Published in the July 2025 issue of Akita Economic Report.
[Reasons for the Award]
1. In addition to manufacturing and selling kaba-zaiku (cherry-bark crafts), the company also engages in the sale of fine art crafts and tourism-related souvenirs.
2. The company has actively pursued overseas expansion—particularly in Europe—in an effort to broaden the market for traditional crafts. Since its first exhibition at the international trade fair “Ambiente” in Germany in 2012, the company has conducted market research across various parts of Europe. Its products have been adopted by renowned international brands, successfully promoting Akita-born craftsmanship to global markets.
3. In the production of kaba-zaiku, the company practices sustainable manufacturing by utilizing unused materials that are typically discarded. These materials are efficiently repurposed into a range of products, from wall panels to small accessories, earning high praise for both their functionality and environmental consciousness.
Remarks by the Award Recipient
Mr. Koki Tomioka, President, TOMIOKA SHOTEN CO., LTD.
It is a tremendous honor for all of us at Tomioka Shoten to receive the prestigious "Small and Medium Enterprise Promotion Award." I would like to extend my heartfelt gratitude to everyone who has continuously supported us.
This year marks a significant milestone: the 50th anniversary of our company’s founding, 40 years since I joined the company, and 20 years since I succeeded my father as president. For both myself and the company, this is a memorable and symbolic year. I would like to take this opportunity to reflect on our journey, share our vision, and reaffirm our commitment to the future.
Our company began when my father took over Kikuchi Shoten, a cherry bark ware wholesaler in Kakunodate. In our early years, we faced two major challenges. The first was securing the raw material—cherry bark. Thanks to the tremendous support of the kaba-zaiku (cherry bark craft) artisans, we were able to overcome this crisis. The second challenge was financial. When the former town of Kakunodate began constructing the Kakunodate Cherry Bark Craft Heritage Center and the Furusato Center, as well as launching a wild cherry tree planting project, our company, together with others in the kaba-zaiku industry, made a large donation. We have heard that such an initiative is rare even on a national level. It was a clear manifestation of the town and the industry coming together with strong determination to promote both industry and tourism.
I joined the company run by my father in 1985, during the height of Japan's bubble economy. We were fortunate to benefit from this economic boom, and our company experienced steady growth. My role was to develop sales channels through department stores and gift wholesalers. In those days, department store sales were often said to be "limitless once products are placed on display," and once we had shelf space, sales soared as long as inventory lasted.
From early March to early April was the peak season for gift-giving. Our largest sales event was a department store exhibition in Yokohama. We would stack more than 20 cartons of products, and for a whole month, this became one of our main sources of revenue. When the event ended in early April, the cherry blossom festival in Kakunodate began. With no stock left in our warehouse, I would drive overnight to Yokohama in a van, load the products, and return to Akita without rest. Though it was exhausting, it was also a time filled with satisfaction and a sense of achievement.
However, such prosperous times did not last. After the bubble burst, our sales gradually declined. In 2005, I succeeded my father and relocated our headquarters to Semboku City. We also opened a select shop called Art & Craft Kazuki, attached to the main store. However, sales did not improve. Traditional items like tea trays, document holders, small drawers, and tea and dish caddies—once in high demand—were no longer selling. This reflects a common challenge faced by traditional crafts: being "traditional" no longer aligns with modern lifestyles, leading to decreased demand. To address this, I revised our corporate philosophy in 2008 to reintroduce the appeal of kaba-zaiku.
"As a manufacturer of kaba-zaiku, a nationally designated traditional handicraft, we at Tomioka Shoten aim to be a company that contributes to the enrichment of people's lives by communicating the value of this unique, one-of-a-kind craft not only to Japan but to the world at large, and by providing the richness of just “one for life” through its continued use."
This philosophy is built on four key concepts:
• “Unique as a one-species, one-genus craft”
• “Disseminating widely to the world”
• “The richness of continued use”
• “Contributing to enrich people's lives”
Among these, I constantly thought about how to realize the goal of “disseminating widely to the world.” Then, on March 11, 2011, the Great East Japan Earthquake struck. The Sanriku region, known for its high-value gift culture, was severely affected. On the day before the disaster, March 10, one of our employees had delivered a van full of kaba-zaiku products to several business partners. The next day, all of it was lost.
This moment led me to a firm decision: “Now is the time to realize our corporate philosophy by going global.” I contacted Mr. Yukio Hashimoto, a world-renowned spatial designer, and asked him to design kaba-zaiku products suitable for everyday use overseas. At the same time, I began making monthly visits to the Tohoku headquarters of the Organization for Small & Medium Enterprises and Regional Innovation in Sendai to study international contract drafting.
Eventually, we passed the screening for the international trade fair and exhibited in Frankfurt in February 2012—our first step into global markets. Many advised, “It’ll take 3–4 years to receive offers,” or “You’ll need the stamina to continue exhibiting until then.” Yet, by great fortune, we received an offer in our very first year—from a prestigious French luxury brand. It was our first direct export transaction, and I still vividly remember being frozen in disbelief at that moment.
Since then, we have continued exhibiting at overseas trade fairs and conducting market research across Europe. Through these efforts, we met designer Mauricio Clavero Kozlowski, with whom we developed a kaba-zaiku wall panel last year. Mr. Kozlowski described himself as “a guide to bring nature into the home.” When I heard these words, I felt an instant connection. I realized that the large volume of unused material not suited for making our main product, the tea caddy, could be repurposed into these wall panels.
By contrasting it with artificial materials in architecture, we could bring out the beauty of nature from any material. This was a groundbreaking realization—one that opened new possibilities for kaba-zaiku. The wall panel is our latest product.
I hope people around the world will one day use kaba-zaiku naturally in their daily lives. To spread it globally, adapting to local cultures and lifestyles is essential. Moreover, kaba-zaiku allows for enjoyment of its aging process, and because it can be repaired as long as artisan culture survives, it can be used and cherished across generations. This embodies the concept of “the richness of continued use,” and connects to our vision—to be a company that contributes to family bonds.
Finally, before being a president, I am first and foremost an employee. Together with all our staff, we will continue striving every day to be a company that nurtures family ties and enriches lives. I humbly ask for your continued support and guidance.
Thank you very much for your kind attention today.