Craftal Auaunaga Fa'atau Masina o Ipu ma Meaai e Culture Generation Japan

O le mamanu Craftal Auaunaga Fa'atau Masina o Ipu ma Meaai e Culture Generation Japan o se manumalo maualuga tele o le fa'ailoga mamalu 2022 A' Design Award Apamemea i le Vaega Tauva Measina.

ApamemeaMeasina· 2022

Craftal Auaunaga Fa'atau Masina o Ipu ma Meaai

na mamanuina e Culture Generation Japan

Tagata Fa'atau: Craftal

Manumalo o le A' Design Award Apamemea i le Vaega Measina

17,491

Manumalo Fa'ailoga Fa'amaonia

Fa'amaonia le Tulaga o le Fa'ailoga mo #139328

Asiasi i le Saite Va'ai i le A' Design Award Fa'asalalauga Pailesi o le Fa'ailoga

Lanu

Le Mamanu

E Uiga ia Craftal Auaunaga Fa'atau Masina o Ipu ma Meaai

O Craftal o se auaunaga fa'atau masina e tu'uina atu ai ipu masani a Iapani i fale'aiga ma aiga. E filifili e tagata fa'aoga ni ipu se tolusefulu mai se fale fa'aaliga moni po'o se lisi i luga o le initoneti, ma e mafai foi ona fesoasoani se tagata fa'atonu i le filifiliga. Ona lafo lea o ipu mo se vaitaimi fa'ata'ita'i e tolu masina. A mae'a le tolu masina, e mafai ona suia pe toe fa'afo'i mai ipu nei. O mea e toe fa'afo'i mai e faia se tausiga i totonu o se nofoaga tu'uina atu a'o le'i toe lafo atu i se isi tagata fa'aoga. O le auaunaga lea e fa'afeso'ota'i ai tufuga ma tagata o lo'o fa'aogaina a latou galuega, ma ala i lea, e mafai ona ta'ita'iina le atina'eina o oloa e ni fautuaga tuusa'o.

Le Fa'ailogaina

E Uiga i le A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Craftal Auaunaga Fa'atau Masina o Ipu ma Meaai, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Craftal Auaunaga Fa'atau Masina o Ipu ma Meaai e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Craftal Auaunaga Fa'atau Masina o Ipu ma Meaai e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

I Tua o le Mamanu

Pepa Fa'asalalau

Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.

Uiga Fa'apitoa: 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.
Fua & Fa'apipi'i: 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.
Fa'ailoga: Japanese traditional craft industry, Japanese tableware, subscription service, craftsmanship, Japanese craft, circular economy, sustainability, craftal
Tekonolosi Gaosiga: 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.
Lu'itau o le Mamanu: 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.
Su'esu'ega: 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.
Fa'aosofia: 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.
Umi o le Poloketi: 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.
Fa'agasologa o Galuega: 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.
Sui o le 'Au: Producer: Takuya Hotta
Director: Hideya Izawa
Designer: Shugo Urata
Curator: Aki Yasuda
Planner: Takahiro Tsuchida
Planner: Yumi Takahashi