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[Latest 17 Selections] Complete List of Japan’s Major Traditional Craft Media

Updated:9 Mins Read Art Investment・Art Business 4 Views

To help people gain a deeper understanding of the appeal of traditional crafts, “owned media” operated by craftspeople, brands, and regional associations themselves is increasing. These official platforms serve as vital tools for sharing stories that only they can tell—the voices of artisans, detailed production processes, and their dedication to their products—while building relationships with fans.

This article provides a comprehensive list of owned media specializing in traditional crafts, clearly summarizing the characteristics and noteworthy points of each. Please use this as a resource for information gathering, brand understanding, and finding hints for sales channel development.

*The data listed is current as of July 28, 2025.
(Updates planned regularly)

Traditional Craft Media List – 20 Selections (Latest Edition)

We have carefully selected official and specialized media that introduce traditional craft products, artisan techniques, and regional cultures from across Japan from multiple perspectives. Please utilize these as information sources for sales channel development, trend analysis, and procurement considerations.

1. Kogei Japonica


Kogei Japonica is a media platform that disseminates information about Japanese traditional crafts both domestically and internationally. Through craft artist interviews, on-site production coverage, exhibition and event reports, regional craft culture introductions, and glossaries, it explores the appeal and background of crafts from diverse perspectives.
Articles are developed in both Japanese and English, aiming to serve as a valuable information source not only for domestic readers but also for overseas craft enthusiasts, researchers, and buyers.
By conveying the “present” of Japanese crafts where tradition and innovation intersect from multiple angles and continuously, it shares their value and potential broadly with society.

2. Traditional Crafts Aoyama Square


A media site based on the official showroom in Tokyo’s Aoyama that displays and sells 243 categories of traditional craft products from across Japan. It also disseminates craftspeople interviews and production demonstration information, making it ideal as a reference for sales promotion and regional collaboration linked with physical stores.
The quality of YouTube videos is exceptionally high, with stunning visual beauty that brings out the appeal of craftspeople.
(Channel subscribers: 163,000)

3. KOGEI STANDARD

Source: KOGEI-STANDARD
A bilingual (Japanese-English) online media platform that disseminates Japanese crafts to the world under the concept “Crossing seas, creating new paths for crafts.”
It conveys the “now” of contemporary crafts including ceramics, lacquerware, glass, woodwork, and metalwork through beautiful photography. Their dedicated editorial team visits craft regions throughout Japan, sharing deep content that encompasses craftspeople’s stories and Japanese aesthetic concepts such as “wabi-sabi” and “functional beauty.” It serves as a quality platform for craft enthusiasts both domestically and internationally, featuring exhibition information and artisan interviews.

4. ontowa

Source: ontowa
A specialized Japanese craft media operated under the theme “Exploring crafts and comfortable living.”
Based in Kamakura, the company provides quality content for craft fans by interpreting crafts from the perspectives of ideas, history, and culture that have long been rooted in Japan. Through new media experiences including paid article voluntary payment systems, AI voice reading, and live streaming services, they convey the appeal of crafts.

5. Discover Japan

Source: Discover Japan
A comprehensive media platform that delves deep into everything from traditional crafts to food, travel, and design under the theme “Rediscovering Japan’s Charm.”
It serves as an effective information source for learning story branding through artisan interviews, regional features, and product reviews.

6. “Nikkei Cross Trend” Traditional Craft Features

Source: Nikkei Cross Trend
Nikkei Cross Trend’s “Keyword: Traditional Crafts” and “Traditional Crafts × Technology” features focus on the digitalization and DX of traditional crafts that accelerated after the COVID-19 pandemic, introducing in detail new sales methods utilizing subscription services and live streaming, fusion with cutting-edge technologies like 3D printers, and other contemporary initiatives in traditional crafts.
A wealth of high-quality articles providing references from marketing perspectives and the latest information.

7. KAERU

Source: KAERU
KAERU is a media that eliminates the “high threshold” of traditional crafts and conveys their appeal from a perspective that aligns with contemporary life through pop design and easy-to-understand columns.
Articles feature artisan interviews, regional reports, and marketing case studies from business perspectives that can be enjoyed while learning.
It abundantly features practical information useful for business operators while emphasizing entertainment value.

8. Bijutsu Techo (Art Notebook)

Source: Bijutsu Techo
Bijutsu Techo is an online portal site operated by the established art journal founded in 1958, covering a wide range of topics from contemporary art to traditional crafts both in Japan and abroad. Through exhibition reviews, artist interviews, and expert columns, it delves deep into the latest art scene with abundant articles that decode cultural trends and market movements.
It serves as a comprehensive information source supported by a wide range of people from art enthusiasts to professionals.

