THEME 2023
“Community”
Campaign Image MONO JAPAN 2023
©Art Direction by Masaya Takeda, Photography by Junya Igarashi, Flower by Tachibana
The MONO JAPAN exhibition and sale event began in 2016 and will be held for the 6th time in Amsterdam in September of 2023. Last year our 5th event was held for the first time following the global pandemic and we, our makers, and our guests were filled with joy. Fans of Japanese craftsmanship and design, the wonderful Lloyd Hotel who has supported the exhibition as a venue in the past, and all those involved in past events finally were all able to gather for the first time in three years. It was a special event. Observing the experiences of the many exhibitors from Japan, we realised that our event now plays a bigger role in connecting people across Japan and the Netherlands than we ever predicted.
Naturally, tastes vary among those who love Japanese products. From those who seek modern high-quality objects to those who are attracted to more traditional Japanese products. In addition, many MONO JAPAN’s visitors are interested in traditional Japanese manufacturing, craftsmanship, and materials and want to learn how they are produced. Many creators come to this exhibition and spot sale because they come across products and activities with a particularly Japanese appeal — be they modern or traditional.
MONO JAPAN is a platform that provides a space for guests to immerse themselves in the beauty of Japan for three whole days. The event attracts people from all walks of life, including operators, exhibitors, visitors, and both domestic and international fans of Japanese design and craftsmanship.
We are growing a community. And we are also supported by that community.
This year’s MONO JAPAN offers attendees an exhibition and spot sale with a spotlight on the connection between people and objects under the theme of “Community.” It is an event where we can encounter new objects and experiences as we consider the role of Community in craftsmanship in the past and the future.
Online platform for makers and designers
With the sudden travel restrictions of the past few years, MONO JAPAN has been desperately searching for ways to continue our online business between Japan and the Netherlands. The result of that search is the online platform MONO MAKERS MEET (MMM), which was launched in May this year.
This is a community space for people in the creative industry in the Netherlands and various Japanese craftspeople to meet. The 2023 MONO JAPAN exhibition and sale will be a place where the MMM community members can actually meet face-to-face.
We’ve planned a very special presentation of a collaboration by a Japan-Netherlands pair who met at MMM and have been working together. In addition, a networking event for MMM members is also planned.
Community building in rural areas, introducing examples from Japan
A major issue facing Japan is ageing and population decline — especially in rural areas. With that decline, the number of people making a living in traditional culture and crafts is drastically decreasing. This new era has sparked a renewed interest from younger generations and local governments to create new communities in rural areas in hopes of passing on these traditional crafts and culture. In that spirit, we’ve invited creators from these revitalising rural communities in Japan to hear their stories.
Craftmaking master classes
MONO JAPAN will host a series of special demonstrations and workshops on site at the venue where guests and attendees can learn from experts and experience traditional Japanese culture through time-honoured techniques and traditional materials.
Japanese traditional crafts require time, care, and commitment to create, but these non-consumerist traditions are filled with generational wisdom, ways of knowing, and love for making. In an age where things have become overly convenient, investing our time and effort to create and maintain things for ourselves brings joy in our daily life.
In both ikebana (flower arrangement) and the sadō (tea ceremony), there is a traditional concept embodied in the character “道” (dō) which translates to “the path” or “the way” of these traditional skills. In Japan, crafts such as flower arrangement and tea ceremony are considered part of a never-ending journey along the path to mastery. There are many schools (or paths) to mastery in Japan, all following this never-ending path of practice and repetition. These schools of thought form communities of like-minded people gathered around a particular craft.
This year MONO JAPAN has invited masters of flower arrangement and the URASENKE tea ceremony. It is a rare opportunity to share in their knowledge and learn from their paths as well as to hear what lies ahead.
A growing Japanese food community in the Netherlands
Food is something dear to us all, but it offers more than just sustenance. Food culture naturally connects people through the sharing of our food experiences. In the Netherlands there is a growing community of Japanese food (washoku) fans on social media and the number of restaurants serving high-quality Japanese food is increasing one after another. Along with the popularity of washoku, the depth of understanding and appreciation for Japanese cuisine among Dutch people seems to be increasing.
At this year’s MONO JAPAN, we’ve arranged a dining area at the venue where entrepreneurs focused on Japanese food in the Netherlands such as tea, sushi, and sake will gather together. We hope our guests will enjoy the world-class tastes of Japan as much as they will the unique story behind each of them.