~ A Tradition Evolving with the Times in the Craftsmanship of Kagawa ~
From February 12 to 14, 2025, the traditional craft Marugame Uchiwa from Kagawa Prefecture was showcased at the joint exhibition “Dainipponichi”, held in Ebisu, Tokyo. This year’s event marked a milestone, featuring a record 100 brands from across Japan under the banner of “100 Exhibitors Expansion Declaration,” organized by Nakagawa Masashichi Shoten. Covering a wide range of regional products across clothing, food, and lifestyle, the venue buzzed with energy and anticipation.
Marugame Uchiwa: A New Step Forward in Innovation and Challenge
For this exhibition, the selection of Marugame Uchiwa products was guided by the question: “How can we not only preserve tradition but also make it relevant to modern life?”
While retaining the classic round bamboo frame characteristic of Marugame Uchiwa, the displayed items incorporated modern design, lightweight materials, and environmentally conscious components. These efforts resulted in a refreshed product lineup that attracted significant attention—not just as a tool for cooling, but also as a refined interior decor piece.
From Local Craft to National Recognition—and Beyond
Marugame Uchiwa is a time-honored craft from Marugame City in Kagawa, dating back to the Edo period. It is said to account for about 90% of Japan’s total uchiwa production. Each fan is carefully handmade with bamboo frames, showcasing the depth of skill and wisdom passed down through generations of artisans. This time, alongside traditional craftsmanship, Marugame Uchiwa introduced a new generation of fans that reflect contemporary sensibilities and market needs.
A Launchpad to the Next Stage
Rather than a conventional trade fair, Dainipponichi is positioned as a hands-on business matchmaking event, where buyers can place orders directly while engaging in in-depth dialogue with exhibitors. The Marugame Uchiwa team used the opportunity to listen attentively to feedback from visitors, gaining valuable insights for future product development and marketing strategies.
This appearance marks a pivotal moment for Marugame Uchiwa to reflect on how traditional crafts can evolve and resonate in today’s world. Moving forward, the brand aims to expand not only in the domestic market but also explore opportunities with international visitors and overseas audiences.
The journey continues - as Marugame Uchiwa embraces its roots while stepping boldly into the future of craftsmanship.
