Since the previous fiscal year, Wajima City has been actively advancing initiatives to position Wajima-nuri (Wajima lacquerware) as a global brand. These efforts include market development, product innovation, and strengthening infrastructure to accommodate inbound demand. At the same time, they aim to support the recovery and revitalization of the Wajima-nuri industry, which was severely impacted by the Noto Peninsula earthquake, while ensuring that this iconic Japanese craft and the skills of its artisans are preserved and passed on to future generations.

Against this backdrop, and with the goal of establishing a competitive position in the global luxury market, TOKYO LUXEY collaborated with Wajima City, the Wajima Lacquerware Industrial Cooperative Association, and Deloitte Tohmatsu LLC to plan and deliver an expert workshop in March 2026. The workshop brought together a Paris-based consultant and a designer/art director, along with more than 20 lacquerware studios and artisans from Wajima, and focused on high-value product development and international market entry strategies for Wajima-nuri. It was conducted as part of a broader initiative to advance both global branding and regional recovery.

The workshop explored strategic directions for product development across the luxury, gastronomy, and art sectors, while also examining actionable distribution strategies for channels such as restaurants, galleries, and concept stores. Leveraging its global network and expertise in luxury travel, marketing, and PR, TOKYO LUXEY continues to support this initiative as a strategic partner, helping to shape brand narratives and develop concrete action plans that connect Wajima’s craftsmanship with the global luxury market.