9. KURAFT

Source: KURAFT
KURAFT is a web media that combines “KURA (storehouse)” and “CRAFT (artisan skills)” to discover and disseminate Japan’s “sleeping treasures” from various regions. It features a wide range of genres including regional crafts, culture, travel, and food, developing in-depth articles for domestic and international readers. It also handles collaborative projects with government and local authorities, functioning as a platform for regional brand branding and recovery support.

10. Wagokoro

Source: Wagokoro
Wagokoro is a web media that disseminates the appeal of Japanese traditional culture and traditional craft products.
Since its launch in October 2018, it has exceeded 1 million monthly page views, covering a wide range of fields from traditional crafts to traditional performing arts, Japanese musical instruments, and Japanese events.
It abundantly features artisan interviews and hands-on experience articles, providing practical information dissemination to preserve Japanese traditional culture for future generations.

11. BECOS Journal

Source: BECOS Journal
BECOS Journal is an owned media operated by BECOS, an e-commerce platform that discovers and introduces unknown masterpieces from across Japan. It conveys in an easy-to-understand manner through photos and videos the thoughts, techniques, and development stories of traditional craftspeople who inherit history while challenging new creation. It also covers recommended products for gift occasions and the latest industry news, serving as a useful information source for everyone from craft enthusiasts to business operators.

12. Nakagawa Masashichi Shoten Reading Materials

Source: Nakagawa Masashichi Shoten Reading Materials
“Nakagawa Masashichi Shoten Reading Materials” is an official web media operated by the established brand Nakagawa Masashichi Shoten, disseminating stories related to Japanese crafts and lifestyle.
Through diverse perspectives including artisan interviews, regional introductions, how to use lifestyle tools, and seasonal columns, it delves deep into “ways of living and being that Japanese crafts teach us.”
It features information dissemination that combines comprehensiveness and practicality as reading material, linking with product development and store activities.
It continuously provides content that satisfies intellectual curiosity for readers interested in traditional crafts and thoughtful living.

13. JAPAN HOUSE


A cultural dissemination media section operated by Japan House Los Angeles.
It disseminates a wide range of topics from Japanese traditional crafts to contemporary art in English, providing detailed introductions to artisan interviews, technique explanations, and cultural backgrounds.
Feature articles related to crafts such as “Heritage by Hand” are substantial, making it useful as reference material for overseas promotion and local PR.

14. CRAFT LETTER

Source: CRAFT LETTER
CRAFT LETTER began as a private visit matching platform for traditional craft regions and artisans throughout Japan, and is an online media that delivers monthly artisan interviews and regional reports.
In 2024, it strengthened its platform functions and introduced e-commerce payment with clearly stated regional return rates. It connects craft fans and stakeholders through transparent economic circulation, supporting sustainable industrial development.

15. Watoji

Source: Watoji
Watoji is an aggregation site/app that consolidates the latest web information about Japanese culture and crafts for fans both domestically and internationally.
It daily updates 12 craft channels including lacquer, ceramics, dyeing and weaving, and glass, as well as social issues and experience event information. It provides exhibition and event displays optimized for user interests and exclusive information, creating connections between Japanese culture fans and related parties both domestically and internationally.

16. Nippon Teshigoto Zukan (Japan Handcraft Encyclopedia)


Nippon Teshigoto Zukan is a video media that introduces Japan’s proud culture and artisan skills through artisan interviews.
It has produced over 90 videos of crafts and handwork from nearly 100 regions across Japan, deeply conveying artisans’ techniques and thoughts. Beyond video distribution, it develops multifaceted activities to connect Japanese handwork to the future, including traditional craft successor training internships and product development support.

17. Waknot | Traditional Crafts that Color Life

Source: Waknot
“Waknot | Traditional Crafts that Color Life” is a web media that introduces traditional craft products, artisan techniques, and regional cultures from various parts of Japan.
It carefully explains the appeal of craft products such as Shiozawa tsumugi and Otani pottery from the perspectives of history, materials, and usage, disseminating proposals for incorporating them into daily life. It delivers the value and appeal of traditional crafts in an easy-to-understand manner to readers interested in ethical consumption and thoughtful living.

Summary

Utilizing traditional craft media goes beyond simple information gathering and becomes a powerful tool for brand storytelling, sales strategy, and customer communication design.
The 20 media outlets introduced today provide diverse information ranging from artisan voices and production backgrounds to regional brand initiatives and overseas dissemination methods.

It’s essential to understand the characteristics of each media and constantly consider how to apply them to your company’s product development, sales channel development, and promotional planning.
Please make full use of these resources to build systems that deliver new values of traditional crafts to society.

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We are a group of experts dedicated to showcasing the beauty of Japanese traditional crafts to the world. Our exploration of Japan's craft culture spans a wide range, from works by Living National Treasures and renowned artists to the preservation of traditional techniques and the latest trends in craftsmanship. Through "Kogei Japonica," we introduce a new world of crafts where tradition and innovation merge, serving as a bridge to connect the future of Japanese traditional culture with the global community.

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