[Overseas Expansion Case Collection vol.9] Refining traditional techniques and minds on a global stage (“Amezaiku Tsuruji” Takako)

“Overseas Expansion Case Collection” vol.9 released!

The “Overseas Expansion Case Collection” series interviews people who have exhibited at events managed by Japan Promotion so far, and listens to valuable stories about reactions from countries around the world that they have actually witnessed and their subsequent activities.

In this section, which is the 9th in the series,“Amezaiku Tsurufuji”Active under the nameAmezaiji Takako-samaWe asked in detail about the secret to replacing overseas experiences with new creative energy and the reactions of audiences in various countries.

≪Click here for past articles≫
●vol.1 “Succeed in attracting tourists with a PR strategy that combines local characters and SNS! (Mr. Toshiaki Arisawa, Genki Creation Division, Susaki City)”
●vol.2 “Local reactions are the greatest harvest! Exhibited at Japan Expo Paris that got a lot of insight (Kyushu Economic Federation, Mr. Chiken Shigeyoshi)”
●vol.3 “Overseas exhibition experience triggered the “Oyabe Fairy Tale Party” (Mr. Yukihiro Funami, Tourism Promotion Division, Oyabe City, Toyama Prefecture)”
●vol.4 “Rediscover local appeal through overseas exhibitions, improving on-site responsiveness is also a major weapon (Mr. Hiromi Kobayashi, Tochigi City Hall General Policy Department)”
●vol.5 “Making “Awa Odori” the Common Language of the World (Creative Dance Group Takarafune)”
●vol.6 “Pursuing World-Class Japanese Beauty with a Multifaceted Approach (KIRIE)”
●vol.7 “Calligraphy that conveys the way of life on the world stage (Fukushita Taro)”
●vol.8 “Aiming for a new dimension of calligraphy that stimulates the five senses (Miho)”

≪About current activities≫

Enrich your expressions by knowing the trends and cultural differences in each country

Currently, we are mainly exhibiting at domestic and international events, teaching workshops and accepting orders for custom-made products. Since demonstrations began overseas, such as Thailand and Switzerland,Research the tastes, values, and trends of each countryIt came to be reflected in the motifs and colors of the candy made, and as a result, the range of creations expanded.
After exhibiting overseas, we received feedback from famous entertainment productions to exhibit at domestic and international events, and we were blessed with the opportunity to participate in video production led by local governments together with artists I met through the exhibition. It was an image video with the theme of “Japanese craftsmanship,” and I am very honored to be able to participate in the project because candy crafting was recognized as one of the wonderful traditions that Japan is proud of in the world.
Of course, sales at events,Connections between artists born on the spot are often a trigger for the next event or new project,It also motivates me to do activities.

≪Advice/Future Goals≫

Trust your instincts in the field and respond flexibly

Regardless of the pre-determined price or style,Feel the air of the place with your skin and move around flexiblyI think that's important. No matter how much you have expanded your image beforehand, once the actual performance starts, you may feel “a little different.” At times like that, it takes a little bit of courage, but trust that feeling.”I'll try changing” is recommended. If successful, fine adjustments involving a sense of the skin on site will not only attract active sales, but will also lead to an increase in the feelings of all involved staff and myself. Also, since it is difficult to recognize ame-zaiku, where hands compete, it is difficult to be recognized from a distance if the venue is large,I tried moving my body so exaggerated that I thought it might be a bit overkill,We approach the event with repeated ingenuity every time, such as making booth decorations by hand to create a lively atmosphere.
Going forward, we are poised to aim for “Amezaiku's first living national treasure,” and I would like to actively visit countries I haven't been to, perform in front of more people, and enhance the appeal and value of traditional Japanese ame-zaiku on a global level.

≪Know-how for success≫

[Before exhibiting]
‍● Demonstration performances at family events, department store events, and corporate parties.
● As a part-time lecturer at a confectionery school, I give lectures several times a year.
● Trial classes at home workshops are held irregularly.
↓
[Support and ingenuity]
● Appropriate advice based on field experience from Japan Promotion staff was useful regarding prices, visitor trends, and cultural differences in each country.
● There was plenty of support for family participation, including small children, and I was able to spend time overseas with peace of mind.
★ Point ★
Advance advice from staff familiar with overseas situations was helpful.
Thanks to generous support during my stay at the site, I was able to face the session in perfect condition.
↓
[Results]
● I took the opportunity of exhibiting at the event to participate in video production led by artists from other genres and local governments.
● I was invited to domestic and international events by popular entertainment productions.
● Connections between artists have deepened through exhibitions, and lively exchanges continue, such as exchanging event information and inviting new overseas events.
● Direct contacts were received from people from overseas who visited the exhibition booth, and motivation for overseas expansion increased.
★ Point ★
Through video production on the theme of “Japanese techniques,” we were able to convey the appeal of ame-zaiku to the world.
The exchange between artists led to new activities.
↓
[After that]
● I began to make things that were conscious of perspectives from overseas, such as motifs and color preferences, and the range of creations expanded.
● I began working on “fascinating performances” that can be conveyed even when words don't get through, and my expression as a performer became richer.
★ Point ★
They are conscious of expressions and manufacturing that target the world and utilize them in their activities.

Thank you, Takako, for sharing this valuable story!
In vol.10 that follows, the painter'sMr. Kawase TadashiWe would like to ask you about your thoughts on disseminating Japanese culture through the production of works.

◎ The person who spoke: “Amezaiku Tsuruji” Takako

[Events you exhibited at]
Bangkok Japan Expo “Banquet UTAGE” (2017)
JapanManga Night “A-MA-NE” (2018)
MOSHI MOSHI NIPPON FESTIVAL (2016 · 2018)

●Candy Craft Tsurufuji Homepage＞＞＞http://tsurufuz.com/candy/
●Amezaikushi Takako Official Blog＞＞＞https://ameblo.jp/tacaconbu/

Consultations and requests for materials regarding exhibitions and consignment sales are being accepted at any time

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