工芸プレス 
From February 15, 2021, coca-cola system has been releasing “Ayataka Traditional Craft Support Bottle” nationwide from green tea brand “Ayataka” aiming at the taste of authentic green tea like a teapot. “Ayataka Traditional Craft Support Bottle” is an initiative unique to the authentic green tea brand that inherits a long history and deep tradition in typical Japanese culture called tea, and adopted 12 kinds of Traditional Japanese crafts from all over the country as motifs of bottle design. In a new way of life called “the new normal”, lifestyle and values for people and things are being reviewed. “Ayataka” has been on the other hand of our lives for a long time, just like tea in teapots, and we proposed to incorporate wonderful traditional crafts filled with human wisdom and technology on a daily basis as something more familiar than special, but as a more familiar thing through the “Ayataka Traditional Craft Support Bottle”.
This “Ayataka Traditional Craft Support Bottle” was released as a product that will lead to the support of young craftsmen who will be responsible for the future of traditional crafts, with a part of the sales of each bottle being used to donate activities to support Japanese traditional crafts. On October 28, 2021, Coca-Cola Japan Co., Ltd. (Head Office: Tokyo, President and CEO: Jorge Garduño) announced that a portion of the sales of “Ayataka Traditional Craft Support Bottles” totaled 12 million yen to 22 young traditional craftsmen nationwide through the Association for the Promotion of Traditional Craft Industries.
In the northern tohoku area of our company (Iwate Prefecture, Akita Prefecture, Aomori Prefecture), Aomori Prefecture: Tsugaru Lacquerware Yagihashi Shuri, Akita Prefecture: Kawaren Lacquerware Kawaren Lacquerware Youth Association. In response to this, we held a presentation ceremony for the donation catalog to Mr. Shuri Yagihashi on Tuesday, January 18, in order to disseminate the efforts of young local craftsmen selected as donors and to give as many people as possible an opportunity to know. At the presentation ceremony, Seietsu Nakamura, Aomori Sales General Manager, presented a donation catalog to Mr. Shuri Yagihashi, Who Painted Tsugaru.
■ Donation Catalog Presentation Ceremony Overview
Date: Tuesday, January 18, 2022, 11:30 a.m. –
Venue: Hirosaki City Traditional Industry Hall
【Attendees】 < Tsugaru Nuri > Yagihashi Shuri, < Company> Aomori Sales General Manager Seietsu Nakamura, Hirosaki Sales Office Manager Kazuyoshi Arakida
■Aomori Prefecture: Tsugaru lacquerware Mr. Shuri Yagihashi
In order to preserve the traditional industry that is being lost, we will challenge ourselves to make 100 chopsticks and 10 tea bottles in three months, aiming to build our own relationships with customers and sell chopsticks and expand sales channels in the Kanto region. And we hope to contribute to regional revitalization by making Tsugaru lacquer known outside Aomori Prefecture.
Comment by Seietsu Nakamura, Aomori Sales General Manager
“In recent years, I have heard that in the traditional craft industry, in addition to the lack of successors, there has been a continuing predicament, such as a decrease in opportunities for people to directly interact with traditional crafts such as exhibitions due to the spread of the new coronavirus, and “Ayataka” is a full-fledged green tea brand that inherits a long history and deep tradition in typical Japanese culture called tea. It is a great honor to support the activities of young craftsmen who will be responsible for the succession of future traditional crafts and techniques through the Ayataka Traditional Crafts Support Bottle and to contribute to the future development of Japanese traditional crafts. Yagibashi-singing aims to revitalize the local community by disseminating the appeal of Tsugaru lacquerware. In addition to selling products, we have a common approach to realizing a bright and positive society in the future, and we hope to continue to cooperate with this donation.”
Comment from Shuri Yagihashi
“The reason I applied this time was that I wanted to leave behind the skills of the traditional industry that is currently being lost by feeling firsthand the work of craftsmen who make many of the same things, which was commonplace as a craftsman. We were able to purchase materials that were missing from the donations we received, which greatly increased the number of work we could do in our home workshop and improved our skills. I am truly grateful that such support will lead to the revitalization of local industries. We are able to work with the support of many people, including this donation. In the future, I would like to continue to improve the technology to finish a certain number in the same way, without wasting each experience. In addition, while valuing customer encounters, I would like to do my best so that as many people as possible can buy it in my hand.”
About the Ayataka brand
The green tea brand “Ayataka” was developed with the cooperation of “Kababayashi Shunshohonten”, a long-established tea shop in Uji with a history of 450 years, with the aim of enjoying the taste of green tea with a bitterness like putting it in a teapot.
The taste of “Ayataka” is (1) a technique that combines “gogumi” tea leaves, which is a traditional technique of The Kamibayashi Haru matsumoto store,
(2) “Ayataka” original nigori manufacturing method, (3) the taste and quality of tea leaves used as raw materials with the Kamibayashi Haru matsumoto store
It is realized by three commitments called “tea leaf certification ceremony” that Coca-Cola confirms final. Since its release in 2007, it has been well received by many people for its authentic taste that balances umami, astringency, and bitterness.
For details on “Ayataka Traditional Craft Support Bottle”, please refer to the following.
-Ayataka, which aims to create a full-fledged tea taste like a teapot, supports traditional Japanese crafts “Ayataka Traditional Craft Support Bottle” New commercial will start airing nationwide from Monday, February 15
https://prtimes.jp/main/html/rd/p/000000521.000001735.html
-Ayaka donated a total of 12 million yen from a portion of sales of “Ayataka Traditional Craft Support Bottles” to 22 groups of traditional craft organizations nationwide.
https://prtimes.jp/main/html/rd/p/000000620.000001735.html
Please refer to the following account for the latest information on “Ayataka”.
-Official website: https://www.ayataka.jp/
– Official Twitter: https://twitter.com/ayatakaJP
– Official Instagram: https://www.instagram.com/ayatakajp/
About Miinoka Co-Bottling
Miinoka Coca-Cola Bottling Co., Ltd. manufactures and sells Coca-Cola products in Aomori, Iwate, and Akita prefectures. In addition to delivering soft drinks that enhance lifestyles, we aim to be a company that develops various businesses closely related to daily life and is close to the “positive” and “happy” lifestyle of local people. While being a member of the Coca-Cola System, we fulfill our responsibilities as a local company based in Northern Tohoku, and are working to contribute to the sustainable development of local communities while creating positive change and social value.
https://www.michinoku.ccbc.co.jp/
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