"Japanese Beauty for the World's Everyday." Cross-border EC Site Delivering Craftsmen's Skills and Stories, Launched July 1

Aiming to create new revenue opportunities by delivering not only works but also the stories of their creators and Japan's "refined beauty" to the world.

To provide opportunities for "real business" where junior and senior high school students can experience everything from planning and sales to operation while still enrolled in school.

Mt.Valley Inc. (Location: Konan City, Aichi Prefecture), which supports business startups centered on junior and senior high school students, will launch WANOWA., a cross-border EC site for Japanese traditional crafts planned and operated by high school students, as the first phase of its "Student Community Project" on July 1.

Participating in this project are Yutsuki Ito, a second-year high school student at Tokai High School in Aichi Prefecture; Ryotaro Sawai; Koka Takashima, a first-year high school student at Meijo University Senior High School; and Kazuki Ohashi, a current teacher at Tokai High School.

As the main players in the business, the students will be involved in visiting and negotiating with artisans, selecting products, planning the EC site, producing content, sales promotion, and SNS activities. Mt.Valley Inc. will be responsible for financial management, legal affairs, risk management, and business operation governance, supporting the students' endeavors to become a sustainable business.

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A Student Support Project for Junior and Senior High School Students to Challenge "Real Business"

The "Student Community Project" is a hands-on human resource development project where junior and senior high school students face social and regional issues and launch their own businesses while enrolled in school.

Instead of simply participating in vocational experience, students identify issues, devise plans, gather collaborators, and consistently handle sales, promotion, operations, and more.

While Mt.Valley Inc., partner companies, and mentors support the students' activities, the students themselves are at the forefront of the business.

By experiencing decision-making, negotiation, failure, improvement, and achievement that cannot be gained solely within the classroom, the project fosters students' proactivity and business skills, while also contributing to solving the challenges faced by communities and companies.

It aims to be a new human resource development model that balances educational and business value, where students' challenges create the future of society and the region.

The First Theme: Delivering Japanese Traditional Crafts to the World

Japanese traditional crafts possess techniques passed down through a long history, the philosophies and aesthetics of individual artisans, and the unique charm of one-of-a-kind items that cannot be produced by mass production.

On the other hand, production areas face various challenges, including the aging of artisans, a shortage of successors and operators, a shrinking domestic market, and a lack of overseas information dissemination and sales know-how.

Furthermore, it is difficult to earn a stable income solely from crafts, and many artisans continue to work while holding other jobs. There are also young artisans with high technical skills and unique expressions who do not receive sufficient recognition or sales opportunities due to differences in name recognition and exposure.

This project aims to utilize the EC site not just as a sales platform, but as a place to create new revenue opportunities for artisans and accumulate sales and promotional achievements.

In addition to selling products, it aims to solve the challenges surrounding traditional crafts by supporting branding for artisans and workshops, overseas information dissemination, and building a base of loyal fans.

Discovering the Challenge of "Delivery Method," Not "Value," by Visiting Production Areas

As part of their practical learning about regional and industrial issues, the high school students at the core of the project visited production areas such as Seto ware, Tokoname ware, Gifu Wagasa (umbrellas), Seki cutlery, Suruga Take Sensuji Zaiko (bamboo crafts), and Arimatsu Shibori (tie-dyeing), and conducted numerous interviews with artisans and related parties.

By actually visiting the production areas and experiencing the works and manufacturing sites, they discovered that the challenge was not with the quality of techniques or works, but with the "delivery method" of conveying their value to consumers.

In particular, at a Gifu Wagasa workshop, they observed the process of finely processing bamboo, carefully adjusting its length and curvature, and meticulously assembling it to create a delicate structure.

What they witnessed went beyond the framework of a mere "umbrella" product, revealing the craftsmanship and experience passed down over many years, and the depth and beauty of Japanese manufacturing.

However, no matter how excellent a work may be, its value cannot be fully conveyed if the background of the work and the existence of the artisan are not known.

It's not that there is no value.

There is a lack of systems to deliver that value.

This realization became the starting point for launching the cross-border EC site for traditional crafts.

An EC Site That Delivers "Artisans," Not Just "Works."

WANOWA. aims to do more than simply sell traditional crafts as products.

