Not just “diamond-grade” strawberries！ The worldview of Tohoku artisans attracts international students to local travel

Manpuku Kiln is one of the few pottery workshops in Japan that still creates using traditional semi-underground anagama kilns. (Photo provided by VISIT Tohoku)

Affected by the 3.11 Great East Japan Earthquake, over 100,000 households in the Tohoku region were impacted, and local businesses also faced severe challenges. This year, the Japan Reconstruction Agency and VISIT Tohoku have jointly launched an educational tourism initiative for the first time. Unlike conventional sightseeing programs, this Tohoku educational tourism integrates local craftsmanship, regenerative economy, history, culture, and agriculture, offering international students an in-depth experience of the region’s rich humanistic spirit and innovative industries.

The term “artisan” originates from Japan’s craft industry and represents the spirit of craftsmanship dedicated to the pursuit of perfection. The Tohoku region is also a cultural hub and home to many artisans. Whether it’s glasswork, woodworking, pottery, indigo dyeing, or charcoal making, traditional handcrafts passed down through generations are still preserved here. Many local artisans are not only engaged in their own creative work but also actively share their unique artisan worldview by opening up their creative spaces to the public.

For example, Zaō Pottery Workshop “Manpuku Kiln,” run by a father and his two daughters, is one of the few that still possesses a traditional semi-underground anagama kiln, which was introduced to Japan from the Korean Peninsula in the 5th century. There’s also glass workshop Kirlo, established by an artisan couple with over 20 years of experience in Murata using a traditional Japanese house, and the woodcraft art workshop “Mufuro,” which draws inspiration from locally discarded driftwood damaged by the tsunami.

Woodcraft artisan Masaki Niinuma creates unique pieces by deeply studying the characteristics of each type of wood. (Photo provided by VISIT Tohoku)

Murata still preserves several centuries-old dozō (earthen storehouse) buildings, symbolizing the glory of safflower merchants who once amassed wealth rivaling that of feudal lords. (Photo provided by VISIT Tohoku)

The rich history and culture of Tohoku are also one of the major attractions drawing domestic and international tourists. In addition to tangible historical sites such as castles dating back to the Warring States period, ancient temples rooted in Japan’s unique Shinto beliefs, and traditional architecture left by wealthy merchants, there is also a wealth of intangible cultural heritage including kyudo (archery), ikebana (flower arranging), dance, and the tea ceremony.

For instance, Murata, known as “Little Kyoto,” reflects the wealth accumulated by safflower merchants who traveled frequently between Tohoku and Kansai during their prosperous times, leaving behind timeless and outstanding architectural complexes. There are also sites like the Ping Shan culture, which boasts a history of over a thousand years, and the UNESCO World Heritage-listed Chūson-ji and Mōtsū-ji temples, renowned for their unique architectural styles. These are perfect spots where visitors can embark on a journey through time and immerse themselves in Japanese history and culture.

Ice cream shop “GELATERIA LA FESTA” uses locally produced ingredients to breathe new life into the quaint town of Marumori. (Photo provided by VISIT Tohoku)

Moreover, the region’s outstanding agriculture and dairy farming, nurtured by its natural geography and climate, are also among Tohoku’s great assets. Examples include the Watanabe Farm, which emphasizes producing branded milk through natural grazing methods; the emerging ice cream shop “GELATERIA LA FESTA” in Marumori, which handles everything from milk production to retail under its own brand; and GRA Co., Ltd., which utilizes IT to develop smart agriculture and create a brand of “diamond-grade” strawberries valued at ¥1,000 per piece. These initiatives offer insights into the unique business philosophies of the Japanese. The program is scheduled to launch during the 2018 winter vacation in January and February.