Craftal Ratonga Ohaurunga Oko Kai nā Culture Generation Japan

Ko te hoahoa Craftal Ratonga Ohaurunga Oko Kai nā Culture Generation Japan he kaitoa whakahirahira o te 2022 A' Design Award Parahi i te Wāhanga Whakataetae Hoahoa Taonga Tuku Iho me te Ahumahi Ahurea.

ParahiTaonga Tuku Iho· 2022

Craftal Ratonga Ohaurunga Oko Kai

nā Culture Generation Japan

Kiritaki: Craftal

Kaitoa o te A' Design Award Parahi i te Wāhanga Taonga Tuku Iho

17,758

Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #139328

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Craftal Ratonga Ohaurunga Oko Kai

Ko Craftal he ratonga ohaurunga e tuku ana i ngā oko kai mahi-ā-ringa a Hapanihi ki ngā wharekai me ngā kāinga. Ka kōwhiri ngā kaiwhakamahi i ngā mea e toru tekau mai i tētahi whare whakaaturanga tūturu, mai rānei i tētahi rārangi hokohoko ipurangi, ā, ka āwhina tētahi kaitiaki whakaaturanga i te kōwhiringa. Kātahi ka tukuna atu ngā oko kai mō tētahi wā whakamātau e toru marama te roa. I muri i ngā marama e toru, ka taea te whakawhiti, te whakahoki rānei i ngā mea. Ka whai maimoatanga ngā taonga kua whakahokia i tētahi pokapū tohatoha i mua i te tukunga atu ki tētahi atu kaiwhakamahi. Ka hono te ratonga i ngā kaimahi mahi-ā-ringa ki ngā tāngata e whakamahi ana i ā rātou mahi, nā reira ka arahina te whanaketanga hua e ngā urupare tika mai i ngā kaiwhakamahi.

Te Whakamihi

Mō te A' Design Award Parahi

Ko Craftal Ratonga Ohaurunga Oko Kai te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Craftal Ratonga Ohaurunga Oko Kai he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Craftal Ratonga Ohaurunga Oko Kai i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: Craftal is a subscription service that provides Japanese craft tableware to restaurants and households, fostering a new environment where people can meet a wide variety of traditional crafts from all over Japan. This platform to solve these issues faced by both the restaurant side and the craftsmen, and we have now we started working directly with chefs to develop highly usable tableware products by incorporating their feedback and experiences.
Inenga & Pēketanga: The current scale of the business is as follows: 1) More than 300 products available, 2) Over 30 restaurants, 3) Over 50 end-users, 4) Over 50 craftsmen and artisans, 5) Over 500 people participating in trial events.
Tūtohu: Japanese traditional craft industry, Japanese tableware, subscription service, craftsmanship, Japanese craft, circular economy, sustainability, craftal
Hangarau Whakanao: Craftal’s business model was designed to solve problems faced by both craftsmen who make tableware and the restaurants who use them. For craftsmen, it is difficult for them to sell expensive products, but it is difficult for them to expand their craft if they only make pieces that can be sold cheaply. For restauranteurs, buying a wide variety of tableware is expensive, especially because they have to rotate it seasonally to pair with changing dishes depending on the time of year.
Wero Hoahoa: When Craftal was first launched, COVID-19 infections began to spread around the world in early 2020. Since our initial target, which consisted of restaurants that were negatively impacted by this, we had a difficult time promoting the service. Our response was to start a B2C service targeting individual households and we were able to increase awareness of the service this way. Also, we tried to appeal to a larger group of customers, and realised there was a need from restaurants specialising in Western cuisine, which we did not foresee as our initial focus on just Japanese restaurants.
Rangahau: We conducted interviews with numerous hotels and restaurants and found that for restauranteurs, they wanted to purchase a wide variety of tableware to pair with seasonal menus, but there were three main barriers to this: 1) price, 2) storage, 3) opportunity cost (ie. time spent researching and purchasing).

Also, we learned that there are many levels of middlemen, which means that craftsmen cannot directly get feedback from the restauranteurs, affecting standards for product development.
Whakaaweawe: The Japanese traditional craft industry is facing problems such as declining sales, labor shortage, product development, and lack of ability to develop sales channels in each process from production to sales due to the division of labor.
On the other hand, although there is a need for restaurants to use traditional crafts, there are not many opportunities to purchase them because of the time and cost involved.
This service was created in the process of thinking of ways to solve such problems.
Roanga o te Kaupapa: The service was first established in June 2019 in Tokyo as a B2B platform connecting restauranteurs and craftsmen in Japan and is still continuing to this day.
Targeting individual households, the B2C service was launched in May 2020 to address people spending more time at home due to the spread of COVID-19 infection.
Rerenga Mahi: 1. Users select 30 tableware pieces from the physical gallery or online catalog. Specially tailor-fit selections based on consultations by a curator is also available.
2. Once inventory is confirmed at the distribution center, the tableware will be sent to the restaurant for an initial trial period of three months.
3. After three months, the customer will either exchange or return the tableware pieces, and those returned will undergo maintenance at the distribution center before being sent to use at another restaurant.
Ngā Mema o te Rōpū: Producer: Takuya Hotta
Director: Hideya Izawa
Designer: Shugo Urata
Curator: Aki Yasuda
Planner: Takahiro Tsuchida
Planner: Yumi Takahashi