Launching Test Sales of Modern-Designed Traditional Crafts in the Netherlands to Promote Japanese Tradition and Support Local Communities

KNT-CT Holdings Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Yoshihiro Koyama) announces the launch of test sales for 'NEO Traditional Crafts'—traditional Japanese crafts with modern designs—through its 'NEO Traditional Crafts Platform Project,' a new initiative under its 'Future Creation Project' (※). Starting summer 2026, the company will collaborate with e-pick Store, a Japanese goods specialty store in Rotterdam, the Netherlands, to introduce these innovative crafts to international markets.

This project aims to address critical challenges facing Japan's traditional crafts industry—such as a shortage of successors and shrinking markets—by capitalizing on the growing global interest in Japanese culture and craftsmanship. Leveraging its extensive domestic and international networks developed through its travel business, KNT-CT Holdings will promote Japanese culture, contribute to regional revitalization, and support the preservation of traditional crafts.

Featured Products: Kakinuma Ningyo's 'Maneki-neko' Series from Saitama Prefecture

1. Background of the Initiative

Japan's traditional crafts industry faces significant challenges, including a lack of successors and shrinking distribution channels. At the same time, global interest in Japanese culture and craftsmanship has been rising, driven by increasing numbers of inbound tourists and international cultural appreciation.

KNT-CT Holdings aims to achieve the following by producing and promoting 'NEO Traditional Crafts'—reimagined traditional crafts adapted to modern lifestyles and overseas market demands:

- Support for traditional craft industries and artisans - Revitalization of regional economies - Enhanced global recognition of Japanese culture

2. Sales Overview

As the first phase of the test sales, three modern-designed products—including 'maneki-neko' (lucky cats) and 'daruma' dolls—crafted by Kakinuma Ningyo, a long-established doll manufacturer from Saitama Prefecture, will be sold at e-pick Store in Rotterdam, the Netherlands.

e-pick Store is operated by Murasaki B.V. (Headquarters: The Hague, Netherlands; CEO: Shinosuke Murata). The store specializes in Japanese pop culture goods such as trading cards and figurines and has gained popularity among local youth.

◆ e-pick Store

Interior view of the e-pick Store Rotterdam location and company logo

Moving forward, KNT-CT Holdings will analyze overseas market demand based on customer feedback from the test sales and engagement on its official Instagram account (with over 11,000 followers), which shares stories and backgrounds of artisans nationwide. The company plans to expand into cross-border e-commerce and develop collaborative products with intellectual properties (IP). It also aims to support the rebranding of traditional crafts, growing the initiative into a comprehensive platform for promoting Japanese culture globally.

◆ Official Instagram: https://www.instagram.com/nippon_re_craft/

This initiative goes beyond simple export of crafts. By offering 'NEO Traditional Crafts'—products that evolve traditional techniques while adapting designs and value propositions to modern lifestyles and overseas needs—the company will simultaneously convey the cultural context and artisans' dedication behind each piece. Striving to create new markets while preserving cultural heritage, KNT-CT Holdings will deliver the charm of Japanese culture to the world.

※ About the Future Creation Project

In addition to its core travel services, the KNT-CT Group is focusing on various social issues and aiming to create new value for the next 5 to 10 years. Under the 'Future Creation Project,' the company is developing new business ventures by fully leveraging its resources, expertise, and partner networks to become an enterprise that delivers 'joy' and 'emotional enrichment' across diverse scenarios, from extraordinary experiences to everyday life.