For Me, Mino Washi Is a "Letter of Challenge"

"For me, Mino Washi is like a letter of challenge. From the moment I took over the family business my grandfather started, I've felt like it's been daring me, saying, 'Let's see what you can do with me.'"

Marujyu Paper Mill was founded in 1951 by Tsuji's grandfather. It was a cooperative formed by local artisans who pooled their capital to transition from handmade to machine-made paper. As paper demand boomed post-war, the company thrived by producing base paper for lanterns and mimeographs. Later, their main products shifted to base paper for kaishi (pocket paper), packaging for insect repellents, and even base paper for washi stationery. But the changing times were relentless. Sales of most major products declined year after year. Non-woven fabric replaced their insect repellent packaging, and the COVID-19 pandemic only accelerated the drop in sales.

"Honestly, I've thought about quitting many times. But I just can't let it end like this. There's still so much hope. For me, Mino Washi is something I can't run away from."

Tsuji smiles calmly as he speaks, but his words carry a core of strength. The phrase "letter of challenge" encapsulates the years he has spent earnestly confronting his relationship with the land of Mino.

The Era of "Make It and It Will Sell" Is Over

"If we don't develop the power to sell to the market ourselves, the industry will die out. It's not enough just to make things anymore."

A major challenge for the washi industry is its outdated distribution structure. For a long time, the system relied on wholesalers to buy and sell the paper, but this model is collapsing as demand shrinks.

"It used to be, 'I'll buy a lot, so give me a discount.' But now, no one says, 'I can't buy much, but I'll pay a higher price.' Wholesalers don't want to hold inventory, so they only order what they have sales for. As a result, the burden on us manufacturers just keeps growing."

In response, Tsuji established a system for direct sales. He renovated a storehouse for washi raw materials into a directly-managed shop, Washi-nary, where customers can actually touch the paper and choose the right one for their needs.

"It's a misconception that it's cheaper because you're buying directly from the manufacturer. We created the shop so that people can experience its reliable quality for themselves."

He also actively uses social media and has created manuals so his staff can handle inquiries and provide quotes.

"Even though we're a manufacturer, we're very conscious of having the power to sell. Our job is no longer just about making; it's also about communicating."

Experience the World of Washi Through an Overnight Stay

"It's not just about selling washi paper. I want people to see, feel, and savor it through an overnight stay. I believe that's the most authentic way to pass on our traditions."

In 2019, Tsuji renovated a building in Mino City—once a wholesale store for washi raw materials—and opened NIPPONIA Mino Shokamachi, a guesthouse themed around washi paper. Mino washi adorns most of the walls, lighting, and furnishings, turning the stay itself into a complete "washi experience." The specialty shop, Washi-nary, is also housed within the facility.

"With the tourism industry booming, now is the time to communicate washi as an 'experience.' When people feel it as a culture, not just buy it as a product, the value of washi multiplies."

Alongside running the hotel, Tsuji is also venturing into a tourism business aimed at small groups.

"There's so much more value in having a small group of ten or fewer enjoy an immersive experience while listening to the artisans, rather than a large group touring on a bus. I want to create tours, especially for visitors from Europe and the U.S., that encourage them to invest their time and money for a truly deep dive."

Transforming washi-making into a tourist attraction is also an endeavor to connect the culture of Mino to the future.

What's Common Sense in Business is Unconventional in the Craft World

"I was told, \"It's unconventional for a manufacturer to open a directly-managed store.\" But personally, I didn't see it as unconventional in the slightest."

Tsuji implemented the SPA (Specialty store retailer of Private label Apparel) model, which integrates the entire process from manufacturing to retail.

"I'm simply applying what major apparel brands do to the washi industry. We create products that sell and deliver them directly to our customers. People say it's \"taboo\" for a manufacturer to do this, but no one will survive if we stick to the status quo."

He also warns against the "sanctification" of traditional crafts.

"Honing your skills is crucial. But if traditional crafts become so revered that they don't sell, the industry itself can't continue. Skills alone aren't enough to protect the artisans."

His words are tinged with the raw reality of someone who is both an artisan and an entrepreneur.

"In the end, what I'm doing isn't anything special. I'm just bringing standard business practices into the world of washi."

Washi: The "Platform" Connecting Culture

"You see, washi is a material. But it's also the very \"foundation of our culture.\""

Tsuji’s perspective is rooted in viewing washi not just as a product, but as the "bedrock" of culture.

"Washi is used to preserve lacquer, for painting on ceramics, as wicks in Japanese candles, and for interiors like wallpaper. In short, protecting washi means supporting the entirety of Japanese traditional culture."

He is now forging partnerships not only within the world of washi but also with other crafts like pottery and cutlery.

"What we want to create isn't just a \"washi shop,\" but a \"place where people can experience traditional culture firsthand.\" I envision a future where the material of washi becomes a platform that connects all of the region's craftsmanship."