A Change of Heart as a Living National Treasure

In 2013, Maeta's achievements were recognized, and he became a Living National Treasure. It is the highest possible honor for anyone involved in traditional crafts, but Maeta recalls being jolted by a question from an elementary school student: "What is your ultimate goal?"

"After becoming a Living National Treasure, I found myself wanting to be like the 'Group Sounds' bands of the past. Remember how people at their live shows were so captivated by their charisma they were moved to tears?

In the same way, I want to create white porcelain that's so enchanting people have to stop and stare at it for minutes on end. That was always my initial goal, but the student's words really brought it back into focus."

Maeta looks back on the student's question as a gentle reprimand. While continuing to dedicate himself to his craft, he also began working to revitalize the entire world of crafts in his role as a Living National Treasure.

Giving Back to the Next Generation and the Community

Lately, the lack of successors and rural depopulation have become critical issues, extending beyond the world of traditional crafts. To repay the kindness he received as a young man, Maeta is now helping to establish a "Craft Village."

"The rising number of empty homes was becoming a problem in this region. So, working with the city and prefecture, we launched a subsidy program to attract young artisans from other areas. That was about 10 years ago, and now we have a community of more than a dozen artisans. We host an annual craft festival to share these traditional crafts with Japan and the rest of the world."

It's not just the highly motivated artists; the local community enthusiastically supports these creative endeavors. For Maeta, this project is also a way to nurture young talent.

"When I was young, I had no money and no technical skill. I made it this far only because people supported me. That's why I want to do what I can to help the motivated young people of today."

Still, he adds that it ultimately comes down to the individual's own determination. He seems to feel a touch of an artist's unique frustration, yet also a sense of gratitude for simply being able to do what he loves.

The Reality and Future of Traditional Crafts

Driving Maeta's efforts is a major shift in the world of traditional crafts.

In the past, a dedicated fan base eager to support Japanese traditional crafts ensured that when artists held exhibitions, their work would sell, allowing them to fund their next project. Today, society is less affluent, and fewer people attend exhibitions.

"Artists need to make a living, too. So, they end up spending more time on commissioned, mass-produced items than on their own original art. The reality is that many are forced into a difficult situation, trying to find spare moments to create pieces for exhibitions."

To create an environment where artists can focus more on their own creative work—that's Maeta's vision for the future of traditional crafts.

"When your work sells and you know people are cheering for you, you feel that success, that you made the right choice to become a ceramic artist. It gives you a tangible sense that your creations will endure," Maeta explains. If things stay as they are, there's a real danger that these traditional techniques won't be passed on.

Hope for the Future

The outlook for traditional crafts is anything but rosy. Still, Maeta keeps his eyes fixed on the future. He believes that having a dream is what drives people forward. The artisans Maeta has encountered along the way have all been captivated by traditional crafts, which is why they embrace every part of the process.

"Everyone might talk about their struggles or lack of money, but I think deep down, they're enjoying themselves. The desire to never give up on their craft and get even one step closer to the piece they imagine ultimately triumphs."

Maeta shares his own journey as a success story born from perseverance. Part of his intention is to encourage others with the message, "If I could do it, you can too." He also shared some vital advice for aspiring young artists.

"Like a sumo wrestler performing their daily stomps, I confront my white porcelain every day. If you go through the day on autopilot, you won't make any progress at all. You have to keep moving forward, even if it's just a tiny step."

A Passion for White Porcelain

Maeta discovered white porcelain and rose to the rank of Living National Treasure. So, what are his thoughts on the medium today?

"I'm still captivated by the allure of white porcelain. When it comes to vessels, some are used every day, while others are used only once a year. Whether it's a piece someone chose thinking, 'I'll arrange flowers in this someday,' or one that ultimately never gets used, I find them all wonderful.

I want to create pieces that make people think, 'I'm so glad I found this.' And I want to keep meeting the people who will choose my work."

Becoming a Living National Treasure inevitably comes with more public engagements. Amidst these demands, the time he spends immersed in his creative work is sublime.

"The time I spend in my workshop making white porcelain is when I truly feel like myself. Even if a piece doesn't turn out well, I feel the greatest joy just being able to dedicate my time to white porcelain. It's less about 'working' and more that white porcelain is my life itself."

From an early interest in printmaking, Maeta's journey to becoming a Living National Treasure was shaped by a series of fateful encounters. His creative process is rooted in a deep self-confrontation through introspection and trial and error—an approach that runs counter to our current age of generative AI. It is this pure dedication to listening to his own heart that guided Maeta to the status of Living National Treasure and continues to propel him into the future.