It aims to foster "fans of artisans," not just "fans of works," by carefully conveying the techniques and production processes behind the works, the local culture, and the artisans' own philosophies and aspirations in their craft.

The site will feature a flow from craft categories to production areas and individual artisan pages, allowing purchasers to not only view the works but also understand "who created them, in what kind of place, and with what kind of aspirations."

Furthermore, the following initiatives are planned for future rollout:

- Multilingual product and artisan introductions for overseas buyers - Photo and video content showcasing workshops and production processes - Information dissemination both domestically and internationally using social media - Live commerce where artisans can directly introduce their works - Auction sales leveraging the value of one-of-a-kind and rare works - Support for brand building and promotion for individual artisans and workshops

By communicating the time, skill, and artisan's philosophy involved in completing a work, we aim to convey a value different from mass-produced goods and foster a relationship where customers will continue to support the artisans even after their purchase.

"Just Protecting" Won't Lead to the Future.

We do not view traditional crafts merely as "culture that should be preserved."

Traditional crafts are a culture that Japan can be proud of in the world, embodying techniques and aesthetics nurtured over a long history, and the aspirations of individual artisans.

Of course, cherishing their essence is indispensable.

However, as times change, maintaining the same sales methods and communication styles as in the past may lead to the culture itself drifting away from people's lives.

Therefore, while cherishing the techniques and spirit that should be preserved, we must evolve the methods of delivery and communication to match the times.

Not changing tradition, but transforming the way tradition's value is delivered to more people.

Connecting traditional crafts with the world through the ideas of the younger generation and digital communication is the "evolution" this project aims for.

Project Member Comments

Ito: Traditional crafts cannot continue to exist solely by the people who "make" them. Tradition is passed down only when there are people who love and use them.

What we aim for is to shorten the distance between people around the world who love Japanese craftsmanship and the artisans, craftsmen, and production areas, and to foster dialogue between creators and users.

As a Japanese person, it is indeed sad to see my country's culture gradually disappearing.

That is why I hope to serve as a "bridge" to address the various challenges facing traditional crafts through this business and pass them on to the next generation.

Sawai: I am personally experiencing how the circle of people expands, like passing a baton, from the artisans I met locally to new artisans.

Although we have little business experience, we have been touched by the warmth of the people who support Japanese manufacturing, and we are strongly convinced that our mission is to deliver these wonderful connections to the world.

Future Outlook

In the first year, we will focus on selling and promoting traditional crafts mainly from Aichi Prefecture and the Tokai region, and verify the effectiveness of the cross-border EC business.

We will verify not only the number of products sold but also site access, overseas reactions, SNS promotion effectiveness, and increased artisan recognition, aiming to build a business model that allows artisans to earn continuous income.

In the future, based on the experience and achievements gained from the traditional crafts EC site, we will expand the participating students, partner companies, and the regions and crafts handled.

Furthermore, we will develop a system where students support regional issues nationwide, not limited to traditional crafts, through business, connecting it to next-generation human resource development and regional economic revitalization.

EC Site Overview

Site Name: WANOWA. Launch Date: July 1 URL: https://wanowaspk.myshopline.com Content: Japanese traditional crafts, content related to artisans and workshops Planning and Operation: Mt.Valley Inc. Student Support Project Office Business Support: Mt.Valley Inc. & Noraneko DD Inc. (https://noraneko-dd.co.jp/) Participating Members: 2 second-year students from Tokai High School, 1 first-year student from Meijo University Senior High School, 1 current teacher from Tokai High School

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About Mt.Valley Inc.

Mt.Valley Inc. provides opportunities for students, primarily junior and senior high school students, to engage in practical business activities while enrolled in school.

By having students lead planning, sales, promotion, and operations, and with the company supporting back-office tasks such as governance, financial management, legal affairs, and risk management, it aims to build a human resource development model that balances educational and business value.

Company Name: Mt.Valley Inc. Location: Konan City, Aichi Prefecture Established: August 2023 Inquiries: info@mt-v.com Phone Number: 0120-777179 Homepage: https://mt-valley.jp/

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Contact for Media Inquiries Regarding This Matter

Mt.Valley Inc. Contact Person: Takuya Taniyama Email: info@mt-v.com Phone: 0120-777179