just Japanese restaurants.
ᱜᱚᱵᱮᱥᱚᱱᱟ: We conducted interviews with numerous hotels and restaurants and found that for restauranteurs, they wanted to purchase a wide variety of tableware to pair with seasonal menus, but there were three main barriers to this: 1) price, 2) storage, 3) opportunity cost (ie. time spent researching and purchasing).

Also, we learned that there are many levels of middlemen, which means that craftsmen cannot directly get feedback from the restauranteurs, affecting standards for product development.
ᱯᱨᱮᱨᱚᱱᱟ: The Japanese traditional craft industry is facing problems such as declining sales, labor shortage, product development, and lack of ability to develop sales channels in each process from production to sales due to the division of labor.
On the other hand, although there is a need for restaurants to use traditional crafts, there are not many opportunities to purchase them because of the time and cost involved.
This service was created in the process of thinking of ways to solve such problems.
ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ: The service was first established in June 2019 in Tokyo as a B2B platform connecting restauranteurs and craftsmen in Japan and is still continuing to this day.
Targeting individual households, the B2C service was launched in May 2020 to address people spending more time at home due to the spread of COVID-19 infection.
ᱠᱟᱹᱢᱤ ᱦᱚᱨ: 1. Users select 30 tableware pieces from the physical gallery or online catalog. Specially tailor-fit selections based on consultations by a curator is also available.
2. Once inventory is confirmed at the distribution center, the tableware will be sent to the restaurant for an initial trial period of three months.
3. After three months, the customer will either exchange or return the tableware pieces, and those returned will undergo maintenance at the distribution center before being sent to use at another restaurant.
ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ: Producer: Takuya Hotta
Director: Hideya Izawa
Designer: Shugo Urata
Curator: Aki Yasuda
Planner: Takahiro Tsuchida
Planner: Yumi Takahashi